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.
Tuesday, September 27, 2011
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!
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