The Final Stages

My group and I are piecing together the final details of our project and to say that I am happy with the results would be an understatement. I am proud that my group members were able to remain calm amongst changing project assignments, dysfunctional computer programs and balancing a social life/other classes; could this situation be more real life? 


After meeting today to discuss our presentation, I am confident with what we put together. We all wish the client, Safe Harbor, could be in attendance so that we could receive immediate feedback from our most important audience, but at this point, we believe we have produced something to be proud of and are happy to share it with anyone that will listen!


In addition, I am really excited to see what the other groups in my class have produced. I know they have been working as hard as we have and have run into their own problems as well. Judging by track record, I am pretty sure their end results will be fabulous. 


All in all, I have really enjoyed this class and working with a legit client. I know feel somewhat experienced and not as if I am entering the working world blindfolded. Do I have a career in non profit communication? Who knows. Am I ready for it? Yup.

Sailing Around Safe Harbor

Our class' interaction with the non profit Safe Harbor this semester has been anything but ordinary. I like this fact, though. Because in the real world, no business relationship is perfect and you can never be 

quite sure what the day may bring.

http://safeharborsc.org/blog/

I really appreciated this project that our class took on. Dealing with a real-life client made this class less textbook and more hands on. Because we had actual clients to report back to, we couldn't slack off on assignments or put forth half effort performances. Timeliness regarding emails and dues dates became much more important. My group was assigned the task of generating the Safe Harbor Christmas mailer. Because the Christmas season comes once a year--and certainly flies by--it was pertinent that we get a draft done, sent out for approval and allow ourselves time to make necessary changes. By the request of Safe Harbor, we were asked to make some adjustments to our first draft. We were also inconvenienced by several technical difficulties with Adobe and Photoshop--all real life dilemmas. 

I have learned first hand how you will be held accountable by your clients and rightfully so. Hearing Becky and Samantha speak about Safe Harbor was a fantastic way to start our projects because you could really see that they cared about the cause and their organization. Like our textbooks recommended, Safe Harbor was emphasizing a story and immediacy. By reaching out to our class for extra help, they were utilizing their resources/networks. 

I think this experience was extremely valuable from both standpoints. We were able to get a glimpse into how real partnerships work as well as the strategic moves of an organization/business.  

A 'Refreshing' Take on Social Media

http://dlburnes.wordpress.com/category/uncategorized/

The Pepsi Refresh Project has really opened my eyes to the effectiveness of social media and networking. Even though my classes attempt at winning the grant wasn't successful, I am still proud and happy that we were able to stay in the 80-90 range throughout the whole month. How did we achieve this? It most certainly couldn't have been an accident. After much planning, we had intentions of utilizing the major social media tools throughout the month. 

Facebook was definitely the most beneficial tool. I found it addicting to see how many of my "friends" were going to attend to event created as well as how many "liked" Safe Harbor. It was funny that I never had a conversation about the project with my friends before the Facebook event was created, but after the invitations were sent, many of my friends brought it up in conversation claiming, "I voted for your class!"

I also heard several circumstances where people saw the event/link/status update on friends walls and decided to pass the news on to other outside parties because they thought they would be interested. Social networking at it's finest!

Aside from Twitter and Facebook, we made use of emails. While a more ancient form, it's still social networking nonetheless. Contacts are endless when sending emails are it is sent directly to your audience, so you can be almost certain they will see it (unless they are rude and delete unread mail!) Anyhow, we sent out numerous batches of emails: some formal, some casual, some brief, some lengthy. It's important to tailor your message to the specific audience. Some people don't have time to read a detailed message, whereas others may not consider helping you out unless they know exactly what they are dealing with. 

Had we not spent significant class time planning and crafting the most strategic messages and avenues, I don't think we would have seen as much success was we did. While the outcome was not ideal, we were still in the top half of entries-that's pretty impressive! In this day and age, little can be tackles successfully without the help of social media.

