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Connecting up: build a communication strategy that achieves real business outcomes-slides
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Achieve real business outcomes Lee Hopkins 30 th Oct 2012
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Webinar presentation to non-profits in Australia and New Zealand on how to build a communication strategy and plan.
Transcript of Connecting up: build a communication strategy that achieves real business outcomes-slides
Achieve real business outcomes
Lee Hopkins
30th Oct 2012
Communications plan: LeeHopkins.com/commsplan
Communication Why your nonprofit matters
Social media/technology How technology & social media can make a
difference
What is a communication strategy?
What is a communication plan?
Your communication landscape
“The Communications Plan puts it all together in one place and pulls out a bulleted list of things to work on. We kind of know all of this about how to communicate, but we often forget in the moment about what we’re doing and why. It’s good to have it in black and white.” Alaric Bien, Executive Director, Chinese Information and Service Centre
Competition
Knowledge base
Perceptions
What’s working
Challenges
Image: costi - http://www.constantin.me.uk/
Presenter
Presentation Notes
Image: costi - http://www.constantin.me.uk/
CORE
Positioning
Tagline
Elevator speech
FLEXIBLE
Audiences
Benefits and attributes
Features
Presenter
Presentation Notes
Image by berenika on sxc.hu
CORE
Positioning
Tagline
Elevator speech
FLEXIBLE
Audiences
Benefits and attributes
Features
What is an ‘audience’
How do I define my audience(s)?
Why do this before messages and tactics?
Presenter
Presentation Notes
Image by haak78 at sxc.hu
Develop
Test and refine
Talking points
Presenter
Presentation Notes
Image by vinnyprime at sxc.hu
Develop
Test and refine
Talking points
“Your messages deliver important information about the issue and compel the targeted audience to think, feel or act.” Elements of a Strategic Communications Plan, Kellog Foundation
Channels and tactics
Making effective use of technology
Evaluation
Presenter
Presentation Notes
Image by michelini at sxc.hu
Left unmeasured, it won’t grow
Katie Paine:
Objectives Audience Priorities Benchmark Measurement tool
Business communication: FIR: ForImmediateRelease.biz
Shel Holtz: holtz.com
The Next Web: TheNextWeb.com
Jeremiah Owyang: web-strategist.com
LeeHopkins.com (comms articles)
LeeHopkins.net (blog)
au.linkedin.com/in/leehopkins
@LeeHopkins
