COMMUNICATING PROGRAM IMPACTS NERAOC Conference

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1 COMMUNICATING PROGRAM IMPACTS 2015 NERAOC Conference Louis Whitesides 1890 Research Administrator South Carolina State University Orangeburg, South Carolina

2 What is Communicating Program Impacts? The function who s goal is to plan, promote, and distribute the programs, services and successes. This is accomplished by keeping in constant touch with the organization s various constituencies, while uncovering their needs and expectations for the university and themselves. 02

3 The Media does not report similar events the same.

4 The Media The media, whether, television, print, digital, blog, photo journalist or whatever format has moved from reporting the news to creating the news, (Investigative Reporting). Jesse Ventura, Former Governor, State of Minnesota

5 Activity We must do four times as much positive targeted distribution just to begin the positive conversation and acceptance about expertise of our staff and the necessity our programs and services. This applies to the media, legislators and others who have a direct impact on our reputation and funding. Louis Whitesides

6 Communication Outlets Methods of Communications The combination of innovation and creativity with grounding in theory and evidence. Fundamental to our approach is our understanding of people on multiple levels. Magazine (Online & Print) Newsletters (Online & Print) Program Update s Social Media Engagement Website interaction and creative content Program Showcase & Tours Legislative Events Program Visits Press Releases (Traditional & Online) Video Marketing Success require communication interventions at all levels 04

9 Affordable Video Start Up ($500.00) (Student Workers & Presentation) $ $99.00

10 Benefits of Good Communication Public Awareness of Program Greater Constituent Satisfaction Increased Constituent Participation Greater efficiency and effectiveness of services Better Attraction of Resources Stronger Organization 05

11 Understanding Our Audiences The external environment is increasingly turbulent, unstable, changing. Public Policies are changing Demands and Accountability are rising Constituents and supporters want more control, and loyality cannot be assumed. Informal networking is less reliable as a source for money, volunteers, publicity. 07

12 The External Environment is Changing People are less blindly Loyal Technology emphasizes quick responses Choices among communication options, brief engagement, and privacy is valued 08

13 Attention Deficit Disorder Syndrome Attention Deficit Disorder Syndrome (Reaction Oriented vs Proactive Oriented) Pre-written press releases about events good or bad Dr. John Ratey, an Associate Clinical Professor of Psychiatry at Harvard Medical School and the co-author of the ground breaking ADD-ADHD book, Driven to Distraction, referred to as Acquired Attention Deficit Disorder. I perceive it to be based on the universally accepted social science that our environment can create behavior changes in us, especially through frequency and perceived emotional connections.

What programs & services will best carry out our mission?

14 We Must Have A Clear Message About What exactly is our mission, and how will we carry it out? How do your various constituencies view our mission? Will they support it? How will we identify and communicate our goals? What programs & services will best carry out our mission? How will we deliver our services in ways that are positively noticed and supported? How will we organize our efforts to be successful in accomplishing our goals? How will we ensure resources to sustain our programs? 10

Communication Program Success is An External Orientation Most staff are internally focused, concerned with quality of projects and programs.

15 Communication Program Success is An External Orientation Most staff are internally focused, concerned with quality of projects and programs. (Lapel Pins) The external environment is increasingly complex,competitive, and demanding about accountability and responsiveness. Newsletters Blogs Articles Social Media Press Release Our intended audiences point of view, needs and interest are vital to our success. Other organizations that are more attentive and responsive will have a competitive advantage to reach constituencies and resources. 11

Communication is Marketing: The Marketing Mix The 5 P s of Marketing PLAN: Specify what you will do, why, how, and when to deliver PRODUCTS AND SERVICES: that Constituencies Value PRICES (COST) that

16 Communication is Marketing: The Marketing Mix The 5 P s of Marketing PLAN: Specify what you will do, why, how, and when to deliver PRODUCTS AND SERVICES: that Constituencies Value PRICES (COST) that are acceptable to you and sufficient for organization survival PLACE: Distribution channels that are easily accessible PROMOTION: Effective two-way communications with constituencies, so each understands the message and the realization of the benefits of engagement. 18

17 Federal Partners Legislative (Fed & State) Legislative Who Are Our Key Constituencies Staff Federal Partners (USDA, NSF, DOE, etc.) Specific Contacts Legislative (Federal & State) Supporters, Alumni, Local, Connection to you Legislative Staff (Issue Assignment) Quality Employees (Your Biggest Supporters) Advocates Employees Alumni & Students (Mandatory Draft) Advocates (Grass Roots Community Members who support you, End users of your program, Alumni. Can be mobilized to contact Legislators about issues that affect you.) Grass Roots & Grass Tops Alumni & Students Advocates (Grass Tops Well commented supporters who have relationships with decision makers (Cell Numbers) / {Business People, Ministers, Local Town, City, County Council or Influential People) 20

18 We Will We will ensure that the effectiveness of our communications will not be measured by output or distribution alone, but by the productive responses we elicit. We will, in an environment of scarce resources, focus our efforts on strategic audiences who can help the University achieve its goals. We will measure our success on the ability to develop reciprocal relationships with these publics. We will work with partners throughout the University to build understanding that, although this diverse institution is made up of colleges and departments, divisions and centers. We will operate in the knowledge that every member of the community can affect our reputation and that effective communication is everyone s responsibility. Our communications will be grounded in research that helps us meet our audiences on their own terms. Coordination, consistency, and repetition will ensure our messages build equity in the brand. 15

Sample Communication Outline Legislative and Federal Agency Visits (Once Per Year) Legislative Events (Public Constituencies involvement) Program Showcases

19 Sample Communication Outline Legislative and Federal Agency Visits (Once Per Year) Legislative Events (Public Constituencies involvement) Program Showcases (Tours, Etc, Once Per Year) Federal & State Legislators, staffers and Grass tops Program visit invitations (Continuous) State Staffers, Advocates (Grassroots), Alumni 15

Communication Strategy Outline Analysis Local Media A Social Media Magazines (Print & Outline) One Per Quarter) Federal Legislative,Selected State Legislative

20 Communication Strategy Outline Analysis Local Media A Social Media Magazines (Print & Outline) One Per Quarter) Federal Legislative,Selected State Legislative (Placed in Office) Federal & State Staffers, Students, Alumni Advocates ( Grass Roots, Grass Tops), News & TV Reporters Website Updates (Responsive) B Newsletters 19

21 Communication with the Media Newspaper (Establish key reporter contacts prior to program takes place) Press Release already formatted for print. Television Digital Media (Edited Ready for All Platforms) 23

22 Straight to National Media Associated Press Submission Most local media outlets have google alerts set for all local interest. When their Google Alert goes off, they will read what it is. Even if its not reported, more is learned about your programs.

23 Commitment is Crucial 01 Constituents Interest 03 Strengths and Weakness 05 Explain in Simple Terms 06 Focus on Key Audience Segments 04 Always Tell The Truth 02 Explain Actions in Light of Mission Goals Communicate with them in their preferred approaches and media. 26

24 Get in Touch (+803) dr.louiswhitesides 300 College Street, Orangeburg, SC

25 Website:

27 Facebook Dr-Louis Whitesides

28 Thank you for your Attention!

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