Friends that Fund and the Importance of Governance

One way to judge an organization on this is through their use of Facebook and Twitter. Do they allow audiences to write on their Facebook wall? Do they respond to inquiries? Do they tweet back at followers? Just because an organization has a Facebook page does not make them involved with their audience. A sincerity must be present to be taken seriously and to be respected. This interaction also helps to build an organizations credibility. 

I found chapter ten to be quite repetitive, but I think it's due to the importance of the message. Today's non profits need to be open to the changes in today's world if they want to gain the audience and donations they are seeking, ultimately making an impact in their overall cause. Non profits are not increasing the number of donations received because they are not taking advantage of the benefits social media can provide. It's also crucial that these organizations start to reach out to the younger generations. Reason one being they are they future. If they deem a cause important now, there are more chances that they will continue to support said cause throughout their lives. Also, the younger audiences are those who are active in social media and who use it to actually seek out information. 

http://thenextweb.com/socialmedia/
2010/11/03/everything-you-need-to-know-about-
todays-facebook
-announcements/

These donations just don't happen, though. It's crucial that an organization develops a relationship with its audience and donors. These relationships take time and definitely more energy from the organization's side. Your non profit needs to look at partners as people, not just a dollar bills. Often times partners can add a lot to an organization's details rather than through monetary support. These contributions are even sometimes more important. To do this, it's important to establish 2-way conversations with partners and donors. If they feel like they truly play a role in an organization, their dedication will increase drastically. 




Credibility is huge in the world of non profits. If an organization's reputation in questionable, why would someone trust them enough to hand money over? It just won't happen.


Governing boards within non profits need to follow the lead of social media. The traditional avenues of governing boards will no longer be effective in today's world. One common trend seen is that current board members recruit their friends to the board. Boards then become like-minded cliques, which is never good for an organization, non profit or not. These boards should be networked and conducted mostly online so an increased number of individuals have access and can donate their input. All of this will increase an organization's chances of becoming transparent, which is another avenue to increase credibility. 

Connecting with the Crowd: Crowdsourcing

Crowdsourcing.


According to The Networked Nonprofit, "crowdsourcing is the process of an organizing many people to participate in a joint project, often in small ways. The results are greater than an individual or an organization could have accomplished alone."


This concept is very common in this day and age, one that is dominated by the influence of social media. I found it very interesting to apply this concept to our class's current partnership with Safe Harbor.

WHY?
Safe Harbor has reached out to our class as a resource. They wanted to gain intelligence or crowd wisdom. When an organization does this, they are basically in search of a melting pot of ideas. It is common sense that ideas from a group of people will be more affective than a singular individual or organization. Crowd creation means crowds can create their own--original--works of knowledge. Crowd voting definitely applies to our situation. In out partnership with Safe Harbor, we are reaching out to extended crowds to gain votes. Granted these votes are not geared to provide Safe Harbor with knowledge on how to improve their trade, but they are still votes from an assortment of crowds working towards a certain outcome. 

WHAT?
Once you have establish an extended crowdsource, it's important to utilize this crowd effectively and not waste any assistance they are able to provide. What do you want your crowd to do? Safe Harbor wanted us to 1. initiate an entry for the Pepsi Refresh Grant  2. create a video for the Web site/youtube  3. create Christmas mailers  4. improve the organizations use of social media.  Within our first task, we had to reach out to additional crowdsources in order to achieve as many votes as possible. In this case, we wanted our crowds to vote daily as well as pass the word along to friends and family. 


WHO?
It is also pivotal so establish which crowds are the most fitting. We, a Comm Studies/pr class, was a perfect fit for Safe Harbor. We are young and have grown up utilizing social media. Also, we are constantly learning about how to reach crowds, the best communication tactics and best of all, we're free! 
We, as a class, had to find the best crowds to reach out to for Pepsi Refresh votes. Who is going to care? Who is going to take the time to vote everyday? Who won't care? After much thought, we were able to establish a handful of crowds both on and off campus that seemed to be promising allies. 


