Delivering Effective Messages Advice for Community …...Take-Home Benefits Along The Way...
Transcript of Delivering Effective Messages Advice for Community …...Take-Home Benefits Along The Way...
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Copyright © 2011, Padilla Speer Beardsley Inc. All rights reserved.
Delivering Effective Messages – Advice for
Community Engagement
Matt Kucharski
Executive Vice President
PadillaCRT
September 12, 2013
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Today’s Agenda
The “Strategic” Part of Strategic Communications
Messaging and Storytelling
Contemporary Thinking on Channels
Measurement
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Take-Home Benefits Along The Way
• Understanding how deliberate communication strategies can improve your
organization’s success
• The key elements that must be present to plan, execute and measure
outcomes
• Guidance that puts all of the options into perspective so you know which to
use when
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Who is this guy?
Matt Kucharski – Executive Vice President
• 25 years public relations and communications
experience
• Expertise in marketing, crisis communications, employee communications and community
relations
• Adjunct faculty member at the University of Minnesota
• National Board, Pheasants Forever
• DNR, LSOHC, FLARA, MCWD, GTCUW and other acronyms…
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When not working at the
office, home or the airport,
Matt is SCUBA diving,
fishing or hunting
somewhere.
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Your Organization’s Top Priorities?
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Why You’re Communicating
• Attract, retain and engage employees and volunteers
• Find and hold on to enthusiastic long-term investors
• Create a favorable community, regulatory and industry environment to
operate your business
• Draw in new advocates – and keep your existing ones!
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Get People to Do What You Need Them to Do!
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U.S. Information Barrage
• 500,000 billboards
• 7,500 newspapers
• 20,000 periodicals
• 350 million TV sets
• 265 million PCs
• 650 million radios
• 3 billion books sold per year
• 150 billion pieces of postal mail
• 110 million websites
• 300 million active Facebook users
(Almost 30%, are 35-54)
• 24 million photos uploaded to
Facebook daily
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How many emails will you receive in the next two hours?
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Information Age Clutter
•Either you break through the clutter or
become part of it – your choice.
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Strong Reputations Drive Business Success
Slide 9
Organization Strategy Stakeholder Perception
Influenced By:
• Leadership Vision
• Strategic Plan
• Annual Operating Plans
• Marketplace Realities & Trends
• Employee/HR Development
• Financial Objectives
• Regulatory Environment
Influenced By:
• Messaging
• Media Coverage
• Customer Satisfaction
• Stakeholder Trust/Confidence
• Employee Engagement
• Community/NGO Sentiment
• Competitive Positioning
• Social Media Conversations
• Influencer Perceptions
• Internal Comms
• External Comms
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Goal: External Perceptions that Align With Organization Priorities
Slide 10
Strategy and Reputation
Driven by Performance
Against Plans --
ACTIONS
Driven by Multiple
Information Sources --
COMMUNICATIONS
Brand
Alignment
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Personal and Corporate Reputation (aka “Your Brand”) is…
Performance Recognized
∑ Acts +∑ Information
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Communicating Effectively
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Communication Is A System!
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Sender Receiver
Common Environment
NOISE!
Messages/Channel
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It’s About You – And It’s About Them – Make it a Two-Way Dialog
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Your Organization
Employees
Suppliers &
Partners
Community
Media
Government &
Regulators
Standards Bodies
Local Community
Universities
Associations
March 2010
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You Must Communicate at EVERY STAGE in the Decision Process
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Awareness
Interest
Evaluate
Trial
Adopt
Reinforce
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And You Need to Build Networks Among Your Stakeholders
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V = N2
Who is in Your Stakeholder Network and
How Robust is it?
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The 3M’s of Effective Communications
• The Message: WHAT do you need to communicate?
• The Messenger: Who is the best SOURCE for the Message?
• The Method: What is the best AVENUE for the Message to reach the
audience?
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Communications is a Strategic Process
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Communicating for Action
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You Need to Do Research – Even if it’s Informal
• Check your assumptions
• Do they like you, respect you or revile you?
• Understand what their alternatives are
• Determine loyalty – willingness to support to you – or block you
• Gauge understanding – do they “get it” and where do they “get it” from?”
