5 Ws of Communications

Beginning writing courses force students to answer the 5 Ws in every story they write - who, what, when, where, and why. 

By flipping the traditional order of the same 5 Ws, starting with the "what," you can create an easy communications roadmap for 2015.  Here's how:

What:  Identify the #1 thing you need to have happen this year. Is it to get a new program off the ground? Raise more individual dollars? Better measure outcomes for your programs? Recruit more volunteers?

Most organizations likely have dozens of goals, and certainly you can pick more than one for your communications effort. But, if your communications capacity is limited, you'll be far more successful by focusing on fewer goals.

Who: Decide who you need on board to help you achieve your goal. Individual donors, grant makers, policy makers, clients/members/customers, volunteers, employees? If you don't already have it, pull together a list of all these people with their contact information, including mailing address, email, and social media tags.

Why: Figure out why your target audience would be moved to action. Will this audience react to data, personal stories, or both? Do they want to hear from the head of the organization, from staff, volunteers, or from clients? Will they be motivated by personal recognition? Are they motivated by the success of the organization? Or, maybe they are motivated by being part of a larger change effort. Use all this information to create a storyboard with messages.

When: Determine at what points throughout the year you will connect with your target audience. Depending on your goal, decide if you will reach out once a week? Once a month? More? Less? Most organizations tend to communicate with target audiences far to infrequently, so consider that when making your plans. Depending on the goal and the audience, you should also consider running a limited-time campaign during which you will work to engage with your audience more aggressively.

Identify a calendar of opportunities to connect with your target audience, including pre-existing opportunities like days of observance (e.g., Memorial Day), government-related dates/periods (i.e., budget cycle, State of the City/State).

Where: Establish "where" you will reach your audiences - online via your website, social media channels, and emails? Via earned media? An event or series of events? Snail mail?

How will you use the current materials you create - brochures, annual reports, newsletters - to communicate with your target audience?

Our Work

We currently work with 14 nonprofit organizations on a retainer basis - providing them with year-round services ranging from media relations to functioning as their outsourced communications department (developing all collateral, annual reports, and newsletters; running social media channels; managing website content; creating videos; drafting all donor communications including appeals, campaign books, and fundraising campaigns; pitching press stories; and providing strategic media and crisis communications). 

We also work with nonprofits on a project basis.  

To see a full list of clients, visit: www.anatgerstein.com

If you want to learn more about how we can help your organization, contact Anat Gerstein at 718-793-2211 ext. 100 or at anat@anatgerstein.com.

In lieu of our typical Pitching Notes column, below is a contact list for the planning desks at local TV and radio stations.  Happy New Year!

New York 1 News:  212-379-3456, desk@ny1news.com

News 12 Brooklyn: 718-861-6818, news12bkln@news12.com

Univision 41 WXTV-NY:  Tiffany Valderrama, 201- 287-8900, tvalderrama@univision.net, noticias41ny@univision.com  

WABC-AM (New York 770): 212-268-5730, ken.duffy@cumulus.com

WABC-TV (New York 7):  212-456-3173, wabctv-newsdesk@abc.com, mark.crudele@abc.com

WCBS-AM (New York 880):  212-975-2127, desk@wcbs880.com

WCBS-TV (New York 2):  Wanda, Prisinzano, Assignment Editor, 212-975-5867, wprisinzano@cbs.com, desk@cbs2ny.com

WFUV-FM (90.7):  718-817-3693, newsroom@wfuv.org

WINS-AM (New York 1010):  212-315-7090, info@1010winsmail.com

WNBC-TV (New York 4):  Enez Paganuzzi, News Planner, enez.paganuzzi@nbcuni.com, 212- 664-2731, wnbc.newsdesk@nbc.com, tips@nbcnewyork.com

WNJU-TV Telemundo:  201-969-4247, wnju47@nbcuni.com

WNYC:  646-829-4020, newsroom@wnyc.org

WNYW-TV (Fox 5):  212-452-3808, desk@fox5ny.com

WOR-AM (710):  Tom Cuddy, 212-642-4467, tcuddy@wor710.com

WWOR-TV (New Jersey 9):  9newsdesk@foxtv.com

WPIX-TV (New York 11):  212- 210-2411, news@pix11.com