For my political analysis project, I had originally planned to focus on Vincent Sheheen's campaign for SC governor. I still am but after talking in class, it became apparent that I could not cover his entire campaign. That's just too much, so I decided to focus specifically on his campaign aimed at minorities. I thought this would be an interesting angle as Sheheen is an Arab-American (fourth-generation Lebanese). Even more interestingly, his main opponent (the Republican candidate) is a minority too; Nikki Haley is an Indian-American.
In a first quick look-over of Sheheen's Web site, the only specific mention of minorities is under the "Issues" tab in the "Jobs and Economy" section,where he discusses focusing on minority-owned small businesses by creating a Division of Entrepreneurship and Small Businesses in the SC government. I'll be trying to look for more details on this and other minority-related information on his Web site.
That said, Sheheen is at least getting a little publicity for being a minority himself. Here's a blog post I found on the Arab American Institute Web site profiling Sheheen and generally supporting his campaign.
And lastly, here's a post I found on Brad Warthen's blog about Sheheen's and Haley's views of the Confederate flag flying at the State House. I think his article is pretty interesting, and the comments are even more so. By the way, Warthen is a guy who used to work for The State newspaper and is now the director of communications/public relations for ADCO, an advertising and marketing agency in Columbia.
So the two articles I found are pretty heavily biased in favor of Sheheen but the Arab American Institute one is interesting because it's covered by a minority organization and Warthen's is interesting just to read the dialogue in the comments area. There are a lot of people who agree with him and a whole lot that don't. The comments really show the opinions of SC voters and how each person views the quotations differently.
So that's the preliminary search on Sheheen's campaign aimed at minorities and his coverage dealing with minorities. I've decided I'm going to have to dig deeper for some campaign information on minorities which is probably not a good thing. Hopefully I start to find some real campaign materials rather than just a bunch of videos and articles trashing Nikki Haley.
Friday, October 8, 2010
Tuesday, October 5, 2010
beyond the pr professional
Our readings this week talks about people outside the public relation s professional who organizes communication strategies in a non-profit organization, namely the spokespeople and partnering organizations. These readings focus on very important aspects of strategic communications because they deal with things that are outside your control (to an extent). That's why properly training spokespeople - and for that matter, all people who are connected to your organization - is so important. Without a cohesive, clear message delivered from everyone in an organization, an organization's success is in jeopardy. Both chapters (9 & 10) emphasize this point.
To begin with Chapter 9, choosing spokespeople is a decidedly difficult task. Let's take celebrities. It can go well, like the Rock the Vote campaign (well, minus the fact that Paris Hilton was not registered to vote), or it can go not so well, like this blogpost from Walletpop shows, giving a list of celebrity spokesperson fiascos. Some of the "fiascos" mentioned were for regular corporations but a few are from non-profits like the Beef Industry Council who had two spokespeople that didn't work out. James Garner had a quadruple-bypass surgery (anyone with health that bad probably shouldn't sponsor any type of food-related organization) and Cybill Shephard doesn't actually eat meat (I think it's pretty obvious why she shouldn't be its spokesperson). However, even with all of those fiascos, I think it can be pretty powerful to have a celebrity speak on behalf of your organization...if chosen correctly. Oftentimes, it is just easier and safer to choose a non-celebrity. If you choose someone from inside your organization, like an executive officer, you can probably at least save time teaching them information about the actual organization. Then, the first priority would be to train them to speak well and deliver messages effectively.
Another point from this chapter that I think is important is the power of personal stories. There is nothing like putting a face with a cause to rally supporters. This is the strategy we are hoping to use for our Safe Harbor videos because being able to actually see and hear a real story from someone who has been abused can make the problem appear more real to people who don't understand the problem it can be.
Chapter 10 deals with partnerships. I really enjoyed reading this chapter because I think the power of partnerships is really obvious. Organizations partner together all the time to support a unified cause and it almost always yields a better result than just one organization. When I started to read this chapter, my mind immediately jumped to Orange RockCorps. Ok so Orange isn't non-profit; it's a communications (i.e. cell phones, etc.) company but RockCorps is non-profit. I think this partnership is still worth mentioning though because it's pretty successful. RockCorps started in the USA and, as far as I know, still going. Orange RockCorps started when RockCorps expanded to the UK and Orange partnered with them. Orange RockCorps has now expanded even more to France and, recently, Israel. I say this partnership is successful because the RockCorps movement is much bigger in the countries where they have partnered with Orange, even though the US is where it started. Having the connection with this other company has allowed them to have better communications plans because they have a for-profit company to financially back them.
