Getting your message across has always been a challenge, but the shortened attention spans of audiences today make it even more difficult. Andrew Overton looks at how being persistent can help to spread your message, while Helen Mitternight looks at the importance of the messenger.

Source: JMR Photography

Long Term Engagement Is Key to [...]]]>

Getting your message across has always been a challenge, but the shortened attention spans of audiences today make it even more difficult. Andrew Overton looks at how being persistent can help to spread your message, while Helen Mitternight looks at the importance of the messenger.

Source: JMR Photography

Long Term Engagement Is Key to Moving the Needle

In the digital age, it’s no secret that attention spans have shortened. Retweets and Facebook shares aren’t enough to alter public opinion. It’s critical that audiences remain engaged over the long term if there is any hope of changing attitudes and policy. As communicators, going viral is a big deal, but we can’t end the conversation just as it is getting started. Imagine if the Occupy Wall Street protestors only spent one week in Zuccotti Park. Income inequality would never have become part of the national conversation.  Maintaining a conversation isn’t easy, but the burden lies on us to be innovative and persistent.

– By Andrew Overton

The Message Becomes The Messenger

In 2012, social marketing will become much more about “social” and much less about “marketing.” With the rise of social media and citizen journalists, people will care much more about who is delivering their messages than what the message is. For social marketers, this will increase the urgency of finding the right primary audiences to help push messages out to secondary audiences. The old adage, “the message is the medium” will become “the message is the messenger.”

– By Helen Mitternight

“Warning,” the morning anchor intoned. “The video you are about to see is graphic, and may be hard to watch.”

Which ensured that we all would watch, of course. And I did watch — in discomfort and then growing  horror –  as a Texas judge whaled away at his then 16-year-old daughter with a leather [...]]]>

“Warning,” the morning anchor intoned. “The video you are about to see is graphic, and may be hard to watch.”

Which ensured that we all would watch, of course. And I did watch — in discomfort and then growing  horror –  as a Texas judge whaled away at his then 16-year-old daughter with a leather strap. Reports are that the judge is unrepentant, saying he has done nothing wrong.

It made me think about the culture of spanking. I grew up with spanking but, but when I was raising my daughter, it was frowned upon. Still, those who spanked were as unrepentant as the judge, saying that they would rather spank than have a spoiled brat. Those aren’t the only two options, of course, but it is true that shaping a child’s behavior takes time and patience. Fear is fast. Behavior change is laborious.

As a communicator, I think about how we change behaviors with social marketing. Behavior change comes about because we take the time to find out what our audience wants, what’s stopping them from doing what we want them to do and what messages are relevant to them that will change their thinking about their old behaviors. We pre-test messages, we evaluate, we tweak. Sure, if we lived in a dictatorship, we could just change behaviors by fiat rather than take all of those steps, but even dictators these days are finding that ruling by fear only works until people’s discomfort with old behaviors outweighs their fear.

Social marketing is a process. It pushes people from unaware to engaged with a series of targeted and continuously refined outreach. It is not fast.

Smoking cessation social marketing campaigns have moved people from considering that smoking was bad for their health, to wanting to learn more, to stopping smoking, to seeking legislation to protect nonsmokers from secondhand smoke. It is a campaign that has taken decades, but it has moved the needle on behavior and attitude. And yet, even decades later, there are still people that start to smoke despite all the messages. Many say it is time to tweak the message to reach young people not old enough to have been reached by the beginning of the message continuum. But the important thing is that behavior is changing. For example, we are unlikely to ever return to the days of smoking in restaurants or on planes.

Fear is fast. But it does not last. The 16-year-old being beaten is now a 24-year-old.  She posted the video on YouTube, and is making the rounds of morning talk shows, hardly the behavior her father wanted to result from his spanking.

Fear is fast, but the behavior change as a result of careful and considered social marketing… lasts.

I know I need duct tape, water, non-perishable food goods, batteries,  blankets and flashlights. But learning about emergency preparedness beyond the basics has always put me to sleep…until today.

Now, I have to think about the zombies. Yes, zombies.

The U.S. Centers for Disease Control’s (CDC) new Preparedness 101: Zombie Pandemic has turned the standard disaster preparation message [...]]]>

I know I need duct tape, water, non-perishable food goods, batteries,  blankets and flashlights. But learning about emergency preparedness beyond the basics has always put me to sleep…until today.

Now, I have to think about the zombies. Yes, zombies.

The U.S. Centers for Disease Control’s (CDC) new Preparedness 101: Zombie Pandemic has turned the standard disaster preparation message into a trendy, wry graphic novel that will catch the attention of kids, the mildly curious and certainly this writer.

