Building Internal Support for Communications
(Summary of a session held at the October 2003 Communications Network conference, Chicago, IL)
A panel of three communications pros discussed how
to build the support across your organization that is
necessary for communications that really help to
achieve your nonprofit's or foundation's goal (a.k.a.
strategic communications). Here are some tips:
- Place a communications staffer or consultant in
each program team.
Karen Lake, Director of Marketing, W.K. Kellogg
Foundation defines her charge as "putting
communications to work to build and to expand on
the work of our programs." One resounding success
is the Foundation's placement of a communications
manager in each program department to ensure that
communications strategies are integrated into each
program, from planning to execution.
- Develop "cafeteria communications," so you can
select from a comprehensive menu of communications
products (newsletters, website, etc.) and activities
(block parties, speeches, community events) as
needed.
Joanne Edgar, communications consultant and former
Director of Communications of the Edna McConnell
Clark Foundation, recommends that you and your
colleagues maintain focus on your organization's
substantative goals. This focus in turn will guide
your communications goals and thus, your selection of
the communications products and activities that
will move your organization toward those goals.
Edgar emphasizes that community activities are a
vital communications strategy too frequently left
out of nonprofit communications agendas.
- Clarify expectations from the start.
Edgar cautions that nonprofit and foundation
communicators must identify leadership and board
expectations as early as possible in the planning
process. For example, if your board chair
anticipates a three-minute segment on "Good Morning
America" while you are focusing on regional
Hispanic media outlets that reach the communities
you need to alert about your services, you have a
problem.
If those expectations (and the related communications
activities) are not aligned with your communications
goals, make a strong case for your strategy of
choice. Doing so proactively will strengthen your
relationships with leaders and the board.
Great advice from leaders in the field!
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© 2002 - Nancy E. Schwartz. All rights reserved.
About the Author
Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company (www.nancyschwartz.com), Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services.
Subscribe to her free Getting Attention e-update (http://www.nancyschwartz.com/getting_attention.html) and read her blog at http://www.gettingattention.org for more insights, ideas and great tips on attracting the attention your organization deserves.
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