The Power of Media

Media has its own culture. As a constantly changing industry, those who are working in the field must be willing to simultaneously evolve their strategies. The reading from Strategic Communications for Nonprofits this week is very applicable to what we as a class hope to accomplish in working with Safe Harbor.  First of all, in shaping a plan for outreach it is necessary to look at the media trends followed by the target audience. Also important to remember is the power of adding personal touch to communication. Fresh local stories are more likely to sustain attention than national statistics that have been shown numerous times.

Amazingly, the Internet has made it possible for a single person to reach a global audience with just a few strokes of a touch pad. The web is a powerful tool that should be both embraced and used with caution. One of our projects for Safe Harbor is to develop a branding guide and social media for the Relationship Education Project (REP). The information in Chapter 5 will be very helpful in furthering the success of this endeavor. The reading pointed out that the Internet is crucial to the success of any communications strategy, and that the low cost of Internet communications makes it valuable to nonprofit groups with limited resources, such as Safe Harbor. Promoting REP on its official website, Facebook, Twitter, and our own blogs will potentially reach a wide spectrum of people. Having a strong focus on social media in particular will be crucial in reaching the target audience of high school students. In addition, promotion of REP on local news web sites will hopefully gain the attention of their teachers and parents. I agree with the reading that the Internet has great interactive ability, and we should consistently update our public and invite responses from third parties to raise awareness about this issue.

Chapter 7 continued the theme with investigation of how to earn good media coverage. It made a good point in stressing the importance of building strong professional relationships with reporters. When representing a nonprofit, it will be essential that we as students do our homework, be flexible, and pay close attention to the details we are putting out for the public. While some of the media strategies in the chapter went beyond the scope of what we plan to accomplish with Safe Harbor, it was helpful to learn the specifics of organization and preparation necessary when dealing with media. If the opportunity came up to work with a local TV or radio station we would have a foundation of information. Although we will be concentrating on social media, a potential opportunity is to write a short op-ed or letter to the editor for the Anderson and Greenville newspapers. Anything to shine a positive spotlight on our message will be useful. The focus from the reading that I think should be taken most to heart, however, is that the best communicators are always thinking outside the box and looking for fresh approaches that will put their organization in the front of the pack. This should definitely be our goal with Safe Harbor as well as in our future careers as communications professionals.

A Message and an Audience

The reading for this week from Strategic Communications for Nonprofits was from Chapters 3 and 4, and covered the essential basics of conducting research, targeting audiences, framing and developing messages. It was refreshing to establish these building blocks of communication. In order to effectively convey a message, you need to know who needs to be informed. Thus, the first main objective is to define the target audience. Information can then be tailored for that specific population by monitoring public opinion. This can be done by conducting original research using many different methods.

 After defining the target audience you must then decide how to develop messages that appeal to the values of those population segments. By getting on the same level of understanding as the audience, it is easier to identify their primary values and then support those with their secondary values. Clearly, it is necessary to understand where your target audience stands on key issues to reach them.

It was interesting to learn the  importance of focusing on big ideas when initially trying to get the attention of a large audience.  I initially thought that starting at the roots of a project with the specifics would procure attention, but it makes sense that big values resonate with big groups of people. After gaining support at level 1, you can then move down a more narrow path to level 2 of issues and  movements, and level three of specific policies and legislation. Simply put, rank the most important messages and then speak in a language that the audience understands.

A simple and effective tool discussed in the reading to develop messages is a concept called the message box. The spokesperson starts with the main message, and then presents the problem, the solution, the action to be taken by the audience, and the values that drive the media efforts. What stood out to me is how crucial it is to create messages that can be reinforced by the family members and close friends of the audience. In the circle of communication effectiveness, these relationships are the most trusted sources of information in decision making. Sometimes it pays to look beyond the obvious of the target audience.

