Public Affairs Tip: Know who you are, what you do and why you do it.
This post is a gift to all those people who get a little tetchy when the b-word’s mentioned. BRAND. Why not give it a go when you have a mo, it might help you express who you are, what you do and why you do it. What have you got to lose? Why not take the first step?
It’s what people say, think and feel about you. It’s the impression you make. Think Red Cross and Microsoft what comes to mind?
What’s does brand focus on?
Three main bits:
- Your mission, vision and values.
- Your visual identity (symbols, colours and design).
- Your tone of voice (how you use words to express your organisation’s personality. Think BNP and Green).
How do you create a strong brand?
A start might be to:
- Know who you are, what you do and why you do it. This should come through everything you do whether you’re updating your twitter account or presenting a formal fundraising pitch.
- Be clear about your position and what sets you apart from others.
- Bring your brand alive through words, images and colour.
- Take people on the journey with you by sharing your vision and a common sense of purpose.
- Make sure everyone’s on the same page including people who fund-raise, market, recruit volunteers, campaign and develop policy.
- Be experimental, entertaining and engaging. We like brands that fit in to what’s important to us and what we’re interested in.
If you’ve found this useful, then why take a peek at this.
Please do keep in touch.
Public affairs tip: Talk to your values not your feelings.
Welcome to the third and final instalment of this series. At the end of this post you’ll find a comprehensive Creative Public Affairs guide that explores how to engage effectively with secondary schools.
One of the joys of getting older is that you pick up a few useful insights.One of the biggies is learning that staying optimist and inspired helps keep you motivated .
Here’s some tip on how to promote a positive mind-set. Why not try out a few and tell me how you get on. I’d love to know.
- Feed your personal energy. Stay inspired.
- Repeat after me: Change is possible.
- Talk to your values rather than your feelings. It helps you and others to engage with what really matters.
- Always keep your destination in mind.
- Keep reminding yourself that people can do great things together especially if you make the messages personal. Focus on people’s everyday concerns and interests.
- Consistently talk about what you do and why you’re doing it. Again concentrate on positive messages that concentrate on action, impact, effectiveness, outcomes and benefits. Clock what people are paying attention to. There’s your hook!
- Share your successes eg announce when you’ve arrived at one of your milestones.
- Choose how you want to be seen. How are you communicating your project’s identity? Are you going to invite opinion/feedback on how things are going? Will you be promoting your work internally in newsletters, bulletins and social media?
- Seek local news coverage when success happens.
- Help other people understand how they can get involved in the work you’re doing and how they can make a difference in their local communities.
- Finally, never give up hope.
After all: “What matters most is that we learn from living.” (Doris Lessing)
I hope you enjoy the Guide: May 2014 VOLUNTARY SECTOR GUIDE How to effectively engage with secondary schools.
Good luck! I’m always happy to promote good stories.
If you need any help on communication, lobbying, campaigning and working with the media, please get in touch.
PUBLIC AFFAIRS TIP: Trust is a trophy that’s given to you by other people because you’ve proved to be trustworthy.
Would you say you’re an honest person? Trustworthy? I’ve been asking myself these questions following some work I’ve been doing recently on how best to promote more effective engagement between non-profits and secondary schools. Building and maintaining trust seems to sit at the heart of the solution. So how do you do it: earn the trust trophy?
Here’s 11 ideas I cooked up earlier.
- Promote honest conversations with the secondary schools. When you pitch your project be honest about what you can and can’t deliver.
- Show schools you can deliver a relatively flexible, high quality service that meets an urgent need of theirs that’ll benefit their students/their parents/families.
- Set clear boundaries: what will you and won’t you do in the medium and long-term.
- Ask questions. Ensure you have the “difficult conversations” upfront. But be mindful: tread with care, tact and diplomacy.
- Clarify what the school wants out of your session(s). This is really important in faith-based schools where you have to be clear about what messages you’re going to promote?
- Answer positively to any questions.
- Provide evidence of your expertise: good, local, professional testimonials; well-designed websites; professional marketing collateral.
- Set up relationships with young people. They’re key. They know the school curriculum and how they feel about their school experience.
- Dress appropriately professionally and turn up on time. Remember you’re on show as soon as you come through the school gates.
- Respond to any communication promptly. Tardiness costs relationships.
- Ensure you, staff and volunteers have had safeguarding training.
I hope you found this helpful. In the next post – the final blog of the schools project series – I’ll be delving into how to remain positive and stay inspired.
Do get in touch if you’d like to share your thoughts about what worked or didn’t work for you when you worked with secondary schools. I’ll blend your insights into future posts.
Also if you need any help with communicating, campaigning, lobbying and working with the media please do contact me on 07966 369577 or email@example.com.
