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Developing a Communication Plan

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Developing a Communication Plan 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 www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan 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. www.GKMedia.ie Communication Plan O.R.A.L. www.GKMedia.ie Communication Plan Outlets: Where should the information be disseminated - email, websites, printed reports, radio, video, social media, newsletters, presentations, etc. www.GKMedia.ie Communication Plan Roles: Who has the authority to communicate the information, and what roles will others play in the plan. www.GKMedia.ie Communication Plan 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. www.GKMedia.ie Communication Plan Liaise: Maintain communication with the stakeholders to solicit feedback and how communication will be documented and archived www.GKMedia.ie Communication Plan NEXT: The Most Important FACTOR…. www.GKMedia.ie Communication Plan Internal communication is so important in terms of what you are going to communicate externally. www.GKMedia.ie Communication Plan S.M.A.R.T. Goal Creating www.GKMedia.ie Communication Plan Each goal that you create should be SMART: § Specific (increase sign-ups from 50% to 75%) § Measurable § Actionable § Relevant § Time-bound www.GKMedia.ie Communication Plan STEP 01 Team Meeting & Ask Why www.GKMedia.ie Communication Plan 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? www.GKMedia.ie Communication Plan STEP 02 Define Your Audience www.GKMedia.ie Communication Plan S AGE: S GENDER: S DEMOGRAPHIC: S INTERESTS: www.GKMedia.ie Communication Plan 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 www.GKMedia.ie Communication Plan S (7) What do you want this Audience to DO S (8) Where will they get more information/register, etc. www.GKMedia.ie Communication Plan STEP 03 When www.GKMedia.ie Communication Plan 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) www.GKMedia.ie Communication Plan CRAOL: Community Stations www.GKMedia.ie Communication Plan 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 www.GKMedia.ie Communication Plan Radio: S Avoid profanity, sarcasm, emotion and comment. S One point per link S Try be Positive S Don't Panic. Slow it down. www.GKMedia.ie Communication Plan Radio: S Control your tone S Try not to interrupt S Emphasize key words S Try include carefully chosen examples www.GKMedia.ie Communication Plan 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 www.GKMedia.ie Communication Plan 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 www.GKMedia.ie Communication Plan 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+ www.GKMedia.ie Communication Plan Email § GDPR Subscribed Members List § MailChimp (images embedded, Videos, URLs,) § Subject Line § Time www.GKMedia.ie Communication Plan 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. www.GKMedia.ie Communication Plan 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). www.GKMedia.ie Communication Plan STEP 05 Schedule www.GKMedia.ie Communication Plan 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. www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan SAMPLE: Week Schedule Every CTA should link back to your website. Your Shop. www.GKMedia.ie Communication Plan STEP 06 Analysis www.GKMedia.ie Communication Plan 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. www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan www.GKMedia.ie Communication Plan 2014: €150 +VAT €50 FB 2015: €15 2016: €5 2017: €0 www.GKMedia.ie Communication Plan 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
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