Six big ideas npcc 2018 - lambiase & english
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The document explores six key ideas in strategic communication, emphasizing time management, crisis planning, social media monitoring, the importance of listening, and credibility in messaging. It advocates for prioritizing tasks, effective crisis communication strategies, and systematic social media audits to enhance engagement and prepare for potential challenges. The final points highlight the need for credible voices in communication and creative ways to engage with stakeholders.
![Takeaway: Listening campaign
• Listening with a purpose, during audit or after plan launch
• A campaign helps you more carefully study what people are saying in
digital spaces.
• Start with a simple protocol, based on a goal for enhancing
stakeholder engagement.
• Have a specific objective:
I want to learn [BLANK] about my donors, clients, influencers,
employees, critics.](https://image.slidesharecdn.com/sixbigideas-npcc2018-lambiaseenglish-180522161320/85/Six-big-ideas-npcc-2018-lambiase-amp-english-17-320.jpg)
Six big ideas npcc 2018 - lambiase & english
- 1. Six Big Ideas in Strategic Communication Ashley English, Ph.D., & Jacqueline Lambiase, Ph.D. Department of Strategic Communication TCU Bob Schieffer College of Communication Image: http://www.instructables.com/id/Lightbulb-hat/
- 2. Big idea No. 1: Reclaim Your Time! • Time management is about getting important work done first, not just doing more work in a day. • Stephen Covey’s Time Management Matrix can help!
- 3. 1. How can you avoid the time wasters? What do you need to put in place to eliminate or minimize time spent here? 2. What do you need to say no to in this season professionally and personally? Why? Who needs to be aware of this change in your priorities? 3. Do you need a mentor or place of accountability for growing in the area of time management? If so, who should that person be based on your professional and personal networks?
- 4. Takeaway: Manage around priorities 1. Focusing on urgent tasks is a reactive approach to time management. 2. Delegate tasks to your volunteers or teams to give you more time for what matters. 3. Consider a quadrant II task to accomplish over the summer that would make a positive impact for your organization and your job satisfaction. 4. Say no! (And say it fast!)
- 5. Big idea No. 2: Hope for the Best, Plan for the Worst • Organizations must have a communication plan in place to handle a crisis. • What is a crisis? A crisis is the perception of an unpredictable event that threatens important expectancies of stakeholders related to health, safety, environmental and economic issues, and can seriously impact an organization’s performance and generate negative outcomes (Coombs, 2015: p. 3)
- 6. Get Started … • Environmental scanning • Risk assessment • Create a crisis communication plan Crisis Communication Team (directory and responsibilities) Sample Holding Statements Designation of Spokesperson(s)…..too many voices are problematic Emergency Contact Information Backgrounders/Fact Sheets Media Lists After Action Plan
- 7. Takeaway: Proactively address crises 1. Pay attention to current events and situations impacting nonprofit organizations and your specific cause area. 2. Gather a group to consider worst-case scenarios and develop holding statements or key messages for those events. 3. A crisis communication team is essential. Meet regularly to keep everyone informed and prepared. 4. Host table-top, simulated activities to assist with preparation.
- 8. Big idea No. 3: Inspect What You Expect (especially on social media) • You must monitor your work • Review your analytics and make changes based on the impact of your interactions. • Conduct a social media audit; it helps you listen
- 9. Two phases of a social media audit 1. Take inventory 2. Make sense of the data
- 10. The Inventory Who – who is talking (company, consumer, competitor) Where – social media channel and the environment What – type of content When – frequency of activity Why – purpose
- 12. Monitor Your Impact and Conversations Professional Monitoring Paid Tools Free Tools Alterian Bottlenose Sysomos Collective Intellect Sprout Social Talkwalker Vocus Hootsuite NetBase Twitalyzer Buzz Equity Synthesio Trackur Mention Klout TweetDeck BackTweets Buffer Facebook Insights Hootsuite IceRocket Pinterest Web Analytics Social Mention TweetBeep Netvibes Google Alerts http://www.socialmediatoday.com/content/50-top-tools-social-media- monitoring-analytics-and-management
- 13. Takeaway: Systematically analyze your social media presence 1. Gathering data will help determine your priorities. 2. Social media is about two-way communication and fostering dialogue. (Are you currently in a monologue?)
- 14. Hinge of this presentation is listening • For the next minute, please list the ways that your organization listens to its stakeholders. What channels do you use to listen? How is listening built into your system of communication? Image: Shutterstock
- 15. Big idea No. 4: Listening is called the most overlooked leadership skill • One study of 8,000 people in a variety of organizations showed that most believed they were good communicators and better than their coworkers. • Research shows us that the average person listens with only 25% efficiency. • Organizations are bad at listening. • Yet, a study of a large hospital showed that listening explained 40% of the variance in leadership. (Scott Williams, Wright State University)
- 16. Takeaway: A little listening will make a big difference • Find new ways to listen to your stakeholders, including: 1. Focused face-to-face questions at events, meetings, gatherings on your most important challenge or your most uncharted territory. 2. One-question polls on your emails, website, social media. 3. Assigned roles for event participants: actors, speakers, listeners. 4. Interviews with the coworkers who answer your main phone line or who monitor social media.
- 17. Takeaway: Listening campaign • Listening with a purpose, during audit or after plan launch • A campaign helps you more carefully study what people are saying in digital spaces. • Start with a simple protocol, based on a goal for enhancing stakeholder engagement. • Have a specific objective: I want to learn [BLANK] about my donors, clients, influencers, employees, critics.
- 18. Big idea No. 5: Crowdculture, Part I
- 19. Big idea No. 5: Crowdculture, Part II
- 20. Gary Vaynerchuk: “The No. 1 thing you have to do is evoke a reaction.”
- 21. Takeaways: Overarching (not new) principles • You must get the audience to think about what makes you (or your organization) worth following. • Motion is important—humans are wired for movement and change. • Time is a commodity on social media: keep it short, keep it moving, share your humanity, keep it moving. • People to watch: Sara Dietschy, Gary Vaynerchuk, Kraig Adams, Reg Saddler, Roberto Blake, Casey Neistat, Kim Garst … • Brands to watch: Whataburger on Twitter, Yeti everywhere.
- 22. Big idea No. 6: Source credibility; aka using the right voices
- 23. Gallery dog
- 25. Takeaway: Audition voices for your nonprofit • Who is best for delivering good news? • For making the ask? • For explaining difficult information? • For sharing bad news? • For being sympathetic? • For appearing in a video? In person? • Some people may be able to do all of these things, but most won’t.