Wednesday, December 7, 2011
Campaign Evaluation Reflection
For my campaign evaluation, I chose to research an event that Five Points of Life in Gainesville, FL hosted. The event was called An Evening with ABBA and was a concert/silent auction to raise money and awareness. The organization works to promote the other ways, besides giving blood, that you can donate to save lives. The campaign was executed through a Facebook event, press release and PSA video. The event consisted of a band, Almost ABBA, a silent auction, catered food and a martini bar. I personally liked the band choice, Almost ABBA, because A and B are blood types, so it was perfect for this organization. The list of the sponsors and "Special Thanks" that were given were also a plus for the campaign because the sponsors feel appreciated and may have a better chance of working with them on another event.
Wednesday, November 30, 2011
TNN Chapters 10&11
From Friending to Funding
Scott Harrison's birthday gift idea was very inspiring! I've heard of the charity Water before and donated to similar organizations that provide fresh well water to third-world countries.
Water is an effective Networked Nonprofit because it is transparent.
Each donor can view progress of the clean water project that they are contributing to and the company is very open.
Water is also a simple nonprofit because their message is easy to communicate.
The final reason why Water is an effective Networked Nonprofit is because it listens, engages and builds relationships with individuals about the water tragedy in certain countries.
Org.'s need to begin to experiment with new fundraising models to supplement the old ones to ensure that they are sustainable in the future. Social media is not always the easiest way to raise money, but online fundraising in general is growing. One must build successful relationships before raising a lot of money online. Connecting with young people is harder online because of a lack of income to donate, so the org. must make their story comfortable and meaningful to get donations.
Social media fundraising follows a certain pattern and requires:
-a multichannel strategy
-the thought of people as partners, not ATM machines (I love this one!)
-storytelling makes fundraising personal
-thankfulness makes donors want to give more
-clicking to leverage donation dollars
-conducting online fundraising contests
It is also important for organizations who are fundraising through social media to have:
-credibility
-simple, compelling messages
urgency
-spread out to the giving
-provide donor recognition
-story tell
Governing Through Networks
Governing: outsiders can train a critical eye on the operations and provide expertise, connections, and financial support. Social media makes governing organizations' fundraising easier because you can see who likes the page and who has visited it, etc.
Most important: organizations are accountable for their communities and not just act on their behalf.
Types of ineffective boards:
-Rubber Stamp Board: board approves the plans and wishes of the staff
-Muddle-Through Board: lack strong leadership at board & staff levels
-Fiduciary Boards: almost entirely focused on financials statements and budgets
(All lack diversity, have poor leadership, and a closed culture that doesn't allow for real discussion and outside input.)
Key characteristics of these governance processes:
-Anticredentialism: anyone can participate regardless of their title or position
-Collective choice system: the group makes key decisions democratically
-Communal validation: the products and choices of the group are open ti public scrutiny and revision
-Open development: closed doors and hiding places, with projects developed transparently
Governing boards act like social networks by:
creating private social networks, joining public online social networks, creating open invitations to board meetings, posting draft agendas online, training board members in social media and network weaving, meeting somewhere new, and sharing information and data.
Scott Harrison's birthday gift idea was very inspiring! I've heard of the charity Water before and donated to similar organizations that provide fresh well water to third-world countries.
Water is an effective Networked Nonprofit because it is transparent.
Each donor can view progress of the clean water project that they are contributing to and the company is very open.
Water is also a simple nonprofit because their message is easy to communicate.
The final reason why Water is an effective Networked Nonprofit is because it listens, engages and builds relationships with individuals about the water tragedy in certain countries.
Org.'s need to begin to experiment with new fundraising models to supplement the old ones to ensure that they are sustainable in the future. Social media is not always the easiest way to raise money, but online fundraising in general is growing. One must build successful relationships before raising a lot of money online. Connecting with young people is harder online because of a lack of income to donate, so the org. must make their story comfortable and meaningful to get donations.
Social media fundraising follows a certain pattern and requires:
-a multichannel strategy
-the thought of people as partners, not ATM machines (I love this one!)
-storytelling makes fundraising personal
-thankfulness makes donors want to give more
-clicking to leverage donation dollars
-conducting online fundraising contests
It is also important for organizations who are fundraising through social media to have:
-credibility
-simple, compelling messages
urgency
-spread out to the giving
-provide donor recognition
-story tell
Governing Through Networks
Governing: outsiders can train a critical eye on the operations and provide expertise, connections, and financial support. Social media makes governing organizations' fundraising easier because you can see who likes the page and who has visited it, etc.
Most important: organizations are accountable for their communities and not just act on their behalf.
Types of ineffective boards:
-Rubber Stamp Board: board approves the plans and wishes of the staff
-Muddle-Through Board: lack strong leadership at board & staff levels
-Fiduciary Boards: almost entirely focused on financials statements and budgets
(All lack diversity, have poor leadership, and a closed culture that doesn't allow for real discussion and outside input.)
Key characteristics of these governance processes:
-Anticredentialism: anyone can participate regardless of their title or position
-Collective choice system: the group makes key decisions democratically
-Communal validation: the products and choices of the group are open ti public scrutiny and revision
-Open development: closed doors and hiding places, with projects developed transparently
Governing boards act like social networks by:
creating private social networks, joining public online social networks, creating open invitations to board meetings, posting draft agendas online, training board members in social media and network weaving, meeting somewhere new, and sharing information and data.
Wednesday, November 9, 2011
TNN Chapters 5 & 6
Chapter 5: Listening, Engaging, and Building Relationships
All organizations need to collaborate with other people to be creative and interesting.
Strong relationships are built when you not only take information, but give it as well.
Two-way communication is pertinent when establishing a relationship from the beginning because you want there to be mutual understanding, agreement and respect.
Networking is the #1 way to build new relationships for your organization!
*Safe Harbor project groups have all elaborated with other organizations on campus in order to successfully achieve their goals in promoting domestic violence education.
Organizations need to be: patient, resilient, and resourceful in building relationships.
Publicly announce that you appreciate the help from other organizations so they feel good about giving you their efforts.
Chapter 6: Building Trust Through Transparency
I have always been taught through my PR classes how important it is to have a transparent organization. The act of an organization being transparent can be summed up to keeping no secrets about your organization and telling all of your news to your workers and your clients/users. It can be hard for an organization to be transparent because if they have a "mess up", they are not going to want to admit it to their consumers.
