Transcript Strategic Planning for the Small College SID Ron Smith

Strategic Planning for the
Small College SID
Ron Smith
Westmont College
CoSIDA Convention
June 24, 2012
·
St. Louis, Mo.
Resource URL:
www.westmont.edu/_sports/CoSIDA
Value and Purpose of a Strategic
Communication Plan
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Communication is Powerful
Value and Purpose of a Strategic
Communication Plan

Communication is Powerful

Your college or university has entrusted you
with a great deal of power.
Value and Purpose of a Strategic
Communication Plan

Communication is Powerful

Your college or university has entrusted you
with a great deal of power.

You have a platform from which you can:
Value and Purpose of a Strategic
Communication Plan

Communication is Powerful

Your college or university has entrusted you
with a great deal of power.

You have a platform from which you can:
 Engage
or enrage alumni.
Value and Purpose of a Strategic
Communication Plan

Communication is Powerful

Your college or university has entrusted you
with a great deal of power.

You have a platform from which you can:
 Engage
or enrage alumni.
 Persuade or dissuade donors.
Value and Purpose of a Strategic
Communication Plan

Communication is Powerful

Your college or university has entrusted you
with a great deal of power.

You have a platform from which you can:
 Engage
or enrage alumni.
 Persuade or dissuade donors.
 Encourage or discourage fans.
Value and Purpose of a Strategic
Communication Plan

Communication is Powerful

Your college or university has entrusted you
with a great deal of power.

You have a platform from which you can:
 Engage
or enrage alumni.
 Persuade or dissuade donors.
 Encourage or discourage fans.
 Excite or incite players and coaches.
Value and Purpose of a Strategic
Communication Plan

You can use your power for GOOD
Value and Purpose of a Strategic
Communication Plan
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Or for EVIL
Value and Purpose of a Strategic
Communication Plan
GOOD
EVIL
Value and Purpose of a Strategic
Communication Plan
GOOD
EVIL
The greater concern is that we will miss the opportunities
to do good with the power of our communication.
Value and Purpose of a Strategic
Communication Plan
The purpose of a Strategic
Communication Plan is to harness
the power of communication
opportunities and use those
opportunities to the benefit of our
institutions, athletic departments,
teams, coaches and student-athletes.
Developing a Strategic
Communication Plan
Resource URL
www.westmont.edu/_sports/CoSIDA
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Westmont Strategic Communication Plan
This PowerPoint Presentation
Presentation Notes
Examples
Developing a Strategic
Communication Plan
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Message Identification
Developing a Strategic
Communication Plan

Message Identification

Takes some careful and deliberate thinking.
Developing a Strategic
Communication Plan

Message Identification

Takes some careful and deliberate thinking.
 Ask,
“What messages do we want to focus on in
our athletic communication?”
Developing a Strategic
Communication Plan

Message Identification

Takes some careful and deliberate thinking.
 Ask,
“What messages do we want to focus on in
our athletic communication?”
 This should be a collaborative effort with
individuals both inside and outside of your athletic
department.
Developing a Strategic
Communication Plan

Message Identification

Takes some careful and deliberate thinking.
 Ask,
“What messages do we want to focus on in
our athletic communication?”
 This should be a collaborative effort with
individuals both inside and outside of your athletic
department.
 Every institutions message will be unique.
Developing a Strategic
Communication Plan

Message Identification

Westmont Strategic Communication Plan
Developing a Strategic
Communication Plan
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Message Identification
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Westmont Strategic Communication Plan
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Philosophical and Mission-Oriented messages.
Developing a Strategic
Communication Plan

Message Identification
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Westmont Strategic Communication Plan
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Philosophical and Mission-Oriented messages.
Communication of Westmont culture and student experience.
Developing a Strategic
Communication Plan

Message Identification

Westmont Strategic Communication Plan
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Philosophical and Mission-Oriented messages.
Communication of Westmont culture and student experience.
Promotion of teams, coaches and student-athletes.
Developing a Strategic
Communication Plan

Message Identification

Westmont Strategic Communication Plan
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Philosophical and Mission-Oriented messages.
Communication of Westmont culture and student experience.
Promotion of teams, coaches and student-athletes.
Schedule, results and statistical reports.
Developing a Strategic
Communication Plan