Another highlight was the reminder that creative brainstorming can produce brilliant ideas in just a few hours. The case study  at the end of chapter 4 discussed how using positive new terms to describe a service gained support from a previously resistant audience that was now able to clearly understand what was being communicated.  Communication is not always complicated nor does it have to involve polls. If the audience is truly considered, messages can be developed that will appeal to them.

Project Reflections

REP

I am very interested in being a part of promoting the Relationship Education Project (REP). When meeting with our class Julie stressed the importance of focusing on the REP campaign. REP targets a very vulnerable age group that also has great potential to learn how to avoid the mistakes that have devastating consequences. Preventing violence in teen relationships is undoubtedly an issue that deserves attention. A group needs to be selected from the class to create a brand guide for REP and work on its social media sites. Promoting REP Facebook and Twitter pages that provide links to its official website will raise awareness, and we also discussed asking local high schools to put a link to the REP website on their own homepages. This could take place after an appearance at a high school event where materials could be passed out to students to establish awareness of the presence of REP and Safe Harbor.

Chick-Fil-A Night

The CFA night will be a great fundraiser for Safe Harbor. As a class it will be easy to promote the event through social media and I am excited to be a part of that effort.

Business Event

In my opinion, having a local business sponsor an event is a great idea for a fundraiser that would simultaneously raise awareness. It is also necessary to use discretion in defining the nature of the event. Because Safe Harbor is an organization standing against domestic violence, we need to be careful about having drink nights or anything that could be cast in a negative light.  I definitely think it could be a huge success and I would love to be a part of it.

Domestic Violence Education on Campus

Having a domestic violence educational speaker here at Clemson could be a very successful event. In this case I think collaboration would be key in working with numerous campus organizations, such as taking advantage of the resources offered by Greek life and Redfern Health Center. Some sort of reward could potentially be offered, for example, asking professors to give extra credit to their students for attending.

Overall I think all of these are worthy projects. The entire class could work on the Chick-Fil-A night and the educational campus event, and then split into two separate groups to work on REP and the business event. I am so excited to work for Safe Harbor and see how we can further the growth of this amazing organization!

Favorite Safe Harbor Project Ideas

Our class is so creative! I loved reading all of the project ideas that we came up with both to promote Safe Harbor and raise awareness of domestic violence.

The first and most crucial step in my opinion is to develop high-profile Facebook and Twitter pages for Safe Harbor. Even after this class is over, these social media sites will continue to do their job of reaching a huge online community. I mentioned in my blog and so did several others the idea of coming up with a symbol to rebrand the REP project. If this was done there would be something that we could post online that would then become synonymous with its cause. Through profile pictures and status updates or tweets we could easily and effectively promote the color purple and the cause for which it stands in the month of October and beyond. The opportunity to reach a global audience greater than Clemson should not be missed.

Closer to home, I loved the idea of having a purple out in October to raise awareness of domestic violence. It would be awesome to see athletic teams incorporate purple in their uniforms, but it would also be worthwhile to encourage students to do the same in their daily attire. Promoting a campus purple out and then having a day where material is passed out on library bridge would be a great way to raise awareness. If we were able to coordinate an event with a speaker, this would fit in nicely as a conclusion to a purple out.

Finally, I think having a food and drink night where proceeds are donated to Safe Harbor would be a sure bet for successful fundraising. Patrons could be informed that part of their purchase is going to help the cause of preventing domestic violence, thus simultaneously raising awareness and funds. I believe numerous venues would be interested in hosting these events and if we included a wide variety of venues we could reach a diverse audience ranging from families to college students.

What's the Plan?

The Strategic Communications for Nonprofits reading for this week went beyond the basics to reveal the specific elements of a strategic communications plan. Focusing on how small issues work their way up the media food chain to become important and high-profile news stories, the chapter discussed the relationship between press coverage and public opinion. As I read, one thing quickly became apparent. It is not enough to sit back and hope a story is interesting enough to garner attention on its own without any promotion. On the contrary, it takes conscious and dedicated effort to cultivate relationships with the media and educate the public. The drive behind this effort is provided by the values and beliefs of the organization. These core elements also shape the vision for the organization’s future goals and outcomes.