The Penn State communication crisis is a prime example of an organization being transparent because it is very unclear to the PSU students, alumni, fans, etc. about what exactly happened with Sandusky and Joe Paterno. The University's Communication Department needs to do a better job, in my opinion, of addressing the situation fully and explaining it to the whole public.
Transparency is also important for customers/clients to be able to see who works for the nonprofit, the background of the nonprofit, etc. Being honest with the public about "who you are" as nonprofit is the key to success. Even if it does not seem like it currently, there will be a time in a nonprofit's journey when NOT being transparent will bite them in the rear!
All organizations need to collaborate with other people to be creative and interesting.
Strong relationships are built when you not only take information, but give it as well.
Two-way communication is pertinent when establishing a relationship from the beginning because you want there to be mutual understanding, agreement and respect.
Networking is the #1 way to build new relationships for your organization!
*Safe Harbor project groups have all elaborated with other organizations on campus in order to successfully achieve their goals in promoting domestic violence education.
Organizations need to be: patient, resilient, and resourceful in building relationships.
Publicly announce that you appreciate the help from other organizations so they feel good about giving you their efforts.
Chapter 6: Building Trust Through Transparency
I have always been taught through my PR classes how important it is to have a transparent organization. The act of an organization being transparent can be summed up to keeping no secrets about your organization and telling all of your news to your workers and your clients/users. It can be hard for an organization to be transparent because if they have a "mess up", they are not going to want to admit it to their consumers.
The Penn State communication crisis is a prime example of an organization being transparent because it is very unclear to the PSU students, alumni, fans, etc. about what exactly happened with Sandusky and Joe Paterno. The University's Communication Department needs to do a better job, in my opinion, of addressing the situation fully and explaining it to the whole public.
Transparency is also important for customers/clients to be able to see who works for the nonprofit, the background of the nonprofit, etc. Being honest with the public about "who you are" as nonprofit is the key to success. Even if it does not seem like it currently, there will be a time in a nonprofit's journey when NOT being transparent will bite them in the rear!
Monday, October 31, 2011
TNN Chapters 3 & 4
Chapter 3: Understanding Social Networks
-Different types of social networks:
Personal
Professional
Self-organized
Networked Nonprofits
-Our society turned lazy and communities got smaller in the1990's because of home entertainment systems and working longer hours. Social media brought much of the community feeling back through Facebook and MySpace.
-Nodes= people or organizations on social networks
Ties= the connections between the nodes
Hubs= larger nodes within networks, people or organizations with many connections (make things go "viral" online)
Core= inner cluster of people who do most of the work on any project or effort
Power Law of Distribution= imbalance of the social Web, where the users don't actually contribute much of what is on their pages
Clusters= groups of people who are connected to one another, but who have few connections to the rest of the network
-A network's edge of periphery is vital to its growth b/c the people in the periphery are likely to be participants, the core or hubs, in other networks.
-Networks made up of strong ties entirely don't expand, they stay as tight-knit cliques. Networks of loose ties are too weak to get anything done.
-Mapping your network can be expensive, but some online media channels are free (Facebook, Twitter, LinkedIn). We networked Safe Harbor's events during Homecoming and the Chick-Fil-A fundraiser at Clemson through Facebook and Twitter because we do not have any money for projects.
-Twitter can be useful because a network's hubs/"influencers" may have many followers who will "retweet" the message.
-Social capital= what makes relationships meaningful and resilient. Trust and reciprocity.
-Social media builds social capital because:
People are easy to find online and on many channels
Talk is cheap
Serendipity is enhanced online
Reciprocity is incredibly easy
-Network weaving= set of skills that help strengthen and build social networks
Chapter 4: Creating a Social Culture
-Organizational transparency= customers and employees seeing all of the org., bad and good. No secrets.
-Social media policy= handbook manual encourages staff, chapters and volunteers to participate in social media as ambassadors
-Social culture= the org. reorients and affects the roles of all staffers and improves their engagement with the public
-Working Wikily= the organizational shift to a social culture, playing with the word Wikipedia
-The transition to a social culture is one that moves from silos to hives -Geoff Livingston
-Organizations who try to use social media without a social culture will be very lonely online.
-Some orgs. are scared of social media because they do not feel that they will be able to control everything that is done and said online.
-Almost everyone uses social media already with phones, email and surfing the Web.
-Questions orgs. have when considering a social strategy: what are the appropriate boundaries between public and private info? How do we balance our interest in being open with the technical needs to safeguard against cyber attacks? Will we be living in the Wild West if we open ourselves up online? How much do we have to be "on" with social media? Who should operate the channels?
-Some funny social media policies:
Don't write stupid stuff you'll regret some day, because some day you'll regret it.
Don't moon people with cameras (or at least hide your face when you do).
Remember that you can't control it once you hit "update".
Wednesday, October 19, 2011
TNN Chapters 1 & 2
The Networked Nonprofit
Chapter 1: Introducing Networked Nonprofits
Surfrider is a networked nonprofit because it is a transparent organization with easy entrance standards and raises awareness and money for oceans and beaches through conservation, research and education. There are many volunteers and paying members leading events for Surfrider and social media pages.
Networked nonprofits incorporate relationship building with people beyond their walls to spread their work.
Free agents= individuals combining their social media savvy with their passion for social causes to accomplish amazing things.
Social media revolution: "the genie has popped out of the bottle, and she won't be put back in" technology will continue to increase, not decrease.
Sean Parker (co-creator of Napster) was in Social Network, the Facebook movie.
"Social media use is a contact sport, not a spectator sport."
LOVED the part about Peggy's Challenge campaign for FA and how she realized social media is such an asset! The viral emails she sent and the help from her kids with Facebook proves how valuable of a tool it can be.
Social media is NOT: hard or time consuming. it IS: core to our work and constituents online.
Social change= any effort by people and organizations to make the world a better place.
Social media is channels (vehicles for conversations).
Chapter 2: Nonprofit Challenges and Trends
Nonprofits need to embrace a new way of thinking and working as networks!!
Elements that make networked nonprofits so effective:
-social networks
-simplifying work
-becoming transparent
-building external relationships
Elements of networked nonprofits that need to be improved:
-leadership
-structure
-rise of Millennials (born between 1978 and 1992, most racially diverse, not likely to join memberships for a lifetime)
-rise of free agents
I really like reading the style of this book! It has a lot of excellent real-life comparisons to networked nonprofits and I think I will learn a lot from it!
