Strategies: Part Five of the Modern Communications Plan

The strategy section is usually where people start. Resist the urge! Start with the first four steps: Identifying your vision, goals and objectives and ‘greatest accomplishment,’ your target audience and main channels. If you don’t go through those steps first, you could waste a lot of time developing a beautiful strategy that misses the mark. After all, there is no sense in engaging in a high-level strategy like social media, if you’re trying to reach someone who doesn’t use it. (Yes, those people actually exist.) Or, if they use social media, it isn’t where they go to buy insert whatever you sell here.

Common strategies include:

  • conducting media relations
  • engaging in community relations
  • launching a new community (online or in person)
  • holding events
  • attending or producing trade shows
  • launching a new “theme” for your company or industry or re-branding
  • creating your own channels (i.e. launching a magazine)
  • engaging or launching social awareness, philanthropic and corporate social responsibility programs
  • engaging in customer recognition
  • creating an awards program

Hopefully, this short list got you thinking what is possible. Next up? Tactics.

The whole communications plan template can be found here.

 

Part Four of the Modern Communications Plan: How will you get the word out?

When planning how you’re going to share your story, products and services with the world, it’s imperative to choose the right channels to do so. What channels will have the greatest probability of reaching your specific audience?

Do not be seduced by a shiny new social media platform or distribution service without understanding who it will reach.This is where the “we won’t” list comes in handy. (More on that section later.) It’s tempting to do or at least try everything—and keeping tabs on “the next big thing” is important—but you want to focus on what is working right now with your audience.

For instance, a major Facebook strategy may not be necessary if your audience is Generation Z (think current tweens and high school students). But you better familiarize yourself with Snapchat and Instagram to reach this audience. Or perhaps, you’re trying to reach Generation Y or Millennials. This also may mean you’d have to revamp your content strategy—get away from white papers, trade shows (unless you’re going to Comic Con) and print advertising and move to digital mediums like Facebook, Instagram and YouTube. Baby boomers? Try Pinterest, community media outlets, and targeted advertising.

Conduct a “deep dive” into where your target audience goes online, what they watch or monitor, and where they get their information. Then devise a strategy to use those channels.

Next up? Developing strategies and tactics.

Read the entire modern communications template here.

 

 

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The Most Overlooked Part of a Powerful Message

Nouns. I lead with the punch line.

Far too many companies and organizations lead with the benefits, the adjectives, and the scintillating catch phrases, forgetting to do one simple thing: tell your audience who you are and what you do using simple-to-understand nouns.

How many times have you read: We bring unparalleled results to your most thorny problems instead of We can fix your computer?

Unless your brand is Apple or Dell or Google, no one can actually hear what you are saying (or read what you are writing) if they don’t hear a noun.

Your organization is an airline, a computer technology company, a retail store, a nonprofit association that represents lawn mower manufacturers or something entirely different. But, it is something. Say it. And, say it early.

How Well Do You Know Who You’re Talking To? Part 3 of the Modern Communications Plan

How well do you know your target audience? Really.

In the modern communication plan, you’ll want to include detailed information about who you are trying to reach. This section can include demographic data, market research, and other information that showcases who you are communicating to.

However, the deeper you describe them, the greater your team members will be able to work with your strategies and messaging. They can get more creative, knowing that what they are doing will resonate with who they are trying to influence.

So, what is “deep?”

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  • Where do they hang out online as well as in real life? That one may be easy to answer. But do you know when they are there? Pinterest attracts mostly women ages 18 to 35 and who spend an average of 80 minutes (!) with a penchant to buy (!!). They log onto Pinterest in droves on Saturday mornings. Are you there then? Online shopping has reshaped consumer-buying habits. Yet studies continually show that most people still like to visit brick and mortar stores. When does your audience do that? Black Friday, the day after Thanksgiving, was the largest in-person shopping day for decades. But in the last few years, Black Friday seems more like Black Anytime.