Message Identification

Westmont Strategic Communication Plan
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Philosophical and Mission-Oriented messages.
Communication of Westmont culture and student experience.
Promotion of teams, coaches and student-athletes.
Schedule, results and statistical reports.
If we don’t strategically think about our messaging,
the SIO can become consumed with the latter two
categories and lose sight of the first two categories.
Developing a Strategic
Communication Plan

Message Identification

Westmont Strategic Communication Plan

Philosophical and Mission-Oriented messages.
Developing a Strategic
Communication Plan

Message Identification

Westmont Strategic Communication Plan

Philosophical and Mission-Oriented messages.
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Mission of Westmont and Westmont Athletics
In addition to providing the mission statements on the
Westmont Athletics website, the SIO should make every effort
to directly communicate and indirectly reflect the mission of
Westmont and Westmont Athletics in its publications and press
releases.
Developing a Strategic
Communication Plan

Message Identification

Westmont Strategic Communication Plan

Philosophical and Mission-Oriented messages.


Mission of Westmont and Westmont Athletics
In addition to providing the mission statements on the
Westmont Athletics website, the SIO should make every effort
to directly communicate and indirectly reflect the mission of
Westmont and Westmont Athletics in its publications and press
releases.
Athletics as a part of a liberal arts education.
Developing a Strategic
Communication Plan
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Message Identification
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Westmont Strategic Communication Plan
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Philosophical and Mission-Oriented messages.
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Mission of Westmont and Westmont Athletics
In addition to providing the mission statements on the
Westmont Athletics website, the SIO should make every effort
to directly communicate and indirectly reflect the mission of
Westmont and Westmont Athletics in its publications and press
releases.
Athletics as a part of a liberal arts education
The development of the whole person through athletic
competition – physical, intellectual, spiritual, emotional,
relational, leadership development.
Developing a Strategic
Communication Plan
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Message Identification
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Westmont Strategic Communication Plan
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Philosophical and Mission-Oriented messages.
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Mission of Westmont and Westmont Athletics
In addition to providing the mission statements on the
Westmont Athletics website, the SIO should make every effort
to directly communicate and indirectly reflect the mission of
Westmont and Westmont Athletics in its publications and press
releases.
Athletics as a part of a liberal arts education
The development of the whole person through athletic
competition – physical, intellectual, spiritual, emotional,
relational, leadership development.
Athletics communicated within the context of Christian faith as
an expression of service to God.
Developing a Strategic
Communication Plan
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Message Identification
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Westmont Strategic Communication Plan
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Westmont Culture and Student Experience.
Developing a Strategic
Communication Plan
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Message Identification
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Westmont Strategic Communication Plan
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Westmont Culture and Student Experience.
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The predominate public opinion of collegiate athletics and
athletes defers significantly from the culture of Westmont
Athletics and the experience of Westmont student-athletes. The
SIO should seek to communicate both directly and indirectly the
values, goals, expectations and spirit in which Westmont
Athletics is conducted. It should also seek to reveal the
experiences of Westmont student-athletes.
Developing a Strategic
Communication Plan
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Message Identification
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Westmont Strategic Communication Plan
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Westmont Culture and Student Experience.
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Because Westmont student-athletes are involved in every
aspect of the college, the SIO has the opportunity to celebrate
and promote the experiences of and activities of studentathletes in non-athletic activities such as choir, orchestra, the
speech and debate tournament, student government, academic
pursuits and accomplishments, etc. By doing so, the SIO
promotes and understanding of the larger Westmont
community.
Developing a Strategic
Communication Plan
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Ethics and Values
Developing a Strategic
Communication Plan
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Ethics and Values
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Integrity, Truthfulness and Honesty.
Developing a Strategic
Communication Plan
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Ethics and Values
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Integrity, Truthfulness and Honesty.
Respect for Privacy.
Developing a Strategic
Communication Plan
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Ethics and Values
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Integrity, Truthfulness and Honesty.
Respect for Privacy.
Accuracy in Reporting.
Developing a Strategic
Communication Plan
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Ethics and Values
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Integrity, Truthfulness and Honesty.
Respect for Privacy.
Accuracy in Reporting.
Respect and Sportsmanship.
Developing a Strategic
Communication Plan
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Ethics and Values
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Integrity, Truthfulness and Honesty.
Respect for Privacy.
Accuracy in Reporting.
Respect and Sportsmanship.
Timeliness.
Developing a Strategic
Communication Plan
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Ethics and Values
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Integrity, Truthfulness and Honesty.
Respect for Privacy.
Accuracy in Reporting.
Respect and Sportsmanship.
Timeliness.
Servicing the best interests of the college, athletics,
coaches, players, the conference and the NAIA.
Developing a Strategic
Communication Plan
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Ethics and Values
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Integrity, Truthfulness and Honesty.
Respect for Privacy.
Accuracy in Reporting.
Respect and Sportsmanship.
Timeliness.
Servicing the best interests of the college, athletics,
coaches, players, the conference and the NAIA.
Honoring Tradition.
Developing a Strategic
Communication Plan
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Audience Identification
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Student Body.
Faculty and Staff.
