Communication Plans with Garry Kelly
S www.GKMedia.ie Introduction Garry Kelly
S Working in Local & National Radio since 2007
S Formed GK Media in 2013
S Fully Registered with the Teaching Council of Ireland.
S NUI Galway, Galway Community College, Galway Technical Institute, Galway County Council, Galway Chamber of Commerce, and many private businesses.
www.GKMedia.ie Introduction Garry Kelly
www.GKMedia.ie AIM
Help you SPREAD the word of the great work you are doing.
www.GKMedia.ie Communication
www.GKMedia.ieS Firstly what are the goals of communication?
1. To inform – you are providing information for use in decision making.
2. To persuade – to reinforce or change a belief about a topic.
3. To build relationships – some messages that you send may have the goal of building good will between you and the other person.
www.GKMedia.ie What is a Communication Plan?
www.GKMedia.ie Communication Plan
It is a policy-driven approach to providing stakeholders with information about your event/campaign, whilst at the same time having a clear template of intention, targets and goals, and ultimately reducing the risk of miscommunication.
www.GKMedia.ie Communication Plan
Decide:
(1) Your Message
(2) Your Audience
(3) Your Deliver y
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A Communication Plan formally defines: (1) who should be given specific information, (2) when that information should be delivered and
(3) what communication channels will be used to deliver the information.
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O.R.A.L.
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Outlets: Where should the information be disseminated - email, websites, printed reports, radio, video, social media, newsletters, presentations, etc.
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Roles: Who has the authority to communicate the information, and what roles will others play in the plan.
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Anticipate: Decide in advance of publication/promotion, what information will need to be communicated that is specific to the particular audience you are communicating to.
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Liaise: Maintain communication with the stakeholders to solicit feedback and how communication will be documented and archived
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NEXT:
The Most Important FACTOR….
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Internal communication is so important in terms of what you are going to communicate externally.
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S.M.A.R.T. Goal Creating
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Each goal that you create should be SMART:
§ Specific (increase sign-ups from 50% to 75%)
§ Measurable
§ Actionable
§ Relevant
§ Time-bound
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STEP 01 Team Meeting & Ask Why
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S (1) Why do you need to communicate this message?
S (2) What is the goal in communicating your message? What do you hope to achieve?
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STEP 02 Define Your Audience
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S AGE:
S GENDER:
S DEMOGRAPHIC:
S INTERESTS:
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S (3) How much does your audience already know about your message
S (4) Who would want to know about your message
S (5) What do they NEED to know
S (6) What’s the BENEFIT for them
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S (7) What do you want this Audience to DO
S (8) Where will they get more information/register, etc.
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STEP 03 When
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S (9) When do we need to PUBLISH this information
S (10) Are there other events on at the same time that could hamper or impact our message and/or event?
S (11) What is its Lifespan? When is it too late to communicate for smooth operational purposes.
www.GKMedia.ie Communication Plan
STEP 04 Channels
www.GKMedia.ie Communication Plan
S Radio:
(1) Local – easy access (Galway Bay FM, Midwest, Clare FM)
(2) Regional – difficult access and may not be relevant (iRadio, Spin South West, Classic Hits/4FM)
(3) National – very difficult access, may not be relevant, huge credibility (Today FM, Radio One, 2FM)
(4) Community – easiest access, longer slot but weak listenership (Kinvara FM, Flirt FM)
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CRAOL: Community Stations
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Radio:
S Bring Notes or Map out what YOU want to say.
S Keep the language simple – 12 year old
S Keep your answers short unless you seek control
S Don’t come across evasive
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Radio:
S Avoid profanity, sarcasm, emotion and comment.
S One point per link
S Try be Positive
S Don't Panic. Slow it down.
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Radio:
S Control your tone
S Try not to interrupt
S Emphasize key words
S Try include carefully chosen examples
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Radio & Video: (The 5 Ps)
S PREPARATION is Key!
S Followed by Performance, Personality,
S Passion & Presence
www.GKMedia.ie Communication Plan
Video (Interview)
§ Don’t Swivel
§ Maintain Eye Contact
§ Stay in the Zone for reaction shots ignore distractions
§ Don’t fidget
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Video (Interview)
§ Maintain a strong relaxed posture
§ Dress Well
§ Evaluate you fully understand the question, before you answer
§ Be enthusiastic, people will listen to a passionate voice
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Social Media (ensure that your using the best channels for your purposes.)
§ Facebook: 25yrs+. Schedule through Creator Studio.
§ Twitter: 35yrs+. Headliners
§ LinkedIn: Corporate
§ Instagram: 15 to 35yrs. Insta Later or HootSuite
§ YouTube: 5yrs+
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§ GDPR Subscribed Members List
§ MailChimp (images embedded, Videos, URLs,)
§ Subject Line
§ Time
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SMS Marketing
§ A great way to get a direct line with your audience. Some practical use cases include event reminders, sudden changes to an event, and discount offers.