Note** I also wanted to use this partnership as an example because I love this organization and what they are doing. Oh yeah, I should probably say what they do: RockCorps organizes concerts with some pretty big stars (last year this included Lady Gaga, Busta Rhymes, and Razorlight to name a few) and the only way to get a ticket is to volunteer for four hours. It combines all my favorite things: music, volunteerism, internationalism, etc.
To bring it back to non-profits and more specifically domestic violence organizations, one of the Web sites I looked at to do research for the Safe Harbor project was that of the National Network to End Domestic Violence (NNEDV). This organization is a coalition of state coalitions against domestic violence. Through this organization, each state coalition (and in turn, those organizations that make up that coalition) can benefit from the national campaigns. They are even starting a Media Advocacy Project that should be launched anytime now (the site says it will launch a resource center in the fall). I'm excited to see what exactly this project will include.
Obviously partnerships are important and extremely powerful. The book stresses though that each organization must be fully committed and must be included in all plans. This, I think, is important to understand. Like all group projects (no matter how small), if each person/organization doesn't know its position and what is going on, it will probably fail (or at least not do as well as it could).
Next to come: Political Campaign Analysis - I've chosen the campaign - Vincent Sheheen for South Carolina governor! I'm excited to see what this campaign has in store.
Note** I also wanted to use this partnership as an example because I love this organization and what they are doing. Oh yeah, I should probably say what they do: RockCorps organizes concerts with some pretty big stars (last year this included Lady Gaga, Busta Rhymes, and Razorlight to name a few) and the only way to get a ticket is to volunteer for four hours. It combines all my favorite things: music, volunteerism, internationalism, etc.
To bring it back to non-profits and more specifically domestic violence organizations, one of the Web sites I looked at to do research for the Safe Harbor project was that of the National Network to End Domestic Violence (NNEDV). This organization is a coalition of state coalitions against domestic violence. Through this organization, each state coalition (and in turn, those organizations that make up that coalition) can benefit from the national campaigns. They are even starting a Media Advocacy Project that should be launched anytime now (the site says it will launch a resource center in the fall). I'm excited to see what exactly this project will include.
Obviously partnerships are important and extremely powerful. The book stresses though that each organization must be fully committed and must be included in all plans. This, I think, is important to understand. Like all group projects (no matter how small), if each person/organization doesn't know its position and what is going on, it will probably fail (or at least not do as well as it could).
Next to come: Political Campaign Analysis - I've chosen the campaign - Vincent Sheheen for South Carolina governor! I'm excited to see what this campaign has in store.
Monday, September 20, 2010
a change is gonna come...or it has already started
Reminding me of my favorite Sam Cooke song, this week's readings discussed the changes in the PR industry and how these changes affect the way non-profit organizations should go about receiving good media coverage.
Ch. 5 starts by talking about the emerging trend of freelance writers. Freelance writers are becoming a common trend among media because it is often cheaper to pay freelance writers than to have full-time employees. This makes it more difficult for non-profits to get their organizations out into the media because it's harder to make solid contacts at a specific news company. Luckily though, even freelance writers often have specific topics they prefer to write about and are often hired by the same medium several times. As an example, here's an article from The Huffington Post (an entirely online newspaper!) written by a freelance writer, Terry Gardner, (who has a few specific topics she continually writes about) about a non-profit organization, Sustainable Works. Also, after taking all these PR classes, I realize that this was very likely pitched to Gardner by a PR professional from the organization. This article from The Huffington Post leads me to the next point from this chapter: the Internet! The Internet is completely changing the way journalism works and the flow of information. While it means PR professionals have possibly thousands more influentials to watch (the blogosphere is huge now) and communicate with, it also opens thousands of doors (including the organization's own website) to get the organization's name out for a much lower cost than traditional media. The book says it well with "Bloggers-Eliminating the Gatekeepers."