Alumni.
Parents.
Current and Potential Donors.
The Media.
Santa Barbara Athletic Community.
Greater Santa Barbara Community.
Potential Students.
Recruits.
NAIA and Conference administration and school.
Fans of Westmont Athletic
Fans of competitors
Developing a Strategic
Communication Plan
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Communication-Vehicle Identification
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Athletics Website
Press Releases
Press Conferences
Video and Audio Broadcasts
Warrior Update (weekly email)
Athletics Facebook Page
Athletics Twitter Account
eScores Text Messaging
Pocket Schedules
Game Programs
Game Announcements
Game Scorecards
Google Calendar
Visitor’s Guide
Warrior Sportsline
Developing a Strategic
Communication Plan
Message-Vehicle Table
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Visitor Information
X
X
X
X
X
X
X
Statistics
X
X
X
X
Score Reporting
X
X
X
X
Score Updates
Student Experience
X
X
X
X
Game Stories
Culture
X
X
X
X
Rosters
Faith
X
X
X
X
Schedules
Whole Person
X
X
X
X
Informational
Promotion
Liberal Arts
Website
Press Releases
Press Conferences
Broadcasts
Warrior Updates
Facebook
Twitter
eScores
Pocket Schedules
Programs
Announcements
Scorecards
Google Calendar
Visitor's Guide
Sportsline
Culture
Mission
Philosophy/Mission
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Developing a Strategic
Communication Plan
D
I
I
D
D
I
I
D
D
D
D
D
D
D
D
D
D
D
D
(e.g. through the media)
D
D
D
D
D
D
D
D/I
Opponent's Fans
D
I
I
D
Fans
Potential Recruits
D
I
I
D
NAIA/GSAC
Potential Students
Website
D
D
D
D
D
D
D
Press Releases
I
D
I
Press Conferences
D
I
Broadcasts
D
D
D
D
D
D
Warrior Updates
D
D
D
D
D
D
Facebook
D
D
D
D
D
D
Twitter
D
D
D
D
D
D
eScores
D
D
D
D
D
D
Pocket Schedules
D
D
D
D
D
Programs
Announcements
Scorecards
Google Calendar
D
D
D
D
D
Visitor's Guide
D
D
Sportsline
D
D
D
D=Direct Communication I=Indirect Communication
Greater SB Community
SB Athletic Community
Media
Donors
Parents
Alumni
Faculty/Staff
Student Body
Audience-Vehicle Table
D
D
D
I
D
D
D
D
D
D
D
Developing a Strategic
Communication Plan
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Media Relations
Developing a Strategic
Communication Plan
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Media Relations
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Identify your media and primary vehicles used to
communicate with them regularly.
Developing a Strategic
Communication Plan
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Media Relations
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Identify your media and primary vehicles used to
communicate with them regularly.
Define the relationship you seek to have with the key
media outlets.
Developing a Strategic
Communication Plan
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Media Relations
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Identify your media and primary vehicles used to
communicate with them regularly.
Define the relationship you seek to have with the key
media outlets.
Describe game day services that you will provide the
media.
Developing a Strategic
Communication Plan
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Media Relations
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Identify your media and primary vehicles used to
communicate with them regularly.
Define the relationship you seek to have with the key
media outlets.
Describe game day services that you will provide the
media.
Determine how media requests will be handled by the
sports information office.
Developing a Strategic
Communication Plan
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Crisis Communication
Developing a Strategic
Communication Plan
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Crisis Communication
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Definition:
Any communication which has the potential to reflect negatively
on the institution, athletic department, coaches, athletes or
others associated with Westmont and Westmont Athletics.
Developing a Strategic
Communication Plan
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Crisis Communication
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Definition:
Any communication which has the potential to reflect negatively
on the institution, athletic department, coaches, athletes or
others associated with Westmont and Westmont Athletics.
Examples:
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Death of a player or coach
Arrest of a player, coach or administrator
Ineligibility of a player
Unsportsmanlike conduct
Investigation by NAIA or conference,
Natural disaster – fire, earthquake, etc.
Cut in funding or scholarships
Firing of a coach or administrator
Developing a Strategic
Communication Plan
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Crisis Communication
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Principles of Crisis Communication:
Developing a Strategic
Communication Plan
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Crisis Communication
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Principles of Crisis Communication:
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Honest and Truthful
Developing a Strategic
Communication Plan
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Crisis Communication
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Principles of Crisis Communication:
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Honest and Truthful
Proactive
Developing a Strategic
Communication Plan
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Crisis Communication
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Principles of Crisis Communication:
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Honest and Truthful
Proactive
Transparent
Developing a Strategic
Communication Plan
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Crisis Communication
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Principles of Crisis Communication:
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Honest and Truthful
Proactive
Transparent
Respectful of Privacy
Developing a Strategic
Communication Plan
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Crisis Communication
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Principles of Crisis Communication:
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Honest and Truthful
Proactive
Transparent
Respectful of Privacy
Seek the best interest of people over the institution
Developing a Strategic
Communication Plan
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Crisis Communication
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Principles of Crisis Communication:
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Honest and Truthful
Proactive
Transparent
Respectful of Privacy
Seek the best interest of people over the institution
Gracious
Developing a Strategic
Communication Plan
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Crisis Communication
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Responsibilities of Sports Information Office:
Developing a Strategic
Communication Plan
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Crisis Communication
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Responsibilities of Sports Information Office:
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Advise the athletic director, school administrators and key decision
makers in regard to public relations. The sooner the SID is involved
in the decision making process, the better.
Developing a Strategic
Communication Plan

