1. Strategic Planning for the Small College SID Ron Smith Westmont College CoSIDA Convention June 24, 2012 · St. Louis, Mo. Resource URL: www.westmont.edu/_sports/CoSIDA

2. Value and Purpose of a Strategic Communication Plan Communication is Powerful Communication is Powerful

3. Value and Purpose of a Strategic Communication Plan Communication is Powerful Communication is Powerful Your college or university has entrusted you with a great deal of power. Your college or university has entrusted you with a great deal of power.

4. Value and Purpose of a Strategic Communication Plan Communication is Powerful Communication is Powerful Your college or university has entrusted you with a great deal of power. Your college or university has entrusted you with a great deal of power. You have a platform from which you can: You have a platform from which you can:

5. Value and Purpose of a Strategic Communication Plan Communication is Powerful Communication is Powerful Your college or university has entrusted you with a great deal of power. Your college or university has entrusted you with a great deal of power. You have a platform from which you can: You have a platform from which you can: Engage or enrage alumni. Engage or enrage alumni.

6. Value and Purpose of a Strategic Communication Plan Communication is Powerful Communication is Powerful Your college or university has entrusted you with a great deal of power. Your college or university has entrusted you with a great deal of power. You have a platform from which you can: You have a platform from which you can: Engage or enrage alumni. Engage or enrage alumni. Persuade or dissuade donors. Persuade or dissuade donors.

7. Value and Purpose of a Strategic Communication Plan Communication is Powerful Communication is Powerful Your college or university has entrusted you with a great deal of power. Your college or university has entrusted you with a great deal of power. You have a platform from which you can: You have a platform from which you can: Engage or enrage alumni. Engage or enrage alumni. Persuade or dissuade donors. Persuade or dissuade donors. Encourage or discourage fans. Encourage or discourage fans.

8. Value and Purpose of a Strategic Communication Plan Communication is Powerful Communication is Powerful Your college or university has entrusted you with a great deal of power. Your college or university has entrusted you with a great deal of power. You have a platform from which you can: You have a platform from which you can: Engage or enrage alumni. Engage or enrage alumni. Persuade or dissuade donors. Persuade or dissuade donors. Encourage or discourage fans. Encourage or discourage fans. Excite or incite players and coaches. Excite or incite players and coaches.

9. Value and Purpose of a Strategic Communication Plan You can use your power for GOOD You can use your power for GOOD

10. Value and Purpose of a Strategic Communication Plan Or for EVIL Or for EVIL

11. Value and Purpose of a Strategic Communication Plan GOODEVIL

12. Value and Purpose of a Strategic Communication Plan GOODEVIL The greater concern is that we will miss the opportunities to do good with the power of our communication.

13. Value and Purpose of a Strategic Communication Plan The purpose of a Strategic Communication Plan is to harness the power of communication opportunities and use those opportunities to the benefit of our institutions, athletic departments, teams, coaches and student-athletes.

14. Developing a Strategic Communication Plan Resource URL www.westmont.edu/_ www.westmont.edu/_sports/CoSIDA Westmont Strategic Communication Plan Westmont Strategic Communication Plan This PowerPoint Presentation This PowerPoint Presentation Presentation Notes Presentation Notes Examples Examples

15. Developing a Strategic Communication Plan Message Identification Message Identification

16. Developing a Strategic Communication Plan Message Identification Message Identification Takes some careful and deliberate thinking. Takes some careful and deliberate thinking.

17. Developing a Strategic Communication Plan Message Identification Message Identification Takes some careful and deliberate thinking. Takes some careful and deliberate thinking. Ask, “What messages do we want to focus on in our athletic communication?” Ask, “What messages do we want to focus on in our athletic communication?”

18. Developing a Strategic Communication Plan Message Identification Message Identification Takes some careful and deliberate thinking. Takes some careful and deliberate thinking. Ask, “What messages do we want to focus on in our athletic communication?” Ask, “What messages do we want to focus on in our athletic communication?” This should be a collaborative effort with individuals both inside and outside of your athletic department. This should be a collaborative effort with individuals both inside and outside of your athletic department.

19. Developing a Strategic Communication Plan Message Identification Message Identification Takes some careful and deliberate thinking. Takes some careful and deliberate thinking. Ask, “What messages do we want to focus on in our athletic communication?” Ask, “What messages do we want to focus on in our athletic communication?” This should be a collaborative effort with individuals both inside and outside of your athletic department. This should be a collaborative effort with individuals both inside and outside of your athletic department. Every institutions message will be unique. Every institutions message will be unique.

20. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan

21. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages.

22. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages. Communication of Westmont culture and student experience. Communication of Westmont culture and student experience.

23. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages. Communication of Westmont culture and student experience. Communication of Westmont culture and student experience. Promotion of teams, coaches and student-athletes. Promotion of teams, coaches and student-athletes.

24. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages. Communication of Westmont culture and student experience. Communication of Westmont culture and student experience. Promotion of teams, coaches and student-athletes. Promotion of teams, coaches and student-athletes. Schedule, results and statistical reports. Schedule, results and statistical reports.

25. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages. Communication of Westmont culture and student experience. Communication of Westmont culture and student experience. Promotion of teams, coaches and student-athletes. Promotion of teams, coaches and student-athletes. Schedule, results and statistical reports. Schedule, results and statistical reports. If we don’t strategically think about our messaging, the SIO can become consumed with the latter two categories and lose sight of the first two categories. If we don’t strategically think about our messaging, the SIO can become consumed with the latter two categories and lose sight of the first two categories.

26. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages.

27. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages. Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases. Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases.

28. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages. Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases. Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases. Athletics as a part of a liberal arts education. Athletics as a part of a liberal arts education.

29. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages. Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases. Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases. Athletics as a part of a liberal arts education Athletics as a part of a liberal arts education The development of the whole person through athletic competition – physical, intellectual, spiritual, emotional, relational, leadership development. The development of the whole person through athletic competition – physical, intellectual, spiritual, emotional, relational, leadership development.

30. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Philosophical and Mission-Oriented messages. Philosophical and Mission-Oriented messages. Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases. Mission of Westmont and Westmont Athletics In addition to providing the mission statements on the Westmont Athletics website, the SIO should make every effort to directly communicate and indirectly reflect the mission of Westmont and Westmont Athletics in its publications and press releases. Athletics as a part of a liberal arts education Athletics as a part of a liberal arts education The development of the whole person through athletic competition – physical, intellectual, spiritual, emotional, relational, leadership development. The development of the whole person through athletic competition – physical, intellectual, spiritual, emotional, relational, leadership development. Athletics communicated within the context of Christian faith as an expression of service to God. Athletics communicated within the context of Christian faith as an expression of service to God.

31. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Westmont Culture and Student Experience. Westmont Culture and Student Experience.

32. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Westmont Culture and Student Experience. Westmont Culture and Student Experience. The predominate public opinion of collegiate athletics and athletes defers significantly from the culture of Westmont Athletics and the experience of Westmont student-athletes. The SIO should seek to communicate both directly and indirectly the values, goals, expectations and spirit in which Westmont Athletics is conducted. It should also seek to reveal the experiences of Westmont student-athletes. The predominate public opinion of collegiate athletics and athletes defers significantly from the culture of Westmont Athletics and the experience of Westmont student-athletes. The SIO should seek to communicate both directly and indirectly the values, goals, expectations and spirit in which Westmont Athletics is conducted. It should also seek to reveal the experiences of Westmont student-athletes.

33. Developing a Strategic Communication Plan Message Identification Message Identification Westmont Strategic Communication Plan Westmont Strategic Communication Plan Westmont Culture and Student Experience. Westmont Culture and Student Experience. Because Westmont student-athletes are involved in every aspect of the college, the SIO has the opportunity to celebrate and promote the experiences of and activities of student- athletes in non-athletic activities such as choir, orchestra, the speech and debate tournament, student government, academic pursuits and accomplishments, etc. By doing so, the SIO promotes and understanding of the larger Westmont community. Because Westmont student-athletes are involved in every aspect of the college, the SIO has the opportunity to celebrate and promote the experiences of and activities of student- athletes in non-athletic activities such as choir, orchestra, the speech and debate tournament, student government, academic pursuits and accomplishments, etc. By doing so, the SIO promotes and understanding of the larger Westmont community.

34. Developing a Strategic Communication Plan Ethics and Values Ethics and Values

35. Developing a Strategic Communication Plan Ethics and Values Ethics and Values Integrity, Truthfulness and Honesty. Integrity, Truthfulness and Honesty.

36. Developing a Strategic Communication Plan Ethics and Values Ethics and Values Integrity, Truthfulness and Honesty. Integrity, Truthfulness and Honesty. Respect for Privacy. Respect for Privacy.

37. Developing a Strategic Communication Plan Ethics and Values Ethics and Values Integrity, Truthfulness and Honesty. Integrity, Truthfulness and Honesty. Respect for Privacy. Respect for Privacy. Accuracy in Reporting. Accuracy in Reporting.

38. Developing a Strategic Communication Plan Ethics and Values Ethics and Values Integrity, Truthfulness and Honesty. Integrity, Truthfulness and Honesty. Respect for Privacy. Respect for Privacy. Accuracy in Reporting. Accuracy in Reporting. Respect and Sportsmanship. Respect and Sportsmanship.

39. Developing a Strategic Communication Plan Ethics and Values Ethics and Values Integrity, Truthfulness and Honesty. Integrity, Truthfulness and Honesty. Respect for Privacy. Respect for Privacy. Accuracy in Reporting. Accuracy in Reporting. Respect and Sportsmanship. Respect and Sportsmanship. Timeliness. Timeliness.