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  • What causes action? You know what you want them to do, but what causes them to click, share or buy? Better yet, what causes an “automatic buy?” Is it from peer pressure? And what does that peer pressure look like? A high number of “views” of a video spurs more sharing than a lower-viewed piece. Or is your product likely to be purchased or adopted because it has a long brand history? Older Americans tend to have strong brand loyalty. The younger generation hasn’t had time to establish brand preferences yet.

  • Speaking of age, what generation is your audience from? For the first time in history, the U.S. job force has four generations represented. The youngest, the Millennials, have completely different attitudes about work, friends and family, and community than Depression-era workers. They also want different things from life. Know these differences. Name them.

These are a few questions to ask. What else should we examine? Share in the comments section if you have more.

Greatest Accomplishment, Goals and Objectives: The Second Steps in the Modern Communications Plan

Once you have determined your vision for your effort, identifying a “greatest accomplishment” and goals and objectives should be next.

The “greatest accomplishment” section is short. It could be one line or even one word. What is the single most important communication achievement that your organization or project can achieve?

An example would be for a business or industry is to have changed a particular conversation in its marketplace or introduce a new idea. But name the change or idea. Don’t let it remain nebulous.

If you are successful, what will have occurred very specifically? Make it achievable, but also hard. Contrary to popular belief, “hard” can be quite motivating for a team if they are given sufficient resources and structure. Identify a “holy grail” moment for your team and you will have incentivized the game.

Next, identify at least three goals and objectives.

We define goals as things you reach. They are milestones such as audience numbers, a specific partnership formalized or specific media attention. Again, how will you know you are successful? Where are you now and where do you want to be? How will you know you’ve “arrived?”

Objectives are things you create, such as introducing a new conversation that takes hold in the public discourse or a certain status for your organization. What will be different if you are successful? How will your organization, your industry, a certain audience or your team be changed?

One note: We realize some people have differing definitions of goals and objectives. But these work for us and our programs. As long as your team is on the same page, you’re golden.

Part Two of the Modern Communications

A Template for the Modern Communications Plan

Beyond the usual strategy and tactics (reaching out to reporters, attending trade shows, etc.), what are some of the things that need to be considered as part of today’s communications planning? Below is a template that we use for planning our client’s overall communications and special projects. Throughout the summer, I’ll blog about each part, including providing questions that need your answers, tips and techniques, and identifying the big changes taking place in the world of mass communications.

1. Vision
This section is a one paragraph answer to how the organization wants to be known. Or, if it is a project, what do we want to leave behind when the project is complete? An example would be for a nonprofit organization to be the “go to” source on all things related to their cause.

2. Goals and Objectives
This section differs from the greatest accomplishment in that goals are things you reach (milestones such as audience numbers) and objectives are things you create (happenings from new conversations and ways of thinking to a certain status).

2a. Our Greatest Accomplishment
This section highlights the single most important communication accomplishment that the organization or project can achieve. An example would be for an organization to have changed a particular conversation in its marketplace or to introduce a new idea.

3. Target Audience
This section can include demographic data, market research, and other information that showcases who you are communicating to.

4. Main Communications Channels
This section should describe the main channels (social channels, traditional, media outlets, events and shows and more) that you are going to use to push our your information, thought leadership and ideas.

5. Strategies
This section discusses the main strategies employed and why. Employing social media, engaging in media relations, community relations, holding events, launching a new “theme” for your industry — these are some tried-and-true strategies you’ll find in a plan.

6. Main Tactics
This section is the action plan. It answers what you are going to do on a daily, weekly and monthly basis to move the communications effort forward. Hold contests on Facebook? Develop a PSA series? Provide stakeholders with toolkits to help spread the word? this section houses the details.

7. “We Won’t” List
This section does precisely what the title says. Knowing what you will not focus your attention on (but could) is vital to ensuring focus.

8. Content Strategy
The section addresses how you are going to assess, develop and manage the ideas, thoughts and content you will use to direct conversations, viewpoints and reputation and image.

9. Positioning, Messaging & Storytelling
This section should include your message guide, from a positioning statement, value proposition to spotlight pitch on the organization or project. It sets the message tone so everyone is clear on what you are going to say and how.