With these now thousands of options for media coverage, there are many steps/aspects to earning good coverage. Ch. 7 is long - in fact, the longest chapter in the book - which I think just emphasizes the point that receiving good media coverage is very important and one of the keys to success for social change. The chapter starts by talking about the importance of relationships with reporters, a point it continually makes throughout the chapter and in other chapters of the book. I like the way Karen DeWitt, a VP of communications for a social justice organization in DC, puts it, "You have got to get to know reporters, and the best way to form relationships is to bring something of value to the relationship" (quote taken from book). Reporters are constantly bombarded with story pitches. Having a story with something interesting or different can help your story cut through to the front of a reporter's mind.
Much of the chapter also discusses the various ways a PR professional can make it easy for reporter's to get information. One of the ways suggested is to have a press room section on the organization's Web site. This section should include information on the organization in easy-to-read formats (backgrounders, fact sheets, etc.), links to articles mentioning/featuring the organization, press releases, multimedia (photos, audio/video clips, graphs, etc.) and contact information. The book also suggests telling reporters when new information is posted so they also know what's happening. I like this idea because it adds a sense of timeliness to an organization's happenings which is key for news stories. Something that kind of caught me by surprise was the extensive use of the telephone in dealing with reporters. I guess since I've basically grown up with the Internet and mainly communicate through e-mails and text messaging, I didn't realize the impact the telephone still has (Also, I kind of detest talking on the phone. There is something about not being able to see someone that throws me off.). Telephone still seems to be a way to reach a reporter quickly and with a short, concise spiel ready, it can communicate easily without wasting the time of the reporter. Also, the telephone is often used for interviews, audio press conferences, and even radio tours. I guess I'll have to get over my thing against telephones. I will obviously use it in my career.
Alright, the last main point I want to talk about from Ch. 7 is the planning and details of press conferences and major events. I never realized the amount of work, research and planning that goes into both of these. You must alert and invite media well in advance and send multiple reminders (makes sense as I said before, reporters are bombarded with pitches). A lot of planning must go into choosing and setting up the physical locations of press conferences and major events. Training spokespeople and choosing the right visuals are also key for success. While more for major events (though it applies to press conferences too), the production is very important. The book compares it to a theatrical production which I think is pretty accurate. Of course, another key to press conferences and major events is the evaluation. This is something that is emphasized in every PR book I read, every PR class I take, every PR blog I follow. You don't really know if something was a success until you evaluate it. The main reason this is so important is because this shows what worked and what didn't so you know what to change in future events. I'll admit this also sounds like one of the really fun parts to me. It's a chance to see if your ideas were a success and often leads to a second chance if they didn't. All in all, the changing industry has affected the way PR professionals work, yet traditional methods are still popular and some tried-and-true aspects have stuck around (like research, planning and evaluation).
On a side note, I don't know if this means I'm in the right major or just kind of a nerd (possibly both), but I think the Freedom Forum's Newseum sounds really cool! It's definitely on my list of places to go if I ever make it back to DC.
Ch. 5 starts by talking about the emerging trend of freelance writers. Freelance writers are becoming a common trend among media because it is often cheaper to pay freelance writers than to have full-time employees. This makes it more difficult for non-profits to get their organizations out into the media because it's harder to make solid contacts at a specific news company. Luckily though, even freelance writers often have specific topics they prefer to write about and are often hired by the same medium several times. As an example, here's an article from The Huffington Post (an entirely online newspaper!) written by a freelance writer, Terry Gardner, (who has a few specific topics she continually writes about) about a non-profit organization, Sustainable Works. Also, after taking all these PR classes, I realize that this was very likely pitched to Gardner by a PR professional from the organization. This article from The Huffington Post leads me to the next point from this chapter: the Internet! The Internet is completely changing the way journalism works and the flow of information. While it means PR professionals have possibly thousands more influentials to watch (the blogosphere is huge now) and communicate with, it also opens thousands of doors (including the organization's own website) to get the organization's name out for a much lower cost than traditional media. The book says it well with "Bloggers-Eliminating the Gatekeepers."
