public affairs

Creating a strong engagement plan from scratch

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media and public affairs professionalPublic Affairs Tip: Know your outputs from your outcomes.

How would you feel if someone asked you to develop an engagement/public affairs plan? Would you know where to start? Squirm? Lose sleep? It can happen to the best of us. Anyway, this simple three-step guidance is here to help re-assure those who might fret at the thought. No more night sweats for you. Calm’s the word.

❶       Where do you want to get to? Be brave.

  •  Build a community of advocates to raise awareness about . . .
  •  Kick start a new conversation around . . .
  •  Create more positive media coverage so that . . .
  •  Extend reach to key decision makers/influencers/opinion-formers which would include . . . .
  •  Become famous as . . .
  •  Create business opportunities with . . .

 ❷       Where are you now? Be honest.

  • Who are you engaging with at the moment?
  • Are there key audiences you’re targeting?
  • Who are they and why?
  • Do people really know what your organisation does, what it does and why?
  • How do you know that? (evidence)
  • Has your public profile changed over the last couple of years (got stronger/weaker)?
  • How do you know that?

 ❸       What does success look like? Be clear.

  • How are you going to measure your outputs and outcomes; and evaluate success?

Outputs are the products, services or facilities that result from your activities.

Outcomes are the benefits and changes that result from your activities.

If we take the idea of building a community of advocates to raise awareness as where we want to get to, then:

The outputs might be:

  • The number of advocates you’ve managed to recruit.
  • The number of advocates who are MPs, journalists, councillors etc.
  • The number of internal advocates who have been trained in effective messaging.

And the outcomes might be:

  • A better understanding of . . .
  • Improved quality of life for your clients.
  • Improved experience for . . .

If you’re interested in knowing more about public affairs strategy, then why not take a look at two CIPR Excellence Public Affair winners: Guide Dogs Dog Attacks Campaign and Fair Fuel UK Campaign

I hope you’ve found this useful. If you have any thoughts, reflections, ideas, insights please do get in touch.

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public affairs

How a public affairs person can help you

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creative public affairs

PUBLIC AFFAIRS TIP: Be clear about where you’re heading. Objectives, strategy then tactics.

 

INDULGE ME. Imagine you’re out and about networking and you come across someone who says she’ a public affairs professional (me). What pops into your mind? Perhaps a faint whiff of lobbying or campaigning or public relations? Yep, true. And perhaps you see Big Ben or council meetings or party political conferences bursting into view. Yep, also true.

BUT what we’re really about is helping you:

 

  • Engage more effectively with your key audiences, whether they’re the local community, media, government, statutory or voluntary bodies.
  • Build strong alliances by working together and keeping supporters happy.
  • Promote your expertise with fresh messages that connect with people’s everyday lives.

So that you can:

  • Increase the effectiveness and efficiency of your services and products.
  • Ensure a high degree of brand awareness and perception among influencers, decision makers and funders that matter to you.
  • Draw down additional funding so you can grow and prosper.

If you’d like to know more about how I can help you achieve your engagement objectives for the future, please do drop me a line.

media , ,

How to get a journalist to love you

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th9KKXI7FMPublic Affairs Tip: People love you if you make their life easier.

 

Sure some of you have been here before: twiddling your thumbs trying to think up a good plan to get some journalists on-side. Indulge me, let me give you the bad news first: there’s no quick fix. Patience and perseverance rule. The good news: there’s some things you can do to help journalists like you a little better. Here’s six to help get you started.

 

1/ Quickly respond to their queries. Enough said.

2/ Make their lives easier. Journalists thrive on up-to-date, concise and accurate facts and statistics; and newsworthy stories that sell. Like most of us they’re not super-human and can’t keep up-to-date on every issue. So they tend to depend on a handful of people or organisations that they can turn to and trust when they’re on a sticky wicket. Why not become one of their friends? Recognise the value of the statistics and stories that you collect; and why not think about pinning down and narrowcasting your expertise to a tight, target audience. What issues do you really know a lot about and which journalists would be interested?

3/ Send out useful, engaging press releases and e-mails. Journalists are swamped with them.

4/ Have a sharp press officer on the end of a line. Being over-reliant on websites and social media to get out facts, thoughts and opinions on the politics of the moment can be a tad risky.

5/ Have human stories at the ready. If you happen to be an alert charity or campaigning group you’ll have a good up-to-date “case study” database housing contact details of all those lovely people who have promised to support you by sharing their story with the media.

Last but not least:

6/ A picture launches a thousand journalists. Snap a great shot and get it out there. Fast.

Some useful stuff if you’ve found this interesting

AskCharity a free service designed to help journalists and charities work together.

Volunteer Genie on how to sell a story to a journalist.

Love to hear from you.

 

public affairs ,

How to engage well with secondary schools: a free guide

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th35OJJ59VPublic Affairs Tip: If you want to engage well with schools step into their shoes.

 

It’s a truth universally acknowledged that local non-profits can find it a bit tough getting schools interested in working with them. It’s a shame because these projects are often full of imagination and young people generally like change. Take me: I still remember the first time I saw a play given by a local theatre company at my primary school. Gob-smacked. Such magic. A world from nowhere.

But don’t lose heart. There’s ways of building healthy, sustainable relationships with secondary schools. You just have to be a Ben not a Bill. They both want to “sell” an (identical) idea – a drug awareness project – to the same school. Both lead a different local charity.

