Communications Arsenal for Addressing Big & Little Issues Carol S. Weber, APR Director of Public Relations Wisconsin Dental Association.

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Presentation transcript:

Communications Arsenal for Addressing Big & Little Issues Carol S. Weber, APR Director of Public Relations Wisconsin Dental Association

Ready…Set…Ask… What is the message? Who are the audiences? When is information needed by? What communication tool(s) are best? How will reach & effectiveness be measured?

Messages One main message Three supporting talking points Call to action

Audiences Internal Leaders, members Strategic partners (e.g., state staffers, coalitions) Staff External Patients & general public Media Legislators Potential members

Timeframe Determine time (one day, week, month, quarter, year) needed to communicate key message & move audience(s) to act Determine end date & work backwards to build strategic communications plan Build reputation & support over long term

Tools – Internal Audiences Print newsletter (monthly WDA Journal) E-newsletter (monthly Executive Director’s Update) Special e-blasts Electronic & print “Hot Issues” Website (What’s New w/link to member pages) Facebook & Twitter (all audiences) Personal letter sent via U.S. mail

Tools – External Audiences Press releases Website Social media posts (Facebook, Twitter, Flickr, Pinterest & YouTube) Paid media (TV, radio, print & online ads) Print & e-newsletters (legislators, patients, Mission of Mercy volunteers & donors)

Measuring Reach & Effectiveness How many audience members did what you asked by deadline? Survey before, during and after campaign to determine change in knowledge, attitude and/or behavior (public & member surveys) Clipping results, website & social media analytics, verbal/written feedback Improved membership and/or sales numbers

What’s If you’re not measuring, you’re not managing. And without exception, you’re not improving to full potential. #management

Strategic Growth vs. Shiny Object Syndrome (S.O.S.) Proposed to PR Committee… Patient e-newsletter (4x per year) LinkedIn (WDA, dentists, dental students, mentors & protégés) Newdocs.com (dentistry’s professional social network)

Spokespersons All media and all politics are local. Be… Clear Convincing Correct Conversational (no clinical terms – tooth decay or cavities NOT caries; silver fillings NOT amalgams) Compassionate Credible Concise “Seven C’s of Communication” from American Dental Association

Takeaways 1. Keep key messages & talking points consistent 2. Fight “S.O.S. – Shiny Object Syndrome” & use best tool(s) for job 3. Build reputation & support over time