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Wk1 com4 manintdev_2012

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  1. 1. International Development Program – Fall, 2012 Week 1 – Sept. 4, 2012 Professor: Leslie Hetherington, MBA, APR
  2. 2.  Accredited Public Relations (APR) Practitioner  20+ years PR/Marketing Communications – focus on integrated external communications  Current: Director, Communications, Hardy Stevenson and Associates Limited  Prior: Director, Communications, Pet Valu VP, Prof. Services & Technology, Maverick PR  2008/09 Past-president, International Assoc. of Business Communicators/Toronto  IABC & CPRS Awards for Media Relations  MBA, PR & Communications Management, Royal Roads University and PR Certificate, Humber College
  3. 3. 1. By email: leslie.hetherington@humber.ca (for fastest response) 2. By Blackboard: Discussion area 3. By Face-to-Face: ◦ In office, By appointment (Tuesdays, 2 – 3:15 pm)
  4. 4.  What NGOs do you want to work in?  Why?  What do you feel you can accomplish?  What impact do you feel you can have?
  5. 5.  Draw numbers  Move into your groups  Develop group name  List names, emails & contact numbers ◦ For reference during course ◦ Long-term, pending consent
  6. 6. In your groups, based on a recent international/ volunteer experience discuss: 1. An example of a kind of change you brought (or wanted to bring) to the work you did? 2. How did/would you propose change or an initiative of some kind to (one of the following):  Those above me in the organization  Those who I work with  Those people I serve 3. What role did/would communications, marketing or fundraising play?
  7. 7. 1. How can you bring about change without communicating it? 2. How can people talk to you about the changes they want to see without communicating? 3. How do you talk to individuals, groups or a mass market? 4. How can you listen as individuals, groups and mass markets talk to you?
  8. 8. Differences between: marketing/communications/fundraising Flow of ideas/how to communicate clearly
  9. 9.  What are the differences? Audience Scope Goals Cost
  10. 10.  Audience: “Customer” ◦ Someone who wants to buy your good or service  Goal: Create transactions/exchanges
  11. 11. Product Price (Service) Customer/ Client Place Promotion (Distribution)
  12. 12.  Innovative Package  Advertorials  New Dist. Channels  Direct Mail  Pricing (Promos/Deals)  Special Events  Advertising  Branded Giveaways  Collateral  Videos  Websites  Podcasts  Social Media  Contests  Sponsorships
  13. 13.  Audience: Various Stakeholders: 1. Target audience(s) 2. Influencers ◦ Any person or group that can impact your organization  Goal: Inform, Advocate, Persuade
  14. 14. Employees/Volunteers: Promise of Investors: Commitment Promise of Partners: Value Employees/ Promise of Investors: Volunteers: Collaborations Threat of Threat of Value Rogue Partners: Behaviour Threat of Activists: Defection Promise of Advocacy Activists: Customers: Threat of Promise of Boycott Loyalty ORGANIZATION Customers: Threat of Media: Promise Media: Misunderstanding of Favourable Threat of Media Coverage Exposure Regulators: Community: Threat of Threat of Legal Action Regulators: Illegality Promise of Community: Favourable Promise of Regulation Legitimacy
  15. 15.  News Releases  “Ghost Writing”  Story Ideas/pitches  Video Releases to reporters  Newsletters  Letters to the  Events Editor  Speeches  Articles (business  Blogger Outreach publications)  Social Media
  16. 16. Marketing (Promotions) Marketing Communications Focus, Audience, Obje ctive, Evaluation Communications
  17. 17.  Audience: Donor ◦ Providing an opportunity for someone to fund a change in the world ◦ In return for: direct impact and change…plus other benefits  Goal: Raise funds
  18. 18. Donor Program Building/ Endowment NGO to be Funded
  19. 19. 1. Minimize Words & Use Simpler Words:  as a means of = to  in order to = to  at a later date =later  pertaining to = of, about  at the present time =  related to = of now, to date  so as to = to  with regard to = about  utilize = use  the majority of = most  accordingly = so  for the purpose of =  constitutes = to, for forms, makes up  reliant = relies
