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Advocacy Bootcamp:
Communications
Strategies
Date: May 18, 2015
Agenda
• Welcome
• YWCA Messaging
• Engaging the media
• Monitoring News
• Media Interview Preparation
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• General Media Tips
• Social Media for Advocacy
• Measuring Success
• Question and Answer
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Presenters and Host
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Host: Holly Jones, Director of Member Services
Presenters:
Danielle Marse-Kapr, Communications and Marketing Manager
Loryn Wilson, Social Media and Online Engagement Coordinator
with special guest presenters:
Alan Rosenblatt, Ph.D., Senior Vice President of Digital Strategy, turner4D
Violet Tsagka, Vice President, turner4D
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YWCA Messaging
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• No need to reinvent the wheel
• Our power is in our collective network
• Social Justice Messaging
– ex: “people of color” vs. “minorities”; “abusers” or “domestic
violence perpetrators” vs. “batterers”; wage gap language
• YWCA USA has resources available
– Resource Library
– Advocacy Webpage
– Intranet
– Affinity Groups
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YWCA Messaging
National messaging is scalable for locals
BUT- know your audience
Consider the interests and concerns of your community
Consider the platforms of candidates running
Know how to talk to opponents without sacrificing
YWCA values
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Engaging the Media
Social Media
Engagement
Build
Relationships
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Build Media
Lists
Media
coverage
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News Monitoring:
• Better engage with your audience
• Stay on top of breaking news
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• Use it for “newsjacking” opportunities
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Setting Up a Media Monitoring System:
Alerts
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Monitoring
Real-Time
Search
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News Monitoring:
Great Tools
• Topsy
• Google News
• Tweetreach
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• SocialMention
• Hashtagify.me
• Hootsuite or Tweetdeck
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Preparing for a Media Interview
• Focus on YWCA’s five legislative priorities and why they are
critical issues
• Using YWCA USA messaging and tools, develop a one-page
talking points sheet
• Make sure everybody in your association use the language from
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these fact sheets when talks to media and generally in the
public
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Preparing for a Media Interview
• Knowing how to engage with media sources can make or break
your messaging.
• Understanding what media want to hear and how they want to
hear it can ensure your story is heard and amplified.
• Tuning into the currency of the media world can enhance the
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timeliness of your outreach and help your sources find more
opportunities to utilize your expertise.
• Creating your own media opportunities is easier than you think.
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Preparing for a Media Interview
Keep it Short and Simple (KISS):
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The most important thing to keep in mind when
talking to reporters is to keep it simple and to
stick to the core message(s) you want to
communicate to their audiences. Avoid jargon
and lengthy explanations.
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Preparing for a Media Interview
Proactive messages:
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An Expression
A Fact
An Anecdote
A Sound-bite
A Statistic
An Example
A Slogan
A Case study
Determine:
• Your Three Key
Points
Write down your
messages:
• Make a list of
different ways to
express each of
these points
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A message can be:
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Preparing for a Media Interview
Flags
Remember the following words and phrases to help take control of
the interview:
The most important thing to remember…
Overall…
The bottom line…
The true benefit…
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What else?
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Preparing for a Media Interview
Bridges
• In fact…
• Not exactly…
• On the contrary…
• The data/numbers show…
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• I’m glad you asked…
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General Media Tips
• Be prepared. Have your key messages top of mind
• Be succinct. Don’t ramble.
• Assume everything you tweeted, blogged, posted, etc., is “on
the record” and the reporters can find them.
• Be truthful. Don’t lie or misrepresent the facts.
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• Post or tweet things relevant to your audience. No advertising or
self-promotion.
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General Media Tips
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Be conversational, but use proper spelling and grammar.
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Be polite and respectful. No “flame wars” or name-calling.
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Link when possible. If you can, mention another article/interview
from somebody that backs up your opinion.
Keep up the conversation. If someone else comments, respond.
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Using Social Media for Advocacy
Anatomy of a Good Tweet
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140 characters is plenty
• 9-second soundbite
• Syllogisms
• Links to more content (blog post, video, image…)
• Haikus
• 3 ways to make a link in Twitter
• @mention, #Hashtag, URL
• Example: targeting a Member of Congress
• Trackable link to measure click-through
• Use key audience hashtags
• Alert @watchdogs on Twitter
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Using Social Media for Advocacy
Anatomy of a Good Tweet
.@RepBrendanBoyle #StandAgainstRacism & pass the
#EndRacialProfilingAct http://ow.ly/MOyUk @PhillyDailyNews
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@keystoneprogres #ERPA #p2
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Using Social Media for Advocacy
Targeting hashtag communities on Twitter
CHALLENGE
Get noticed
over the noise
in the busiest
hashtag
communities
SOLUTION
Pairing busy
and moderate
hashtags
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GOAL
Get your
message seen
and shared by
hashtag
communities:
Issue and
identity groups
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Using Social Media for Advocacy
Finding Good Twitter Hashtags
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How often is it used?
• Busy – large audience
• Moderate – Best hashtags
• Slow – No audience (but it
could be good if you want
to highjack it and take it
over)
How many people are using it?
• Many people – Big, public
conversation
• 1-2 people – Private
conversation
What is the ratio of RTs?
• Ideal of radio effect
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Using Social Media for Advocacy
Anatomy of a Facebook post
On Facebook there is no word limit, but after 420 characters you get
“See more…” button.
So be concise and to the point have:
• Strong title and/or
• Strong lead sentence AND
• Always include an ASK or CALL TO ACTION
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Additionally:
• Keep your posts conversational
• Include a link to content
• Use related hashtags
• Tag people to loop them in.
• Post Images to maximize sharing
• Post Links to maximize clicks
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Tools for Measuring Access and Engagement
Facebook:
• Facebook Insights
• Engagement.ActionSprout.com
• CrowdTangle
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Twitter
• Analytics.Twitter.com
• Twitonomy
• Followerwonk
• Tweetreach
• Topsy
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Tools for Measuring Access and Engagement
Monitoring and engaging via Social Media:
• Social Mention
• Ice Rocket
• Tweetdeck
• Hootsuite
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Measuring URL clicks:
• Bit.ly
Measuring hashtags:
• TagDef.com
• Hashtagify.me
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Finding Time and Resources
Assign responsibilities to staff with skills and interest
Refresh talking points for multiple engagements
Consider volunteers and external advocates
Test the waters and find dual purpose opportunities
Engage your board
Harness coalition resources
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YWCA USA
Holly Jones, Director of Member
Services: [email protected]
Danielle Marse-Kapr,
Communications and Marketing
Manager: [email protected]
Loryn Wilson, Social Media and
Online Engagement Coordinator:
[email protected]
Alan Rosenblatt, Ph.D., Senior Vice
President of Digital Strategy, turner4D
[email protected], @DrDigipol
Violet Tsagka, Vice President, turner4D
[email protected],
@Violet__T/@Fem2pt0
turner4D on Twitter: @turner4D
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Questions?
turner4D
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