10. Monitoring & Measurement
This section, one of the most well-intentioned but often ignored areas, will go into how to tell how you are doing and how to share that with managers, executive teams and other stakeholders.

11. Team Players.
This section will identify – by name – who is going to design and implement the plan.

12. Timeline.
How are you going to ensure your company will use it? There is no sense in having a communications plan if you aren’t going to use it, so plan out your activities. Set dates.

Lucky number 13: How much money are you willing to spend? The reason there is no formal section above is because, in my 30 years of experience, every organization is different around money. Some know exactly how much they want to spend and will tell you up front. Others wish to see a plan with a budget attached before making a decision. Regardless, began to talk about money early and as the above template unfolds. The plan will usually tell you how much you need to spend to be effective. Decisions can be made from there.

Ami Neiberger-Miller Joins Four Leaf Public Relations as Senior Counselor

Ami Neiberger-MillerWe are a fortunate group at Four Leaf Public Relations. Today, we have the pleasure of introducing a new virtual team member: senior counselor Ami Neiberger-Miller, APR. A seasoned public relations consultant, Ami brings a strong background and more than twenty years of experience in helping businesses and associations take the next step in sharing who they are and what they want to do.

Ami’s areas of expertise include: designing and managing strategic communications and outreach campaigns; providing strategic counsel for tough situations and messaging development; developing and integrating content creation with media relations and writing for web copy, news releases, event scripting, educational curriculum, professional training, and more.

Ami has written for PRSA’s Tactics and other publications on news coverage and crisis. She has spoken at Columbia University and the Carter Center on media coverage and trauma. She has been interviewed by CNN, CBS Sunday Morning, ABC World News, and NPR. She’s been around!

Ami is also a public relations strategist, writer and consultant at Steppingstone LLC and a public affairs and media relations officer at Tragedy Assistance Program for Survivors (TAPS).  In the past Ami has been a special projects consultant and writer at National Center for Missing & Exploited Children (NCMEC); a member of  the board of directors and chair of the public relations working group at Loudoun Abused Women’s Shelter/Loudoun Citizens for Social Justice (LAWS/LCSJ) and the communications director at Sister Cities International.

Welcome, Ami!

 

 

 

Why Virgin America Might Not Need PR

Business travel is no fun. The hassle of airline security, long lines at rental car counters and hotel check-ins killed the glamour of travel years ago. But recently I had the good fortune to fly on Virgin America cross country. It was my first experience traveling on that airline (sitting on hands to not make a bad joke here), and now I’m wondering what took me so long.

For those of you have flown Virgin many times will not find my experience particularly revolutionary. But for me that trip contrasted sharply with my usual travel experience. For days I reflected on why the experience was so much better than the “others.”

Was it because I could order food and drink at any time from my seat via my own personal embedded video monitor? No matter I paid $8.25 for a small fruit and cheese plate. I ordered it from my seat, when I wanted to. No food and beverage cart service.

Could it have been the catchy rap-fueled safety message also delivered via video? For the first time since I was twelve years old, I listened to the safety spiel because, well, it was fun.

Or could my great experience have been heightened by the modern music at the ticket counter? The red and purple neon lighting along the floor board? The extra seat room even in economy class?

Or the fact the pilot’s voice joked with us during a turbulent moment, asking us to fasten our seat belts — after we peeled ourselves off the ceiling, of course?

That was it. The people. From the person behind the ticket counter to the flight attendants I encountered real people—relaxed people. They were pleasant with us at the gate, during the flight, and even when we stood six people deep in the back, essentially blocking the crew’s maneuverability. Not once did I feel corralled like cattle going to auction. In fact, there was a notable lack of “herding.”

Virgin avoided regiment without forgetting there are still rules to flying. I felt like we were all in this together. We were all trying to get somewhere—passengers to destinations, and an airline to profitability. My experience tells me they are succeeding in every way.

I don’t know if Virgin has much public relations help, or even if they need it. But I do know, I’ll fly with them again, even when it means sacrificing frequent flier miles with another airline. Feeling like a human being who is dealing with other human beings is worth it.

Next time you think you have a public relations problem consider you might have a customer experience problem. Ask yourself, how do your customers feel when they’ve arrived?

