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MESSAGE Blowing Your Horn Can Make Social Change 2004 SOUND

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MESSAGE Blowing Your Horn Can Make Social Change 2004 SOUND Powered By Docstoc
					                 Blowing Your Horn
                  Can Make Social
                      Change


                  2004 SOUND PARTNERS
                   NATIONAL GRANTEE
                       CONFERENCE



                    November 12, 2004
                     Washington, D.C.



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                 What will happen in
                 the next 75 minutes?
                 • You’ll hear tips and strategies
                   around promotion and reaching
                   policymakers.

                 • You’ll develop promotion and
                   policymaking goals and tactics
                   for your project.

                 • You’ll share your goals and
                   tactics with your colleagues.




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                                                     2
                 Promotion and
                    Publicity




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                 Define Your Message
                 • Message is the crux of the matter—
                   the reason why anyone should care
                   about your project.

                 • Your message must be clear,
                   compelling, accurate—and short!

                 • Try to make your message no longer
                   than 50 words.

                 • Message is the first and sometimes
                   only information people will have
                   about your organization.

                 • All spokespeople should deliver the
                   same key messages.

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                                                         4
                 WNIN – Evansville, IN




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                     SOBER UP is a
                  partnership of WNIN
                 and Youth First, Inc. to
                    help the Tri-State
                 address the problem of
                   underage drinking.




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                       Sober Up’s Goals

                 • To help parents, adults, and
                   decision-makers name and
                   claim the problem of
                   underage drinking.

                 • To build regional support for
                   research-proven prevention
                   programs and policy reforms.

                 • To provide parents and youth
                   the best possible prevention,
                   intervention, and treatment
                   options.
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                 Messaging Questions
                     to Answer
                 • What do you want reporters and your
                   community to know about your
                   project?

                 • Do you want to call community
                   members to action?

                 • When you talk about the project to
                   friends and colleagues, what part of
                   the project excites you and them
                   most?

                 • How are your project issues playing
                   out in your community? Is there a
                   way to connect your work with these
                   larger community issues?

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                      Define Your
                  Audiences and How
                    to Reach Them
                 • Who do you want to reach?

                 • What audiences will be most
                   receptive?

                 • Reach out to audiences that
                   don’t normally hear your signal.

                 • Augment media promotion with
                   forums that bring interested
                   citizens together and in turn
                   attract interested media.


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                 Media Strategies for
                 Partners and Stations
                 • Determine responsibilities. Have a
                   clear plan for who will handle
                   specific parts of the promotion
                   campaign.

                 • Share press lists and contacts.

                 • Draft press releases together.

                 • Look for common audiences.

                 • Determine who is best suited to reach
                   out to specific audiences.


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                  Launch Your Project
                     with Fanfare

                 • Customize the Sound Partners press
                   release template and fact sheet.
                   Distribute them as widely as possible
                   to media, community members, and
                   other groups.

                 • Use your airwaves to promote the
                   launch of the program.

                 • Think about a creative way to kick-
                   off your efforts. Consider holding a
                   press conference, sponsoring a health
                   fair, or holding a community forum.



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                           Media Tips
                 • Develop a short list of people that can
                   speak on behalf of your project.

                 • Research reporters or columnists who
                   cover your issues. Send them your press
                   kit or release and follow up with a call to
                   arrange face-to-face meetings.

                 • Visit editorial boards of local
                   newspapers and television stations.
                   Present an overview of your Sound
                   Partners project and upcoming
                   programming and events.

                 • Ask local commercial radio and TV
                   stations to air public service
                   announcements about your project.
                   Encourage their news divisions to cover
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                          Media Tips
                           (cont.)
                 • Find Web sites, E-newsletters and E-
                   mail listserves that discuss your
                   project-related issues. Introduce them
                   to your project and ask them to
                   feature it.

                 • Begin developing your own E-
                   newsletter or Newsletter.

                 • Think creatively about alternative
                   outlets for promotion of your
                   projects. Explore how you can spread
                   the word through these outlets.



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                   Reaching
                 Policymakers




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                  Why should you reach
                  out to policymakers?
                 • To make lasting change

                 • Raise awareness for your station, your
                   partner and your issue

                 • Health of the station and the partner

                 • Continued support from licensee and
                   funders

                 • Continued government funding

                 • Continued listener support




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                     What policymakers
                     should you reach?
                 • Members of Congress and staff

                 • State and local legislators, mayors, city
                   council members and city managers

                 • State health commissioners and other
                   state govt. offices that implement
                   policies

                 • Community members that impact
                   policies around your issues

                 • University officials/Board of Trustees

                 • National public radio organizations -
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                   CPB, NPR, NFCB
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                    How do you reach
                     policymakers?

                 • Site visits and events

                 • Hill and district office visits

                 • Briefings and luncheons

                 • Presentations

                 • Using positive press

                 • Mobilize your base

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                   Develop Promotion
                    and Policy Goals
                 • Work with your partner.

                 • Choose one promotion goal and
                   one policy goal for your project.

                 • Develop three tactics for each
                   goal.

                 • You have 15 minutes to work
                   on this.


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                    Promotion and
                     Policy Goals

                 Sample Media Promotion
                 Goal

                 Place two stories about your
                 project in your local newspaper.

                 Sample Policy Goal

                 Educate local policymakers
                 about the need for better rural
                 health care access in your area.
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