• It’s quick, it’s cost-effective, and it keeps you from making dumb mistakes
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If You Don’t Have Objectives, You Won’t Communicate Effectively
• Your Strategic Goals
- What do you want to accomplish
- What ACTIONS are you going to take to get there?
- The foundation for what you actually communicate
• Your Communications Goals
- HOW will communications help you accomplish the above?
- Go beyond “moving the needle,” “getting support,” and “creating buzz” – these
are meaningless
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Take Time to Truly Understand Your Audiences
• Who are they?
- Demographics
- Psychographics
• What do you WANT from them?
• What do they THINK today?
• What do they DO today?
• What’s PREVENTING THEM from acting?
• What are the rewards TO THEM?
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The Fundamental Foundation for Your Key Messages
And Your Communication Strategy
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And Be Clear on What You Want From Them
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START doing something …
STOP doing something …
CONTINUE doing something …
LET US do something we want to do …
Behavior change – action – is the
ultimate end result.
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Why Have Key Messages?
• The key points you want people to remember
• Incite audiences to take action
• Anchor – keep you on-track and focused
• A means to effectively communicate!
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Ways to Develop Messages
• The NEED + YOUR RESPONSE
- “We need to protect our environment from invasive species. XYZ has develop 3
easy steps to help you remember to check your boat”
• Something COOL with RELEVANCE
- “Our organization was the first to develop a comprehensive AIS plan. That means
the practices we put in place are based on experience and not guesswork.
• Addressing a BARRIER
- “Some people don’t believe that they have an impact on AIS, when in reality we have AIS
because of that exact mindset.”
• The “HOTEL BAR” conversation
- “If you want your lake to look like a bowl of pea soup, keep using that
phosphorous fertilizer”
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It’s Greek to Me!
• Ethos – “Listen to me because I have EXPERIENCE in this”
• Pathos – “Listen to me because this is IMPORTANT”
• Logos – “Listen to me because this MAKES SENSE”
All Three Are Key to Persuasive Communication
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Telling a story!
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Stage Setting – what’s life like today?
Conflict – what’s wrong with the current state?
Resolution – what’s being done about it?
Outcome – how’s life different as a result?
People Remember Stories More Than
They Remember Facts – Tell The Story
First
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Organizing Messages
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Less time
More time
Name/Identity
Theme or Central Idea
Elevator Story
Key
Messages
Proof
Statements
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Determining the Right Communications
Channels
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Control vs. Credibility
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Credibility
Control
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Proximity to the Issue
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Interested
Moderately affected
Close to those
directly affected
Directly affected
Less Personal
More Personal
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My, how the world has changed…
• My mom sends my daughter a birthday letter and money…
• …I email my daughter to remind her to send a thank-you note…
• …my daughter texts me back to say she will…
• …and then posts a message to Grandma on Facebook…
• …promising to Facetime or Skype her later in the week…
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Communication in the Digital Age
• Explosion of Internet, social media and digital communications have
drastically changed the way information is received and produced
• “Democratization” of the creation, distribution and consumption of media
content
• Reaching target audience(s) through multiple outlets
• Accelerates communication …. Transparency is key
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How Do We Measure This Stuff?
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The First Reaction -- Fight or Flight
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Why Is It So Difficult?
• It takes time
• It takes money
• We’re dealing with human behavior
• External factors
• There are very few 1:1 correlations
• Integrated programs
• Viewed as justification rather than insight
• Distinguishing between “value” and “ROI”
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We HAVE to Measure…
• Prioritize work
• Justify the spend
• Refine a program
• Move from anecdotal to factual
• Shift from “reactive” to “proactive” mode
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Three Levels of Measurement
• Outputs – was the work completed?
• Outtakes – who was reached?
• Outcomes – what behaviors actually changed?
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Summary
• Communications has purpose – it helps your organization accomplish its
goals.
• It’s all about changing behavior – getting an audience to burn a calorie
• Messages, Messengers and Methods
• A process – don’t be afraid to evaluate and adjust, but consistency is more
important than creativity.
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Questions?
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Copyright © 2011, Padilla Speer Beardsley Inc. All rights reserved. This proposal, and the ideas and concepts it contains, is confidential and proprietary information protected by U.S. intellectual property laws.
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