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Print:
§ There is credibility appearing in a newspaper, but advertising is expensive and you’ve less target marketing compared to digital. Aim for Community News section, but limits readership more.
§ Always send Press Release with Photos, Contact Details & do a Follow-Up Call
§ As well as newspaper articles, this could include printed flyers, brochures, in-store signage, direct postal mail, parish notice, and other materials you might provide for your audience or potential customers (on the day).
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STEP 05 Schedule
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Calendar:
Organize and execute your communications strategy with a marketing calendar. This will make it easier to enforce deadlines, deliver organization-wide visibility into what your team is doing, and help your staff understand what needs to be done and when.
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SAMPLE: Week Schedule
Every CTA should link back to your website. Your Shop.
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STEP 06 Analysis
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Measuring each component of your communications plan is critical to understanding how well your efforts are/were for moving forward.
How you do this exactly depends on the channels and tactics and use, but in general, a strong communications plan should help you gauge public perception and understanding of your organization.
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2014: €150 +VAT €50 FB
2015: €15
2016: €5
2017: €0
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TIPS
www.GKMedia.ie Share The Experience
www.GKMedia.ie Support Each Other
www.GKMedia.ie Be Sober
www.GKMedia.ie Radio reporters work under tight deadlines.
They are looking for about RADIO 15 second sound bytes. Try sum up your point into brief, short sentences. Relax and talk as you would in normal conversation. You can control your interview!
www.GKMedia.ie July 2014 – Jimmy Deenihan
Minister for Arts, Heritage RADIO and the Gaeltacht Gaybo
Minister of State for the Diaspora
www.GKMedia.ie Images are the essential ingredient for a TV story. Be prepared to answer questions. You will be VIDEO analyzed more on how you look than what you say. Keep the information simple & short. Don’t allow yourself to get muddled by impressing.
Ensure correct spelling of names
www.GKMedia.ie Print often want a lot of detail because they do not have the benefit of using PRINT visual and audio imagery. They rely on description to communicate their stories.
Use the opportunity to PAUSE before answering.
Offer quotes in email form.
www.GKMedia.ie Ask to PROOF-read before publication to ensure
(1) Photos are credited PRINT properly
(2) Names are correctly spelt
(3) Reference is given to funders/organisers
(4) Contact details are provided for CTA
www.GKMedia.ie FUNDING The Circular Effect (1) Podcasts (2) Strong Communication Plan (3) High Performance (4) National Coverage (5) More Funding (6) More Podcasts
www.GKMedia.ie FUNDING HIGHTLIGHT 1. Irish Community Archive Network (iCAN), 2. the partnership with the National Museum and 3. support of relevant Heritage Office,
www.GKMedia.ie LEVERAGE 1. By combining all resources together 2. Using same hashtags 3. Re-Sharing each other’s content 4. Collectively more exposure – more funding
www.GKMedia.ie SAMPLE Communication Plan for [Insert Company Name]
S Our Unique Selling Proposition
[INSERT DESCRIPTION OF YOUR USP …] Brand Statement
Our organization exists to provide [benefit] [benefit], and [benefit] to [audience] through [product or service]. Communications Objectives
• Objective One
• Objective Two
• Objective Three Our Audiences
• Audience One • One or two sentence description • Audience Two • One or two sentence description • Audience Three • One or two sentence description Key Messages
List key messages and value propositions for each audience here Channels + Audiences
AUDIENCE ONE AUDIENCE TWO AUDIENCE THREE CHANNEL ONE (Radio) CHANNEL TWO (Newspaper) CHANNEL THREE (Social Media) CHANNEL FOUR (Video) CHANNEL FIVE (Email) Messaging – What Do You Want To Say to Each Group
AUDIENCE Channel Channel Channel Channel AUDIENCE 1 [INSERT [INSERT [INSERT [INSERT Current MESSAGE] MESSAGE] MESSAGE] MESSAGE]
AUDIENCE 2 [INSERT [INSERT [INSERT [INSERT Aware MESSAGE] MESSAGE] MESSAGE] MESSAGE]
AUDIENCE 3 [INSERT [INSERT [INSERT [INSERT New/Unknown MESSAGE] MESSAGE] MESSAGE] MESSAGE] Tactics
How are you going to carry out your plan/objectives? Campaigns
When and Where are you rolling out your plan(s)? Measure Goals
Objective One Objective Two Objective Three Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric www.GKMedia.ie RE-CAP
o ORAL: - Outlets, Roles, Anticipate & Liaise o Most important factor? o Step 01 – Team Meeting & Ask Why o Step 02 – Define Your Audience
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o Step 03 – When/Date of Execution o Step 04 – Channels – Radio, Email/Newsletter, Video, Social Media, SMS, Print, etc o Step 05 – Schedule o Step 06 - Analysis
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And o Always Acknowledge Your Funders
+
o Support & Share
www.GKMedia.ie Thank You
@GKMediaIRE
fb.com/GKMedia.ie Garry Kelly @gkmediaire [email protected] 091 ‒ 564 870