Communications Strategies

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Communications Strategies

• Timely
• Prescient
• Informed

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exercise

• News and current events tie-in
• Develop press release

find a story
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command
Timely Prescient Informed

• Periodic updates
• Invite to special events
• Look for unique ways to communicate
• Think outside the briefing

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public affairs
Timely Prescient Informed

• Regular press release
• Persistent follow up
• Be available
• Become a news source
• Issue invites to events

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military media
Timely Prescient Informed

• Periodic Press Release
• Persistent follow up
• Current media contact list
• Keep PAO informed and follow protocol
• Note Be prepared to ask forgiveness if
  permission is not forthcoming

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civilian media
Timely Prescient Informed

• Know the reporter who covers your topic
• Become a source
• Coordinate with and keep PAO informed
• Have talking points prepared
• Inform all stakeholders immediately
• Use positive language obsessively
• Practice answering difficult questions

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exercise

• Positive language
• Power words
• The truth

the interview
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tools of the trade

• Press release
• Talking points
• Situational awareness paper
• Backgrounders
• Current contact list
• Telephone
• Effective marketing materials

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Marketing Strategies

• Target
• Strategies

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target audience

• What do they know?
• What do they believe?
• What barriers do they perceive?
• What is the competition?

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strategies

• Marketing Mix The 4 Ps
• Product
• Place
• Price
• Promotion

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promotion

• Ads and posters
• Flyers and brochures
• Incentives
• Website
• Consistent branding is vital

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ads and posters

• Call-to-action
• Clear message
• Website address
• Logo

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flyers and brochures

• Call-to-action
• Specific information
• Compelling and useful

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websites
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incentives

• Reinforce the brand
• Practical and useful
• Reward Remind Repeat Donors!

Relationship marketing is key!
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Questions and Answers
Ms. Julie Oliveri Ms. Melissa Yu
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