With these now thousands of options for media coverage, there are many steps/aspects to earning good coverage. Ch. 7 is long - in fact, the longest chapter in the book - which I think just emphasizes the point that receiving good media coverage is very important and one of the keys to success for social change. The chapter starts by talking about the importance of relationships with reporters, a point it continually makes throughout the chapter and in other chapters of the book. I like the way Karen DeWitt, a VP of communications for a social justice organization in DC, puts it, "You have got to get to know reporters, and the best way to form relationships is to bring something of value to the relationship" (quote taken from book). Reporters are constantly bombarded with story pitches. Having a story with something interesting or different can help your story cut through to the front of a reporter's mind.
Much of the chapter also discusses the various ways a PR professional can make it easy for reporter's to get information. One of the ways suggested is to have a press room section on the organization's Web site. This section should include information on the organization in easy-to-read formats (backgrounders, fact sheets, etc.), links to articles mentioning/featuring the organization, press releases, multimedia (photos, audio/video clips, graphs, etc.) and contact information. The book also suggests telling reporters when new information is posted so they also know what's happening. I like this idea because it adds a sense of timeliness to an organization's happenings which is key for news stories. Something that kind of caught me by surprise was the extensive use of the telephone in dealing with reporters. I guess since I've basically grown up with the Internet and mainly communicate through e-mails and text messaging, I didn't realize the impact the telephone still has (Also, I kind of detest talking on the phone. There is something about not being able to see someone that throws me off.). Telephone still seems to be a way to reach a reporter quickly and with a short, concise spiel ready, it can communicate easily without wasting the time of the reporter. Also, the telephone is often used for interviews, audio press conferences, and even radio tours. I guess I'll have to get over my thing against telephones. I will obviously use it in my career.
Alright, the last main point I want to talk about from Ch. 7 is the planning and details of press conferences and major events. I never realized the amount of work, research and planning that goes into both of these. You must alert and invite media well in advance and send multiple reminders (makes sense as I said before, reporters are bombarded with pitches). A lot of planning must go into choosing and setting up the physical locations of press conferences and major events. Training spokespeople and choosing the right visuals are also key for success. While more for major events (though it applies to press conferences too), the production is very important. The book compares it to a theatrical production which I think is pretty accurate. Of course, another key to press conferences and major events is the evaluation. This is something that is emphasized in every PR book I read, every PR class I take, every PR blog I follow. You don't really know if something was a success until you evaluate it. The main reason this is so important is because this shows what worked and what didn't so you know what to change in future events. I'll admit this also sounds like one of the really fun parts to me. It's a chance to see if your ideas were a success and often leads to a second chance if they didn't. All in all, the changing industry has affected the way PR professionals work, yet traditional methods are still popular and some tried-and-true aspects have stuck around (like research, planning and evaluation).
On a side note, I don't know if this means I'm in the right major or just kind of a nerd (possibly both), but I think the Freedom Forum's Newseum sounds really cool! It's definitely on my list of places to go if I ever make it back to DC.
Monday, September 13, 2010
values, values and more values
Alright so once again, after reading chapters 3 and 4 in our book, one thing keeps coming back as a highly important aspect of effective strategic communications: values. (Ok not to completely dismiss the Ch. 3, research is highly important too and the book suggests that media trend analysis and taking stock of public opinion are two of the easiest ways to research for a communications plan). Basically everything needs to go back to values; but with this emphasis on values comes a need for a thoroughly thought-out message. The idea of "contested concepts," or different definitions for values-based messages is really interesting to me. This is something I definitely see as changing the view of a message and therefore important for PR professionals to understand. All contested concepts have an essential, uncontested core and that is what communications plans must resonate with its audience. I think this is where the FrameWorks framing elements and levels take form. Though it simplifies the process, the three levels used by FrameWorks work well to describe the basic foundation for framing. The three levels are these:
1. Big Picture - This is where the general public is on most issues. It's the basic idea of a movement.
2. Issues & Movements - This is where activists are. These are the more specific groups of people to whom you want to appeal who you already know care about a certain issue.
3. Specific Policies & Legislation - This is where policy makers and experts are. These people know a lot about the issue and usually have a lot at stake when it comes to the issue.