When the CDC first introduced the zombie storyline in May 2011, blog hits rose from from 3,000 to 3 million, with more than 500 comments. With proof that zombies are the gateway to successful health communications, the agency began a video contest (see below), offered Zombie Task Force T-shirts and just introduced this zombie-themed novella in time for Halloween. They’re betting that critically important information on safety will reach many more millions if it’s rising out of the miasma of a Zombie invasion. I know that I have never been so excited about emergency preparedness.

This approach is a great reminder that as communications professionals, it often pays off to be reinventive and funky, as long as we keep our eye on an end goal of informing and persuading audiences – or surviving a zombie invasion.

This guest blog post is from Juanita Panlener, an Account Supervisor at Vanguard Communications.

This past year, I’ve been reminded of one of the most important aspects of social marketing — creating and sticking to a communications plan that guides and drives outreach strategy and activities.

A trusted colleague recently compared the role of strategic communications [...]]]>

This guest blog post is from Juanita Panlener, an Account Supervisor at Vanguard Communications.

This past year, I’ve been reminded of one of the most important aspects of social marketing — creating and sticking to a communications plan that guides and drives outreach strategy and activities.

A trusted colleague recently compared the role of strategic communications plans to the work of career counselors. Sometimes, people simply don’t know what career or line of work fits with their vision of themselves. Career counselors help people uncover (and often, untangle) their interests and talents, and identify how to make the best of them in the workplace.  This can be a tough job because people tend to have many more interests than talents — the trick is to match interests and talents in a way that translates into a physically and emotionally rewarding employment situation.

The strategic communications process is similar in that it involves identifying, as clearly as possible, what we want the end result of our efforts to be. Along the way, we can be tempted to add other interesting but unrelated endeavors to our work — but our goal is our anchor that brings us back to our core strategic plan.

As professional communicators, it is our job to help those who’ve entrusted us with their mission to keep them on track, no matter how exciting or popular that latest communications tool may seem. If it doesn’t in some way contribute to the communications goal, we should be the ones to steer them away from it (unless it’s time to adjust that goal).

But doing so is not easy. At times, it can be very challenging to be the ones to repeat and reinforce the communications goal, objectives, audiences, messages, strategies, and tactics. I admire and endeavor to learn from my fellow communicators who do so confidently, persuasively, always tactfully, and without discouraging creativity. After all, despite our knowledge of communications and years of experience, we never want to think so much of ourselves that we dismiss the knowledge and insights of those whose mission we support. We also don’t want to be so accommodating that we allow our clients to head into a direction that might hurt them in the long run.

But time after time, we’ve seen how leaning on the strategic communications plan leads to positive outcomes for our clients, and ultimately, for us as communicators.

It seemed like every time you turned around in 2010, there was a hot, new social media tool or a story about the innovative ways people were using these tools, such as in the aftermath of the earthquake in Chile. While it has been tempting for public relations professionals and their clients to jump [...]]]>

It seemed like every time you turned around in 2010, there was a hot, new social media tool or a story about the innovative ways people were using these tools, such as in the aftermath of the earthquake in Chile. While it has been tempting for public relations professionals and their clients to jump on the bandwagon and sign up for every new tool out there, we have to remember that the “old” rules of public relations and communication still apply. Some of these include:

• Know your audience. To communicate effectively with your audience, you have to know who they are, where they spend their time, what they care about, and what they want. It has been tempting to blast information across all channels, new and traditional alike, but those efforts can be a waste of time if they’re not targeted. Knowing where your audience spends time, whether it’s on Twitter or reading the local newspaper, can help you to communicate your message more effectively to the people that matter to you.
• Talk with your audience, not at them. Social media allows for an unprecedented level of interaction with your audience. Why not take advantage of it? Start by responding to tweets or comments on your Facebook page, blog or website. Conversing with your audience will make them more engaged and loyal to your brand.
• Grammar and spelling will always be important. There has been some speculation this year about whether or not social media tools and texting are destroying the English language — perhaps it is because most of us are using the same tools in our personal and professional lives. But we must all be mindful to use grammatically correct language in all professional communication, whether it is a tweet, blog post, or e-mail. Of course, it wouldn’t hurt to use the same grammatically correct language in our personal communication as well.

As we move into 2011, let’s all embrace the new communication tools that come our way while remembering and applying the key elements of successful public relations and communications campaigns.

It is hard to believe that 2010 is already coming to a close.

This marked our first year of the InSites blog. We’ve greatly enjoyed the opportunity to share some of our thoughts and expertise with all of you. We’ve also been thrilled to get your feedback in the comment fields and via e-mail. Thank [...]]]>

It is hard to believe that 2010 is already coming to a close.

