1. Strategic Communications for Economic Engagement
October 20, 2017

2. Why Me? Yes, all of you are communications ambassadors. You have:
Insider knowledge
Influence
Responsibility

3. Why Is This Vital?
Communications is not a division. It is fundamental.
If business leaders do not understand why they should care, why would they engage?
Who is listening and reading? All the people you actually want to reach.

4. It’s Called Strategic Communications For A Reason
“By the way, you know, when you’re telling these little stories? Here’s a good idea — have a POINT. It makes it more interesting for the listener!”
- Neal Page (Steve Martin)

5. A Formula For Success
Clarity = Understanding Understanding + Interesting = Attention Attention + Problem/Solution = Convincing Convincing + Urgency = Action

6. How Do We Break Through? Distinctiveness Relatability Timeliness
Credibility
Clarity

7. What Is News? This is about you… but it’s really not about you
There’s a reason you can’t spell “news” without “new”
Expect it to be hard – always

8. What Can I Start Doing Today?
Communicate!
Translate your work
Ensure urgency
Beware the perils of process
Put strategy over tactics

9. It’s Not What You Say…
Behavior change is the ultimate goal of public relations
Public’s behavior
Organization’s behavior
“Behavior is what a man does,
not what he thinks, feels, or believes.”
- Emily Dickinson

10. Behavioral Public Relations Model
Awareness
Rarely
Usually LR
Occasionally  
Latent
Readiness
Usually TE
Triggering
Events B R
Relationship
Building
Preparatory or
Intermediate
Behavior

11. If you can’t measure it…
You can’t manage it!
Three levels to measure
Outputs
Outcomes
Impact on business goals

12. Checklist Cheatsheet Adopt the right mindset Take ownership
Have clarity and urgency
Involve communications
Identify desired behaviors
Mutual benefit rule
Give the process time
Measure what matters

13. VP for Communications and Marketing
If You Want To Follow Up
Ben Feller
Managing Director
Joseph A. Brennan
VP for Communications and Marketing