“Effective promotional strategies for your organisation” article is about a seminar held by TÜSEV (Sezin Dereci.) An organisation founded in Chicago named Jasculca Terman implemented the workshop. It is about helping organisations promote themself effectively and convey their messages through the media, enabling them to use digital and social platforms most effectively. The facilitators are Maureen Meehan and Bess Featherstone. Firstly, during the workshop, studies were made on preparing the organisation’s story effectively. Secondly, what to do while transferring this story. And finally, an interactive activity (one-to-one interview simulations) took place.  

When we participated in this workshop, we were working for Martı Association. Years before L4Y Learning For Youth‘s founded. We also post it on this site as we think it is functional. Also, please read our article about the Ad Scenario related to this topic.

Successful promotion of your organisation will increase your efficiency.

Content

Preparing a Story
Important Notes
Preparations Before an Interview
Things to Watch out For in an Interview
Conclusion

Effective Promotional Strategies: Preparing a Story

Effective promotion:
At the beginning of the workshop, the participants were asked to introduce their organisation briefly. Then facilitators drew a story circle.

The outermost part of the circle is the part of explanatory answers for the questions;

  • What type of organisation is it?
  • When was it founded?
  • How many people are working?
  • How many volunteers?
  • What is the target group?

In the middle circle, answers to the questions below;

  • How can your organisation achieve its goals?
  • Its departments?
  • And its activities?

In the innermost circle, answers to questions;

  • What is the purpose of your organisation?
  • Why was it established?

During the workshops, the speakers presented their organisation from the outside to the inside. Indeed, everyone first described their organisation, then talked about its departments and activities, and included their goals. It was typical behaviour. All participants did it. Then, we learned that it was wrong.

What

How

Why

The most crucial thing in compelling storytelling is to go from the inside of the circle to the outside. When introducing the organisation, why is there a need for it first! Then, mention how the organisation followed to achieve its activities and objectives, And, finally, include its definition. As an example, Please watch the video below. You will understand the topic better.

Effective Promotional Strategies: Notes

  • While talking about the problem in the ‘Why section’;
    -Do not use a negative sentence. Translate it into positive.
    For instance,
    “Young people do not know how to do projects and how to improve themselves”
    instead of the above sentence
    “We…. Association, we believe that young people should access the resources to realise their ideas.”
    and
    “ We believe that when young people are given opportunities, they will find the opportunity to implement their talents and complete projects that will bring their ideas to life.”
  • It should help the story prepare for the criticism of people from inside and outside the association. It is helpful to consider their feedback.
  • For example, 
    More problems/more purposes: Prepare different circle versions for each goal. And choose the story according to the interview place.
  • Likewise, if there is more than one department, prepare a different circle.

Preparations Before an Interview

Press conferences are vital for effective promotion and strategic communication for organisations.

– Preparing as a mindset

Always go for an interview with positive thinking. Additionally, this is an excellent opportunity to get your message across.

– Determining the strategy

Firstly, determine the result you want to achieve. What do you want as a result of this meeting? Secondly, check your tone of voice, mood, and attitude. Think about who this meeting will reach (your audience), and then determine a strategy accordingly.

– Creating a message for effective promotion

Above all, set three or four messages by highlighting your lens. Try to keep these messages as compact as possible. For each statement, start with “Why” inside the circle. Get your message across using powerful and active words and sentences that will make headlines in newspapers.

Strategic communication steps:

1- Why did we do such a project
2- Effects we have observed or expected so far
3- Back to the main message
4- Knowing the material

In short, analyse the current situation, including numbers and data. Take these data and numbers with you in small notes as you go to the interview. Prepare answers to the most challenging questions.

– Dominating the conversation atmosphere

Please get to know who you will meet with, the people you will reach through him and your audience. Know the prejudices and expectations, and prepare accordingly. In media interviews, be aware that the interviewer is the medium and tailor your messages to the primary audience. On the TV show, learn about the room’s shape, where you will sit, and the speakers that will appear before and after you. Know your time allotted and always be prepared for less.

Things to Watch out For in an Interview

We have listed below what to do during the press meetings regarding strategic communication of your organisations.

– Effective Promotional Strategies: Start with your message

Prepare a framework for the content of the interview with your opening sentence. Give your messages at the beginning of your reply, do not spread it over your honest answer. Address all your notes while answering the first question. Always take care to convey your original message in your first reply.

– Things to Watch out For in an Interview

  • Focus and be ready to defend
  • Take on your best and smiley face.
  • Answer the question asked, deliver your messages, and stop. Do not deviate from the subject by continuing to talk.
  • Repeat, repeat, repeat. Repeat your message throughout the conversation. The journalists can interview you for 40 minutes and only include two sentences, and you don’t want these two sentences to be two sentences without your message.
  • Always act as if you were recording. From the moment you meet the interviewer to the moment you leave, pretend that every sentence of your every move is on the recording.

– Transfer all your messages

Try to get all your messages somehow. Even if the answer to the question is not your message, draw the subject back to your message with specific patterns.
For example,
“Yes, it is a good question, but the main thing here is …….”
or
“The thing you have to remember when you go from here is ……”

– Use notebooks

Keep notes of essential points with you on your notebook. In this way, you will not forget any of your messages. And you can transfer all your notes in a more orderly manner. Önemli noktaları not ettiğiniz listeleri yanınızda bulundurun. Bu sayede hiçbir mesajınızı unutmazsınız ve daha düzenli bir şekilde tüm mesajlarınızı aktarabilirsiniz.

– Effective Promotional Strategies: Listen

The simplest thing we often forget to do is, listen. We cannot listen to the other party most of the time while thinking about what to say. Do not focus on what to say and listen carefully to the other party’s question. Make sure you understand the questions. Do not answer a question you were not asked, and stay away from the subject. If more than one question is asked, answer a question.

– Crisis management

If the question asked is a question that will put you in a difficult situation, change the answer’s direction somehow before going into crisis. Meanwhile, always consider your audience and do not answer questions you will be in trouble with. Convey your messages using those questions.

– Body language

Firstly, pay attention to eye contact, and make eye contact with the audience and the people you are talking to. Secondly, be careful to dress closed and plain, and do not wear jewellery that will distract you. Take a deep breath when you feel excited. Always remember to smile. Even if the eyes are not on you, do not worry about other things. Always have an expression like listening attentively. Drink warm water while talking. As you prepare, say rhymes.

Conclusion

In conclusion, it will be handy for non-governmental organisations that do not have much opportunity to convey their messages and, most importantly, correct what they know wrong. Ezgi Küçükdeğer, who took these notes, participated in the workshop on behalf of the Martı Association. Later turned them into an article, and we published them here.

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