40. Developing a Strategic Communication Plan Ethics and Values Ethics and Values Integrity, Truthfulness and Honesty. Integrity, Truthfulness and Honesty. Respect for Privacy. Respect for Privacy. Accuracy in Reporting. Accuracy in Reporting. Respect and Sportsmanship. Respect and Sportsmanship. Timeliness. Timeliness. Servicing the best interests of the college, athletics, coaches, players, the conference and the NAIA. Servicing the best interests of the college, athletics, coaches, players, the conference and the NAIA.

41. Developing a Strategic Communication Plan Ethics and Values Ethics and Values Integrity, Truthfulness and Honesty. Integrity, Truthfulness and Honesty. Respect for Privacy. Respect for Privacy. Accuracy in Reporting. Accuracy in Reporting. Respect and Sportsmanship. Respect and Sportsmanship. Timeliness. Timeliness. Servicing the best interests of the college, athletics, coaches, players, the conference and the NAIA. Servicing the best interests of the college, athletics, coaches, players, the conference and the NAIA. Honoring Tradition. Honoring Tradition.

42. Developing a Strategic Communication Plan Audience Identification Audience Identification Student Body. Student Body. Faculty and Staff. Faculty and Staff. Alumni. Alumni. Parents. Parents. Current and Potential Donors. Current and Potential Donors. The Media. The Media. Santa Barbara Athletic Community. Santa Barbara Athletic Community. Greater Santa Barbara Community. Greater Santa Barbara Community. Potential Students. Potential Students. Recruits. Recruits. NAIA and Conference administration and school. NAIA and Conference administration and school. Fans of Westmont Athletic Fans of Westmont Athletic Fans of competitors Fans of competitors

43. Developing a Strategic Communication Plan Communication-Vehicle Identification Communication-Vehicle Identification Athletics Website Athletics Website Press Releases Press Releases Press Conferences Press Conferences Video and Audio Broadcasts Video and Audio Broadcasts Warrior Update (weekly email) Warrior Update (weekly email) Athletics Facebook Page Athletics Facebook Page Athletics Twitter Account Athletics Twitter Account eScores Text Messaging eScores Text Messaging Pocket Schedules Pocket Schedules Game Programs Game Programs Game Announcements Game Announcements Game Scorecards Game Scorecards Google Calendar Google Calendar Visitor’s Guide Visitor’s Guide Warrior Sportsline Warrior Sportsline

44. Developing a Strategic Communication Plan Message-Vehicle Table

45. Developing a Strategic Communication Plan Audience-Vehicle Table

46. Developing a Strategic Communication Plan Media Relations Media Relations

47. Developing a Strategic Communication Plan Media Relations Media Relations Identify your media and primary vehicles used to communicate with them regularly. Identify your media and primary vehicles used to communicate with them regularly.

48. Developing a Strategic Communication Plan Media Relations Media Relations Identify your media and primary vehicles used to communicate with them regularly. Identify your media and primary vehicles used to communicate with them regularly. Define the relationship you seek to have with the key media outlets. Define the relationship you seek to have with the key media outlets.

49. Developing a Strategic Communication Plan Media Relations Media Relations Identify your media and primary vehicles used to communicate with them regularly. Identify your media and primary vehicles used to communicate with them regularly. Define the relationship you seek to have with the key media outlets. Define the relationship you seek to have with the key media outlets. Describe game day services that you will provide the media. Describe game day services that you will provide the media.

50. Developing a Strategic Communication Plan Media Relations Media Relations Identify your media and primary vehicles used to communicate with them regularly. Identify your media and primary vehicles used to communicate with them regularly. Define the relationship you seek to have with the key media outlets. Define the relationship you seek to have with the key media outlets. Describe game day services that you will provide the media. Describe game day services that you will provide the media. Determine how media requests will be handled by the sports information office. Determine how media requests will be handled by the sports information office.

51. Developing a Strategic Communication Plan Crisis Communication Crisis Communication

52. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Definition: Any communication which has the potential to reflect negatively on the institution, athletic department, coaches, athletes or others associated with Westmont and Westmont Athletics. Definition: Any communication which has the potential to reflect negatively on the institution, athletic department, coaches, athletes or others associated with Westmont and Westmont Athletics.

53. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Definition: Any communication which has the potential to reflect negatively on the institution, athletic department, coaches, athletes or others associated with Westmont and Westmont Athletics. Definition: Any communication which has the potential to reflect negatively on the institution, athletic department, coaches, athletes or others associated with Westmont and Westmont Athletics. Examples: Examples: Death of a player or coach Death of a player or coach Arrest of a player, coach or administrator Arrest of a player, coach or administrator Ineligibility of a player Ineligibility of a player Unsportsmanlike conduct Unsportsmanlike conduct Investigation by NAIA or conference, Investigation by NAIA or conference, Natural disaster – fire, earthquake, etc. Natural disaster – fire, earthquake, etc. Cut in funding or scholarships Cut in funding or scholarships Firing of a coach or administrator Firing of a coach or administrator

54. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Principles of Crisis Communication: Principles of Crisis Communication:

55. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Principles of Crisis Communication: Principles of Crisis Communication: Honest and Truthful Honest and Truthful

56. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Principles of Crisis Communication: Principles of Crisis Communication: Honest and Truthful Honest and Truthful Proactive Proactive

57. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Principles of Crisis Communication: Principles of Crisis Communication: Honest and Truthful Honest and Truthful Proactive Proactive Transparent Transparent

58. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Principles of Crisis Communication: Principles of Crisis Communication: Honest and Truthful Honest and Truthful Proactive Proactive Transparent Transparent Respectful of Privacy Respectful of Privacy

59. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Principles of Crisis Communication: Principles of Crisis Communication: Honest and Truthful Honest and Truthful Proactive Proactive Transparent Transparent Respectful of Privacy Respectful of Privacy Seek the best interest of people over the institution Seek the best interest of people over the institution

60. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Principles of Crisis Communication: Principles of Crisis Communication: Honest and Truthful Honest and Truthful Proactive Proactive Transparent Transparent Respectful of Privacy Respectful of Privacy Seek the best interest of people over the institution Seek the best interest of people over the institution Gracious Gracious

61. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Responsibilities of Sports Information Office: Responsibilities of Sports Information Office:

62. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Responsibilities of Sports Information Office: Responsibilities of Sports Information Office: Advise the athletic director, school administrators and key decision makers in regard to public relations. The sooner the SID is involved in the decision making process, the better. Advise the athletic director, school administrators and key decision makers in regard to public relations. The sooner the SID is involved in the decision making process, the better.

63. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Responsibilities of Sports Information Office: Responsibilities of Sports Information Office: Advise the athletic director, school administrators and key decision makers in regard to public relations. The sooner the SID is involved in the decision making process, the better. Advise the athletic director, school administrators and key decision makers in regard to public relations. The sooner the SID is involved in the decision making process, the better. Plan Formation: In conjunction with administration, facilitate the formation of a specific crisis communication plan to include: Plan Formation: In conjunction with administration, facilitate the formation of a specific crisis communication plan to include: The message(s) to be communicated. The message(s) to be communicated. The means of delivering the message(s). The means of delivering the message(s). The communicators of the message(s). The communicators of the message(s). The frequency of communication. The frequency of communication. A mechanism for handling inquires from the press. A mechanism for handling inquires from the press. A plan for follow-up messaging. A plan for follow-up messaging.

64. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Responsibilities of Sports Information Office: Responsibilities of Sports Information Office: Plan Review: Depending on the duration of the situation and the potential for negative impact, the specific crisis communication plan should be considered a fluid plan to be revised and modified as needed – which could be on an hourly basis. Plan Review: Depending on the duration of the situation and the potential for negative impact, the specific crisis communication plan should be considered a fluid plan to be revised and modified as needed – which could be on an hourly basis.

65. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Responsibilities of Sports Information Office: Responsibilities of Sports Information Office: Plan Review: Depending on the duration of the situation and the potential for negative impact, the specific crisis communication plan should be considered a fluid plan to be revised and modified as needed – which could be on an hourly basis. Plan Review: Depending on the duration of the situation and the potential for negative impact, the specific crisis communication plan should be considered a fluid plan to be revised and modified as needed – which could be on an hourly basis. Plan Implementation: Plan Implementation: Message content creation Message content creation Coordination of press releases, press conferences, etc. Coordination of press releases, press conferences, etc. Updates of the athletics website as appropriate Updates of the athletics website as appropriate Serve as contact person for press inquires and requests for interviews Serve as contact person for press inquires and requests for interviews Implementing and follow-up messaging. Implementing and follow-up messaging.

66. Developing a Strategic Communication Plan Crisis Communication Crisis Communication Responsibilities of Sports Information Office: Responsibilities of Sports Information Office: Review and Evaluation: At the conclusion of a crisis communication situation, the SID should coordinate and produce a written review of the specific crisis communication plan, making suggestions for future crisis communication situations. Review and Evaluation: At the conclusion of a crisis communication situation, the SID should coordinate and produce a written review of the specific crisis communication plan, making suggestions for future crisis communication situations.

67. Developing a Strategic Communication Plan Resource URL www.westmont.edu/_sports/CoSIDA Westmont Strategic Communication Plan Westmont Strategic Communication Plan PowerPoint Presentation PowerPoint Presentation Presentation Notes Presentation Notes Examples Examples