Marketing Your Expertise:
During this six-week Nonprofit Marketing Accelerator
Here's What You'll Get Done . . .
We'll help you clarify the WHY and WHO of your
thought leadership and media strategy.
Week 1 Topics: Setting Thought Leadership and Media Relations Goals
Let's face it: "thought leadership" is a pretty vague goal, and so is "getting more media coverage." You need to get more specific than that. WHY is thought leadership and media coverage important to your larger mission and success? We'll help you clarify what's to gain, in both the short-term and long-term, with a thought leadership plan in place.
Week 2 Topics: Deciding Who Your Thought Leaders Are and Whom They Hope Will Follow
Not everyone in your organization will be a thought leader. So exactly who will be? Or, if you are trying to position your organization as a thought leader, who are the individual spokespeople?
Just as essential to identifying the leaders is identifying the followers. Who is the target audience for your thought leadership and media relations plan? Who are you trying to influence, persuade, inspire and lead? Your professional community, policymakers, clients you serve, members of the media, your donors?
We'll help you sort out all of this.
Week 2 Bonus: In addition to our weekly Accelerator Call, you'll also get to participate in a webinar with Peter Panepento on "What Reporters Really Want: Building Media Relationships That Get Real Results" at no additional cost.
We'll help you figure out your niche, messaging, and delivery.
Week 3 Topics: Understanding the Different Kinds of Thought Leaders and Defining Their Core Topics
Not all thought leaders are the same. Some are practitioners who focus on best practices. Others are inspirational visionaries. Still others are synthesizers of massive quantities of information. While your thought leaders can be a mix, it's important to understand their strengths and weaknesses, as these have a big impact on your messaging and communications channels.
You'll also need to define a specific set of core topics that you want your thought leaders to become known for. Sharing new information -- research, or opinions, or insights -- is essential to good thought leadership and is the heart of your messaging.
Again, we'll help you sort it all out.
Week 3 Bonus: In addition to our weekly Accelerator Call, you'll also get to participate in a webinar with Antionette Kerr on "Navigating the Media Relations Trifecta of Earned, Paid and Owned Media" at no additional cost.
Week 4 Topics: Speaking and Writing -- The Essentials of Delivering Your Thought Leadership Messaging
Most thought leaders are better at speaking or at writing, but the reality is you need some of both. We'll help you figure out the best combination for your thought leaders, including the right mix of long-form and short-form writing, video (live and recorded), in-person presentations, which social media channels to use, and more. We'll also look at some additional tactics specifically for media relations.
Week 4 Bonus: In addition to our weekly Accelerator Call, you'll also get to participate in a webinar with Kerri Karvetski called "Tweet Like a Boss: How Nonprofit CEOs Use Twitter to Lead and Inspire" at no additional cost.
We'll help you pull your Thought Leadership Communications Plan together.
Week 5 Topics: Building a Schedule or Editorial Calendar to Support Your Thought Leaders
It's time to take all of the decisions and ideas from the previous weeks and put them into a written plan. We'll give you some outlines to start from and help you ensure the plan is reasonable and doable for your organization.
Week 6 Topics: Troubleshooting Tough Situations, Final Questions, and Next Steps
We'll wrap up by addressing any remaining questions, including what to do with thought leaders who are difficult to manage (like visionary founders), navigating relationships with similar organizations, and more. We'll also help you see your next steps in implementing your plan.
- Working directly with Kivi, Peter, and with other participants through the process of deciding your strategy, doing the work, and delivering a final product.
- Weekly group coaching calls, using GoToMeeting so we can screen share and make real progress together each week. Calls are on Wednesdays from 12:00 - 1:00 pm ET (9-10 am PT) and are always recorded in case you need to miss a call.
- Private Facebook Group where you can share ideas and solve problems with others who are working on their thought leadership and media strategies too.
- Worksheets, checklists, recordings, and other materials to help you make good decisions throughout the Accelerator.
- Up to three people from your team can participate on live calls and in the Facebook Group.
In addition to the weekly Accelerator calls, you will also get complimentary access to the following live training webinars, and to the recordings if you can't attend live:
- What Reporters Really Want: Building Media Relationships That Get Real Results with Peter Panepento (August 29)
- Navigating the Media Relations Trifecta of Earned, Paid and Owned Media with Antionette Kerr (September 7)
- Tweet Like a Boss: How Nonprofit CEOs Use Twitter to Lead and Inspire with Kerri Karvetski (September 14)
Frequently Asked Questions
When are the group coaching calls?
The group coaching calls are scheduled for 12:00 - 1:00 pm Eastern (9 am Pacific) on Wednesdays, starting August 23 and continuing through September 27. We will record every call and share those links in the Facebook Group.
Are private coaching calls available?
Most of the work, including troubleshooting individual problems, will take place on the group calls. If you are struggling with something, odds are someone else is too! However, if you feel like you need a private call with Kivi to work through a problem, we can certainly schedule time for that, assuming you are actively participating in group calls.