Chapter 1: Introducing Networked Nonprofits
Surfrider is a networked nonprofit because it is a transparent organization with easy entrance standards and raises awareness and money for oceans and beaches through conservation, research and education. There are many volunteers and paying members leading events for Surfrider and social media pages.
Networked nonprofits incorporate relationship building with people beyond their walls to spread their work.
Free agents= individuals combining their social media savvy with their passion for social causes to accomplish amazing things.
Social media revolution: "the genie has popped out of the bottle, and she won't be put back in" technology will continue to increase, not decrease.
Sean Parker (co-creator of Napster) was in Social Network, the Facebook movie.
"Social media use is a contact sport, not a spectator sport."
LOVED the part about Peggy's Challenge campaign for FA and how she realized social media is such an asset! The viral emails she sent and the help from her kids with Facebook proves how valuable of a tool it can be.
Social media is NOT: hard or time consuming. it IS: core to our work and constituents online.
Social change= any effort by people and organizations to make the world a better place.
Social media is channels (vehicles for conversations).
Chapter 2: Nonprofit Challenges and Trends
Nonprofits need to embrace a new way of thinking and working as networks!!
Elements that make networked nonprofits so effective:
-social networks
-simplifying work
-becoming transparent
-building external relationships
Elements of networked nonprofits that need to be improved:
-leadership
-structure
-rise of Millennials (born between 1978 and 1992, most racially diverse, not likely to join memberships for a lifetime)
-rise of free agents
I really like reading the style of this book! It has a lot of excellent real-life comparisons to networked nonprofits and I think I will learn a lot from it!
Monday, October 10, 2011
SCfN Chapters 9 & 10
Chapter 9: Selecting and Training Spokespeople
I agree with everything this chapter said about having a spokesperson that people can trust. I feel that the credibility or your company/organization depends on more than just the message that you are trying to send. The message is just as important as the people and methods that you send the message through.
For example, the message we were trying to send during Homecoming was that the Clemson family cares about your family. We carefully chose to send this message during the football game against Boston College on the Homecoming floats built by fraternities, sororities and other on-campus organizations. The deliverance of this message was through a table set up on Bowman field, purple ribbons pomped onto all of the floats, and a Safe Harbor banner on the float rolled on the field at half time of the game. I feel that the floats were great "spokespeople" for our message of Clemson family cares for your family because people of all ages come out to Bowman field with their families every year to see the floats. I also feel that the on-campus organizations, who built the floats, were great spokespeople for the message because we represent over 30% of Clemson's student population and have been participating in philanthropy events, such as domestic violence prevention and education, for many years. The fact that all of this was organized through our Comm 456 class gave the message even more credibility because we had supervision and motivation to not only educate, but receive a good grade!!
Erin got some experience doing media interviews when she called into the local radio station and spoke about our message and Homecoming efforts. I did not get a chance to hear what she said, but I am SURE that she stated the message more than once, didn't say anything she felt uncomfortable saying, spoke in complete sentences, was memorable, didn't fake anything, said Safe Harbor and Comm 456's full name, knew prior to the interview who she was talking with, was animated, and did not play or fidget!!! :)
Chapter 10: Capitalizing on the Power of Partnership
Collaborating with parters of similar goals and/or messages is a great way to increase the amount of people who view/hear your message. Opportunities that would not typically be available to your organization may become accessible if you parter with someone who has those sources and opportunities! We partnered with Greek life and other on-campus organizations when we worked with Safe Harbor during Homecoming. We asked the organizations to put a purple ribbon on their float to support domestic violence awareness through Safe Harbor. We would not have been able to reach out to as many families about our message if it were not for the organizations collaborating with us on the effort.
Although we did not have any negative suspicions or communication between our partnership of working with the other on-campus organizations building floats, I can see how that could be a problem in the real world. Therefore, internal communication is key to not have any suspicions between partnerships. Keeping members well informed and "in the loop" is an important step in creating internal communication. Also, staff members should have full briefing on the planning process and should join brainstorming sessions. Internal teams should have communication training at least once a year in order to maintain positive communication.
The press plays a huge role in media partnerships as well. This benefits your organization in many ways: gets the message out faster & to more people, gains credibility because a journalist covered the story, shows your competitor what they're up against, and civic engagement. It was important for our class to get our message out in the media both before and during Homecoming in order to inform the public of what our intentions were with the purple ribbons on the floats, the table on Bowman field, and the message we wanted to reside that may not have been obvious.
Case Study: Many Americans misunderstand and are confused about learning disabilities. Coordinated Campaign for Learning Disabilities was created to provide the media with public awareness strategies to educate readers, listeners and viewers. Media and information kits were sent to hundreds of reporters and policy makers, and focus groups and opinion research techniques were used to refine the messages. Overall, campaign garnered more than $150 million in free advertising on the Web, in print, and in the electronic media. Lasted five years because of increased media coverage. Reached 35% membership increase!!!
I agree with everything this chapter said about having a spokesperson that people can trust. I feel that the credibility or your company/organization depends on more than just the message that you are trying to send. The message is just as important as the people and methods that you send the message through.
For example, the message we were trying to send during Homecoming was that the Clemson family cares about your family. We carefully chose to send this message during the football game against Boston College on the Homecoming floats built by fraternities, sororities and other on-campus organizations. The deliverance of this message was through a table set up on Bowman field, purple ribbons pomped onto all of the floats, and a Safe Harbor banner on the float rolled on the field at half time of the game. I feel that the floats were great "spokespeople" for our message of Clemson family cares for your family because people of all ages come out to Bowman field with their families every year to see the floats. I also feel that the on-campus organizations, who built the floats, were great spokespeople for the message because we represent over 30% of Clemson's student population and have been participating in philanthropy events, such as domestic violence prevention and education, for many years. The fact that all of this was organized through our Comm 456 class gave the message even more credibility because we had supervision and motivation to not only educate, but receive a good grade!!
