• PJ

    PJ Crowley’s Advice: Use Social Media to Set Your Own Agenda


    • Use social media to set your own agenda. If your organization has difficulty setting a narrative, turn to social media to get drive engagement on the issues you and your audience care about.
    • To move big ideas, present them in ways that your audience can connect with, appreciate, and ultimately support. How does your idea impact someone? Answering that question will help turn an idea into a narrative.
    • Building a constituency is impossible without communication. To maximize the reach of an idea, use the tools that are readily available at your organization to garner support and broaden impact. The barriers to entry to the communications space are smaller than ever.

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    A Communicator in the Room: In Conversation PJ Crowley


    • Although the imperative to communicate exists for many organizations, a culture of communication can be lacking. To improve, find the balance between the need and the desire to communicate.
    • Communicators always deserve a seat at the table when big decisions are made. To prevent problems from becoming crises, a communicator should be present in day-to-day decisions, so that they have the background information necessary to mitigate a crisis.
    • Trust that your organization has a receptive audience, and use communication tools to further your mission.

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    The Value of (Digital) Tools

    When I was working at the Robert Wood Johnson Foundation several years ago, my colleagues noticed that I was developing a growing sensitivity to the words “tool” or “toolbox.” I had a reason for my somewhat irrational dislike; at the time, my job involved reviewing tons of funding proposals. In answering the question, “How do you plan to communicate the results of this project?” applicant organizations were predictably anxious to demonstrate that they had evolved beyond the, “We’ll publish a research article or white paper” phase. Instead, they said things like: “We’ll gather the ideas from this project to develop a tool/toolbox for others to use” phase.

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    WEBINAR — Lessons from The Atlantic: Bridging the Curiosity Gap

    The Atlantic has been a long-admired and influential magazine, but with the advent of the internet and the arrival of social media, it has had to adapt. In doing so, it has thrived, and its website has become one of the most-visited sites on the web.

    Lessons from The Atlantic: Closing the Curiosity Gap is a Communications Network members-only webinar that will explore the data-based lessons learned by The Atlantic’s team, and their application to nonprofit communications professionals.

    The Atlantic learned that much of its online traffic was coming through the “side door.” that is, prompted by email or social media. In order to maximize a reader’s interest and prompt them to click on a link in an email or a tweet, they have mastered the art of “bridging the curiosity gap,” or turning interest into clicks — a skill everyone can use.

    This webinar will teach you how The Atlantic and its sister brands craft headlines that attract reader attention, without falling into the pitfalls of disappointing “click-bait.”

    DATE: Wednesday, February 11, 2015
    TIME: 2pm-3pm EST

    With today’s content traveling so prominently on social media and email, a robust headline strategy is critical to building curiosity and cultivating reader interest, whether you’re a magazine publisher or a social sector leader.

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    Know Your Frame


    • Changing public opinion can be a long, uphill climb. 
    • The first step to securing a policy victory is identifying the one point you want to change the public’s mind on. Then, ask yourself if changing opinion on that point will make it easier to enact a policy change.
    • Embrace your cause and don’t be afraid to address it directly — the public will respond to authentic campaigns.

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