In this installment of Zero to Ninety, Bill Albert (@balbert1), chief program officer, The National Campaign to Prevent Teen and Unplanned Pregnancy, offers do’s and don’ts for breaking through the “clutter cacophony.”
To successfully achieve big social change goals, it’s not enough to just identify the key decision makers. You also need a strategy for influencing them to do what you need them to do. In our latest Zero to Ninety segment, Kristen Grimm (@headspitfire), president of Spitfire Strategies, walks you through a field-tested approach for wielding influence to create change.
Guest Post: Kate Emanuel, The Ad Council
Climate change, education reform, obesity prevention, cancer … name your issue. As communication professionals, we’re all tackling very complex social problems that call for very complex solutions.
I don’t have to tell you–grabbing the attention of target audiences you need to engage, regardless of your issue, is an uphill climb. You have to overcome a fragmented media landscape and substantial message clutter.
That’s why, no matter to whom you are talking—consumers, donors, volunteers or policymakers—you need to be clear and single minded.
That’s where research can make the difference.
At our Fall 2013 Annual Conference in New Orleans, Minna Jung, communications director for the David and Lucile Packard Foundation, was elected chair of the Communications Network. Jung, who joined the board in 2005, had been serving as the Network’s vice chair since September 2011. In the following post, she shares her thoughts on why it matters to be passionate about doing great communications for good causes.
I’m back in the office after spending most of last week at the Communications Network conference, and the re-entry has been harder than usual, post-conference. I always think the Network conference is a success when I’ve carried away two or three good ideas with me to take to my home practice of strategic communications. But on top of getting those good ideas, this latest conference was one of the best times I can recall EVER having at a conference. The speakers were outstanding, everyone seemed especially energized and eager to connect with each other, and the surrounding atmosphere provided by NOLA was tasty and rich and giddy.