Know WHAT to say, WHEN to say it and WHO to say it to!

Daniel CherrinDad to 3 + Husband + Attorney

specializing in public affairs, media & crisis management

Hello. My Name is Dan.

I have 3 kids.I have three children.

With government + community leaders, and the media.

I work in PR

By sharing your story

I help protect + enhance reputations

By developing relationships

I am also a lawyer + mediator

I used to work for the Mayor

Public Relations | Crisis Management | Public Affairs

NorthCoastStrategies.com| 248.325.8731

Now, I own my own consultancy.

Organizations often find themselves navigating a complex environment that requires dealing simultaneously with litigation, governmental and regulatory actions, media scrutiny and public perception. NorthCoastStrategies is focused on developing meaningful relationships, through insight and advocacy, to protect & enhance the reputation of organizations in the public eye.

An average day ….

#ORGPRO13

@dancherrin

Goals

Start your playbook

Identify helpful resources

Know your brand

Marketing Audit

Intelligence Gathering

Marketing A

uditR

eview your inventory

PRODUCTS

SERVICES

ADVOCACYMARKETINGMEMEBERSHIP

What’s Trending

What’s Trending

POLITICSE

CO

NO

MY

ME

DIA

TECHNOLOGYSOCIAL

COMPETITION

INDUSTRY

Time Spent on Smartphones

Talking

Texting

Social Networks

*6.3.13 NYT (B7)

Websites

Email

Games

CameraGPSMusicApps

http://bit.ly/11bTODn

May 2013

Audit: Ask membership

• Who are the members?• Who are the potential members?• Why are members leaving?• What are the current needs, wants

and perceptions of members?• What are the current needs, wants

and perceptions of potential members.

Audit: Ask membership

• Survey your members– How did they hear about you– Do you communicate too much or

not enough– How often do they visit your site– Do they follow you on twitter– Have you liked them on Facebook

Audit: Ask membership

• What does the competition charge?• Which other associations do members

belong to?• How many members purchase products

and services from other associations?• What publications or sites do members

read? How often?• Which conferences/seminars/courses do

members attend?• What are the strengths and weaknesses of

the current products and services?

Metrics• Who saw your content?

• How much time did they spend reading it?

• What did they do after they read it?

• Where did they go after?

S.W.O.T.

Creating the plan

Audience

WHO• Industry• Company• Individual

Content Marketing

Aligning marketing and communications plans

around content creation and social media

Content Marketing

• Generate leads• Bolster reputation as thought-

leaders• Inform• Engage membership

Content Marketing

• Tailor content to target market• Engaging• Informative• Useful• Entertaining• Tell authentic stories• Be relevant• Empower an audience

Content marketing

• More people get news from various sources

• You represent industry• So tell your story and

broadcast it

Content marketing

• Keep a running list of ideas• Create an editorial calendar

Read It Share ItWatch It

Comm

ent On It

Media Channels

Media Channels

WEBSITE

SO

CIA

L M

ED

IA

TRADITIONAL MEDIA

INT

ER

NA

L ME

DIA

EVENTSWORD O

F MOUTH

eMar

ketin

gInfographic

Video

Mobile

• Where news breaks• Share photos, videos and conversations

via tweets via hashtag # to help find and join the conversation

• Share content, promotional information and ticket info.

• Ask/Answer questions• Provide real-time updates and video, and

promote other activities

• Share exclusive content • Event information• Hold contests• Give people an inside look

at the association using real-time photos, fun facts, video and more.

• Owned by Facebook• Snap camera-phone pictures.• Choose a filter to transform their

look and feel, and then instantly post them to Instagram, Twitter, Facebook and Tumblr.

• In addition, others can follow your organization by following a #(hashtag) Instagram feed.

• Share industry insight• Feature members• Showcase events• Leveraged by Facebook and

Twitter.

• No visuals no problems.

• What inspires you or your products?

Other Resources

• Foursquare -- a social city guide that gives its 30 million users the ability to recommend places based on their location.

• Use it to leave tips and must-see locations.

Email Marketing

Are you communicating the way your members want you to.

Are you communicating too much?

Are you sending it to the right people?

Plan your multi-channel strategy?

Gather intel over 3-5 campaigns

Integrate social media

Create compelling, sharable content

Media Relations (tips)

Develop relationships

Become a trusted source

Monitor the media and your key contacts

Be responsive

Think like a journalist

Respect timelines

NEVER say “No Comment"

Daniel Cherrin

marketing your association is important but how closely are you associated with yoru associaation. Personal Branding is how we market oursleves. You are a product - tell me what makes you unique. Without a solid brand you loose visiblity and credibility

Personal Brand• Define yourself

– Unique skills, experience, values– What makes you different

• Who are you trying to reach?• What do they think of you

already?• What are you telling them• Communicate your brand

Crisis Management

• Monitor the chatter• Know key influencers• Develop clear messaging• Own your brand• Be responsive• Be knowledgeable and

informed• When you blow it, own up to it.• Consider humor.• Have a process in place.• Be empathetic

Working with agencies

• Create a work plan• Give them a lot of information• Talk with them on a regular

basis• Listen• Be responsive• Manage expectations

Embrace Technology• Schedule meetings

- Doogle, Tungle, ScheduleOnce

• Schedule volunteers– VolunteerSpot

• Images– GoogleImages, Flickr Creative

Commons, PhotoPin, FreeDigitalPhotos.net

• eBooks: LuLu.com; CreateSpace; SmashWords

Can they hear your message

Questions?

Thank you!

@dancherrin