Crowdsourcing is a crucial tool in the business world today, especially the world on non profits. It provides willing sources that want to help and will help to the best of their ability. It would be in the best interest of any non profit to take advantage of this phenomenon that social media has bestowed upon us. 

Never Underestimate the Power of a Friend

Friendship is one of the first things touched on in kindergarten. Why is it important to have friends? How do you make friends? More importantly, how do you keep friends? Relationships take a lot of work and are two way streets; they won't be successful if both sides do not make a conscious effort to be there for one another in times of need. This same logic holds true when it comes to relationships in the business world. 


Relationships can exist between individuals--such as employees--or on a much larger scale, between two or more organizations/companies. Such relationships can really make a difference between a successful company and a failure.


But why are these relationships so crucial? 


Because they provide a whole other network of resources along with other people who are ready and willing to help YOUR organization out. These relationships need to be strong, though, if they are going to make a lasting impact. How does that happen?


Listening, engaging and transparency. 


Whether another organization or the general public, you need to be willing to listen to what they have to say. This includes advice, criticisms, flattery, etc. It's extremely important to realize what the people want so you can provide it. If they feel like they are not listened to, why would they continue to support you?


Engagement goes hand-in-hand with listening. If your organization does not respond to what the public says, then people will start to feel ignored. Whether you are in agreement with a statement made or will not even consider a certain recommendation, it is pivotal to let the people know that you are listening and taking things into consideration. This makes your organization seem more personable. 


A lot of organizations are utilizing social media, such as Twitter and Facebook, to engage with their audiences. These tools are perfect because an organization can start a certain conversation OR respond to one started by another. 


Larger companies may find it harder to respond to every Facebook post or Tweet, but this is where being a smaller organization has it's benefits. 


Engagement--whether positive or negative--are really where relationships are built.


Finally, transparency plays into the strength of a relationship. While it's not a detrimental aspect, it does help to build trust. If people feel like your organization is hiding something, why would they want to work with/for you? This is not to say anything and everything should be made available to the public, but the more you are willing to share, the more your audience will trust you and your intentions. 

The Ins and Outs of a Political Social Media Campaign

Over the past two weeks, I have been analyzing the use of social media in Andrew Cuomo's campaign for governor of New York. Social media has become one of the most dominant forms of communication. The fact that Cuomo's campaign is using Twitter--the most recent social networking tool to sweep not only the nation, but the world--signifies just how big of an impact social media can have.


As I have learned in this class though, just because someone is utilizing social media does not mean they are doing it right and reaping the most benefits. You have to have the right message and use the right media tool to reach the appropriate audience. Messages can't be too long due to lack of reader patience, but messages that are too short will not get your intentions across. 


I thought it was really interesting to analyze the numbers of Cuomo's campaign to those of his Paladino's his opponent. Cuomo's Twitter followers and YouTube subscribers were significantly less compared to Paladino, yet Cuomo seems to be winning the in pre-election polls. This can be solid proof that social media doesn't necessarily tell the whole story. Since Paladino is known for losing his cool, perhaps more people follow his social media updates as a form of entertainment.


I am interested to see what my fellow classmates have to say about their candidates and if they're social medial stats are are off as mine. 

'FeelGood' About Social Media

According to its Web site, FeelGood  "is a program, a youth movement, that transforms students into life-long social entrepreneurs and responsible global citizens – a.k.a. changemakers.” More detailed information and a super sweet video can be seen here, but the most important thing to note is that FeelGood is a non-profit organization started by two college students 6 years ago and has grown into something with a presence around the country. But how does one rinky-dink grilled cheese stand on the campus of the University of Texas turn into something present on over 20 college campus across the US and initiate change in numerous countries around the world? Good question.

Once FeelGood was established as a legitimate non-profit, it was in their hands to spread the word about themselves. The organization immediately became a partner of The Hunger Project (THP), throwing them right into the middle of an established worldwide network. 

In this case, THP could be considered the core of the network. Many smaller non-profits, such as FeelGood, partner with THP to help them reach their end goal, but pretty much all of the major decisions, such as money allocation, are made by those at THP. 

