Browsing articles from "October, 2013"
Oct 22, 2013
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Lessons Learned: Political Campaigns

It’s election season and for many of us, early voting has already begun. As we inch our way towards the first Tuesday in November, I believe there are great lessons to be learned for internal communications professionals…

Regardless of your political viewpoint, without question one of the most well played communications efforts can be seen in the Obama presidential campaign. I thought it then and still marvel at it today. There were so many things done right. When I stand back and look at it from the lens of a communications professional, I see three lessons learned: the use of data, channel diversity and stakeholder engagement.

#1: The use of data

When I think about data, the campaign strategy was designed based on what they knew about the audiences. They knew as much about their audience as would any marketing company. They took the data and customized their messaging, timing, vehicle, location, etc. No matter what was thrown in the mix that could have been a divergent, they didn’t move from the overall strategy. They stayed on course and executed the plan based on the data.

As communications professionals, many times we operate based on instinct. However, we can’t be confident nor can convince leadership to be confident in us unless we ground our strategies and plans in data. We need to be just as data savvy in order to successfully execute and create the impact we desire.

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Oct 3, 2013
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Lessons Learned: Nonprofit Organizations, Part II

Previously, I began talking about lessons we internal communications leaders can learn from nonprofit organizations. Click here to read previous blog entry. Here are remaining lessons to consider.

Be sure to share your thoughts!

Using a multi-channel, multi-audience approach to communicate and connect
This is something we see particularly in faith-based institutions. Because you often have multiple generations connected with that institution, organizations realize they must communicate in every way. These nonprofits are very focused on how information moves down and throughout the organization. A single message looks very different communicated to young adults and baby boomers in the language and channels they prefer. The intended recipients, the audience, become the driver for how information is communicated.

Taking a strength-based approach to harnessing the skills of the collective
Nonprofits, the good ones, are masters at identifying and utilizing the strengths of the people familiar with the organization. Because there are often finite resources, leaders try to determine what people enjoy and empower them to do something impactful for the organization based on that strength. This creates a strong value proposition. For volunteer recruitment, the message is, here you can take what you’re passionate about and do it here. This is a bottom-up approach of empowering people to impact their organizations. This grassroots approach connects with people in the for-profit worlds as well.

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