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Develop an Effective Communications Strategy for Your Project: 45 Tips in 45 Minutes. Patricia B. Wood Director of Communications Federal Consulting Group U.S. Department of the Treasury July 12, 2005. Overview.

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develop an effective communications strategy for your project 45 tips in 45 minutes

Develop an Effective Communications Strategy for Your Project: 45 Tips in 45 Minutes

Patricia B. Wood

Director of Communications

Federal Consulting Group

U.S. Department of the Treasury

July 12, 2005

overview
Overview
  • What is your agency or cross-agency project and what do you need (or have) to do outreach
  • 45 + outreach and communication tips and resources
  • Brainstorm—share your ideas and successes
  • Wrap-up
your projects and needs
Your Projects and Needs
  • What are your projects
  • What outreach and communication strategies do you need (or have)
  • What do you expect from this workshop
develop your outreach strategy
Develop Your Outreach Strategy
  • Make friends with your Public Affairs Office
  • Why do you want to publicize your project?
    • High score
    • Award
    • Good story
    • Good government
    • Educate a customer segment
develop your outreach strategy5
Develop Your Outreach Strategy
  • How does your project’s mission fit your agency’s or cross-agency goals and objectives
  • What about President’s Management Agenda?
  • Who is your audience?
  • What media reach your audience?
  • What is your message
working with media
Working with Media
  • What media would want your story?
    • Newspapers (which newspapers?)
    • Radio
    • TV
    • Dot-com
    • Magazine
    • Newsletter
understanding reporters
Understanding Reporters
  • Work with your PA office to make a list of media that should be interested in your project and how to contact them
  • Find out what reporters, feature writers and columnists want
    • Schedule an appointment
    • Stories or story ideas
    • How? Fax, Phone, Email
    • What are their deadlines
relating to media
Relating to Media
  • It’s all about relationships, relationships, relationships
    • Introduce yourself—Call a reporter or columnist (or get your PA spokesperson to call)
    • Send out a press kit with general information, a one-page fact sheet, a few story ideas, and a cover letter introducing you or your team leader
relating to media9
Relating to Media
  • Always ask a reporter: Is this a good time to talk?
  • Assume that anything you say to a reporter is on the record
  • Find out if you should pitch your story to the reporter or the editor
relating to media10
Relating to Media
  • Always return a reporter’s phone calls
  • Always tell the truth
  • If you can’t answer a reporter’s question(s), say so and offer to get the information
  • Make a list of the officials who know your project who could be interviewed
writing press releases
Writing Press Releases
  • Write short, interesting news releases or fact sheets in plain language
  • Put facts first, use quotes, and don’t put name of the head of the agency in the first paragraph
  • Find the angle or lead sentence that will grab the reporter
doing media interviews
Doing Media Interviews
  • Refine three positive talking points
  • Don’t use jargon
  • Personalize and humanize your information
  • Research your interviewer
doing media interviews13
Doing Media Interviews
  • Never say “No comment.”
  • Never say anything off the record (assume everything is on the record)
  • Never say “uh.”
  • Never be interviewed without doing your homework.
what else can you do to reach your audience
What Else Can You Do to Reach Your Audience?
  • Tell your employees first. They will tell others. Get your story in the newsletter & on the intranet.
  • Tell librarians—They love government information and pass it on.
  • Put your story on the Internet.
public affairs resources
Public Affairs Resources
  • 100+ Marketing and PR Ideas

http://www.sba.gov/managing/marketing/100ideas.html

  • PR Tool Kit

http://toolkit.prnewswire.com/smallbusinessadministration/writingtips.shtml

public affairs resources16
Public Affairs Resources

Communicators Guide from the Federal Communicators Network

http://www.usda.gov/news/pubs/fcn/table.htm

public affairs resources17
Public Affairs Resources
  • Join the Federal Communicators Network (FCN).
  • Complete this page and submit:

http://www.fcn.gov/members/join.htm

how to reach me
How to Reach Me

Patricia B. Wood (Pat Wood)

Director of Communications

Federal Consulting Group

(202) 906-7049

pat.wood@ots.treas.gov