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Branding, Communications, and PR - Soup to Nuts
ERICA ALLISON
LISTEN.
CREATE.
EMPOWER.
IMPACT.
COMMUNICATIONS
BASIC
WHO, WHAT, ?
WHY & HOW.
THE
Branding, Communications, and PR - Soup to Nuts
WHO:
WHO ARE YOU,
ROLE AND
ORGANIZATION?
WHAT:
WHAT DO YOU WANT
TO LEARN FROM THIS
WORKSHOP
SESSION?
WHAT:
WHAT IS YOUR
ORGANIZATION
KNOWN FOR?
WHY?
BOTHER?
THE IMPORTANCE OF
COMMUNICATION
FOR RDOs/COGs
WITHOUT
IT…
WITH IT…
HOW?
TOOLBOX
C O M M U N I C A T I O N
YOUR
LOGO.
THE
CORNERSTONE
OF YOUR
BRAND.
Branding, Communications, and PR - Soup to Nuts
MESSAGING
& T A L K I N G P O I N T S
Branding, Communications, and PR - Soup to Nuts
PUBLIC
RELATIONS
PROCESS ?
+ PEOPLE
STRATEGY
COMMUNICATION PLAN
THE
QUESTIONS
PLAN
T H E
COMMUNICATION
OVERVIEW
ORGANIZATION
OVERVIEW:
ORGANIZATION
VISION
MISSION
OVERVIEW:
ORGANIZATION
CONTEXT
CONTEXT:
PERCEPTION
SURVEY
INTERVIEWS
CONTEXT:
AUDIENCE + GOALS
Branding, Communications, and PR - Soup to Nuts
Branding, Communications, and PR - Soup to Nuts
BRAND
POSITION
MESSAGING
+ T A L K I N G P O I N T S
Branding, Communications, and PR - Soup to Nuts
PROCESS +
PLANNING
STRATEGY
PR
PRESS
RELEASES
BOILERPLATE
MEDIA
L I S T
MEDIA
L I S T
MEDIA
R E L A T I O N S
SHOESTRING
B U D G E T
Branding, Communications, and PR - Soup to Nuts
COMMUNICATIONS
CRISIS
WHAT CONSTITUTES A
CRISIS?
(Any situation that threatens the integrity or
reputation of your company or organization, usually
brought on by adverse or negative media attention.
CAN CREATE
THAT CRISIS?
WHOWHO
EVERYONE IS A JOURNALIST.
PREVENTION
A N O U N C E O F
PLAN
T H E
A RESPECTED LEADER
SUBJECT
MATTER
EXPERT
STAKEHOLDERS
IDENTIFY
WHO IS
MOST AFFECTED
BY YOUR NEWS
OR SITUATION ?
WHO HAS THE
POTENTIAL
TO POSITIVELY OR
NEGATIVELY IMPACT
YOUR ORGANIZATION
?
CRISIS
POINTS
I D E N T I F Y
WHAT ARE THE
ISSUES WITH THE
MOST POTENTIAL TO
CAUSE CONCERN?
WHAT ARE THE
ISSUES THAT THE
MIGHT BE MOST
INTERESTED IN
?MEDIA
WHERE
ARE YOU
MOST
VULNERABLE?
CREATE
TALKING POINTS
Branding, Communications, and PR - Soup to Nuts
WRITE
CLEAR, CONCISE
STATEMENTS ABOUT
THE CRISIS POINTS.
PREPARE
STATEMENTS
DRAFT A
PREPARED
STATEMENT
IN ADVANCE.
WITH YOUR
SHARE
TEAM
IF YOUR
RESPONSE TEAM?
DOESN’T KNOW
WHAT TO SAY
THEY
CAN’T
RESPOND.
YOUR POINTS
PRACTICE
YOUR SPOKESPERSONS
TRAIN
SUBJECT?
MATTER
EXPERTS
ARE NOT ALWAYS
ACCUSTOMED TO
SPEAKING WITH
THE MEDIA.
SYSTEM
NOTIFICATION
CREATE A
HAVE A
MASTER
CALL
LIST.
OF CALLS
ORDER
ESTABLISH
AND IN WHAT ORDER
TEXT, CALL, OR EMAIL
DETERMINE
DISTRIBUTE IT.
AND STICK TO IT
FINALIZE PROTOCOL
ANNUALLY
REVIEW & REVISE
WHAT
HAPPENS
WHEN
CRISIS
STRIKES?
LEAN ON THE PLAN
TALKING
WITH THE
MEDIA
WITH THE MEDIA
STAY
ENGAGED
DON’T WAIT?
UNTIL A CRISIS
TO COMMUNICATE
WITH MEDIA
BUILD RAPPORT
PROVIDE
FEED THE
POSITIVE
STARVE
THE
NEGATIVE
MEDIA
SOCIAL
formationpr
formationpr
WHAT IS
SOCIAL
MEDIA AND WHY
DO WE USE IT?
INCREASE
BRAND RECOGNITION
EDUCATE YOUR PUBLICS
COMMUNICATE
WITH YOUR PUBLICS & YOUR COMMUNITY
CREATE BRAND AUTHORITY
WEBSITEDRIVE PEOPLE TO YOUR
BASICS
S O C I A L M E D I A
WHICH PLATFORM
D O I U S E ?
USE HASHTAGS
H O W & W H E N T O
30/30/30
F O L L O W T H E
R U L E .
BRANDING
PLAN
CREATING A
C A L E N D A R
CONTENT
OBJECTIVES STRATEGIES TACTICS AUDIENCE
SOCIAL MEDIA COMMUNICATIONS PLAN
GUIDELINES:
POST
FREQUENTLY
TAG A FRIEND!
BE
POSITIVE
UNDERSTAND
YOUR
AUDIENCE
USE
ANALYTICS
IF THE CRISIS
HAPPENS HERE
MOVE IT
OFFLINE
ASAP
X
QUESTIONS
Branding, Communications, and PR - Soup to Nuts
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Branding, Communications, and PR - Soup to Nuts