  20. 20. 2. Follow Canadian Press Basics: ◦ Spell-out numbers up to ten, and use numeric figures for those 10 and higher ◦ Always spell-out a number when it is the start of a sentence 3. Words to avoid or remove: ◦ Eliminate „that‟ when possible ◦ Avoid qualifiers, like very, rather... (Replace „very,‟ if needed, with a stronger word) ◦ Don‟t add „ly‟ to adverbs (first not firstly)
  21. 21. Avoid: Possible Alternatives: Get generate, garner, foster Cheap cost-effective, inexpensive, reasonable Bit minimal, some A lot significant/large amount He/She, His/Her they, their Make it happen facilitate, enable, allow Problem challenge
  22. 22.  Generate coverage  Raise funds  Secure sponsorships  Foster or forge relationships/alliances  Recruit volunteers  Garner support  Enable or facilitate a process (vs. allow)
  23. 23. 4. Best Practices: a) Write shorter sentences (30 or less words) b) Generally use 3rd person for documents 2nd person for correspondence but….this is changing with social media c) Format Counts – Use Sub-heads and bullet points (in business writing – including your Case Studies) d) Use active voice, as much as possible
  24. 24. 5. Classic Challenges: 1) An organization is „it‟ (and its), not they/their 2) When writing double plurals, make second word plural 3) Use that when connected clause is mandatory for sentence; use which for „add-on‟ clauses/points 4) Use „they‟ instead of he/she 5) Use fewer to describe a quantity you can count and less to describe something you can‟t count More re stylistic (but useful): 1) Use „more than‟ & „less than‟ for quantities (vs „over‟ & „under‟) 2) Don‟t use „,‟ with „and‟ – one will do 3) Avoid and/or – select one, if possible
  25. 25.  Several thousand people were killed by the earthquake  Spanish is to be spoken at the conference  Sushi is being eaten by the guests  The loan is facilitated by an MFI
  26. 26. Passive:  It is recommended that communication be improved to clarify that the purpose of the organization is to cyclically reinvest money in developing world initiatives Active (revised – one of many options):  A communications strategy will clearly inform investors that XZY loans can be reinvested in developing world initiatives
  27. 27. Evaluation Grade % Written Case Studies1, 2 & 3 (10% each) 30% Written Case Study 4 15% Strategic Tactic Presentation 10% Mid-Term Quiz 10% Final Exam 20% Team Peers Evaluation 10% Class Participation/Discussions 5% Total: 100%
  28. 28.  Task: Determine what organization requires – to best meet communication needs  No right answer but groups… ◦ Expected to outline opportunities & challenges each organization will face in fulfilling strategy ◦ Need to justify expected results stemming from recommendations  4 Case Studies ◦ Groups submit written summary for each of the 4
  29. 29. 1. Background (1) 2. Situation Analysis (2) 3. Goal (1) 4. Audience (1) 5. SMOT or PEST Analysis (2) 6. Strategy/Recommendations (3) Format: 2-3 pages, 1-1.5 spacing, 11-12 pt font Marks deducted for spelling/grammar/punctuation
  30. 30.  What is the country?  Who are the people?  What is the context for this case that you will be talking about?  Example (fictional) – ◦ Pangnirtung is a small settlement in far north of the Northwest Territories. ◦ Women of settlement have long made beautiful garments of Inuit origin.
  31. 31.  What is the problem to be solved? (How can current marketing, fundraising or communications be improved?)  Define problem you are trying to solve  Example: Women of the collective feel they can produce enough garments to sell some in the south but problem is distance  They are very far from their market and don‟t understand selling techniques that can help them penetrate southern markets  Have access to technological support and resources
  32. 32.  What single outcome do you want to achieve? (What end will best fix this?)  What discipline will you focus on to do this? (communications, fundraising, marketing)  Summarize in a single sentence  Example: A communications strategy will be used to overcome the problem of distance and enable the women‟s collective to market their clothing directly to people in the south.
