www.simpsonscarborough.com strategic communications -- how to connect with key audiences christopher...

www.SimpsonScarborough.com

Strategic Communications -- How to Connect With Key

Audiences Christopher Simpson

CEO and Partner

www.simpsonscarborough.com(Copyright 2006)


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Late 90’s picture in higher ed comm:

Calls for accountability soared Competition for best and brightest students rose

dramatically Competition for private support sky-rocketed The demographic of college students changed State legislatures, state boards and elected officials

began a microscopic scrutiny of public institutions Proprietary schools rose in popularity


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A communications evolution began:

Higher ed forced to better tell its success story Explain its value to key constituents To strengthen the image and reputation of

campuses and systems To use state-of-the-art communications To learn good marketing, media relations and

effective tactical outreach, such as IT


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At progressive institutions, we learned:

Communications must be a two-way street By design, simple, succinct, clear and strategic Must be effective – and measurable Business had to be conducted in a vastly different

manner Two communications strategies that rose to

prominence:– Integrated Marketing – Media Training


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Key Audiences

Key audiences for SUNY campuses– Faculty, staff and students – Prospective students– Alumni and donors – Business Community and opinion leaders– Elected officials– The media


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Integrated Marketing Communications

How to Design, Implement and Evaluate an Effective IMC Plan


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What is Integrated Marketing?

Strategic approach to effectively reaching key audiences in a manner that enhances your image, reputation and brand

Research based, strategic and focused Centered on audience segmentation Proven and effective Demonstrate the ROI


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– Media relations/Press releases/VNR

– Op Eds, columns– Digital

communications– Publications/direct

mail– Speeches– Special events

– Communications goals

– Segment audience– Conduct research– Shape messages– Deliver creatively

and consistently– Evaluate

Promotions Marketing


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Integrated Marketing Overview


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Benefits of IMC

Communications decisions are research-based– Avoid management by anecdote– Pinpoint the most effective messages– Pinpoint the most effective strategies

Better use of resources– Coordinate system-wide– Share expertise– Marketing is less expensive than promotions


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Benefits of IMC

Communications decisions are research-based– Avoid management by anecdote– Pinpoint the most effective messages– Pinpoint the most effective strategies

Better use of resources– Coordinate campus-wide– Share expertise– Marketing is less expensive than promotions


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Benefits, continued

Marketing can lead to:– Better internal and external communications– Enhanced recruiting; larger market share– Stronger alumni and development support– Improved state and federal support


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Effective Media Interactions

How to Respond Effectively to Reporters, in Good Times and

Bad


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Effective Media Relations

The importance of the media is vastly overrated As long as the morning newspaper lands in the president’s

driveway, your media relations better be effective How to use the media in good times and bad

– Media team must develop close, sustainable relationships– Must approach the media strategically– Must re-circulate positive media clips– Must take advantage of Op Eds and columns and letters to the

editor– Must work collaboratively with your presidents, senior staff and

media relations team


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Do’s

Prepare Prepare Prepare: Five steps:

– Know the media outlet – print, electronic and web – and reporter’s deadlines.

– Determine reporter’s needs from you. – Develop two or three key points.– Anticipate questions, and draft vivid, descriptive

quotes.– Conduct interview and critique.


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Do’s

Match your manner to the topic:– Body language and dress are important –

especially in TV.– Ensure you are serious, not flip, when

discussing serious subject matter.– Determine appropriate location and background

for interviews.


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Do’s

Control the dialogue:– Select your key points – or the reporter will. – Open interview with key points and pepper

throughout.– Flag key points and hammer home.


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Do’s

Be quotable:– Use pithy quotes – these are memorable and

widely used by media.– Distinguishes you from the rest of the story.– Increases the chances you will be quoted.


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Do’s

Use anecdotes:– Paint a picture the average person can

understand – and appreciate.– Anecdotes “humanize” the story by injecting

realism and credibility.– Write, then rehearse, the anecdotes in advance.


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Do’s

Use short sentences and clear language:– You will be less likely to be misquoted.– And more likely to be understood.– Avoid jargon.


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Bridging

Build bridges from questions asked to answers you want to give:– Key is to pivot from question asked to preferred

answer.– This is essential in controlling the dialog.– Remember: questions are not important,

answers are.


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Bridging

Don’t ignore the question…restructure it … and use connectors. – “That’s not the issue, the issue is …”– “Let’s look at that another way.” – “I’m not sure I agree … but what I am sure of

is …”


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Don’ts

Don’t become fixated by the question:– Tough, unexpected questions - common tactic

used by reporters. – Questions are not important, answers are.– Reiterate key points – they are your safe harbor.


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Don’ts

Don’t fall for common tricks and traps: – Dead air trap– Absent party trap– A or B dilemma.


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Don’ts

Don’t treat reporters as adversaries:– Their goal is to get the story.– Few are truly out to get you.– Adversaries can become enemies.


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Don’ts

Don’t think you have to answer every question:– That is not your job – your job is to repeat key

points.– Refer questions beyond your expertise to

appropriate sources.– Safe harbor: “I don’t know.”


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Don’ts

Don’t elongate negative stories.– Work quickly with news cycles in mind.– Compress duration of coverage.– You can withstand a body blow; repeated

pummeling is fatal.


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In conclusion:

Communications must be a two-way street By design, simple, succinct, clear and strategic Must be effective – and measurable Segment audiences Consider Integrated Marketing: work with the

system Utilize good Media Training: work with the

system When you do, enhance public and private support,

recruiting and alumni participation


Strategic Communications -- How to Connect With Key

Audiences Christopher Simpson

CEO and Partner

www.simpsonscarborough.com(Copyright 2006)

www.simpsonscarborough.com strategic communications -- how to connect with key audiences christopher...

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