The #1 PR Trend to Watch in 2014

Are we done with all the “top trends” and “top ten” lists for 2014 yet? I waited a few weeks to let the noise die down before putting forth our own predictions for 2014. Now, after talking to colleagues in the industry, as well as a dozen or so executives, one trend seems to be rising above all others.

Quality over quantity.

If you aren’t producing quality content, speaking to the right people in the right venues, and earning media attention that is seen by your most important customers, now and in the future, why bother? Gone are the days of scooping up a hundred earned media articles on you and your company and declaring success. What did that coverage do? Did it reach who you needed it to?

Ask yourself those last two questions when considering public relations strategies and tactics.

You might realize an enviable SEO position – for one day – with numbers. You might see a surge in phone calls or see your Web site visits rise for a time. But, none of it will sustain a business’s reputation and image without a fundamental commitment to quality. This means robust stories in media that make a difference to you. The right people as spokespeople who know how to engage audiences. Quality business values that connect with customers. Content that engages, gets passed around, discussed and kept for future reference.

(Oh, and it should go without saying you’re providing a superior service or product.)

Wise leaders not only know this basic tenet for longevity, they act on it. What are you doing in 2014 to boost the quality of everything you do — especially in the realm of public relations?

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Free PR Advice to lululemon from a Real Customer

Even if you’re not a person who works out regularly, you’ve likely heard the story about lululemon athletica and their “see through” pants. As a long-time customer, I followed this story with interest. For one, I just couldn’t believe the company whose workout pants I adore could have possibly sold a shoddy product. But, hundreds of longtime loyal customers (mostly women) have complained about the seat of their most popular workout pants being so sheer that their yoga mat neighbors could tell what color underwear they wore. Then there was the very public resignation of their CEO, Christine Day. This was followed by very public, unflattering soundbites from co-founder Chip Wilson. Then, more anger about see-through bottoms and, quite frankly, unsatisfying responses to those angry comments on Facebook.

What I don’t understand is why? Why would a company with a near-cult following fall into such a PR morass?

If they asked me (and they haven’t), this is what I’d tell them to get back on track.

1. First, conduct an honest assessment about the quality of lululemon products. If that’s not on your “do today list,” no public relations in the world will help. But, if it is, get your customers involved. Find the most brutally honest but seemingly fair customers and invite them to sit in on a few quality meetings, discussions about the quality they expect and more. You needn’t go farther than Facebook and Twitter for identifying these partners. Don’t just turn to your current ambassadors. But, hey, maybe team them up with a local ambassador.

2. Film a video of your manufacturing facilities. Show us how lululemon products are made, the people behind the products and the quality checks they go through. Share that video everywhere. Heck, invite your customer quality team (see number one) to be in at least one of these. Yes, you’ll want to do more than one.

3. Film testimonials of people who were once disappointed and now are overjoyed at the turnaround they experience in your newly-vetted product line. And, it should go without saying you’ll share these videos everywhere.

4. Invite anyone who was disappointed with a past product (and can reasonably prove they have the defect) to bring them to a lululemon store or ship it back. Let them download a free shipping label off your site. Replace the defective product along with an additional donation to lululemon’s Metta Movement, your grassroots community philanthropy program. Be unafraid to ask for this recall; if my dozens of lulu-loving friends are any indication, none of us would give up our lululemon pants if they were okay.

5. Mr. Wilson, say you are sorry for saying certain women “weren’t meant” for your products. I don’t care if you were misquoted, didn’t mean it like that, or someone impersonated you and really said it. Just apologize for the miscommunication, the carelessness, or the misquote. Explain what you’re going to do to next (see ideas above). Then, move on. The public has an enormous capacity to forgive in the face of sincerity.

Okay, I’m off to the gym now in my lululemon pants bought five years ago, and in which I am unafraid of bending over. I look forward to buying more of your products if their quality matches what I’m wearing right now. I also hope you’ll take my advice to heart. Because, there’s nothing worse than a company who seemed to be doing all the right things to lose a chance to correct their course when they went off the rails for a bit.