This marked our first year of the InSites blog. We’ve greatly enjoyed the opportunity to share some of our thoughts and expertise with all of you. We’ve also been thrilled to get your feedback in the comment fields and via e-mail. Thank you to all of our readers that have helped make this endeavor a success. We look forward to continuing to learn and grow with you as we head into 2011.

Through the end of the year, we will be sharing a series of posts under the title, “A Year of InSites.” Authored from a wide-range of Vanguard employees (in addition to some of our core bloggers), these posts will relate some of the communications, public relations and social marketing lessons we learned in 2010.

We also welcome your thoughts, lessons or observations from 2010 in the comment fields on this post or any others.

Thank you, as always, for reading, and we’ll see you in 2011!

Since the close of 2009, digital media analysts have pointed to location-based services as the next phase of social communication.  More and more people are migrating toward smart phone technology enabled with GPS - comScore recently reported that 45 million in the U.S. use smart phones - and location-based services are one more way to put these phones to better [...]]]>

Since the close of 2009, digital media analysts have pointed to location-based services as the next phase of social communication.  More and more people are migrating toward smart phone technology enabled with GPS - comScore recently reported that 45 million in the U.S. use smart phones - and location-based services are one more way to put these phones to better use.  While there are many location-based platforms available and other existing online properties, like Twitter, Facebook, and Google Latitude have introduced location-based tools,  I personally prefer foursquare.  I’m an active member of the foursquare community.  With its easy Facebook and Twitter integration, it makes sense for my busy lifestyle, just as it can for the busy lives of those on-the-ground grassroots organizers.

Some grassroots organizers and activists are questioning the viability of foursquare for impacting change at the community level.  Others have been considering the potential.  I can see the argument from both sides, and have this conversation with colleagues regularly. Given that foursquare has recently partnered with some major media and entertainment organizations, I imagine it will have a longer life than some critics give it credit for and is a laudable tool to consider as you are planning your digital outreach efforts.

Here are just a few of the benefits foursquare brings to grassroots advocacy:

1. Show people where change is happening and give them directions on how to get involved. Even though critics point to foursquare’s small (but growing) user base as one of its downfalls, many cite its easy integration with existing social networks as one of its most endearing qualities – and I agree.  The tool integrates seamlessly with Twitter and Facebook, allowing for location-based updates in a format that’s easy to use.  There is little need to build your community in foursquare if you look at it as a tool to quickly broadcast your location and your advocacy event to the many followers, fans and friends you’ve cultivated in these more popular networks.  And, with its use of Google Maps, foursquare lets you easily get directions to that rally you just learned about and can’t miss.
2. Share tips that encourage behavior change. If you make the choice to invest in building a community on foursquare, one of the most effective things that cause communicators can do is share tips with people that encourage a specific behavior change.  It is yet to be seen if foursquare will actually motivate people to check out new venues or participate in activities that weren’t already on their radar, but it is helping people make decisions within the venue they’re already visiting.  For example, when I go to my local farmers market, I might find out that a vendor has a limited supply of asparagus and I’ll head there first to pick up what I need.  When thinking about how this could be useful through an advocacy filter, consider how you want people to behave in specific environments.  If you’re advocating for consumers to purchase more locally grown produce, you can share information about locally grown menu options at restaurants you’ve visited and provide resources for people to encourage a restaurant without a local focus to begin sourcing foods differently via the foursquare tips feed.  If you can activate your army of grassroots supporters to do the same, anyone visiting that venue will get flooded with details about your preferred menu items.  Like all digital media, foursquare becomes another avenue to communicate directly with your audience, delivering your message unfiltered and in the environment where you want behaviors to change.
3. Create new sponsorship opportunities. Many non-profit organizations thrive thanks to the generous support of corporate sponsors.  Since foursquare has found its niche as a marketing tool for for-profit entities, this creates a great fundraising opportunity for nonprofits.  Maybe Whole Foods is willing to give a $500 donation every month to the charity of its mayor’s choice?  Or the local brewery will let its mayor choose the beneficiary of its annual pub crawl?  Regardless, if you can think of ways that foursquare users could help your nonprofit benefit from corporate attention, you may be able to leverage the tool for sponsorship and fundraising conversations.
4. Make measurement easier. Changing attitudes and behaviors is a long process.  Health care reform alone has been decades in the making.  But just because one event can’t reverse a trend doesn’t mean that every activity cause communicators implement has little impact.  In reality, the opposite is true and changemakers are always looking for ways to demonstrate success.  There are many social media measurement tools out there to help us determine whether or not we’ve been successful, but if efficiency is a priority, we want tools that measure many efforts at once.  Luckily, HootSuite recently announced that the Twitter application will soon integrate with foursquare and MySpace.  If you’re using HootSuite to track your Twitter endeavors, you can use it for Twitter and foursquare simultaneously.