 In my opinion, it is essential to first create a strong mission statement that guides the establishment of any overall communication goals. According to what I am learning in my Nonprofit Marketing class, a mission statement is a carefully crafted definition of an organization’s long term focus and scope. Confirming the identity of the target audience, their needs, and how those needs will be met, the stated purpose of an organization should also integrate its values and beliefs. A successful mission statement for a nonprofit is motivating, inspiring people to volunteer, work, give money and serve on the board. It should also be feasible and distinct, meaning its promises will be delivered on and that it stands out from other organizations that serve in similar areas.

While the mission statement is a key principle of a strategic communications plan, it should be created with thought for who the target audience is and how to reach them. This outreach can be determined by conducting research to explore public awareness and opinion of the organization. Knowing who the audience is will help in assessing and marshaling resources. All of these elements will then affect the development of publication materials and a work plan implemented in daily activity.  

When a nonprofit organization is developing its communications strategy, I believe in the importance of being outwardly focused on a cause that is bigger than any individual. Unity is paramount. Gathering all these elements together requires skill and an organized approach where all operation units and programs work together in a coordinated fashion.       

I agree with the reading that appropriate use of the Internet should also be part of a strategic communications plan. An obscure story featured online can be circulated worldwide in a matter of minutes. The web can be used to communicate a consistent message, to raise funds, to recruit volunteers, to communicate with supporters, to reach people to complete surveys, to provide educational materials and to sell products.

Simply put, what stood out to me in this chapter was the absolute necessity of having a plan. A nonprofit must create and maintain a particular image that it offers relative to its competition in the minds of the target public. A position that is unique and clear will help make an organization stand out in an increasingly saturated market.

Thoughts for Safe Harbor

In anticipation of working with Safe Harbor as a client, it was an incredible experience to visit the completely unmarked and confidential shelter where victims of domestic abuse can put the pieces of their life back together.  The peaceful atmosphere of the house is reflected in the hopeful expressions on the faces of its inhabitants. I learned there are actually two Safe Harbor shelters. The site in Greenville is capable of hosting 34 people while 20 people can stay at the Anderson site, offering a haven of rest to a total of 54 individuals at a time. Depending on their life goals and specific situation, clients typically stay an average of eight weeks. When clients reenter the world, Safe Harbor offers follow-up support and encourages continued contact. Learning about the heart of the organization’s mission was fascinating. Staff member Julie Meredith described the long and difficult process through which individuals gain the empowerment of leaving an abusive relationship, calling it one of the most “frightening and courageous actions a person can take.” It often takes a victim five to seven times of leaving to actually abandon an abusive relationship for good. In Safe Harbor they have a place where they can go in hard times and not be alone.

After relaying the mission of the organization, Julie expressed the needs and desires of Safe Harbor.  Currently in the spotlight is the Relationship Education Project (REP). The goal of REP is to raise awareness of relationship abuse and engage, educate, and empower healthy choices. Focusing on teen violence, the targeted audience is high school and college students, especially females between the ages of 16-24. Safe Harbor is also seeking to raise awareness of the fact that while mainly serving women and children, the organization does provide emergency accommodations and counseling for men. Julie also asked for continued effort in educating the community on the signs of domestic violence. Unfortunately, victims may not realize they are being abused or are in potential danger. Thus, it is crucial to promote awareness of stereotypes and the actual meaning of domestic violence. Finally, Julie talked about a need for funds, particularly to improve their capability of providing child counsel and therapy.

To accomplish these goals, we brainstormed several possible ideas for projects.

1. Relationship Education Project

In regards to REP, a small group could work on the creation of a new website that presents the difficult subject of relationship violence in a teen-friendly way. If linked to Facebook, this website could rapidly increase its number of followers. We could encourage students to “like” the Facebook page and then provide links leading to more in-depth information. This project could take place over the course of the semester.