**Note - The book also expresses the need to operate at the level of the audience to whom you are appealing. Using the language and jargon necessary for that particular audience is very important.
I think the way the book explains the importance of framing messages so well, I'm going to quote it: "By properly framing messages, you build a communications strategy on widely held values that shape opinions. And within those frames, you can create targeted messages, assembling the specific concepts and language that will resonate with those who are persuadable and ready to move to action" (p. 44). This presents the "challenge" in the book: to move people past their natural habits and thoughts to a new frame or re-frame the words describing the issue.
Trying to find an example of values shown in an ad:
So this is certainly not for a non-profit (Louis Vuitton is probably considered the exact opposite of that) but I found it interesting that this was the first video in the results after I searched "values" on YouTube.
The messages and reflections on values in this ad are strong. And yet, you would never know what it was for until the very end. There is absolutely no mention of the brand, just the idea of a journey and its effect on a person. This is interesting because it does a good job in connecting a value/idea to a brand. It is obviously appealing to an audience that enjoys travel and puts "being worldly/cultural" high on a list of values. This equates to an audience that can afford to travel a lot, and moreover can afford to buy LV. Many of the comments stated how much they loved this commercial and its branding power; however, others thought it was too fake (connecting this "love life" value with a expensive brand). I applaud LV for this commercial but I too wish it was for something a little more substantial than a designer brand. The emotions and values presented in this video could do wonders for some sort of non-profit organization that wanted to promote cultural tolerance or even an organization like the Peace Corps. People would be less likely to see the commercial as pretentious if the organization behind it was more substantial and fit better with the values presented.
1. Big Picture - This is where the general public is on most issues. It's the basic idea of a movement.
2. Issues & Movements - This is where activists are. These are the more specific groups of people to whom you want to appeal who you already know care about a certain issue.
3. Specific Policies & Legislation - This is where policy makers and experts are. These people know a lot about the issue and usually have a lot at stake when it comes to the issue.
**Note - The book also expresses the need to operate at the level of the audience to whom you are appealing. Using the language and jargon necessary for that particular audience is very important.
I think the way the book explains the importance of framing messages so well, I'm going to quote it: "By properly framing messages, you build a communications strategy on widely held values that shape opinions. And within those frames, you can create targeted messages, assembling the specific concepts and language that will resonate with those who are persuadable and ready to move to action" (p. 44). This presents the "challenge" in the book: to move people past their natural habits and thoughts to a new frame or re-frame the words describing the issue.
Trying to find an example of values shown in an ad:
So this is certainly not for a non-profit (Louis Vuitton is probably considered the exact opposite of that) but I found it interesting that this was the first video in the results after I searched "values" on YouTube.
The messages and reflections on values in this ad are strong. And yet, you would never know what it was for until the very end. There is absolutely no mention of the brand, just the idea of a journey and its effect on a person. This is interesting because it does a good job in connecting a value/idea to a brand. It is obviously appealing to an audience that enjoys travel and puts "being worldly/cultural" high on a list of values. This equates to an audience that can afford to travel a lot, and moreover can afford to buy LV. Many of the comments stated how much they loved this commercial and its branding power; however, others thought it was too fake (connecting this "love life" value with a expensive brand). I applaud LV for this commercial but I too wish it was for something a little more substantial than a designer brand. The emotions and values presented in this video could do wonders for some sort of non-profit organization that wanted to promote cultural tolerance or even an organization like the Peace Corps. People would be less likely to see the commercial as pretentious if the organization behind it was more substantial and fit better with the values presented.
Tuesday, September 7, 2010
not just the big picture..but that too
This week we were asked to read chapter two in our book, Strategic Communications for Nonprofits (which I love the way it is set up). This chapter went through the elements of a strategic communications plan, and I mean all the elements. It discussed every little detail for a successful communications plan, yet was able to relate everything back to the big picture - an organization's overall goals and values (that, of course, are based on each other). I think that's what I liked so much about the emphasis of the chapter. An organization must set its goals based on its values, and everything else in a communications plan must stem from that.