Edge of periphery. This is where FeelGood come in. FG and other partner organizations are key components of THP because they help the "hunger network" grow by connecting with with other networks. They do this by bringing in new people and ideas. FeelGood is an excellent example of this! 

FeelGood's administration is made up of 4 people: Kristin Walter and Talis Apud--the two women who started the org--Corin Blanchard and Kern Beare. These four do the most work for the organization and make a majority of the org.'s decisions, but they leave a lot up to the college chapters scattered around the nation. 

Because FG partners with THP, they spread their message along with one of their own. College students have serious potential to create change, and when they gather together for a change such as world hunger, serious (good) damage can be done. Over 20 chapters across the country are their own mini orgs. who now belong to the larger network of THP. 

FG and THP both have multiple social networking tools, such as Twitter and Facebook, but even simples things such as email helps the organizations keep in touch and share ideas rapidly. It's amazing to think that a network like this is comprised of smaller entities scattered throughout the WORLD, and yet they all have easy means to keep in touch. 

Since both FeelGood and THP have a mission to end world hunger, it is very pivotal that they establish social capital with their audiences and partners. Social capital is what makes relationships last--trust and reciprocity. Both non-profits have established this capital through the use of social media by frequently posting videos and updates on their progress. That way, donors and those involved can see that their donations and time have been put to good use. If non-profit is painted in a good light, what would stop someone from spreading the good word?

The Power of a Network

As defined in the Kanter and Fine tradebook, "network non profits are simple and transparent organizations. They are easy for outsiders to get in and insiders to get out. They engage people in shaping and sharing their work in order to raise awareness of social issues, organize communities to provide services, or advocate for legislation," (p. 3). 


These organizations have loads of resources at their finger tips due to the number of connections and relationships established through mainly social media connections. Social media is a broad term--what constitutes it? If it allows the public to ignite conversation through texts, videos or photos, it's most likely social media. The public can share their stories with the WORLD for practically no charge. Networking sites, colaboration tools and conversation starters are all crucial tools for the nonprofit, according to Kanter and Fine. 


The world is currently caught up in the craze of social media. Organizations and businesses of all sorts are jumping into every avenue out there, and rightfully so, as these resources will surely do wonders for the majority of businesses. While social media and networks are BENEFICIAL, it is important to remember a couple things:

1. Face to face interaction is still important. This is a life-skill that can't fall by the wayside. While important, social media tools do not allow for personal and meaningful relationships to be established. 
2. Certain social media tools with come and go. It is important to not invest all of an organization's time, money and efforts into one tool. An organization should be able to adapt to change and be ready and willing to take on whatever craze is in the future. 

Countless businesses, nonprofits and celebrities have Facebook, Twitter and Youtube accounts which allows them to personally connect and converse with potentially the whole world. Social media is an amazing concept as it provides an opportunity to connect with people of all different demographics that would not usually be in the immediate audience. 


As I am part of the millennial generation, I cannot really fathom a world where these immediate connections are not possible. Millennials are a unique bunch, but very technology savvy. A millennial can be a crucial part of a social media/marketing team because they know the ins and outs of almost every avenue out there--it's a second nature.


Safe Harbor has recently been utilizing a Web site, blog, Facebook page and Twitter account. While they serve their purpose now, they are not being utilized to their FULLEST potential, which, if done correctly, can do wonders for the non profit. 

Cuomo 2010

Andrew Cuomo, the current Attorney General of New York, is running for Governor of New York in the upcoming 2010 elections. Through the use of a campaign Web site, Cuomo tries to reach the broadest audience possible.


On the homepage, there are many tactics employed to gain the public's attention as well as encourage them to get involved. Visitors can: 

• Sign up for email updates
• Become a fan of Cuomo on Facebook
• Make purchases from the online store, including t-shirts, bumper stickers, pins and coffee mugs
• Create an account and/or set up a donation page

Cuomo utilizes other popular networking sites such as YouTube, Twitter and Flickr. Social media has drastically increased in popularity over the last year alone, so by employing these sites, Cuomo is not necessarily solely reaching a younger demographic.