Erin got some experience doing media interviews when she called into the local radio station and spoke about our message and Homecoming efforts. I did not get a chance to hear what she said, but I am SURE that she stated the message more than once, didn't say anything she felt uncomfortable saying, spoke in complete sentences, was memorable, didn't fake anything, said Safe Harbor and Comm 456's full name, knew prior to the interview who she was talking with, was animated, and did not play or fidget!!! :)
Chapter 10: Capitalizing on the Power of Partnership
Collaborating with parters of similar goals and/or messages is a great way to increase the amount of people who view/hear your message. Opportunities that would not typically be available to your organization may become accessible if you parter with someone who has those sources and opportunities! We partnered with Greek life and other on-campus organizations when we worked with Safe Harbor during Homecoming. We asked the organizations to put a purple ribbon on their float to support domestic violence awareness through Safe Harbor. We would not have been able to reach out to as many families about our message if it were not for the organizations collaborating with us on the effort.
Although we did not have any negative suspicions or communication between our partnership of working with the other on-campus organizations building floats, I can see how that could be a problem in the real world. Therefore, internal communication is key to not have any suspicions between partnerships. Keeping members well informed and "in the loop" is an important step in creating internal communication. Also, staff members should have full briefing on the planning process and should join brainstorming sessions. Internal teams should have communication training at least once a year in order to maintain positive communication.
The press plays a huge role in media partnerships as well. This benefits your organization in many ways: gets the message out faster & to more people, gains credibility because a journalist covered the story, shows your competitor what they're up against, and civic engagement. It was important for our class to get our message out in the media both before and during Homecoming in order to inform the public of what our intentions were with the purple ribbons on the floats, the table on Bowman field, and the message we wanted to reside that may not have been obvious.
Case Study: Many Americans misunderstand and are confused about learning disabilities. Coordinated Campaign for Learning Disabilities was created to provide the media with public awareness strategies to educate readers, listeners and viewers. Media and information kits were sent to hundreds of reporters and policy makers, and focus groups and opinion research techniques were used to refine the messages. Overall, campaign garnered more than $150 million in free advertising on the Web, in print, and in the electronic media. Lasted five years because of increased media coverage. Reached 35% membership increase!!!
Tuesday, September 27, 2011
SCfN Chapters 5 & 7
Navigating a Changing Industry
*Anticipate the needs of multi-platform journalism
*Plan to make you Web site a TV station
*Use media trends to shape outreach
Lynn Sweet, typical print journalist, of Chicago Sun Times used technology and the Internet to cover stories of Obama in Africa in 2006. "Backpack journalism"
In 2009, all full-power TV stations switched to only broadcasting in digital format. Much faster, giving stations more potential to produce high-quality images.
Internet empowers and informs people. VT shootings traveled by a cell phone video sent to CNN and facebook pages of students missing and alive.
Bloggers are now "citizen journalist" and taken seriously by mainstream media.
Broadband & DSL makes surfing the Internet much more convenient.
TV, radio, cable and magazines are all on a protracted decline due to the Internet and Smartphones.
Local news now pays more attention to their own Web sites and daily newspapers decline circulation.
Weekly newspapers are still popular due to suburban and rural readers.
Ethnic news is increasing because the diversity of the U.S. is increasing as well.
Comedy Central covers news stories and puts a twist on them to attract different audiences that don't watch regular news.
Magazines offer separate articles on the Web to adapt to the increase in Internet use.
Subscription satellite services are now offered through radio to keep up with technology.
If blogs attract enough interest, the stories will make it into a paper.
Blogs are successful because of the first-person style, the multiple sources, the different lengths, and the two-way street.
Earning Good Media Coverage
*Cultivate personal media contacts
*Understand media cultures
*Pitch story ideas regularly
*Prepare for media interviews
*Organize press conferences and briefings
*Influence the influentials
Secure strong relationships with local reporters to get your stories out faster.
Keep good, up-to-date press lists through directories and credits.
Personal letters in the mail can be more effective for certain occasions.
The golden email rule: Don't ever send an email that you would not want to receive yourself.
Figure out the appropriate way to reach reporters depending on your organization and location.
Make basic pitch calls calls for careful research on the reporter first.
When a reporter calls and asks questions with answers you're not sure of, call back in a little after looking it up and make 3 basic points to stick to so the reporter gets the appropriate quotes.
When taking phone messages from the media, find out the reporter's name, the news organization and the deadline.
Keep the audience in mind when doing a phone and/or online interview.
Before an interview for your spokesperson, give them all the insights about the reporter you can.
Face-to-face interviews: sit in with your spokesperson, audiotape the interview, keep the background appropriate for photos and specify conditions before the interview.
TV and video interviews: do your homework, be flexible and mind the details.
Briefing the media is convenient because you are in full control of the invitation list and agenda, reporters can prepare a good story and your organization's work is open to the press.
Audio press conferences are a popular and practical alternative to regular press conferences in person because you can be in different locations.
Organizing and preparing for live press conference are complicated:
physical arrangements, location, registration, conference timing, speakers, statements, visuals, presentations, gate crashers, follow-up, no-shows, evaluations, reporters and inaccuracies.
Organizing major events:
think production, pull out all the stops, expect gate crashers and alternative media and decide in advance how you will handle them, and build in time to produce a memorable event.
Combine actual news with good visuals to get past media gatekeepers to electronic media.
Talk shows explore issues and build awareness of your organization.
Webcasts allow your organization to have a semi-TV station on their Web site.
VNRs (video news releases) need to be well planned because they have to be able to play on any TV station.
Radio offers a proactive way to reach out to targeted audiences and familiarize them with your organization and issues (talk radio, radio tours, trailers, wraparounds and sound bites).
Op-eds in newspapers are convenient because it is similar to an advertisement and often allow opinion, proactive ideas and call to arms.
Columnists write opinions and draw conclusions and are usually biased. Influencing them can be tough, so research them before contacting.
Bloggers are also influenced with info. and will write their opinions with targeted audiences following their messages, so find bloggers with interests similar to your organization.
*Anticipate the needs of multi-platform journalism
*Plan to make you Web site a TV station
*Use media trends to shape outreach
Lynn Sweet, typical print journalist, of Chicago Sun Times used technology and the Internet to cover stories of Obama in Africa in 2006. "Backpack journalism"
In 2009, all full-power TV stations switched to only broadcasting in digital format. Much faster, giving stations more potential to produce high-quality images.
Internet empowers and informs people. VT shootings traveled by a cell phone video sent to CNN and facebook pages of students missing and alive.