The other thing that was repeated throughout the chapter was - get this - the plan! Basically, you cannot over plan a communications plan. A successful communications plan relies on research, well-developed messages, trained spokespeople, high-quality materials, and knowing exactly what resources you have and how you will use them. After defining your goals, you must define your audiences - and then learn everything you can about them. Then you need to know what media they use and to whom they will listen (then learn everything you can about them). A part of the plan that I find interesting personally is the use of the Internet. As a webmaster for an organization, I understand the importance of the Internet and its ability to relay information. The chapter's emphasis on an updated and well-organized Web site is key. You must know what the site is meant to do.
I'll admit, when I first read all of this I thought, this is a lot of work. How do PR professionals do this every day for their organizations? And is it all necessary? After reading the case study on The Fairness Initiative on Low-Wage Work, the answer is yes, definitely. All of these steps and planning were necessary for the success of the Fairness Initiative. This really was the perfect outcome because they did exactly what they wanted; they changed the policy on their issue (and I'll admit that I benefited from this change myself, so kudos to them). The effort and collaboration (20 different groups coming together is impressive!) of the Fairness Initiative was the reason they were able to call attention to their issue and eventually make the ultimate difference.
The last point I found interesting about this chapter is its use of the term "earned media" (p. 74). I really like this term because I feel that it truly embodies the importance of a good communications plan. With the advent of the Internet came an overload of information because now any one can make his or her opinion public (and make it seem professional, whether it is or not). A good communications plan is necessary to gain significant coverage of an issue. If you want your issue to become more than just a blog topic or internal organization issue, a plan gets it regular, positive news coverage.
The other thing that was repeated throughout the chapter was - get this - the plan! Basically, you cannot over plan a communications plan. A successful communications plan relies on research, well-developed messages, trained spokespeople, high-quality materials, and knowing exactly what resources you have and how you will use them. After defining your goals, you must define your audiences - and then learn everything you can about them. Then you need to know what media they use and to whom they will listen (then learn everything you can about them). A part of the plan that I find interesting personally is the use of the Internet. As a webmaster for an organization, I understand the importance of the Internet and its ability to relay information. The chapter's emphasis on an updated and well-organized Web site is key. You must know what the site is meant to do.
I'll admit, when I first read all of this I thought, this is a lot of work. How do PR professionals do this every day for their organizations? And is it all necessary? After reading the case study on The Fairness Initiative on Low-Wage Work, the answer is yes, definitely. All of these steps and planning were necessary for the success of the Fairness Initiative. This really was the perfect outcome because they did exactly what they wanted; they changed the policy on their issue (and I'll admit that I benefited from this change myself, so kudos to them). The effort and collaboration (20 different groups coming together is impressive!) of the Fairness Initiative was the reason they were able to call attention to their issue and eventually make the ultimate difference.
The last point I found interesting about this chapter is its use of the term "earned media" (p. 74). I really like this term because I feel that it truly embodies the importance of a good communications plan. With the advent of the Internet came an overload of information because now any one can make his or her opinion public (and make it seem professional, whether it is or not). A good communications plan is necessary to gain significant coverage of an issue. If you want your issue to become more than just a blog topic or internal organization issue, a plan gets it regular, positive news coverage.
Tuesday, August 31, 2010
Social Media for Social Change - Darius Goes West
Darius Goes West is a great example of social media being used for social change. The social media aspect is well integrated (and quite prominent) into the whole movement for a cure/awareness of Duchenne Muscular Dystrophy (DMD). Darius Goes West started as a documentary of Darius Weems going to California with his friends (and leaving home for the first time) to get Darius on MTV's Pimp My Ride and have his wheelchair customized. The film ended up creating - and still is - a lot of money and awareness for this disease.
To talk specifically about the social media aspect of this film-turned-foundation, on the website there is a blog with updates on Darius' health, upcoming events to raise more awareness/money (for example, his 21st birthday is coming up and there is a charity poker event to celebrate), and various deals (for example, educators can receive a free DVD). DGW also has a Facebook page and a Twitter account. On the Facebook page, there are songs (Darius is an aspiring rapper), photos, and articles. Also while not created by or specifically for Darius Goes West, this foundation is participating as one of the "hidden treasures" in Geocaching, where people from all over the world use GPS to find "treasures" in the real world and then share them in an online community. The DGW DVD was made a "geocache" by a Georgia teacher who wants the DVD to eventually travel to the West Coast and back, like Darius did himself. All of this, of course, was posted on the DGW's blog.
