Telling Your Story Norfolk
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Lessons from Littleton What Columbine can teach us about crisis communication Nora Carr, APR Charlotte-Mecklenburg Schools
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Transcript of Telling Your Story Norfolk
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 [email protected]
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
Creative brief = focusPurpose of communicationsTarget audience(s)Actions we want target(s) to takeAttitudes/objections to overcomeCompetitive analysisReasons to believeKey benefitTone, manner and feel