Bloggers are now "citizen journalist" and taken seriously by mainstream media.
Broadband & DSL makes surfing the Internet much more convenient.
TV, radio, cable and magazines are all on a protracted decline due to the Internet and Smartphones.
Local news now pays more attention to their own Web sites and daily newspapers decline circulation.
Weekly newspapers are still popular due to suburban and rural readers.
Ethnic news is increasing because the diversity of the U.S. is increasing as well.
Comedy Central covers news stories and puts a twist on them to attract different audiences that don't watch regular news.
Magazines offer separate articles on the Web to adapt to the increase in Internet use.
Subscription satellite services are now offered through radio to keep up with technology.
If blogs attract enough interest, the stories will make it into a paper.
Blogs are successful because of the first-person style, the multiple sources, the different lengths, and the two-way street.
Earning Good Media Coverage
*Cultivate personal media contacts
*Understand media cultures
*Pitch story ideas regularly
*Prepare for media interviews
*Organize press conferences and briefings
*Influence the influentials
Secure strong relationships with local reporters to get your stories out faster.
Keep good, up-to-date press lists through directories and credits.
Personal letters in the mail can be more effective for certain occasions.
The golden email rule: Don't ever send an email that you would not want to receive yourself.
Figure out the appropriate way to reach reporters depending on your organization and location.
Make basic pitch calls calls for careful research on the reporter first.
When a reporter calls and asks questions with answers you're not sure of, call back in a little after looking it up and make 3 basic points to stick to so the reporter gets the appropriate quotes.
When taking phone messages from the media, find out the reporter's name, the news organization and the deadline.
Keep the audience in mind when doing a phone and/or online interview.
Before an interview for your spokesperson, give them all the insights about the reporter you can.
Face-to-face interviews: sit in with your spokesperson, audiotape the interview, keep the background appropriate for photos and specify conditions before the interview.
TV and video interviews: do your homework, be flexible and mind the details.
Briefing the media is convenient because you are in full control of the invitation list and agenda, reporters can prepare a good story and your organization's work is open to the press.
Audio press conferences are a popular and practical alternative to regular press conferences in person because you can be in different locations.
Organizing and preparing for live press conference are complicated:
physical arrangements, location, registration, conference timing, speakers, statements, visuals, presentations, gate crashers, follow-up, no-shows, evaluations, reporters and inaccuracies.
Organizing major events:
think production, pull out all the stops, expect gate crashers and alternative media and decide in advance how you will handle them, and build in time to produce a memorable event.
Combine actual news with good visuals to get past media gatekeepers to electronic media.
Talk shows explore issues and build awareness of your organization.
Webcasts allow your organization to have a semi-TV station on their Web site.
VNRs (video news releases) need to be well planned because they have to be able to play on any TV station.
Radio offers a proactive way to reach out to targeted audiences and familiarize them with your organization and issues (talk radio, radio tours, trailers, wraparounds and sound bites).
Op-eds in newspapers are convenient because it is similar to an advertisement and often allow opinion, proactive ideas and call to arms.
Columnists write opinions and draw conclusions and are usually biased. Influencing them can be tough, so research them before contacting.
Bloggers are also influenced with info. and will write their opinions with targeted audiences following their messages, so find bloggers with interests similar to your organization.
Wednesday, September 21, 2011
SCfN Chapter 4
Framing and Developing Messages
I found the hidden text sample in the beginning of the chapter with ECONOMIC DEVELOPMENT and FCQNQMIC DFVFIQRMFNT to be very interesting because, as the text states, our brains are trained to respond with a default mode and assume familiar words. Introducing people to new ideas causes their brains to open a new frame. An example of this is the rebranding we are going to do with REP from the Megan Project for Safe Harbor. Many people who are familiar with Safe Harbor think of the Megan Project, but we want them to think of REP now.
Values, framing and communications have connections when it comes to mission statements. Environmental and and cultural aspects often change values, but not to a great extent.
Primary values are dominant when competing with other values. Secondary values are important but vulnerable to other values. *When developing a message, first identify the core values that may attract people to your cause!!! The word responsibility can be taken differently depending on how you were raised and on your values.
Big ideas get attention.
Level One= big ideas and values (family, safety, equality...)
Level Two= issues and movements (women's, civil and human rights, immigration, environment...)
Level Three= specific policies and legislation (150 account, pre-K, TANF...)
Ranking of most important issues.
First tier= war on terrorism, health care, economy
Second tier= environment, crime/violence, foreign policy
Third tier= same-sex marriage, abortion, budget deficits
Circles of communication effectiveness.
From inside/center to out:
individual
nuclear family
extended family
close friends and associates
clergy, doctors and counselors
newspapers, direct mail and Internet
mass media: radio, TV, cable, satellites and movies
*Values, problems, solutions, and actions should all surround the main message.
So interesting how "in nearly every focus group conducted about US aid to poor or developing countries, someone in the group says, 'it is better to teach a man to fish than give him a fish.'" AKA- speak in a language the audience understands! try to put yourself in their shoes! For Safe Harbor, we will do our research on domestic violence PRIOR TO beginning and projects!
I found the hidden text sample in the beginning of the chapter with ECONOMIC DEVELOPMENT and FCQNQMIC DFVFIQRMFNT to be very interesting because, as the text states, our brains are trained to respond with a default mode and assume familiar words. Introducing people to new ideas causes their brains to open a new frame. An example of this is the rebranding we are going to do with REP from the Megan Project for Safe Harbor. Many people who are familiar with Safe Harbor think of the Megan Project, but we want them to think of REP now.
Values, framing and communications have connections when it comes to mission statements. Environmental and and cultural aspects often change values, but not to a great extent.
Primary values are dominant when competing with other values. Secondary values are important but vulnerable to other values. *When developing a message, first identify the core values that may attract people to your cause!!! The word responsibility can be taken differently depending on how you were raised and on your values.
Big ideas get attention.
Level One= big ideas and values (family, safety, equality...)
Level Two= issues and movements (women's, civil and human rights, immigration, environment...)
Level Three= specific policies and legislation (150 account, pre-K, TANF...)
Ranking of most important issues.
First tier= war on terrorism, health care, economy
Second tier= environment, crime/violence, foreign policy
Third tier= same-sex marriage, abortion, budget deficits
Circles of communication effectiveness.