A big chunk of Cuomo's target audience is the voters of New York City. NYC has a population of roughly 9,000,000, basically half of the total state population. Because of NYC's environment and demographics, it's also where a lot of the problems lie. 


Cuomo is a Democrat who already has a substantial following in the state, so it will be his main goal to uphold his supporters as well as gain new ones. 


Cuomo's NY Works Agenda is a back part of his campaign, and through this he is reaching out to the working class as well as those looking to start their own business. An excerpt...

NY Open for Business, an initiative that will lower the costs of doing business in New York and improve access to the state's resources. The program will reduce taxes for new state businesses; lower New York's high energy costs through aggressive use of efficiencies and demand side reductions; reform other cost drivers like workers' compensation; get businesses much-needed capital; and create a new "one-stop" shop for businesses that provides access to economic incentives and reduces regulatory delays.

It will be interesting to track the remainder of Cuomo's campaign, such as his use of social media, how is PR is handled and his actual interaction with the voting public.

Power of a Partner

Chapters 9 & 10 focused on forming partnerships and selecting appropriate spokespeople. I was immediately enticed to hear what the book's advice on forming partnerships was, as my group--which is working with Safe Harbor to promote their February fashion show--thought it would be extremely beneficial for SH to partner with other orgs./companies in the Upstate. Professional opinions right before we start enacting our proposal?! I'll take it!


Partnerships can be pivotal aspects t0 the success of a business, especially to a non profit organization. There is potential exposure to a completely different audience that you may have not reached before. The reputation and recognition of your organization will definitely play a part in who you may land partnerships with, but keep in mind that your organization needs to be just as selective. It is crucial to find partners that generally share your same values, goals and ideals. It would be detrimental to form a relationship with an organization whose reputation among the public is anything but positive. 


Aside from an extended audience, partnerships will most likely provide your organization with extended resources, whether through money, supplies, media contacts, etc. It's elementary math that 2>1 and the same logic tends to hold true in these circumstances.


Take a look at the Boys & Girls Clubs of America Web site. They have a whole sub page dedicated to their partners. The page starts off with an opening statement:

Helping communities, Clubs and kids. Boys & Girls Clubs of America's work has been recognized by leading corporations nationwide. These caring corporate citizens have partnered with us to find innovative ways to help America's young people reach their full potential.

This statement briefly explains that their partners are dedicated to the same cause that Boys & Girls Clubs is and that they all pool together, resources and all, to reach a shared destination. 

This specific site separates its many partners into categories based on donations. The partners' logos are also provided, which helps with brand identity. 

Be SMART about these decisions and don't strictly focus on the monetary gain from forming a partnership.


When it comes to spokespeople, it is important to pick someone who is the best representation of your company. He/she should be poised in front of the camera, know how to handle the media and be able to answer interview questions in a way that leaves your organization in the best light.


Celebrities are a common avenue to take, however, it can be a very bumpy avenue at that. The media magnets can gain attention and recognition like no other, but unfortunately, sometimes it's not for the best reasons. When picking an ideal celeb, it's essential to pick someone who constantly upholds a respectable reputation, identifies with your target audience and remains true to your organizations mission statement. Tiger Woods & Buick, anyone?!


Another option is to appeal to emotion by putting emphasis on personal stories. This tends to work better with non celebrities as their stories are more relatable, real so to speak. 


Habitat for Humanity provides a page on their Web site that lists numerous homeowner stories, volunteer stories and videos/pictures. This gives viewers the ultimate first-person experience. 


Partnerships & Spokespeople can substantially benefit a non profit, but the appropriate amount of caution needs to be practiced when entering such an exciting stage.

A Helping Hand From Your Virtual Friends

Link to Article...

Over the past week and a half, Mark Zuckerberg has been the topic of conversation. I mean, after casually dropping $100 million, why wouldn't he be? The Facebook creator--who is estimated to be worth aproximately $6.9 billion--donated a worthwhile chunk of his fortune to the flounder Newark, NJ public school system.

