Communication Strategies

Transcript

1. C O N N E C T W I T H Y O U R C O M M U N I T Y C O M M U N I C AT I O N S T R AT E G I E S T H AT W O R K K E L L I M AT T H E W S , M . A . U N I V E R S I T Y O F O R E G O N | V E RV E N O RT H W E S T C O M M U N I C AT I O N S
2. T O D AY ’ S A G E N D A Public Engagement Media Relations Social Media Trends Issues Opportunities Policy Crisis
3. W H AT I S Y O U R B E S T C O M M U N I C AT I O N S U C C E S S ?
4. W H AT I S Y O U R B I G G E S T C O M M U N I C AT I O N C H A L L E N G E ?
5. A S E A C H A N G E F O R P U B L I C E N G A G E M E N T
6. P U B L I C M E E T I N G S D O N O T M E E T T H E N E E D S O F R E S I D E N T S O R L O C A L O F F I C I A L S . P U B L I C C O M M E N T I S D O M I N AT E D B Y N A R R O W I N T E R E S T S A N D N E G AT I V E R E M A R K S L A R G E S E G M E N T S O F T H E P U B L I C A R E M I S S I N G . N O TA B LY: L O W - I N C O M E P O P U L AT I O N S , I M M I G R A N T S A N D Y O U N G P E O P L E
7. G E N E R AT I O N A L D I F F E R E N C E S M AT T E R
8. S I L E N T G E N E R AT I O N | “ T R A D I T I O N A L I S T S ” Influences: Raised by parents who survived Great Depression Core Values: Adhere to rules, discipline, hard work, loyalty, respect for authority Attributes: Patriotic, task oriented, trust hierarchy Family: Traditional, nuclear Communication: Discrete, logical, 
 respect age/experience, 
 use formal & inclusive language Media: More personal is better Message: Your experience is respected
9. B A B Y B O O M E R S Influences: Post-war babies who grew up to be ‘70s radicals and ‘80s yuppies Core Values: Anti-war, anti-government, loyal to their children, question everything, want to “make a difference.” Attributes: Challenge authority, consensus leadership, most educated, political correctness Family: Disintegrating, Mom stayed home, children are “special” Communication: Diplomatic, use body language to communicate, get consensus Message: You are valued, You are needed
10. G E N E R AT I O N X Influences: Latchkey kids, increase divorce rate, first generation that will not do as well as their parents’ generation. Core Values: Balance, diversity, entrepreneurial, lack organizational loyalty, self-reliance Attributes: Adaptable, focus on results, highest number of divorced parents, unimpressed with authority. Family: Latchkey kids, women expected to work, dual income families. Communication: Blunt/direct, immediate, email is #1 tool, emphasize “WIIFM” Message: Do it your way, Forget the rules
11. M I L L E N N I A L S Influences: Digital media, school shooting, terrorist attacks, kept busy as kids, first gen of kids with schedules. Core Values: Achievement, civic duty, diversity, fun!, high morals, competitive, tech savvy Attributes: Attached to gadgets & parents, diversity focused, political savvy, entitled, patriotic, seek responsibility Family: Merged families, coddled kids Communication: Internet, polite, positive, humor, feedback, team environment Message: You will work with other bright, creative people
12. D E M O G R A P H I C T R E N D S M O R E D I V E R S I T Y R A C I A L / E T H N I C , S O C I O - E C O N O M I C , S E X U A L O R I E N TAT I O N , D I S A B I L I T Y
13. T E C H N O L O G Y T R E N D S M O R E I N F O R M AT I O N I S B O T H E X P E C T E D & A C C E S S I B L E B U S Y S C H E D U L E S M E A N C O N S T I T U E N T S N E E D F L E X I B I L I T Y PA R T I C I PAT I O N M AY L O O K D I F F E R E N T T H A N I N PA S T P E O P L E E X P E C T I N T E R A C T I O N & E N G A G E M E N T
14. T H E I M PA C T O N C O M M U N I C AT I O N S T R AT E G Y ? Plans must include everything but the kitchen sink.
15. O N L I N E F E E D B A C K C A S E S T U D Y 1 : S A N M AT E O PA R K S & R E C R E AT I O N
16. T R AV E L I N G R O A D S H O W C A S E S T U D Y 2 : J E F F E R S O N C O . WA S H I N G T O N
17. P U B L I C O U T R E A C H C A S E S T U D Y 3 : C H U L A V I S TA G E O G R A P H I C D I S T R I C T I N G
18. Y O U R T U R N