  33. 33.  Name your target audience for your plan  Example: ◦ Prospective customers in south ◦ Existing customers ◦ Partners
  34. 34. Strengths (Internal) Weaknesses (Internal) Opportunities (External) Threats (External)
  35. 35. Political Factors Economic Factors Societal Factors Technological Factors
  36. 36.  How will you use marketing, PR/communications or fundraising to resolve the problem?  Name the vehicles and outline the process  What critical success factor(s) are there (if any)?  Choose „one‟ unified strategy  Example: The women‟s collective can mitigate the problem of distance by using an internet marketing strategy to sell their clothing through a website and social media channels.  Training will be required to give them the online skills and southern sales techniques through partnerships (Opportunity- availability of high speed internet in the region)
  37. 37. Team Topic Presentation Date 1 Guerilla Marketing Sept. 25 2 Infographics Sept. 25 3 YouTube Sept. 25 4 Beta-Roll (B-Roll) Video Oct. 2 5 Letters to the Editor Oct. 2 6 Podcasting Oct. 23 7 Pinterest Oct. 23 8 Facebook Oct. 30 9 Opinion Editorials (OpEds) Oct. 30 10 LinkedIn Oct. 30 11 Direct Mail Nov. 11 12 eNewsletters Nov. 13 13 Blogs Nov. 20 14 Twitter Nov. 20 15 QR Codes Dec. 4 16 Contests/Gamification Dec. 4
  38. 38.  Review Trial Case Study: NYT Women in India  Read: ◦ Potential Development Communications article ◦ Marketing the $100 laptop article  Start Case Study 1 – Kiva (on Blackboard) ◦ Due Sept. 18 (all groups)

Notas do Editor

  • Number off – 1 through 5Move into your groupswrite down the names in your groups along with an email address and a phone numberThis information will allow me to know:Who is in each groupThat I have up to date information if I need to contactAt the end of the course, if you all wish, we will distribute the list so that you have it once you go off the listserv
  • Audience: public or market where relationship liesScope: Communications is a sub-set of MarketingGoals: Inform/advocate/persuade; create transactions/exchangesRaise fundsCost: Market more expensive
  • Marketing is about a relationship with the customer.What is the product?Who is the customer? (target market)How much money will it sell for? (price)How will you get it to the customer? (distribution)How will the customer know that you have it for sale and why it is the best product for their needs? (promotion)
  • Various stakeholders 1) Target audience (employees, customers, regulators…)2) InfluencersAny person or group that can impact your organization
  • Relationship with many stakeholders
  • Corporate Communications:Marketing Communications:FocusComm - Overall corporate/organization’s messageMkt. Com - Individual product or service’s messageTargetComm - Various stakeholders, including analysts, media, investors, government…Mkt. Com - Primarily customers, some influencer organizationsObjectiveComm - Build awareness or foster an attitude towards organ, its mission, products or servicesMkt. Com - Deliver desired marketing message to promote product/service to targets, using various tools and mediaEvaluationComm - Media coverage, surveys/polls (VoC), web site hits, toll line callsMkt. Com - ROI – sales leads, funnel activity, reduced sales cycle
  • With the Donor Providing an opportunity for someone to fund a change in the world. In return for: They want to see impact and how change has happened because of the gift they gave.
  • communications with donors
  • Active: Subject acts upon the verbPassive: Subject acted upon by the verbUse passive when:the doer of the action is unknown, unwanted, or unneeded in the sentencewriter wishes to emphasize the action of the sentence rather than the doer of the action (may be due to sensitivity – a mistake was made)
  • Presenting groups need only present their case study to the class– give me a paper version of the PowerPointEach group will determine what the organizations in the case studies require - what will best serve their communications needsThere is no right answer but groups will be expected to under stand the strengths and challenges that each organization will face in accomplishing the strategy they prescribe.Groups will also need to justify the expected results stemming from their recommendations
  • Strengths - What do we do best? How do we want our target audiences to view us? What distinguishes us from our competition?Weaknesses - In what ways do we have trouble clearly explaining to people outside our field what we do? How much does our board know about branding, and how effective will members be in promoting and protecting our brand?Opportunities - Can we identify an expanding market for our products and services? What is the current economic landscape of our community?Threats - Are there external factors that would prohibit our organization from promoting our brand? Who are our competitors? How much do we know about them?