While the act is definitely respectable, many are questioning if Zuckerberg's primary intention was to save his reputation, which is currently under fire since the release of the motion picture, The Social Network. The film is said to portray Zuckerberg in a less than flattering way.

PR stunt to the extreme??

Since "PR" was mentioned in almost every article, I was naturally drawn to this story. Is Zuckerberg genuinely interested in creating a change in Newark by drastically affecting the quality of education?  

Zuckerberg has defended his action numerous times and has said that his heart is truly in this project and donation. Referring to the mayor of Newark--Cory Booker, who Zuckerberg met earlier in the year--the Facebook billionaire said, "This is the guy I want to invest in. This is a real person who can create this change."

Sounds fabulous, but why would Zuckerberg make an official announcement of his donation on the Oprah Winfrey Show (a.k.a. Queen of the World)??

I clearly don't know Zuckerberg, his thoughts or intentions. I don't even have the slightest idea if I believe Zuckerberg's genuineness or not, but this is definitely a hot topic that tickled my fancy.

Impact Investing--the next big thing?

"I4c Campaign invests in environmental, social change"



I happened to stumble upon this article and thought it was really interesting. Casey Verbeck started this campaign out of Boulder, Colo. in hopes of "raising capital and awareness for ventures focused on environmental and social change."


Basically, Verbeck's I4c campaign is a large scale proactive public relations effort. Verbeck has serious interests in the business word, environmental issues and social changes. Because of this, his initial desire "was looking for a way to support young companies with sustainable models or "triple bottom lines" of people, planet and profit.


The article touched on the concept of impact investing, which was something I have never heard of prior to reading this story.  It was interesting to read a little background information on the practice of seeking out companies who focus on environmental and social problems. 


This trend is said to be growing, especially among institutional and wealthy investors. These investors are focusing on more than just finances and want some substantial social change in return as well. 


If this trend does indeed grow, the world of non-profits certainly has a reason to keep it's head up.

An Ever-Changing and Complex Industry

In an industry that undergoes change at the drop of that hat, it's only natural for those planted in the midst of it all to want to grab on to each other like a warm security blanket. Well, not exactly, but considering all of the advancements that the world of media technology has undergone, it is not only comforting--but beneficial--to have a strong list of media contacts.

http://www.psfk.com/2009/01/
are-all-these-face-to-face-
meetings-necessary.html

With that said, said technology developments has put a strain on the personal aspects of these media relations. Society has one thing on its mind these days--immediacy; the ability to have information ready and available within seconds after the event occurred. While media relations are still maintained, they become a lot less personal because conversations are through emails, texts, etc. A personal phone call? No way. A business lunch? If you can find room in your BlackBerry's booked calender.


This isn't to say that all colleagues need to be life-long besties, but if one must work with someone for what should be years, it seems desirable to know more than just their pin number or Facebook friend count. 


Forming relationships with the media is pivotal in the success of any business, especially nonprofits. Let's face it. The media will be responsible for getting your news story (promotional material, etc.) out and into the public. If they have no idea who or what your company is, why would they care to relay the message? If you constantly hound them through emails or phone calls promoting story after story, chances are they will not be too fond of you. A healthy medium needs to be reached; one in which both parties will benefit from the interaction. 


It kind of seems like common sense, but your organization should be run as professional as possible. This includes press releases, fact sheets, contact info, interviews, press conferences, VNRs and major events. Not only should materials represent your business to the highest standard, but employees should as well. An organization that runs like butter will be appreciated by media contacts as well as sought after. If you make their job easier, why wouldn't they want to work with you?


The most important thing to remember is TO BE PROACTIVE. Not one reporter is going to seek your organization out, time after time, looking for story after story. There are endless mediums available to reach out to the media and only those companies willing to professionally take advantage of them will leave their mark in the fast-paced industry. 

The Spin Project

Interesting article from The Spin Project, a communications leadership institute based out of San Fransisco, California. 