Bill (don’ts)

Bill wasn’t at home when common-sense came calling. So he goes blundering in (in April/a bad time for schools/near exams) irritating schools by cold calling them (without knowing who he wants to talk to), e-mail and mail bombing, phoning up expecting to talk to the head or a teacher (during teaching hours) and gets all hoity-toity with the receptionist (who’d burnt her toast that morning). Outcomes: receptionist slams phone on Bill and forever associates him with burnt toast.

Ben (do)

Bill likes putting himself in other people’s shoes. He knows that the best time to talk to schools about new projects is September (when everyone’s fresh and free of exams); and that the school receptionists are worth their weight in gold (and probably burnt their toast that morning). He has a few names up his sleeve: the PSHE (Personal, Social and Health Education) head, the inclusion unit manager and the SENCO (Special Education Needs Co-ordinator). He’s talked to his friends and colleagues and found out that they’re sympathetic to the idea of promoting drug awareness. He’s framed his messages carefully around their needs, how the project will benefit their students (being very careful to pitch it to a year, subject, theme) and how it’s value for money. Outcomes: Ben gets a meeting with the right person; and the receptionist forever associates Ben with the person who made her feel better post toast burn.

If you’re interested in getting better at engaging with secondary schools and connecting with young people why not take a peek at:

If you’d like to share your story about what did or didn’t work for you when it came to engaging with secondary schools please do give me a shout. I’d love to hear from you and  include your stories in future posts.

communication , ,

How to write well: 14 tips

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dr sofija opacic and creative public affairs Public Affairs Tip: If you want to improve your writing use short sentences; and strong, snappy, unusual words.

Have you ever been stuck for words? Or perhaps not been able to get the right words in the right order on the page? Some of us get stuck when it comes to expressing what we want to say on paper; but there’s hope at hand. Writing has been part of my working life for over 25 years. That means that I’ve had a lot of time to learn from my mistakes. Like a lot of things in life there’s some simple rules you can follow. Here’s14 classic do’s and don’ts I’ve picked up along the way.

Do:

  • Use short sentences.
  • Use snappy words.
  • Use strong, unusual words to attract attention.
  • Pepper with strong, active verbs.
  • Use vivid imagery (a good metaphor goes a long way).
  • Get straight to the point.
  • Be positive.
  • Use concrete facts.

Don’t use:

  • Flowery adjectives
  • Lots of adjectives
  • Long, complex sentences.
  • Vague, flabby words and ideas.
  • Hype (seen as advertising).
  • Jargon and acronyms (unless spelt out clearly).

If you want to know more about how to write well, why not take a peek at:

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communication, lobbying, public affairs , ,

What was the message again? How to create a sticky message.

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06b6abaa90422778ddd37f485f1ef1b2Public Affairs tip: Spend time getting your messaging right so it connects with people’s emotions.

Have you ever tried to explain to someone what your organisation does? Only to be met with a bewildered, confused and slightly irritated look when the lucky person’s heard you out?

If the answer’s yes, then the first thing to say is don’t panic; it’s a common problem. Converting something complex into a sentence or two takes time; and it’s a bit of an art because you’re aiming to tug at heart strings as well as engaging people’s minds.

This post will help grow your confidence on what messages are and how to develop them so they stick.

Putting it very simply, a message is a clear, concise statement; or set of statements that describes a position, opinion or point of view. Messages form the bedrock of our communication. They’re the basic building blocks that are used to reach out to our target audience and persuade them to think or do something.

Three common organisational messages are the:

  • Strap-line: short, snappy, captures what your organisation’s about and what you’re trying to achieve.
  • Policy position statement: where your organisation stands on a certain issue. These often draw on extensive research, so it’s really important to cut out the jargon. People tend to zone out with statistics and arguments. So please be careful.
  • Elevator pitch: what your organisation does in about 30 seconds. This puts a very positive spin on what you want to change – the kind of impact you want to make – how you change people’s lives for the better, for instance.

Here’s three simple steps to help you start developing your organisation’s messaging platform:

Step 1: Be clear about who you are, what you do and why.

It’s important to get this first step right because without mutual understanding there’s little chance of creating effective communication, campaign, fund-raising, media or public affairs strategies. A common challenge for some smaller non-profits is getting people within the organisation on the same page (trustees, volunteers, staff). With larger non-profits common challenges are sharing key messages between departments; and aligning internal and external communication.

Step 2: Start with your strapline

Have you ever noticed how it’s always much easier to waffle than be concise? A strapline forces you to condense down who you are, what you do and why in around seven to ten words. It’s the jewel in the crown. It helps people engage with what you do and what you want to achieve. So it’s a good place to start.

Step 3: Empower people to become effective messagers

Given the direction of communication (fast, real time) it’s important that everyone is involved in developing and promoting effective organisational messages. Let’s imagine you’re part of an organisation that’s starting a new campaign to change a piece of legislation. Imagine how much more effective – how much more impact it would make – if everyone in your organisation went home and talked about it (on and off line). All those people telling their friends and family about:

  • The one big thing they want them to know about the new campaign.
  • The reason why it’s important.
  • What they could do to help.
  • Why it’s important for them to do something now.

 

If you’ve found this interesting why not try a couple of things out. Doing something will help you embed what you’ve learnt:

  • Look at some of your competitors’ straplines.
  • Find a campaign that’s made you do something. Work out what values sit at the heart of its messaging. Putting it another way: what tugged at your heart strings?

If you’re interested in sharing some of your thoughts or discoveries, please do get in contact. I’d love to hear from you.

campaigning, communication, public affairs , , ,

Getting over the b-word

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Creative Publc AffairsPublic 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?

What’s brand?         

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.