From inside/center to out:
individual
nuclear family
extended family
close friends and associates
clergy, doctors and counselors
newspapers, direct mail and Internet
mass media: radio, TV, cable, satellites and movies
*Values, problems, solutions, and actions should all surround the main message.
So interesting how "in nearly every focus group conducted about US aid to poor or developing countries, someone in the group says, 'it is better to teach a man to fish than give him a fish.'" AKA- speak in a language the audience understands! try to put yourself in their shoes! For Safe Harbor, we will do our research on domestic violence PRIOR TO beginning and projects!
Potential Project for Safe Harbor
I'm really interested in every potential project we have planned for Safe Harbor this semester! Branding REP and creating a social media campaign seems like the project I would be the most interested in because I enjoy working with social media and feel that REP needs to be accurately rebranded.
I think the REP group could accomplish many goals, such as:
-improve the Facebook page for REP
-make a Twitter for REP
-add a statement on the Megan Project Facebook page about REP
-create a REP t-shirt for high school students
-meet with the Safe Harbor web site team and improve the REP links on the homepage
I think the REP group could accomplish many goals, such as:
-improve the Facebook page for REP
-make a Twitter for REP
-add a statement on the Megan Project Facebook page about REP
-create a REP t-shirt for high school students
-meet with the Safe Harbor web site team and improve the REP links on the homepage
Tuesday, September 20, 2011
SCfN Chapter 3
Conducting Research and Targeting Audiences
This chapter has made it clear that it is important to define your target audience before beginning any major planning. This is important because you want to be successful in reaching the majority of people who will be the most interested in what you want or have to say/offer. When choosing your target audience, make sure you consider:
-age
-race
-ethnicity
-political party affiliation
-marital status
-average income
-occupation
-education
-geography
-health
(the list can go on and on)
For our Safe Harbor projects, our target audience is males and females, ages 16-24, in Upstate South Carolina. We are planning to reach out to this target audience through social media and flyers around Clemson's campus.
I did not really understand the "cluster" aspect of grouping target audiences until I read "birds of a feather flock together" when used in describing a cluster analysis. That makes a lot of sense because those who share similar characteristics and demographics will usually be drawn to the same events and products.
Simple projects that can enhance the implementation of a communications plan:
-media trend analysis (data on media coverage of your organization and issues)
-taking stock of public opinion research (determine if you want to keep those who support you, win over those who do not, or raise overall awareness)
Media trend analysis; aspects of reporting:
-story placement
-tone
-bylines
-messengers/spokespeople
-messages
*Media trend analysis is important because you can see if your messages are being both sent AND received how you intended, and if they are reaching your target audience.
Media trend analysis and public opinion research can also be a way to prove to your boss at the end of an event that your hard work paid off because X number of people heard about your organization through the media and X number of people attended the event and enjoyed it!!!
Public opinion polling: Quantitative research (polls and surveys)
Perks to quantitative public opinion polling:
-get info. for message development
-measure public awareness of your organization
-quantify people's levels of support and reactions to test messages
-identify target audiences
Qualitative research
-focus groups
-IDIs (in depth interviews)
-online research (chat room or bulletin board formats)
-instant-response dial sessions
POLLS CAN BE EXPENSIVE :(
Low-cost alternatives:
-online resources (The Roper Center, NORC, GSS, Cloakroom)
-internet-based public opinion research (Harris Interactive)
-omnibus polls (Caravan)
All in all, know who you want to reach, then research the most effective way to reach them!!
This chapter has made it clear that it is important to define your target audience before beginning any major planning. This is important because you want to be successful in reaching the majority of people who will be the most interested in what you want or have to say/offer. When choosing your target audience, make sure you consider:
-age
-race
-ethnicity
-political party affiliation
-marital status
-average income
-occupation
-education
-geography
-health
(the list can go on and on)
For our Safe Harbor projects, our target audience is males and females, ages 16-24, in Upstate South Carolina. We are planning to reach out to this target audience through social media and flyers around Clemson's campus.
I did not really understand the "cluster" aspect of grouping target audiences until I read "birds of a feather flock together" when used in describing a cluster analysis. That makes a lot of sense because those who share similar characteristics and demographics will usually be drawn to the same events and products.
Simple projects that can enhance the implementation of a communications plan:
-media trend analysis (data on media coverage of your organization and issues)
-taking stock of public opinion research (determine if you want to keep those who support you, win over those who do not, or raise overall awareness)
Media trend analysis; aspects of reporting:
-story placement
-tone
-bylines
-messengers/spokespeople
-messages
*Media trend analysis is important because you can see if your messages are being both sent AND received how you intended, and if they are reaching your target audience.
Media trend analysis and public opinion research can also be a way to prove to your boss at the end of an event that your hard work paid off because X number of people heard about your organization through the media and X number of people attended the event and enjoyed it!!!
Public opinion polling: Quantitative research (polls and surveys)
Perks to quantitative public opinion polling:
-get info. for message development
-measure public awareness of your organization
-quantify people's levels of support and reactions to test messages
-identify target audiences
Qualitative research
-focus groups
-IDIs (in depth interviews)
-online research (chat room or bulletin board formats)
-instant-response dial sessions
POLLS CAN BE EXPENSIVE :(
Low-cost alternatives:
-online resources (The Roper Center, NORC, GSS, Cloakroom)
-internet-based public opinion research (Harris Interactive)
-omnibus polls (Caravan)
All in all, know who you want to reach, then research the most effective way to reach them!!
Monday, September 12, 2011
Favorite Safe Harbor Ideas
I've read many great ideas about the Safe Harbor projects that I would love to see happen! Some favorites include:
-A domestic violence prevention walk
-A purple out at one of the football games
-A purple drink sold at the bars downtown
-Advertising on the clemson buzz website
-The Bilo Boosterplus idea to donate 1% to Safe Harbor
-A "wear purple" day on campus with a table on Library Bridge handing out purple candy and goodies
All of these ideas can be properly planned out and extended in order to successfully help Safe Harbor and raise awareness for domestic violence. Doing the purple drink special and the wear purple day with a table on the bridge should occur in October because it is domestic violence awareness month. The prevention walk would also be a good event for October because the weather will be nice and it can begin the awareness. The Bilo Boosterplus idea is a year-round promotion that will help Safe Harbor, so the sooner we begin that, the better. The clemson buzz website, as well as REP's facebook and twitter page, will also be successful if we start working on those ASAP because we can post the events in October soon for students to mark on their calendar and become familiar with the sites. The purple out football game could happen any time this football season at a home game. We may need to talk with IPTAY and see when they have their purple day planned for this year as well. A combination of domestic violence awareness and IPTAY would be awesome.
