The real Breaking Bad: Underfunded, underutilized and undervalued, non-profit communications disaster recovery. Find out how to clean up other people’s failed efforts and get on to the job at hand. Learn how to clean up the mess, build strategy and get buy-in, in 60 minutes or less. Learn from feedback from non-profit marketing and communications leaders from across North America.
4. I do not, nor have I ever participated in the development,
distribution or marketing of methamphetamine or similar substance
Quasi-Legal Disclaimer
@stevevirtue
5. Is this your communications
program?
@stevevirtue
11. It’s not about me
It’s about you
Turn around, meet someone.
This isn’t wisdom, it’s just my experience.
This podium is yours next year.
You’re here, you have a problem.
Commit to fixing it.
13. resourceful
adaptive
dynamic
skilled
!
!
Cooking is Art!
creative
responsive
perform under
pressure
Meth lab = Communicators?
@stevevirtue
14. Legionnaires Disease Hostage Situations Labour Relations Issues
Salmonella Poisoning Lead in the Water Student Injuries
Streptococcus Labour Relations Bell Times
Meningitis Bomb Threats Predators
Hepatitis A & B Lumber Jacking Stolen Candy
Flood Rabid Bats Fire
Student Deaths Mould Bus Accidents
• Suicide School Closures Construction Delays
• Murder Crumbling Buildings Sexual Assaults
• Accidental EQAO Misappropriation of funds
• Medical Abused Students Environmentally sensitive
land sale
@stevevirtue
16. the
1) break out into
small groups (3-5)
2) talk about your
biggest challenges
3) what are the most
important things you do
4) define your allies &
antagonists
18. Communications was operated off the side of the desk
There was no strategy
Website was all about the organization but needed to promote the sector
No effort to prepare and share key messages to support members
No outreach to other groups who could be useful for intelligence
gathering and collaboration
the experts
What did you inherit?
@stevevirtue
19. the experts
What did you do?
I talked to stakeholder groups to gain a sense of what they thought
Evaluated whatever data I had or get get my hands on
Determine priorities
I think achieving a culture shift internally about how we needed to
communicate and who and why we needed to communicate with was a
bigger challenge than the external effort
@stevevirtue
20. !
who you have
what you have
what you want
what you need
Evaluate your surroundings
!
your allies
your detractors
your parameters
your authority
@stevevirtue
21. If you think you are too small to be effective,
you have never been in the dark with a mosquito.
- Anonymous
26. there was no brand
completely derelict
no one knew what brand was
there was a brand strategy, but no one adhered to it
I would rather have started from scratch than the place I was in
the experts
What was the state of your brand?
@stevevirtue
27. the experts
What did you do?
talk to everyone you can
start with the basics of brand management and rebuild
it took a huge effort to explain the value of branding but people needed
something to hang on to - and the brand strategy was it
we paired our brand strategy with a strategyc planning process that
aligned well - it wasn’t easy but it in the end, the effort was totally worth
it
@stevevirtue
31. “We just didn’t market this properly”
“That reporter is a hack, clearly biased.”
“How do we make this go viral?”
“Why didn’t we get in the Globe/Post this week?”
“Let’s make sure we review and edit quotes before
the piece is published?”
@stevevirtue
32. Your role isn’t to create
press releases, social media
and website content.
@stevevirtue
33. Your role is to add value to
corporate imperatives and
provide strategic counsel
@stevevirtue
34. the experts
I tested messaging and strategy on the executive team. Mostly I had to
sell them on taking a new approach
!
I think achieving a culture shift internally about how, with who and why we
needed to communicate with was a bigger challenge than the external
effort
!
To make others believe in the 'should be' you first have to start internally.
Once you've gathered support, lay out a step-by-step plan of action for
execution
!
Program metrics are invaluable to your success
@stevevirtue
35. Link strategy to objectives
Know their agenda
Use metrics
Set timeline expectations
Be an expert
Win in the Boardroom
@stevevirtue
43. No one has enough money..
!
Divide your audience into segments
to ensure your program is as
effective as possible - and to use
your resources wisely.
define segments
@stevevirtue
50. the experts
The most important thing we did was undergo a real strategic planning
exercise on our mandate from members, and how we should be delivering it
!
There has been a tendency to build plans around issues and how to address
them but not planning that looks at who we are and why and how.
!
You will always have an element of reactive communications but take time
and do some real, substantial planning for proactive messages.
@stevevirtue
51. Find the green lights !
Think big, even with small
budgets!
Avoid the toxins!
Build a plan, share the plan,
measure !
Be at the table when the money
is being divided !
!
final ideas
@stevevirtue@stevevirtue