ISAE presenation

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(No Transcript)
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Local Issues Management Strategic Community
Public Relations Nancy Pedersen, PR
Manager Essman/Associates
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Communications Planning

• Overview of Situation (Big picture. Do you need
  research?)
• Goals (Whats the desired outcome?)
• Audiences, prioritized (Who needs to know?)
• Objectives (What do you want the audiences to do?
  
• Messages (What are the key points and supporting
  facts?)
• Communication Strategies (How to get the word
  out? One on one, town meetings, PR, etc.)
• Tactics (Actions news releases, op-eds, letters,
  events)?
• Budget (Consider all possible sources)
• Timeline Responsibilities/Accountability (Who
  does what?)
• Tracking Evaluation (Report successes note
  changes)

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Why Plan Communications?

• Overview of Situation
• What is at stake? Strengths, weaknesses,
  opportunities, threats
• Leaders credibility, expectations, role models
• Goals
• Maximize strengths, capitalize on opportunities
• Minimize weaknesses, defend against threats
• Change perceptions, educate, build consensus?
• Audiences
• Current perceptions, awareness level,
  understanding of issues
• Objectives (for each audience)
• Desired outcome legislation, election, vote,
  project/plan, funding, community improvement,
  workforce, jobs, attitudes

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What and How to Communicate

• Messages (What)?
• Establish issues or agenda
• 1-3 key messages with supporting points
• Communication Strategies (How)
• Integrated communications for maximum impact
• Public relations
• Media, meetings, events, trade shows,
  newsletters, collateral, etc.
• Advertising
• Direct mail
• Web site/online/e-mail
• Signage
• Phone calls
• Luncheons, dinners, presentations, etc.

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Public Affairs/PR Tactics

• MDevelop PR procedures and projects
• Spokesperson(s) and training
• Media lists and influencer lists (internal and
  external)
• Events, news conferences
• Materials and media kit
• Letters to legislators
• Speaker presentations
• News releases, opinion pieces, features, letters
  to editors
• Brochures, newsletters, related articles
• Issues papers/fact sheets/charts/graphs
• Photos and biographies

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Media Materials

• Consistent messages
• Brief, simple and clear
• Order of importance, most to least
• Facts, figures, statistics, research, rankings
• Quotes from authorities or experts
• Focus on impact or benefits to the audience
• Answer anticipated obstacles, questions (Q A)
• Examples, case studies, personal stories

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Media Relations

• Know and contact the appropriate media
• Develop professional, trusting relationships
• What do they need? Become their best source
• Stay on message 3 main points and supporting
  facts
• Provide useful information with a news angle
• Inform, educate, have impact on the audience
• Proximity, local implications, local experts
• New, interesting, unique, entertaining, prominent
  people
• Related to current news or new angle on previous
  news
• more

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Media Relations

• Respond immediately, in good times and in bad
• Say you dont know, but will find out and get
  back
• Help editors and reporters meet tight deadlines
• Dont expect biased reporting or tell them what
  to do
• Offer ideas, people to contact and their numbers
• Nothing is ever off the record
• Dont speculate, leak information or speak for
  someone
• Follow the Golden Rule be friendly, patient and
  positive

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Measure Results

• Track media requests for information
• Media calls, media Web site inquiries
• Interviews, related stories
• Log in and re-use articles
• Number and type of coverage advertising
  equivalency value
• Attendance at the events promoted sales leads,
  if important
• Benchmark and survey the change in attitude or
  perception
• Outcome of election, referendum, council votes,
  etc.
• Report your successes. Build on for next year.

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Idea Brainstorm

• News conference editorial board meetings on
  issues, positions
• Local angle on state or national issue, i.e.
  health care, etc.
• Interviews/Q A with local officials,
  legislators on their positions
• Impact on a local business, government agency
  or entrepreneur
• Likely effect on a new initiative that invests
  in the future
• Relationship to a community social issue or
  cause
• Include mention in normal announcements,
  presentations, events
• Add credibility through someone who has
  received recognition
• more

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Idea Brainstorm

• Relate significant local statistics to
  state/national trends
• Provide analysis, rankings and summary of the
  issue
• Explain a complex program or legislative issue
• View of sister cities, county and/or regional
  collaborations
• Competitive analysis, compare impact on like
  size cities
• Prominent alumni or former residents
  perspectives
• Top 5-10 issues outcome last year
• Top 5-10 issues to address this year

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Questions and Discussion
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Nancy Pedersen, PR ManagerEssman/Associates100
E. Grand Ave. Suites 300 340Des Moines, IA
50309515-282-7145n.pedersen_at_essmanassociates.com
www.essmanassociates.com
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