Webinar presentation to non-profits in Australia and New Zealand on how to build a communication strategy and plan.

1. Achieve real business outcomes
Lee Hopkins
30th Oct 2012

2.  Communications plan:
LeeHopkins.com/commsplan

3.  Communication
 Why your nonprofit matters
 Social media/technology
 How technology & social media can make a
difference

4.  What is a communication strategy?
 What is a communication plan?

5.  Your communication landscape

6. “The Communications Plan puts it all together in
one place and pulls out a bulleted list of things
to work on. We kind of know all of this about
how to communicate, but we often forget in the
moment about what we’re doing and why. It’s
good to have it in black and white.”
Alaric Bien, Executive Director, Chinese Information and Service Centre

7.  Competition
 Knowledge base
 Perceptions
 What’s working
 Challenges
Image: costi - http://www.constantin.me.uk/

8. CORE FLEXIBLE
 Positioning  Audiences
 Tagline  Benefits and attributes
 Elevator speech  Features

9. CORE FLEXIBLE
 Positioning  Audiences
 Tagline  Benefits and attributes
 Elevator speech  Features

11.  What is an ‘audience’
 How do I define my audience(s)?
 Why do this before messages and tactics?

12.  Develop
 Test and refine
 Talking points

13.  Develop
“Your messages deliver important
information about the issue and
 Test and refine compel the targeted audience to
think, feel or act.”
 Talking points Elements of a Strategic Communications Plan, Kellog
Foundation

14.  Channels and tactics
 Making effective use of technology
 Evaluation

15.  Left unmeasured, it won’t grow
 Katie Paine:
 Objectives
 Audience
 Priorities
 Benchmark
 Measurement tool

17.  Business communication:
FIR: ForImmediateRelease.biz
Shel Holtz: holtz.com
The Next Web: TheNextWeb.com
Jeremiah Owyang: web-strategist.com

18.  LeeHopkins.com (comms articles)
 LeeHopkins.net (blog)
 au.linkedin.com/in/leehopkins
 @LeeHopkins