I can’t believe the NSPRA program committee turned down my proposed presentation.
In my humble opinion…
the committee members give too much weight to presenters who are talented and respected.
How fair is that?
But until the criteria is changed, all I can do is complain.
After a year of extensive training (using a no-oversight online educational provider, by the way) I was dying to demonstrate how the amazing communications device in my hands could become everyone’s favorite “go-to resource” at crisis time.
It has everything a school PR pro could want:
• it can be used by both lefties and righties,
• it doesn’t need an app,
• it’s easy to spot where you left it,
• it fosters two-way conversation, yet still gives you the loudest voice,
• it never needs wifi, syncing, 3G, or 4H,
• and (with good balance) you can sit on it whenever you need to catch your breath.
Sure, it’s kinda retro.
But admit it, the media will never doubt who’s “the official spokesperson in charge.”
Despite this litany of benefits, though, the top dogs at NSPRA thought Rick Kaufman’s crisis response presentation would suffice.
I didn’t make the cut.
They were 100% right, of course.
Kaufman hit a home run.
But imagine how much more memorable his 40 second video could’ve been had he only referenced my recommended messaging device.
The buzz would still be buzzing.
Again, that’s only my humble opinion…
Which now brings me to one of the key takeaways I saw in action at NSPRA 2016 in Chicago last week.
It struck me how many of the presenters were already well known by many of the conference attendees.
These keystone presenters had nurtured friendships across the miles in any number of ways and had already built the trust of many “audience members” prior to their actual presentations.
As a school marketer, I couldn’t escape the lesson.
It definitely pays to be intentional in your audience building.
When you build trust with your audience over time FIRST, it will THEN be more open to hear what you have to say, whether it’s a presentation on a difficult topic, information about a bond campaign, or the roll out of a new school program.
When people trust you, you don’t need to haul out a bullhorn.
You really don’t.
Unless you’re me.
I can’t take any chances.
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