Sunday, September 11, 2011
SCfN Chapter 2
Elements of a Strategic Communications Plan
The media food chain was a new concept that was introduced to me in the second chapter of the Strategic Communications for Nonprofits text. I find it very interesting and believable that issues move through the media in a common chain because the more interesting and discussed an issue is over the months and years, the more popular media outlets will cover it.
The three main sections of a communications planning guide, according to the text, are overall goals, critical elements, and ongoing activities. After reading about these three important factors, it occurred to me that I completed this when I was planning a program for the freshman girls living in Manning while I was a Resident Assistant. My goals were to bring as many girls together as possible for an alternative friday night party. The idea was to show them that there is more than going out to parties and drinking. The critical elements were making the program seem interesting enough to convince girls that this would be more fun than attending a party because it does not seem very intriguing. I had to make posters, send out emails, research popular movies, purchase snacks, pitch the idea to my boss, etc. The ongoing activities consisted of spreading the word around the building to convince girls that this program was going to be a blast and that they should all attend. Reminder emails were sent out as well as poster changes the day before the program. Without extensive planning, my program would not have been as successful.
One specific item on the "list to adopt or modify activities for your specific situation" that I can really relate to is #5, being mindful of internal communications. I used my internal communications while planning my program by letting all other RA's know about the events to tell their residents and encourage them to attend. Freshman often look up to their RA's, so they listened to their RA when she suggested my program. Internal communications are so beneficial because you never know what idea or insight someone similar to you may provide to help your situation.
The media food chain was a new concept that was introduced to me in the second chapter of the Strategic Communications for Nonprofits text. I find it very interesting and believable that issues move through the media in a common chain because the more interesting and discussed an issue is over the months and years, the more popular media outlets will cover it.
The three main sections of a communications planning guide, according to the text, are overall goals, critical elements, and ongoing activities. After reading about these three important factors, it occurred to me that I completed this when I was planning a program for the freshman girls living in Manning while I was a Resident Assistant. My goals were to bring as many girls together as possible for an alternative friday night party. The idea was to show them that there is more than going out to parties and drinking. The critical elements were making the program seem interesting enough to convince girls that this would be more fun than attending a party because it does not seem very intriguing. I had to make posters, send out emails, research popular movies, purchase snacks, pitch the idea to my boss, etc. The ongoing activities consisted of spreading the word around the building to convince girls that this program was going to be a blast and that they should all attend. Reminder emails were sent out as well as poster changes the day before the program. Without extensive planning, my program would not have been as successful.
One specific item on the "list to adopt or modify activities for your specific situation" that I can really relate to is #5, being mindful of internal communications. I used my internal communications while planning my program by letting all other RA's know about the events to tell their residents and encourage them to attend. Freshman often look up to their RA's, so they listened to their RA when she suggested my program. Internal communications are so beneficial because you never know what idea or insight someone similar to you may provide to help your situation.
Monday, September 5, 2011
SCfN Chapter 1
I enjoyed reading the first chapter of Strategic Communications for Nonprofits (SCfN) by Bonk, Tynes, Griggs and Sparks because I do not have much knowledge of nonprofit organizations.
I agree with the "built-in advantage" section the book discussed because stories that promote better change for the world are typically more interesting for readers, so journalists will want to write about those organizations. I know that because many of my family members have suffered and passed away from cancer, I always read any email, newspaper article, magazine story or flyer about Relay For Life or The Race For The Cure.
The "working collaboratively" section of the first chapter was interesting because I can not think of any nonprofit organizations that have worked together for fundraisers or charity events. For instance, Make A Wish Foundation always hosts events and meetings individually, not with any other organization to enhance their clout. However, I do agree with the idea that the text book proposes and I do believe that it happens every day. I am just happening to focus on the big nonprofit organizations that already have enough money to stand alone individually and I realize that smaller nonprofit organizations can not. Collaborating with other groups who share similar goals and cultures can be super beneficial for any organization depending on the event.
I did not realize that many nonprofits fail to use effective communication tools. SCfN brings up four examples of how/why nonprofits do not operate in the new communications environment: levels of investment and resources (don't think they can compete with well-funded institutions), negative experiences (only in the spotlight for problems), false assumptions (think what they do will draw media due to importance) and inexperience (not used to dealing with reporters). All of these reasons that nonprofits do not use proper communication strategies make perfect sense and should be reinforced to leaders of the organizations.
I agree with the "built-in advantage" section the book discussed because stories that promote better change for the world are typically more interesting for readers, so journalists will want to write about those organizations. I know that because many of my family members have suffered and passed away from cancer, I always read any email, newspaper article, magazine story or flyer about Relay For Life or The Race For The Cure.
The "working collaboratively" section of the first chapter was interesting because I can not think of any nonprofit organizations that have worked together for fundraisers or charity events. For instance, Make A Wish Foundation always hosts events and meetings individually, not with any other organization to enhance their clout. However, I do agree with the idea that the text book proposes and I do believe that it happens every day. I am just happening to focus on the big nonprofit organizations that already have enough money to stand alone individually and I realize that smaller nonprofit organizations can not. Collaborating with other groups who share similar goals and cultures can be super beneficial for any organization depending on the event.
I did not realize that many nonprofits fail to use effective communication tools. SCfN brings up four examples of how/why nonprofits do not operate in the new communications environment: levels of investment and resources (don't think they can compete with well-funded institutions), negative experiences (only in the spotlight for problems), false assumptions (think what they do will draw media due to importance) and inexperience (not used to dealing with reporters). All of these reasons that nonprofits do not use proper communication strategies make perfect sense and should be reinforced to leaders of the organizations.
Reactions To Safe Harbor Visit
After visiting Safe Harbor with my COMM 456 class, I feel much more aware and knowledgeable about domestic violence in the Upstate. I was shocked to hear that the shelter houses up to 34 women and children! That is a larger number than I expected and it warms my heart to know that so many victims are able to receive protection at once. However, the number is also upsetting because I do not believe that 34 women and children should be victims to domestic violence all at the same time in such a small area of South Carolina.