Crisis Communication
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Responsibilities of Sports Information Office:
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Advise the athletic director, school administrators and key decision
makers in regard to public relations. The sooner the SID is involved
in the decision making process, the better.
Plan Formation:
In conjunction with administration, facilitate the formation of a
specific crisis communication plan to include:
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The message(s) to be communicated.
The means of delivering the message(s).
The communicators of the message(s).
The frequency of communication.
A mechanism for handling inquires from the press.
A plan for follow-up messaging.
Developing a Strategic
Communication Plan
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Crisis Communication
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Responsibilities of Sports Information Office:
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Plan Review:
Depending on the duration of the situation and the potential for
negative impact, the specific crisis communication plan should be
considered a fluid plan to be revised and modified as needed –
which could be on an hourly basis.
Developing a Strategic
Communication Plan

Crisis Communication

Responsibilities of Sports Information Office:


Plan Review:
Depending on the duration of the situation and the potential for
negative impact, the specific crisis communication plan should be
considered a fluid plan to be revised and modified as needed –
which could be on an hourly basis.
Plan Implementation:
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Message content creation
Coordination of press releases, press conferences, etc.
Updates of the athletics website as appropriate
Serve as contact person for press inquires and requests for interviews
Implementing and follow-up messaging.
Developing a Strategic
Communication Plan
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Crisis Communication
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Responsibilities of Sports Information Office:
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Review and Evaluation:
At the conclusion of a crisis communication situation, the SID
should coordinate and produce a written review of the specific crisis
communication plan, making suggestions for future crisis
communication situations.
Developing a Strategic
Communication Plan
Resource URL
www.westmont.edu/_sports/CoSIDA




Westmont Strategic Communication Plan
PowerPoint Presentation
Presentation Notes
Examples