Increasing Stakeholder Engagement Through Strategic Communications Convener: Daniel Bremer-Wirtig, Associate Director, Government Relations, NCCEP Presenters: Sean K. Brennan, Communications, California GEAR UP Alison Eldridge, Communication Specialist, Washington State GEAR UP 1 2013 NCCE/ GEAR UP National Conference 7/16/2013
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Increasing Stakeholder Engagement through Strategic Communication
Presentation given at the NCCEP/GEAR UP National Conference in San Francisco July, 2013. Includes content on strategic communications and communication planning.
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2013
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Increasing Stakeholder Engagement Through Strategic CommunicationsConvener:Daniel Bremer-Wirtig, Associate Director, Government Relations, NCCEP
Presenters:Sean K. Brennan, Communications, California GEAR UPAlison Eldridge, Communication Specialist, Washington State GEAR UP
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Agenda
• Why?• The Toolset:• Communications Strategy (aka “A failsafe
strategy”)• Step-by-step• Starting Points
• Communications Plan (aka “An easy-to-execute plan”)
• The Worksheets• The Q&A
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Questions
•With whom should you communicate (Audience)?•What to communicate (Message)?• How to create Content (and then some)?•When to communicate (Timing)?•What methods of communication to use
(Delivery)?
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THE WHY
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Why do we need to communicate?
1. We have customers, just like a business.2. They need to be persuaded to work with
us. 3. They need to understand the benefits of
what we do. 4. They need to know how they can help us
do it more effectively.5. They need to be motivated to do it.
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The Toolset
• Who (Audience)• What (Message)• Where (Delivery)
A Failsafe Strategy
• When (Timing)• How (Content)
Easy to Execute
Plan 6
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COMMUNICATION STRATEGY: THEORY & OVERVIEW
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A Failsafe Strategy
Why strategic communications?• Consistency and coordination: ensuring programmatic
collaboration and cohesion. • New methods of outreach: social media.• Professionalism: clip art and sporadic emails don’t cut
it anymore.
Integrating communications into a master plan:• It’s strategic…• Accomplish specific, concrete goals.• Program plan should have communications mirror.
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Who - Identify Your Audience
• Are they an internal or external audience?• Are they…• Students?• Families?• Teachers?• Media?• Congress?
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Your program will have multiple audiences, but… 10
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You can’t communicate with all of them all of the time.11
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What We Know
What the Audience Needs to
Know
THE MESSAGE
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What Do They Need to Know?
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“GEAR UP is local,
sustainable, and proven to
increase college
readiness in communities
of need.”
“California GEAR UP Bridge Project cohort increased
Algebra completion rates
by 34%.”
“GEAR UP mentoring is for ALL students and increases college completion rates
by 50%.”
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What - Identify Your Message
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Content -
•Print publications•Online communications•Media and public relations materials•Certificates and awards•Annual reports• Speeches