All in all, this organization really knows how to use social media for social change to help appeal to a younger audience. As an organization who chooses to produce the film independently despite offers from production companies) in order to continue to give the majority of the profits to DMD research, it has really gotten creative on how to get the word out and keep the excitement up about the organization. Social media are perfect for this type of organization that is small and therefore cannot spend a lot of money to do marketing.
To talk specifically about the social media aspect of this film-turned-foundation, on the website there is a blog with updates on Darius' health, upcoming events to raise more awareness/money (for example, his 21st birthday is coming up and there is a charity poker event to celebrate), and various deals (for example, educators can receive a free DVD). DGW also has a Facebook page and a Twitter account. On the Facebook page, there are songs (Darius is an aspiring rapper), photos, and articles. Also while not created by or specifically for Darius Goes West, this foundation is participating as one of the "hidden treasures" in Geocaching, where people from all over the world use GPS to find "treasures" in the real world and then share them in an online community. The DGW DVD was made a "geocache" by a Georgia teacher who wants the DVD to eventually travel to the West Coast and back, like Darius did himself. All of this, of course, was posted on the DGW's blog.
All in all, this organization really knows how to use social media for social change to help appeal to a younger audience. As an organization who chooses to produce the film independently despite offers from production companies) in order to continue to give the majority of the profits to DMD research, it has really gotten creative on how to get the word out and keep the excitement up about the organization. Social media are perfect for this type of organization that is small and therefore cannot spend a lot of money to do marketing.
ch. 1 - the basics
The first chapter of our book, Strategic Communication for Nonprofits, discuss the basics of strategic communication. The part I like most about this chapter is its emphasis on the integration of good media relations and communications rather than having these communications seen as a small, separate part of the organization. One of my favorite (and for me, seems one of the most important) sections in this chapter is the "Good Communications Affect Your Whole Organization" box. It really emphasizes the idea that good media relations can make or break your organization and the impact it makes on society. Because all media are connected now, appealing to one may lead to coverage in several others.
I agree with the chapter when it states that nonprofits have a built-in advantage and often overlook their obvious assets when trying to promote their organization for whatever reason (and there are several of those as listed under "choosing your goals." These are incredibly thought-out too. I never realized the vast amount of goals different nonprofits would be trying to reach and how different the plan for each of these goals is. This, I think, is a important thing to remember. Understanding fully how to reach your goal is obviously the first step in creating a good strategic communications plan because the same plan does not fit all goals.
Good strategic communications are often showcased in a big event or a crisis well-managed but for the most part, the small daily tasks that go into strategic communications go a long way. I realized this when I had an internship with Oconee Medical Center's Foundation. While I was able to assist with its employee campaign, much of my job as an intern was spent updating and organizing donor lists and sending thank you letters to various donors. The employee campaign may have been more hands-on but the experience made me realize that being organized and up-to-date about donor relations (this thought could be extended to all types of relations) is a very important part of good strategic communications.
I agree with the chapter when it states that nonprofits have a built-in advantage and often overlook their obvious assets when trying to promote their organization for whatever reason (and there are several of those as listed under "choosing your goals." These are incredibly thought-out too. I never realized the vast amount of goals different nonprofits would be trying to reach and how different the plan for each of these goals is. This, I think, is a important thing to remember. Understanding fully how to reach your goal is obviously the first step in creating a good strategic communications plan because the same plan does not fit all goals.
Good strategic communications are often showcased in a big event or a crisis well-managed but for the most part, the small daily tasks that go into strategic communications go a long way. I realized this when I had an internship with Oconee Medical Center's Foundation. While I was able to assist with its employee campaign, much of my job as an intern was spent updating and organizing donor lists and sending thank you letters to various donors. The employee campaign may have been more hands-on but the experience made me realize that being organized and up-to-date about donor relations (this thought could be extended to all types of relations) is a very important part of good strategic communications.
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