Lessons from Littleton

What Columbine can teach us about crisis communication

Nora Carr, APRCharlotte-Mecklenburg Schools

Lesson #1

You can’t over-prepare.

Lesson #2

Plans work on paper; chaos happens in real life.

Lesson #3

Training and simulations are key.

Lesson #5

Expect the unexpected. Plan for it.

Lesson #6

Someone key will collapse under pressure – and at a critical time

Lesson #8

Take care of people first, and practice inside-out communications.

Lesson #9

Perform media triage and establish priorities in advance

Lesson #10

Get fresh horses.

Lesson #11

Make your friends before you need them.

Lessons from Littleton

What Columbine can teach us about crisis communication

Nora Carr, APRCharlotte-Mecklenburg Schools

Telling Your Story

A toolkit for marketing education

Nora Carr, APRChief Communications OfficerCharlotte-Mecklenburg Schoolsn.carr@cms.k12.nc.us704-491-3204

Agenda: Day OneIntroductions Communications Planning OverviewPhase I: Research & Fact FindingPhase II: Analysis & Strategic PlanningWorking LunchPhase III: Communication/Action StepClosing Remarks & “Homework”

Agenda: Day TwoThe Power of BrandingPhase IV: EvaluationWrap-Up & Next StepsRetreat Evaluation & Adjournment

RACE to results Research

SWOT Situation analysis of core problem or opportunity Analysis of previous information Study of the best timing Key issues and stakes in issues Legal and financial implications Analysis of opposition Research into what has been effective elsewhere

Analysis and Planning Develop clear goals and measurable objectives Identify key publics/target audiences Develop local strategies Develop messaging Assess resource needs

RACE continued Communication/Action Step

Identify and execute communication tactics, activities and media appropriate for each public

Find the best mix of interpersonal and mass communication techniques Build in effective feedback mechanisms Relate all communication activities clearly to your stated goals and objectives Execute according to best timing

Evaluation Benchmarks and process measures Measuring end results using established criteria and tools What worked, what didn’t, why and how do we know? What will/would we do differently next time?

Common PR research tools

Secondary researchPrimary research

Public opinion pollsPhone, mail, intercept

Web/email surveys, IVRsFocus groupsOther

What do we know?

What do we need to find out?

Effective communications Face-to-face, 1-on-1 Small group Large group Telephone Email Personal letter or note Computer-generated

letter Direct marketing Affinity newsletter

Websites, blogs Trade publications Traditional news media Brochures, corporate

publications Advertising Billboards Gizmos, gadgets,

freebies, skywriters

Know your audience

Use tactics that make sense for them, not you

Agenda: Day TwoThe Power of BrandingPhase IV: EvaluationWrap-Up & Next StepsRetreat Evaluation & Adjournment

The power of brandingAwareness is being knownReputation is being known for somethingBranding identifies and communicates

that something

What do these brands say?

What is a brand? Proprietary – you own it and no one else Visual and emotional Rational – makes sense, fits Cultural – part of how we do business here The image associated with a company,

organization, product or service It is the promise of value attributed to a

particular brand experience

Great brands… Are sustainable over time Understand who they are and remain

true to their position Make an emotional connection with the target Have design consistency and integrity Are relevant Know simplicity is key – the brand should own

a thought in the mind of the target

Define your USPWhat makes you different, unique?What can you truly own in the

marketplace?What do you do better or more than

everyone else?What one benefit is the most

compelling?

Package your story

Show vs. tell

Less is more

Emotion sells.

Developing your messageDefine/articulate your position, your

stake in the marketplaceIdentify your key messagesButtress your position and messages

with “wow” factsDrill these home relentlessly

Stay on message, on brand

“Focus is the secret ingredient in virtually every successful marketing program.” Trout & Ries, Positioning

Brand SWOT analysisStrengths

Weaknesses

Opportunities

Threats

Leverage existing channels

Integrate and deploy strategically;Develop your own “N.R.U.”

Bypass gatekeepers

Go direct to your audiences

Keep in touch Emergency notifications

to email and mobile phones/pagers

Lunch menus by school type

School board news Adult and community ed Boundary info and

school attendance zone changes

Career and college info Budget Familygram newsletter

Cable program news Foreign language news Legislative updates School events and

meeting calendars Press releases Special education

service news Child care program info Magnet program info Student testing

Expand your reach

Coach, train, organize and deploy an army of communicators

Proactive media relationsBuild relationships with reportersReturn all phone callsGet there first…Research and target your pitchesLocalize national trends, issues, eventsWork schools like a beatStay in touch – be pleasantly persistent

Telling Your Story

A toolkit for marketing education

Nora Carr, APRn.carr@cms.k12.nc.us704-491-3204

Creative brief = focusPurpose of communicationsTarget audience(s)Actions we want target(s) to takeAttitudes/objections to overcomeCompetitive analysisReasons to believeKey benefitTone, manner and feel