Working with PR Consultants

Ba Da Ba Ba Ba, I'm Not Really Lovin' It

Who NEEDS to hear your message? Who has influence over your target? Who must be moved to action so your goals will be met? Who has the greatest impact on the outcome of your campaign efforts?  


According to The Spin Project, these are all questions that an organization needs to ask itself before setting out on its quest to create change. After all, "it's easier to hit your target when you know where it is."


If an organization knows absolutely nothing about its most important audience, chances are they will not be reaching said audience in the most effective way. Every effort an organization makes towards spreading its message will be wasted if it doesn't reach those who can make a change.  With the price of advertising, print materials, employees, etc., it would be devastating for a company to not reap the intended benefits. 

http://www.autonorth.ca/display/ShowJournal?moduleId
=650998&categoryId=67444

In 2006 (article), about.com highlighted how McDonald's teamed up with GM to give away over 42 million toy Hummers in children's Happy Meals. While Happy Meals are supposed to be specifically targeted towards a younger audience, GM admitted that they were hoping to promote the vehicle to parents by the way the tiny McDonald's toy. During the time of the giveaway, McDonald's had a link, HummerKids.com, listed on it's website, but once clicked on, the link took you to the normal--adult focused--Hummer.com. 


GM clearly knew that the parent demographic was who they wanted to reach, yet they certainly did not go about reaching this audience in the right way. An important part of knowing your target audience is knowing HOW to reach them. Friends, this attempt was an utter failure. From years of babysitting and talking with moms of little ones, the toy received in the frequented Happy Meal is the furthest thing from a parents mind, let alone the analytics behind the minute knickknack. 


With kids fighting over milkshake flavors, trips to the bathroom and shouts coming from the PlayPlace, the audience of parents are not going to be actively "involved" in the message to buy Hummer. Talk about wrong place, wrong time...


I'm not too sure if Hummer/GM actually had a message that they were delivering. "We care about your children's happiness too," perhaps? Whatever GM's intent was, they did not fool the millions of parents that then had mini-Hummers being pushed around their homes. In fact, many parents were angered by the fact that Hummer would try to advertise to parents through something so innocent as a kids toy. 


This attempt skipped over a value based message and didn't necessarily fit in to the "levels of thinking" scheme either. 


Hummer, you're a cool car. McDonald's, I love your fries. But this attempt at reaching yo peeps was am utter failure. 

The Nitty Gritty

A strategic communications plan will most likely only see measurable success when a plan's key principles are fully addressed and applied to their fullest potential. It is very important for an organization--especially a nonprofit--to realize that media does not just happen at the blink of an eye; an organization has to make a conscientious effort to reach out to reporters as well as education and inform the public and targeted audience members.


Chapter 2 of Strategic Communications for Nonprofits touches on the pivotal aspects of a strategic communications plan that need to be implemented in order for an organization to get the media attention they desire.


Briefly stated, an organization must:

1. understand its target audience and the most efficient/effective way to reach said audience
2. research past media coverage of the topic at hand as well and the general opinion on the issue
3. generate the message to be delivered
4. compile materials to be produced and distributed
5. utilize the resources from which valuable equipment can be drawn
6. develop a written work plan that incorporates ongoing activities for maintaining the organization's communication goals

This list is certainly just a summary of required actions, as within each there are tons of monotonous aspects, such as: naming realistic and measurable goals, exact details of how to reach your target audience (medium to be used), the public's opinion of your organization and the issue at hand and producing high quality/respectable PR materials.


PRNewswire  has a Non Profit tool kit that offers services pertaining to these exact principles. The services focus on distribution, communicating with journalists, accessing important media outlets/journalists and using photos/visuals to increase an organization's visibility within the media and the public alike. 


One thing that stuck out to me while reading this chapter is the importance of reaching a distinct target audience. The more narrow of an audience your organization can establish, the better. Now that doesn't necessarily mean it will be your only audience, but perhaps one of many. Segmentation has made it easier to reach audiences of a certain demographic. When an organization knows all there is to know on the targeted group, they will know the audience's position on the topic, what the organization's goal is when reaching how, the best and most effective way to reach the audience, what the audience's role will be in social chance, etc.