2. Raising Awareness on Domestic Violence

October is Domestic Violence Awareness Month and the official color is purple. On Facebook and other social media sites, we could promote the color purple and its meaning by encouraging users to update their profile pictures and statuses to a graphic containing purple and words reflecting the cause it supports. We discussed the idea of having a small group of representatives from the class approach Central Spirit with the possibility of promoting a campus wide purple out at a football game. This should take place in October for maximum awareness. It would also be worthwhile to host an event on campus at Clemson, where an educational speaker could give a presentation on the effects of dating abuse on college students.

3.  Fundraising for Safe Harbor

We discussed the possibility of asking a popular local restaurant to host an awareness day. Using social media and flyers for promotion, we could describe the specific need for funds to be raised to provide child therapy and counsel at Safe Harbor. Parents who are bringing their children to a family-friendly restaurant such as Chick-Fil-A would be informed that a portion of the proceeds from every item sold are donated to Safe Harbor. Individuals who have children of their own would receive an appeal to help other children in difficult circumstances. Awareness materials could be simultaneously distributed. Another great idea targeting a different population representation was to have a purple drink night where Safe Harbor received a donation from every purple drink sold at certain venues. Information could be printed on coasters that are given out with each drink.

Back to the Basics

Attention nonprofit organizations: passion is always attractive to those looking for a reason to become involved. Like the writer Jack Kerouac said, “The only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn, like fabulous yellow Roman candles exploding like spiders across the stars.” This same energy is necessary in strategizing movements within nonprofits.

When reading chapter one of Strategic Communication for Nonprofits this week, it was interesting to note that being truly strategic is to anticipate and create events, not just react to them. In this modern age it is important to actively reach out to the world.  Media is there to be utilized as a powerful tool by those who are ready and willing to passionately communicate.

It is fascinating to simultaneously learn in COMM 456 and MKT 429 the importance of the nonprofit sector to society. An international phenomenon, the number of nonprofit organizations is growing and involves a significant amount of funds. Allowing citizens to collectively participate in their communities, nonprofits serve the purpose of providing services not performed by the business sector. Because nonprofits are not driven by commercial competitiveness, these organizations must recognize that great social change can be effected through the savvy use of media.

In order for a nonprofit organization to thrive, it is crucial that a capable and energetic team clearly define the mission and goals of the organization and then be proactive in their promotion. Heartwarming stories without a skilled storyteller will not win the fight for an audience in an environment competing for prized media attention. Thus, communication is a basic fundamental and key to success.

Despite the chaos of media activity, nonprofits do have an edge with personal accounts that appeal to the emotions and conscience of a charitable population. With this leg up comes the expectation that subsequent communication with that population be high on the priority list. The commitment of money and time can mean the difference between the success and failure of a nonprofit.  There are numerous dimensions of a nonprofit, but its main goal should be to express its values to various stakeholders for the purpose of resource attraction. A part of this essential is the understanding that collaboration between partner organizations results in better fundraising and constituent recruitment.

As a personal reflection, I would emphasize the appropriate and professional use of media. Cyberspace has certainly come a long way from the first computer that took up the entire room it was built in. Today, handheld devices allow interaction in a chat room with someone on the other side of the world. This nation is benefiting from increasing technological advantages that are dramatically changing the nature of media. The Internet also has the power to misconstrue original intentions of well meaning individuals or display embarrassing mishaps to the public. Naiveté mixed with online communication can have detrimental consequences to the originator. Nonprofit organizations, to whom reputation is everything, should keep this in mind.

It is revitalizing to get back to the basics when endeavoring to employ strategic communication. Working with the media is an ever-evolving challenge that should be embraced by all businesses but especially by the nonprofit sector. Of course like all communication tools, skill is required to work with the media and it is important to invest time and resources in building those skills. Excellent media outreach is of tremendous value to a passionate organization that is striving to raise awareness of its values and effect change.