It’s all about the people.
Owners: The smallest, but most valuable group
- Tip: If you haven’t already identified and built your base of Owners, start now! Your CRM data and your frontline staff can help you quickly identify the top candidates.
Believers: Interested enough to stay engaged, but don’t expect too much from them
- Tip: You may be spending far too much time trying to turn Believers into an Owners. (Focus instead on building you base of Owners and support their efforts to create their own narrative.) Develop a communications plan that keeps Believers active, engaged and interested, but don’t push them so hard that they tune out.
Belongers: Engaging because it feels good in the moment
- Tip: As you’re planning your campaigns, spend more time thinking about and building micro-actions, such as social sharing, that align with Belongers’ desire to feel like they are part of something.
Tips for Working with the Media
SE2 shares our tricks to help you get the media coverage you want
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