I was also glad to hear from Julie Meredith that men can also receive counseling and help, although the shelter only houses women and children. Many people assume that domestic violence victims are only women, but men can occasionally be victims as well and require certain help to recover.
Our COMM 456 class is well aware of what Julie Meredith needs us to complete for Safe Harbor now that we have spoken with her and taken a tour of the shelter. From what I gathered, our class will be promoting the rebranding of The Megan Project (now called REP- Relationship Education Project), planning an on-campus event to speak about dating abuse, and creating another event in October during domestic violence awareness month to promote Safe Harbor. Julie mentioned coming out to eat on the 5th of October as well at Chick-fil-a for proceeds to go to Safe Harbor.
I have generated a few ideas regarding these requests from Julie. As far as the rebranding of The Megan Project, our class can work on the REP Facebook and Twitter pages, create a brochure for Redfern, and post flyers around campus with the website, REPSC.org, on them.
As far as the on-campus event we will plan and host at Clemson, we could first try partnering with other clubs on campus to see if we can make the event larger. Also, we could make a stand on library bridge with purple candy and drinks to hand out to students to promote Safe Harbor. This could take place in October during domestic violence awareness month. An email would be sent out to the entire student and employee body a few days before to inform everyone to wear purple on that certain date.
An off-campus event our class could plan should be in Pickens and/or Easley because Julie mentioned that Seneca is a town that already hosts a few domestic violence programs and fundraisers in October. We could choose another fast food restaurant to benefit Safe Harbor and let the whole town and Clemson campus know to eat there on that certain date.
These are just a few temporary ideas that I hope will grow with further discussion between my classmates and professor!
I was also glad to hear from Julie Meredith that men can also receive counseling and help, although the shelter only houses women and children. Many people assume that domestic violence victims are only women, but men can occasionally be victims as well and require certain help to recover.
Our COMM 456 class is well aware of what Julie Meredith needs us to complete for Safe Harbor now that we have spoken with her and taken a tour of the shelter. From what I gathered, our class will be promoting the rebranding of The Megan Project (now called REP- Relationship Education Project), planning an on-campus event to speak about dating abuse, and creating another event in October during domestic violence awareness month to promote Safe Harbor. Julie mentioned coming out to eat on the 5th of October as well at Chick-fil-a for proceeds to go to Safe Harbor.
I have generated a few ideas regarding these requests from Julie. As far as the rebranding of The Megan Project, our class can work on the REP Facebook and Twitter pages, create a brochure for Redfern, and post flyers around campus with the website, REPSC.org, on them.
As far as the on-campus event we will plan and host at Clemson, we could first try partnering with other clubs on campus to see if we can make the event larger. Also, we could make a stand on library bridge with purple candy and drinks to hand out to students to promote Safe Harbor. This could take place in October during domestic violence awareness month. An email would be sent out to the entire student and employee body a few days before to inform everyone to wear purple on that certain date.
An off-campus event our class could plan should be in Pickens and/or Easley because Julie mentioned that Seneca is a town that already hosts a few domestic violence programs and fundraisers in October. We could choose another fast food restaurant to benefit Safe Harbor and let the whole town and Clemson campus know to eat there on that certain date.
These are just a few temporary ideas that I hope will grow with further discussion between my classmates and professor!
Wednesday, August 31, 2011
Domestic Violence
Domestic violence is, unfortunately, a growing issue around the world. What disturbs me the most is that there is little attention paid to this horrific issue, compared to many other current problems in society. There are many alarming statistics that I have discovered while researching domestic violence, but one stands out far beyond the others. According to the Domestic Violence Resource Center, 50% of the men who have assaulted their wives have also assaulted their children. This statistic is upsetting because children typically look up to their parents more than any other elder while they're growing up. Having a violent father is not an ideal living situation for a child to be raised.
Besides children and wives being victims of domestic violence, female high school teenagers are also victimized by boys of their same age. The Domestic Violence Resource Center also states that approximately one in five female high school students reports being physically and/or sexually abused by a dating partner. 20% of high school girls being abused is way too large of a number in my opinion. I know that most girls in high school who are being abused do not even realize that there is a way to prevent it or receive help.
Throughout my research I have also discovered that domestic violence has a strong economic impact. For instance, $4.1 billion a year is spent on medical assistance to women who have been abused by an intimate partner, according to the National Coalition Against Domestic Violence. To me, this expense is eye-opening because of the amount of women in America who do not have health care. If a woman without health insurance is violated and has to receive medical treatment for the abuse, the bills could very well be too expensive for her to afford, causing her to not report the abuse or seek medical attention.
I feel blessed to say that I have never experienced domestic violence in any relationship or family matter before. I feel the need to learn more about this issue in hopes to help prevent further violence around the world.
Visiting our client at the women's safe shelter will be a great way for me to learn more about the domestic violence issue occurring in our society. Two questions I have prepared for our client about the shelter include: What type of counseling is offered to the women who are at the shelter seeking emergency safety? and What help can you provide women who have left the shelter and feel temporarily safe?
I am excited to meet our client and see how I can help!
Besides children and wives being victims of domestic violence, female high school teenagers are also victimized by boys of their same age. The Domestic Violence Resource Center also states that approximately one in five female high school students reports being physically and/or sexually abused by a dating partner. 20% of high school girls being abused is way too large of a number in my opinion. I know that most girls in high school who are being abused do not even realize that there is a way to prevent it or receive help.
Throughout my research I have also discovered that domestic violence has a strong economic impact. For instance, $4.1 billion a year is spent on medical assistance to women who have been abused by an intimate partner, according to the National Coalition Against Domestic Violence. To me, this expense is eye-opening because of the amount of women in America who do not have health care. If a woman without health insurance is violated and has to receive medical treatment for the abuse, the bills could very well be too expensive for her to afford, causing her to not report the abuse or seek medical attention.
I feel blessed to say that I have never experienced domestic violence in any relationship or family matter before. I feel the need to learn more about this issue in hopes to help prevent further violence around the world.
Visiting our client at the women's safe shelter will be a great way for me to learn more about the domestic violence issue occurring in our society. Two questions I have prepared for our client about the shelter include: What type of counseling is offered to the women who are at the shelter seeking emergency safety? and What help can you provide women who have left the shelter and feel temporarily safe?
I am excited to meet our client and see how I can help!
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