BASIC PRINCIPLES
- Communication is Critical to Effective Operations
- Communication Must be a Critical Aspect of Management and Operations
- Communication Must Involve Everyone in Organization
- Communication Team: Central to Operations
INTERNAL COMMUNICATION
- Mission & Vision
- Institutional/Corporate Culture
- Operations
- Programs & Projects
- Special Events
EXTERNAL COMMUNICATION
1) Institutional Communication
Communication that has shelf life
Corporate Brochure
Annual Reports
Regular Program Events
2) Current Communication Materials
Press Release
Media Advisory
Letters to Editor
Photo Release
MEDIA RELATIONS
UNDERSTANDING NEWS
Elements of News
1. Immediacy
2. Proximity
3. Prominence
4. Dramatization
5. Personalization
6. Out-of-the-Norm/Novelty
7. Conventionalism
8. Conflict
Other Editorial Hooks
Color
Regional
International
Special Interest (Gender, Children and Youth, Community, Education)
Scanning the news
What are people talking about
Stories that relate to your own institutional issues
Match to calendar of your events
Finding your allies in the press
Media Directory
Newspapers/Television/Radio/Magazines
Who is/has been writing about the region, education, science, language, etc.
Cultivate these assets and invite them to your events
Send them your information materials
OTHER SECTIONS
ORGANIZING MATERIALS FOR NEWS
- Know your newsworthy information
- Mine Annual Events and Special Projects for
- Information that Newspapers and Broadcast News Programs Can Use.
- Writing your own news
SETTING UP FOR INFORMATION SHARING
SHARING NEWS ON POLICY
SHARING NEWS ON MATTERS OF CONFIDENTIALITY