Now, go check-in somewhere fun and let us know what you think of foursquare’s potential.

I know, not everyone is Bill Gates. Very few people on the planet can gain 100,000 followers on Twitter eight hours after launching their Twitter profile.

http://www.flickr.com/photos/ndevil/ / CC BY 2.0

But perhaps we should start thinking like Bill.

Using his newly formed Twitter community, Gates recently launched his newest endeavor, The Gates Notes, where he [...]]]>

I know, not everyone is Bill Gates. Very few people on the planet can gain 100,000 followers on Twitter eight hours after launching their Twitter profile.

http://www.flickr.com/photos/ndevil/ / CC BY 2.0

But perhaps we should start thinking like Bill.

Using his newly formed Twitter community, Gates recently launched his newest endeavor, The Gates Notes, where he will personally document his thoughts, travels and work with his nonprofit organization, The Bill and Melinda Gates Foundation.

It’s not uncommon for CEOs and executive directors of NGOs to share updates and information with supporters through blogging and/or e-newsletter columns. But Gates’s new Web site takes it a step further and other nonprofit leaders should take note.

This interactive Web site gives visitors an inside look at global issues from Gates’s personal perspective. Even his first post on Gates Notes feels like a diary entry:

It often feels like I’m back in school, as I spend a lot of my time learning about issues I’m passionate about. I’m fortunate because the people I’m working with and learning from are true experts in their fields. I take a lot of notes, , and often share them and my own thoughts on the subject with others through email, so I can learn from them and expand the conversation.

I thought it would be interesting to share these conversations more widely with a Website, in the hope of getting more people thinking and learning about the issues I think are interesting and important.

With the thousands of charitable and advocacy organizations competing for the public’s attention, Gates Notes shows how a personal touch can set an organization apart and build a larger community. Whether through blogs, e-newsletters,  social networking profiles or more traditional communication channels, readers will appreciate and respond to candor, honesty and passion for a cause when shared through a real human voice. Think of it as persuasive storytelling 2.0, using technology to share personal testimonies and insights.

Are there limits? Absolutely. Often, organizational leaders do not have the time and/or expertise to communicate via social media and rely on their communication staff to do it on their behalf. This can pose quite an ethical dilemma. In such a personal medium, can people  share messages through social media pretending to be (or on behalf of) someone else? Are we misleading readers? As a profession, we are still trying to figure it out. PR pro Todd Defren’s blog PR-Squared is exploring those very ethical issues.

The bottom line is that whenever possible, leaders should write their own posts for authenticity and transparency. If this is not an option for an organization, then leaders and communicators should consider creating social media presences under their organization’s name or profile, instead of tying it to a specific individual. Then, anyone affiliated with the organization can communicate on their behalf, eliminating ethical challenges.

Honesty and transparency when communicating online are the best policy. And if we take a tip from Bill, the personal touch can be a winning strategy.

http://www.flickr.com/photos/digitaldemocracy/ / CC BY-NC-SA 2.0

Understanding how best to communicate with and support refugee communities living in the United States can be a daunting challenge. In 2008, more than 60,000 refugees immigrated to the United States from all around the world. For refugee families, their arrival in America is not the end of their [...]]]>

http://www.flickr.com/photos/digitaldemocracy/ / CC BY-NC-SA 2.0

Understanding how best to communicate with and support refugee communities living in the United States can be a daunting challenge. In 2008, more than 60,000 refugees immigrated to the United States from all around the world. For refugee families, their arrival in America is not the end of their journey, but a beginning filled with new opportunities and many transition challenges.

Recently, I discovered a new research resource that can help communicators become more culturally and linguistically competent when reaching out to and supporting refugee communities.  The Cultural Orientation Resource Center (COR Center) develops informational materials for refugees, service providers, and anyone interested in learning more about refugee communities in the United States.

Compiled by resettlement service providers working within these communities, the COR Center “backgrounders” provide  historical and cultural characteristics about refugee groups which can help communicators  determine what strategies, tactics, and messages would be best to reach their target audience. For an example, read the recent backgrounder on Iraqi refugees living in the United States that were displaced by the Iraq war and its aftermath.

What’s more, the Center has highlighted their available resources on Haiti, including a background on Haitian history and culture, as well as an English-Haitian Creole phrasebook.  They are designed “primarily for service providers and others assisting refugees in their new communities in the United States,” and both can be viewed online or downloaded for free.

Research is the foundation of effective communication.  Thanks to this free database, we can help refugees seeking asylum in America adjust to their new country by using these documents to deepen our understanding of their past and present, but also learn to speak the same language.