“Honesty is not a policy, it is a state of mind.” Eugene LHote, philosopher.
Quick Public Affairs Tip: If you want to open doors, tailor your approach to your target audience and their needs
I’ve always promoted the importance of a rounded secondary school experience. Something that enables people to create the lives they want whether it’s to do with banking or organic food farming. So I was chuffed to receive a commission to develop a strategy on how the local voluntary sector could engage more effectively with secondary schools.
It was a bit of an eye-opener. I’ve opened a lot of doors in my time – universities, trade unions, think tanks, government departments and ministerial offices – but this was a little different. Tougher. After the first couple of hiccups I’d managed to collect some crucial dos and don’ts to making that initial contact.
- Make sure you have a contact name within the school when you phone reception. Using a person’s name is always a good way to build trust. If you don’t have a contact name, then you could try business and enterprise; deputy heads, subject heads, pastoral heads or PSHE heads, inclusion unit managers, SENCO (Special Educational Needs Co-ordinator), welfare and pastoral leads.
- If you can find someone with a bit of influence in the school to introduce you to the “right” person – perhaps a governor or a member of staff in the school – that would be great. Or perhaps you know someone who used to go to that school who can help introduce you to someone.
- Time it right. September’s a good time to approach schools. Avoid post-April.
- Frame the messages in the offer around their needs, what the school wants and how the project will benefit their students. Be clear about where you’re pitching (year, subject, theme); how it’s value for money; and how you intend to measure success.
- Be super-nice.
- Cold call schools.
- E-mail/mail bomb schools.
- Phone up during school hours expecting to talk to a teacher.
- Contact the head teachers as they’re always very busy. Their PAs can be very helpful people. They know the school and can help you find the right person.
- Antagonise the school receptionists.
Hope you found this helpful. I’ll be continuing this school series with what to do in steps 2 and 3 (building trust and creating strong sustainable relationships).
I’d love to hear about your stories. What worked – or didn’t work – for you when you first approached a secondary school with your idea?
Why not get in touch:
Key messages capture the essence of something that you want to communicate. They’re bits of information that people/organisations want their target audiences to know. They articulate what you do, what you believe in and how your work benefits people’s lives, the planet. . .
Here’s a couple of key messages to chew on:
“The melting Arctic is under threat from oil drilling, industrial fishing and conflict. You can Save The Arctic.” Greenpeace
“Speaking openly about our mental health is an essential element in breaking down the stigma surrounding it.” Rethink
Key messages are normally sprinkled into communications – website pages, newspaper articles, press releases, presentations, media interviews, MP meetings etc.
When creating strong key messages for your public affairs and media work remember the 10 steps:
- Short and simple – no more than a couple of sentences.
- Easy to understand.
- Conversational and is easy to say aloud.
- Jargon and acronym free.
- Has emotional punch.
- Captures the spirit of what you want to achieve.
- Uses a tone that will connect with your audience.
- Expresses your brand.
- Focuses on one broad idea.
- Is easy for people to remember.
So time to get out there. As Amelia Earhart once said: “The most effective way to do it, is to do it.”
If you liked this blog then you might find these helpful too:
Key message development
How to make your key messages interesting
Good luck with your messaging. If you need any help just give us a call on 07966 369579 or contact me @businesses4 good or sofija@ creative public affairs.
Use stories:they’re a great way of connecting with people emotionally. Stories can be used many ways to help you promote your cause, for instance to:
- Fund-raise effectively: Making things personal for potential donors adds the emotional wow factor by showing how you’ve helped someone or how you want to help someone.
- Promote policy positions: Using case studies in consultation responses captures people’s attention.
- Catch media attention: Journalists are in the business of storytelling. So why not give them some fresh success stories.
- Get an MP involved: With a face, a name and a story you can help politicians see how they can help someone in their constituency.
- Engage with your local community: Stories are a great way of ensuring that people know what you’re up to.
- Keep supporters happy: Success stories are a great way of keeping supporters happy.
- Build alliances: Personal stories can help build stronger alliances by showcasing your expertise and promoting your strengths.
- Increase volunteering: Promoting success profiles of current volunteers helps people get a grip on the benefits to them – as well as others – of volunteering.
One of my passions is re-cycling. Recently re-cycled an old Singer sewing machine with treddle; and a pair of 1980s glasses (you know the big, black rimmed ones) through Tools for Self Reliance and Vision Aid Overseas.
These two stories definitely helped me make my decision to donate to them:
Janet (trained to repair sewing machines)
Phillipe (a tailor and father to six)
If you want to get more communication, campaigning and lobbying tips why not follow me on twitter @businesses4good.