After seeing these principles addressed numerous times in textbooks, I wanted to apply it to a real-life organization....
    ...enter breastcancer.org


A press release dated September 3rd 2010 highlighted an event set for September 11 at the Neiman Marcus in the King of Prussia Mall (Pennsylvania). There will be a mother-daughter fashion show featuring breast cancer survivors as the models.
The press release states that

"the goal of this event is to honor breast cancer survivors and recognize the important work that Philadelphia-based, global nonprofit Breastcancer.org does in supporting them in their battle against breast cancer. As the world's leading online breast health and breast cancer resource, Breastcancer.org helps millions of people affected by breast cancer understand and interpret complex medical information so they can learn what to expect and make the best decision for their lives."

Breastcancer.org is doing a phenomenal job of reaching their target audience--females affected by breast cancer. A fashion show is something that many women would enjoy watching, let alone participate in. The event reaches out to patients and non patients, which parallels the organizations goal of simply spreading information and helping to make those important life decisions when it comes to this horrendous disease. This event is a kickoff to Rock the Ribbon, which will be held in Philadelphia on October 13th. Harry Conick Jr. is set to perform at the event, so breastcancer.org is certainly pulling at the heart strings of the average American woman. This prior event is being used as a way to reach the targeted audience and get them enthralled about what it still yet to come.

I explored the websites for both the event and the organization itself and the materials are certainly of respectable quality. This is important because it shines a direct light on the organizations reputation and credibility. 

From this brief press release, I would say breastcancer.org has a strong strategic communications plans intact and is slowly but surely releasing its secret weapons one by one.

Glenn Boring

Drama continues....

LIVEstrong

http://cewilton.blogspot.com/2007_03_01_archive.html

Yellow rubber bracelets. Who knew they could mean so much? 


The Lance Armstrong Foundation is a worldwide phenomenon. Perhaps it's because of Armstrong's kick-ass domination of Le Tour de France, or maybe success can be attributed to the stretchy yellow bracelets that were not only a sought after fashion trend but a bold statement. 


The foundation has raised $325 million dollars for the fight against cancer since day #1. Impressive, right? But how does such a ginormous, worldwide and well-known foundation stay glued together without breaking at the seams?


Communication! Just take a look. The entire website is dedicated to communicating--whether with partners, donors, patients or observers, LIVESTRONG is dedicated to getting its intent across clearly.


A tab entitled  What We Do lists many options to explore, including Platforms & Priorities, Reports & Finding, Where The Money Goes and Programs & Partnerships. Where The Money Goes specifically reaches out to donors, highlighting numerous times that approximately 81% of the money donated goes directly towards cancer programs. The foundation also informs donors of what percentage is used for fundraising and administration, so no stone is left unturned. 


Two other tabs include Get Help and Take Action, which reach out to cancer patients and those looking to donate, respectively. An assortment of options are available, all of which reach out and communicate different messages to the reader. 


Finally, there is a Who We Are tab that provides information about Lance himself, the history of the foundation, leaders and donors. Options to search for job openings are available as well as financial information for the foundation. This makes it seem as if communication within the foundation is very open and that little to no information is kept hidden. 


When I first landed on the homepage, a current program smacked me in the face and grabbed my attention immediately. Perhaps it was the moolah, but LIVESTRONG is currently sponsoring an updated Community Engagement Program. As stated on the website..

Intent

Beginning this year LIVESTRONG's Community Program will go in a new direction that will provide the largest support we've ever offered through our Community Engagement Program. LIVESTRONG will offer up to $10,000 to over 60 sites to implement evidence-based model programs in their communities. Eligible organizations will be able to apply for assistance in implementing one of three model programs that have proven their impact on the cancer community through years of evaluation and successful implementation.

Pretty cool if I do say so myself. (More info can be found here.)

Reaching out. Communicating. Making a difference.