Hood River – April 2, 2014
COMMUNICATION PLANNING
2
COMMUNICATION PLANNING • Goals and objectives • What do you want to accomplish?
• Environmental scan • Take stock of your current situation
•Audiences • Who do you need to reach?
• Key messages • What do you want your audiences to remember?
• Activities • What activities will be most effective?
• Evaluation •How will you measure success?
3
GOALS REACH
AWARENESS
COMPREHEND
ATTITUDE
BEHAVIOR
• Reach:
What audience do you want to reach and with what messages?
• Awareness: What should the audience see, hear or read that they haven’t before? • Comprehension: What should the audience understand that they didn’t before? • Attitude: What should the audience believe and feel? • Behavior: What should the audience actually do – or not do – as a result of communications?
4
MISSION To improve public understanding of the state’s forest resources and to encourage environmentally sound forest management
through training and other educational programs for forest landowners.
5
STRATEGIC PLAN
6
ORGANIZATION
7
AUDIENCES K-12 teachers and students
Forest landowners
General public Gov. officials
Elected officials
Opinion leaders
Community
leaders
Media
8
LANDOWNER EDUCATION
9
KnowYourForest.org
10
K-12 EDUCATION
11
LearnForests.org
12
PUBLIC EDUCATION
13
SPEAKERS BUREAU
14
FIELD TRIPS
15
EARNED MEDIA
16
NEW MEDIA
17
SOCIAL MEDIA
18
PAID MEDIA
19
RESEARCH DRIVEN
20
COMMUNICATION PLANNING • Goals and objectives • What do you want to accomplish?
• Environmental scan • Take stock of your current situation
•Audiences • Who do you need to reach?
• Key messages • What do you want your audiences to remember?
• Activities • What activities will be most effective?
• Evaluation •How will you measure success?
21
THANK YOU
22
