All the different vehicles you can use to promote your messages with the public, such as media, blogs, paid ads, Web sites, email, social networking, meetings, events, printed materials, rapid response efforts, conferences and spokespeople bureaus.

Nearly every campaign uses some traditional communications tactics. How can you decide what to use and when? Consider the following:

• What main messages do you need to get out? To whom?
• Who are the best spokespeople to get the message out?
• Which channels (such as one-on-one meetings, earned media or the World Wide Web) have the most impact with your target audiences?
• What will the opposition say, and how will you respond?
• Will you need to set up a rapid response system?

Best Practices

• Segment target audiences. The narrower the better.
• Field test different communications vehicles, and put your money behind the ones that are the most promising.
• Communications activities should hit target audiences a minimum of three times through different channels; for example, through email, in person and through media coverage.

Pitfalls

• Don't go after the general public. When you target everyone, you are targeting no one.
• Some communications vehicles offer less control over your message than others. For example, with paid ads, you control the message. With earned media, the reporter selects the message. Make your choices carefully, and have plans in place for doing damage control if needed.
• Repetition is key. If you can't afford to repeat your message, find another activity.

More Resources

Smart Chart^™ 3.0
http://www.SmartChart.org
This interactive tool by Spitfire Strategies helps nonprofits make smart communications choices.

Andy Goodman
www.agoodmanonline.com
http://www.agoodmanonline.com/bad_ads_good_causes
Andy Goodman is a communications guru who has produced a number of publications that help nonprofits communicate more effectively, including the book Why Bad Ads Happen to Good Causes.

Advocacy 2.0
http://www.advocacy2.org/index.php/Main_Page
Advocacy 2.0 is a collaborative resource for activists that covers all aspects of communicating with and organizing networks of people.

Getting to the Point
http://www.nonprofitmarketingblog.com
Marketing expert Katya Anderson's blog helps nonprofits learn from the secrets of corporate marketing.

The Influentials:
One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy.
Consumer behavior experts Jon Berry and Ed Keller teach you how to identify and leverage the "influencers" of your target market.

NetCentric Campaigns
http://www.netcentriccampaigns.org/trainingcenter
This Web site provides resources about using online content and technology to help empower progressive social change makers.

Purple Cow
Marketing expert Seth Godin's book tells you how to transform your business by being remarkable.

Whoever Tells the Best Story Wins
Storytelling diva Annette Simmons' book explains how to use your own stories to communicate with power and impact.