APA Communications Guide

Question 1

Part 1:Messages

Answer 1

Every communication should have a message and use “proof points” to provide credence. Messages should convey “WII-FM” - whats in it for me?

Question 2

APA Key Messages

Answer 2

1. American Planning Association members help create communities of lasting value.
2. Planners are skilled at balancing the varied interests and viewpoints that emerge as a community plans its future.
3. Planners have the unique expertise to comprehensively address the impacts of today’s actions on tomorrow’s communities.
4. Members of the American Planning Association serve the public interest by advancing the best practices and standards of their profession.

Question 3

Message Pyramid

Answer 3

1. Key Message (long lasting and universal)
2. 1st Proof (factual statement about benefit of planning)
3. 2nd proof (statistic, fact, quote, or endorsement to hook reporter for good quote in news)

Question 4

Elevator Speech

Answer 4

mission statement about you/your organization

• engaging
• memorable
• short (30-60 seconds)
• simple
• WII-FM

Question 5

Part 2: Media 101

Answer 5

Proactive - you contact the media
Reactive - the media contacts you
DO NOT WAIT FOR REPORTERS TO CONTACT YOU
Don’t overwhelm with jargon or too much info
Best not to immediately respond or answer on the fly, try to re-schedule to give yourself time to formulate responses
Develop a “Communications Plan”

Question 6

Part 3: Social Media

Answer 6

Quality>Quantity
Hootsuite - Sendible - programs that automatically send out updates to multiple sites
Agencies should adopt Social Media Policy
“friending” of potential job applicants or board members may be unethical
Manage “Online Reputation” - correct misinformation, provide clear timely adequate & accurate information
Do not delete negative comments or block users (unless spam)
Shorten links with bitly or TinyURL in posts

Question 7

Part 4: Allies & Partners

Answer 7

Identify Partners/Allies

Engage - use common ground

Question 8

Part 5: Contentious Issues

Answer 8

1. Frame the debate carefully
2. Communicate early & often
3. Craft a Media Strategy
4. Focus on common ground / Values rather than technicalities
5. Hear the critics
6. STOP USING JARGON-PLANNING BUZZ WORDS
   (Smart Growth, Infill Development, Density, DU/ac, etc.)

Question 9

Mutual Gains Approach

Answer 9

Lawrence Susskind and Patrick Field in their book Dealing with an Angry Public: The Mutual Gains Approach to Resolving Disputes

Question 10

Part 6: Community Planning Month

Answer 10

October is Natl Planning Month

• visit schools
• make a library display
• community tour
• photo contest
• career day
• Great Places in America
• Podcast