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.