Joe Mueller, Principal of Mueller Communications, presented on building a communications committee at the Community Service Public Relations Council's 2013 Spectrum Conference on May 7, 2013. Get more information on improving your organizations communications at muellercommunications-stl.com
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Building a communications committee
1. Building A Communications
Committee;
A Plan For Your Organization
Joe Mueller
Mueller Communications
Community Service Public Relations Council
2013 Spectrum Conference
2. Always ask, ‘Why?’
Simon Sinek’s TED Talk
10.4 million views
“Start With Why” book
published in 2009
3. Why are you here?
Objectives
Why you need to develop a committee, group or
team?
Where do you get volunteers for committee—
players for the team?
How do you get organized and execute?
How do you evaluate performance?
Takeaway: 2 or 3 action items. Who is going to do
what and by when?
4. Why build a committee or group?
Assist with creating, maintaining
content—your organization’s
story
Assist with specific channels—
print, web, social media, etc.
Become an executive producer or
editor—a project manager
Become better at strategy—create
time to survey
landscape/battlefield
5. Why build a committee or group?
Increase institutional knowledge
of marketing & communications
Increase efficiency—better
results without substantially
increased overhead
You can’t do it all
Free your psychic RAM
6. Review your organization’s mission
Why do we exist?
What are foundational elements for operating?
Money-fundraising
Membership—clients
Awareness—who needs to know we exist?
People—volunteers, staff
Program—services and activities
7. EVERYONE in your organization
plays a role in communications
Establish a clear vision you want to achieve
Use your plan as a map—everyone gets something
from your success
Get buy-in from,
Executive director
Staff
Board
Key volunteers
Key funders, donors
Create benchmarks and reporting mechanisms
8. Primary functions of your committee
Develop, implement and evaluate the plan
Identify, communicate trends
Communicate to audiences
Support delivery of the organization’s program
9. Primary functions of your committee
Promote new programs, projects
Create consistent messages
Create content
Conduct, analyze and utilize research
11. Identify your needs
Publications
Photography
Video
Website (analytics)
Digital—e-newsletter and social media
Writing and editing
Research
Media relations
Special events support
14. Committee or group structure
Chairman, member of governing board
Get more brains in the game—assemble people
with contacts and influence to brainstorm ideas for
people to serve on committee
15. Committee or group structure
Where to find committee members
Local college, university marketing and business
departments
Ad agencies, PR firms
Radio, television stations
AMA (American Marketing Assoc.) PRSA (Public
Relations Society of America), IABC (International
Association of Business Communicators)
16. Committee or group structure
Where to find committee members
Corporate marketing, advertising, graphic design
companies
Freelance writers, designers, photographers
Newspapers, magazines, other print media
Companies with large marketing presence
University and school district communications, public
relations coordinators
17. Developing an integrated plan
Conduct a communications audit
SWOT analysis of five fundamental areas of
operations
Determine your organization’s most important
objectives
Determine the tactics you will implement to
accomplish each objective
18. 18
Objectives
Increase individual donations
Increase clients
Improve Awareness Of
Prevention Programs
Assist upcoming capital
campaign for new facility
Increase participation in
volunteer training
Establish awareness of
endowment fund
19. Increase participation in
volunteer training
Increase individual donations
Increase client services
Blog
Brochure
Video
Media
Campaign
Brochure
Video
Media
Campaign
Direct
Mail
Direct
Mail
20. Implementing, executing the plan
Build a team that can serve your organization, OR
Assign people to work with program department
and request assistance for services
Establish editorial calendar
Create accountability—meetings, scorecards
More information on planning:
Attend Allison Collinger’s session today at 3:15 p.m.
Visit: slideshare.net/jfmueller
21. Review—are our initiatives moving the
organization forward?
Review your organizational metrics or scorecards
How do we improve, be more effective?
Celebrate success
Share results with staff, volunteers, board
Earn, maintain a ‘seat at the table’
Stay on top of trends
Do we need more help?
Do we need help in new, specific area?
FEEDBACK IS A GIFT—accept positive or negative
response as precious
22. Recognition
Reward your team
Build camaraderie, enthusiasm
Celebrate success
People jump ON bandwagons and OFF sinking ships