Talking the Talk: Creating a Communications Strategy Melanie Chasteen October 16, 2015

What we’ll cover Creating a Plan Determining the Goal Defining the Audience Developing the Message Media Strategy Let’s Practice!

Creating a Communications Plan

Determining the Communications Goal

Determine the Communications Goal General Goal: Promote the after-school programs. Specific Goal: Motivate local businesses to support after-school programs. Even more specific Goal: Motivate local businesses to support after-school programs in inner-city neighborhoods.

Determine the Communications Goal General Goal: Encourage parents to talk to their children about healthy relationships. Specific Goal: Encourage parents to visit to learn tips on talking to their children about healthy relationships. Even more specific Goal: Encourage parents to visit to learn tips on talking to their children about healthy relationships and to sign the “parent pledge.”

Determine the Communications Goal Raising Awareness Changing Behavior Promoting a Service/Program Promoting Change Fundraising

Define the Audience

General Public Parents Teens School officials Policymakers SHAC members Teachers

Define the Audience Geography Age Gender Cultural Background Employment

Develop Core Messages

Not everyone is doing it – and if more teens knew that, they’d feel supported in waiting Sex has consequences – both physical and emotional Have a plan: Think about what you’ll do in the moment (before you’re in the moment)

Media Strategy

Types of Media Earned Paid Owned

Earned Media Newspapers Blogs Viral Social Media TV News Stories

Paid Media Advertising

Owned Media Website Blog Social Media

Media Relations

Practice Makes Perfect

Questions?

Contact Information Melanie Chasteen Director of Communications Texas Campaign to Prevent Teen Pregnancy