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2009 SUMA Convention Communicate Effectively

2009 SUMA Convention Communicate Effectively. Presented by: Zapwell Communication Group. Effective Communications Components. Imparting information or transferring facts Achieving understanding Persuasion Salience x Repetition. Effective Communications Development. Defining the message

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2009 SUMA Convention Communicate Effectively

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  1. 2009 SUMA ConventionCommunicate Effectively Presented by: Zapwell Communication Group

  2. Effective Communications Components • Imparting information or transferring facts • Achieving understanding • Persuasion Salience x Repetition

  3. Effective CommunicationsDevelopment • Defining the message • The cluttered information environment • The goal is to “cut through” • Focus on a single, clear idea that resonates and is easy to replicate throughout the organization

  4. Talk to the dog… in the language of the dog • Consistency • Say the same thing – don’t vary the message • Frequency • Say it often • Emotional Anchor • Tell me something I care about

  5. Top 5 Communications Principles • Be Consistent • Be Persistent • Reach as many audiences as possible • Disseminate as widely as possible • Use third parties

  6. Available Tools:Earned Media • Powerful tool • Costs nothing! • Can motivate opinion

  7. Available Tools:Paid Advertising • Radio – pervasive • Newspaper – tangible, credible • Television – powerful, but costly • Outdoor – simple messages are best • Paid print – flyers, pamphlets, etc.

  8. Why Invite News Coverage? • Free distribution of message • More credible than advertising • Adds another layer

  9. What is News? Four C’s: • Conflict – opposing viewpoints, debate • Change – is it new, unique, or different? • Concrete – real, actual, factual • Consequence – did someone die?

  10. What is News? Three P’s: • Personality – an interesting character • Prominence – power and fame • Proximity – did it happen here?

  11. What is News? RAT: Rarity – Is this the first time this happened? Action – Good visual images or sound Timeliness – did something like this just happen last week?

  12. Media Tools • News release • Media conference • Letters to the editor • PSA • Community cable channel

  13. 10 Commandments of News Releases • Thou shalt not exceed one page. • Be concise • Anything over one page will scare reporters off! • Makes faxing a release out quicker and cheaper • If you go long, do a “backgrounder” page or drive people to the website • You are trying to entice them to call for more

  14. Thou shalt use an appealing format. • It has to look good • Hand-written in purple crayon won’t get anywhere • Look at other examples on the Internet • Use your logo if you have one • It has to stand out

  15. Thou shalt have an engaging headline. • Make sure it’s the first thing that grabs their attention • Headline: short, active, descriptive (Guess What?) • Look at other examples • Use your logo if you have one • It has to stand out

  16. Thou shalt not bury the lead. • Make sure the most important information comes first • Write in pyramid style

  17. Thou shalt not “Date” the story. • News is about what is happening “right now” • If it’s old – by definition, it is not news • Get the word “today” in every release

  18. Thou shalt have a contact number at the bottom • The point is to entice reporters to follow up on the story • Make sure the number has a real, live PERSON to pick up at the other end • If a reporter gets a voice mail/message, they may move on and not get back to you

  19. Thou shalt have someone available if called • If you put out a release, be prepared to talk • Clear your schedule to have time for interviews • Reporters could think: “Do you want to talk to me or not?” • Have a back up person if you cannot be available

  20. Thou shalt have an updated and accurate media list • You have got to get the release into the right hands • NOT the general fax or email – the newsroom fax s the only place to send the release • A receptionist or salesperson is not likely to ensure the release gets to the newsroom

  21. Thou shalt send the release before 8:00 a.m. • Send via fax AND email • Get the release out before the news meeting • Once assigned, reporter feels responsible for the story • If the release is out after assignments, reporters will be reluctant to take on more work

  22. Thou shalt proofread not once, not twice… but THRICE! • Typos are embarrassing and take away credibility • Get several people to read it over • Fresh eyes find mistakes

  23. Engaging Local MediaPerception Check What is good about the media? What is bad about the media?

  24. The Business of News Product Audience Advertising Profit

  25. Who are the Local Media?Know who you are dealing with • Pre-1970’s – no formal training • 1970’s-1990’s – specialization, education level rising • Now – degree plus work experience, generalists • Underpaid • Understaffed / Under the gun

  26. Media Attitudes • Champion of the underdog • Conflict is king • Aim for “balance” not objectivity • Agenda setting – “it’s news because we say it is” • Not bound by professional code

  27. A Day in the Life Story meeting Research/Interviews Outside Input Stories Submitted Editing Final Product

  28. Exercise: The Mob and the GarbageYOU are the reporter. Imagine that you were seeing it on TV or reading it in the newspaper… what would the story look like? • 1st block – what is the lead? • 2nd block – what is the twist? • 3rd block – what is next? Be prepared to defend your choice!

  29. Real Life Example

  30. 2009 Reassessment Core Message • 2009 is a reassessment year. • That means, by provincial legislation, the value of every property in Saskatchewan has to be updated. • Property values have changed since the last reassessment four years ago but in general the overall tax increases and decreases are minimal. • Every property is different; but the overall tax change for residential properties was a 2% increase while the overall change for condos and multi-family was a 6% reduction. • The tax and assessment information for every property in Regina as well as background information on assessment is available at www.regina.ca.

  31. Radio Advertising • Consistent with the core message • Giving “heads up” – lowering concern before the letters arrive • 5 Spots at day (heavy frequency) • All radio stations in Regina

  32. Newspaper Ads • Two half page ads • Large size for impact (don’t whisper) • Placed on high circulations days (reach as many audiences as possible)

  33. City of Regina's 2009 reassessment to cause minor changes Neil Scott Leader-Post -Friday, September 12, 2008 REGINA -- A reassessment of property values for property tax purposes will be implemented in Regina next year -- perhaps with little or no shouting, screaming or rioting in the streets. Information released at city hall Friday, at a briefing session for reporters, indicates the 2009 reassessment will not result in the major shifts in the property tax burdens between different homeowners and different neighourhoods that have sometimes occurred as a result of previous, somewhat controversial reassessments And the amount of anger and frustration felt by some city residents during reassessment in past years might also be proportionally less. "Property values have changed since the last tax assessment four years ago but in general the overall tax increases and decreases are minimal,'' said City Assessor Don Barr.

  34. CTV News Transcript C. BEYNON (CKCK-TV): Well, many people in Regina have seen the value of their homes jump over the past two years, and it turns out most of us may dodge a similar increase in our property taxes. The City of Regina has completed its reassessment of residential properties, and tax hikes will be minimal. DON BARR (CITY ASSESSOR): This reassessment we're seeing a lot less change and comparison to the last two reassessments, so the changes are minimal in comparison, but within every group of properties, there is a range of change. So various properties will see different results, but overall the change is minimal in comparison to the last two reassessments.

  35. Global News Transcript RYAN ELLIS: The past two reassessments saw significant changes in property values and tax bills, but this year changes are less dramatic. DON BARR (CITY ASSESSOR): Changes are minimal in comparison, but within every group of properties, there is a range of change, so various properties will see different results. RYAN ELLIS: The City’s assessor says the average change in property taxes will be $31 per year, but the latest reassessment is based on average sale prices as of June 2006, meaning it doesn’t capture the most recent spike in sale prices.

  36. What was the impact? • Web traffic way up compared to 2005 • Phone calls down from 2005 • Launch week • 1,300 Web Hits • 130 Calls • 0 Walk-ins • Week After launch • 1,200 Web Hits • 76 Calls • 7 Walk-ins

  37. Questions? Presentation Material available at: www.zapwell.com Look under “Thinky Things”

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