Communications Arsenal for Addressing Big &

Little IssuesCarol S. Weber, APR

Director of Public RelationsWisconsin Dental Association

Ready…Set…Ask…

• What is the message?• Who are the audiences?• When is information needed by?• What communication tool(s) are best? • How will reach & effectiveness be measured?

Messages

• One main message• Three supporting talking points• Call to action

Audiences• Internal• Leaders, members • Strategic partners (e.g., state staffers, coalitions)• Staff

• External • Patients & general public• Media• Legislators• Potential members

Timeframe

• Determine time (one day, week, month, quarter, year) needed to communicate key message & move audience(s) to act

• Determine end date & work backwards to build strategic communications plan

• Build reputation & support over long term

Tools – Internal Audiences• Print newsletter (monthly WDA Journal)

• E-newsletter (monthly Executive Director’s Update)

• Special e-blasts • Electronic & print “Hot Issues” • Website (What’s New w/link to member pages)• Facebook & Twitter (all audiences)• Personal letter sent via U.S. mail

Tools – External Audiences• Press releases

• Website• Social media posts (Facebook, Twitter, Flickr,

Pinterest & YouTube)• Paid media (TV, radio, print & online ads)• Print & e-newsletters (legislators, patients,

Mission of Mercy volunteers & donors)

Measuring Reach & Effectiveness

• How many audience members did what you asked by deadline?

• Survey before, during and after campaign to determine change in knowledge, attitude and/or behavior (public & member surveys)

• Clipping results, website & social media analytics, verbal/written feedback

• Improved membership and/or sales numbers

What’s Tweeting?

@ValaAfshar If you’re not measuring, you’re not managing. And without exception, you’re not improving to full potential. #management

Strategic Growth vs. Shiny Object Syndrome

(S.O.S.)Proposed to PR Committee…• Patient e-newsletter (4x per year)• LinkedIn (WDA, dentists, dental students,

mentors & protégés)• Newdocs.com (dentistry’s professional social

network)

SpokespersonsAll media and all politics are local. Be…• Clear • Convincing• Correct • Conversational (no clinical terms – tooth decay or cavities

NOT caries; silver fillings NOT amalgams) • Compassionate• Credible• Concise “Seven C’s of Communication”

from American Dental Association

Takeaways1. Keep key messages

& talking points consistent

2. Fight “S.O.S. – Shiny Object Syndrome” & use best tool(s) for job

3. Build reputation & support over time