Transcript to - IABC Lynchburg

How many hats can we
wear?
Leigh Farmer
Manager of Communications and PR
Horizon Behavioral Health
THE LIST
Press Release writer
Project manager
Advertising copywriter/
designer
Event planner
Newsletter journalist
Website content
manager
Social media “expert”
Lobbyist
The Hat Basics
FOCUS
The Hat Basics
Schedule a meeting with
yourself.
The
of PR
1. Perception is everything.
2. Know what people are talking about.
3. What do people care about?
4. Always have your elevator pitch ready.
5. Be transparent, honest and genuine.
6. Don’t sweat the negativity.
7. Always be willing to educate. Always be willing to
learn.
Marketing Template
1. Background (any relevant information)
2.Objective
3.Talking points (no more than three!!)
4.Strategies for implementation
a. Goal
b. Task/ Project
c. Date of implementation
d. Responsible staff
Marketing Template
Marketing Plan
Goal
To introduce the new CEO
formally to all local
governments while
educating the
representatives about the
agency and its value.
To create more consistent
and accurate messaging
agency-wide.
Provide an interagency
platform for information
that is user friendly.
Develop and maintain
better relationships with
local legislators
Strategy
To create and implement
presentations directed to all
local government
representatives.
(see separate marketing plan
for detail)
Align all marketing materials
with online programs and
descriptions.
Supervise the redesign of the
intra web “Inside”.
Create a quarterly newsletter
for legislators that highlights
the agency’s top
accomplishments and stories
Date of implementation
Staff Responsible
Late summer and early fall
Leigh Farmer
Need to request time on
individual board meeting agendas
Andre McDaniel
December 2014
Leigh Farmer
June 2015
Leigh Farmer
Damien Cabezas
Jay Goding
December 2014
ELT
Leigh Farmer
Marketing Template
Have this template work for
you…
Have director/ program manager fill it out
Benefits:

Will keep messaging focused & accurate

Creates collateral for this program
Collateral Creation
 Hire a freelance graphic designer
 Set ground rules
 Establish response times for requests
 Price/quarter hour


Track this for later proof you need to hire one!
Style guide:
Font Type
 Color palate
 Logo usage

You’ve won in life if… Your graphic designer can do web work
Writing
Newsletters
Reuse/ Recycle/ Reduce
Website
Presentations
Link to
Harvest Help
Create brand ambassadors
Collect
stories from their departments
Share information with their coworkers
Provide volunteers for your events
Harvest Help
The “may I help you” riff
Harvest Help
HARNESS THE POWER OF:
Backseat Editors
Semi-squeaky Wheels
Those that love communication
OTHER HACKS
Legislator in a box:

up to 5 pieces of legislation
Measure progress/ success:

Surveys (short, easy)

Analytics (google/ social media)
TAKE CARE OF YOURSELF
 Attend conferences
 Join professional groups
 SHARE IDEAS
Let’s Talk