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PM Intranet: Public Affairs Training

Updated 08/21/2008

So What is Public Affairs/Marketing All About Anyway?

It’s about awareness.  Awareness of what we do and who we are and why we should be supported by our targeted audiences.  Awareness results in positively positioning the program through third-party validation.  Third-party validation is something that cannot be bought.  It is creating in the mind of another, who receives no benefit from the program, that what we do is significant and should be encouraged.

The first step in identifying the communications/marketing needs of a PMC is to implement an information gathering process, which uses communications principles and methods in a multi-phase process of input sessions, creative strategy meetings, communications audits and competitive reviews.  Over the years much of this has already been accomplished.  We know who we are.  We just need to get the word out and that is done through messaging. 

Messaging is developed through points of excellence—what are the best things about the PMC? (The people, products, services?)  It is important to review the success of other PMCs and related organizations with similar interests.  From this, the PMCs' supporting and conflicting messaging is identified, resulting in developing:

  • Targeted messaging
  • Identified audiences

 

Distilling the Message

Brainstorm and plan the strategy to achieve your goals by:

  • Developing media lists including trade publications, general interest, internet publications, on-line media, and in some cases, business publications

(Why business publications?  PMCs produce seed that is distributed to the marketplace.  An individual PMC might generate many millions of dollars for the local, national or regional economy in the process.  This makes interesting reading for business publications.)

  • Identifying trade shows and public events for potential participation

PMCs know their regional events.  While at these events it’s important to find out if any members of the media are in attendance.  If they are, bring them over to your both and give them a media package.

  • Identifying speaking opportunities

This is perhaps one of the most difficult of all public outreach simply because a lot of folks are hesitant to speak before crowds, both large and small.  However, it would behoove one to overcome this hesitancy to give a public talk because events where you can speak for the program might reach hundreds, if not thousands of folks, and often the media is there as well. 

  • Identifying event hosting opportunities

This is another great venue to attract interest in the program.  However, open houses, tours and the like are often times consuming.  If you do opt to have an event, maximize its exposure by sending out media alerts and invitations to your local and regional media reps and elected officials. 

  • Identifying unique visual events

Many PMCs have found interesting ways to get the word out.  For instance last year the Big Flats PMC had a film crew out to watch their burn.  It made for great visuals.

Get ready with designing your collateral* by:

  • Developing print and electronic media kit(s):  team biographies and photos, descriptions of partners, Q & A’s, difficult questions documents (developed through internal media training)

* Remember, collateral like brochures, DVDs, fact sheets, posters are just tools for getting your message out.  They very rarely generate the type of awareness a great media impression can generate.

Now get the word out by:

  • Developing pitch letters and media analysis

A pitch letter or pitch-phone call is the hook you use to get the reporter interested in what you’re saying.  It should rarely be more than a few sentences, and at the most a paragraph.

  • Pitching to targeted media sources. Find out who your local and regional reporters are, and call them to make a pitch.

  • Scheduling editorial board interviews with local newspapers

This is something you will need to coordinate with the NPMP PAS and your state PAS.  An editorial board interview is what it sounds like—an interview.  The newspaper is called, and you then schedule a time to explain to the editors why they should cover what your PMC is doing.

  • Providing media training for key employees

This is often a great way to make primary introductions to your local/regional reporters of all media.  This will need to be coordinated with the NPMP PAS.

  • Developing a press release schedule

If your PMC has a regular schedule activity throughout the year, like say a burn or an open house, it’s important that a schedule is developed and reporters are let known that these events are something they should have on their calendar or day books.

  • Ongoing development of new and interesting story ideas

Ideas.  Ideas. Ideas.  The only bad thing about coming up with an idea is not coming up with enough so let your creative natures come out—but keep it legal!  Remember a good idea can come from anyone at any time!

Conduct ongoing analysis of strategy and adjust accordingly through:

  • Continuous testing of themes and ideas

If no one is coming to see something you’ve announced to the public, or something that is on display, think of ideas to generate more interest.  (For instance, the National PMC is working on ideas for getting folks to visit the Crider Garden at the facility.  We’ve discussed everything from opening up a self-guided tour to the general public to having large scale events to get elected officials out to the facility.)

  • Ongoing refining of messaging
     
  • Updating collateral when necessary

Continue the momentum by continually monitoring what is working by:

  • Keep relationships with media sources: journalists, editors, publishers and broadcasters, updated because they change often
     
  • Establishing useful relationships with community leaders, business leaders, and elected officials

These are the folks who are going to lobby for us, and the electeds are the folks who will ensure we get increased funding.

  • Continuously monitoring grassroots efforts

Keep on top of what conservation groups in your local area and region are up to.  Also, alert the NPMP of any important national trends you’re aware of.

How to measure the success of your campaign:

  • Media evaluations  

Was the story on messaging? (i.e. did the program’s national scope get mentioned? This is important because too often folks will read a story and think that the PMC is a state function.)  Was the program featured in a positive light?

  • Brand recognition

Are people calling and saying they heard or saw something about the PMC and it was positive?

  • Clipping services

Something the NPMP PAS keeps track of.

  • Communications audits

Something the NPMP PAS keeps tabs on.  Occasionally, NPMP PAS will conduct interviews with PMC staff to see if they have a favorable impression of  communications/marketing outreach.

 

Conclusion

Streamlining messaging in a successful communications/marketing campaign will result in generating significant hits and impressions in the media.

So why is getting our name in the media important?  As mentioned in the beginning of this training segment, third-party validation of the Plant Materials Program’s accomplishments is vital to the continued success of the program.   This is because third-party validation lets our partners, elected officials and the general public know that others, not benefiting from our efforts, believe in what we are doing.  Third-party validation worth to the program is extensive. 

The benefits of third-party validation can include:

  • Greater respect in the scientific and conservation community
  • Greater public awareness which can result in greater volunteer commitments
  • Greater cooperation from partner organization which can result in lobbying efforts on our behalf
  • And, most importantly greater recognition by elected officials who can give us additional funding

Keep in mind that building a successful communications/marketing plan takes time.  Our messaging will evolve as well, but our core messaging will remain essentially the same.  Remember, never take a media interview until you know what you’re going to say!



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