Every organization – regardless of size, regardless of mission – needs a PR/media strategy. It is needed not only to convey the work of the organization to the broader audience, but, as last week’s Komen/Planned Parenthood disaster showed, it is needed to effectively counter the unexpected crisis.
And here, unfortunately, some of the most important brands in the Jewish world fail miserably.
For example, one such organization is Jewish Federations of North America, (JFNA) – a point I have privately made more than once to their senior executives and communications professionals.
In addition to broadly promoting the work of the federation system, JFNA frequently has “issues of importance” to convey. But the only conveying they do is to their own internal stakeholders, those who receive “Leadership Briefing” emails. This is NOT a media strategy. This is NOT a way to build public awareness, strong branding and – most important – good will for their organization.
This is not a new circumstance; JFNA, and UJC before, has historically been tone-deaf to the issue. What has changed is the 24/7 world we live in; the strengthening of the Internet and various networks – on, and offline. The Komen/Planned Parenthood disaster should be a wake-up call to all, including those at 25 Broadway, about the need for a vibrant, outward-focused approach.
Let’s take for example the great work accomplished by the federations’ National Women’s Philanthropy. Just yesterday, 150 women from their Heart to Heart mission arrived in Israel to meet with local women leaders, discuss issues of civil society, rights of women, and more. Huge hot-button issues in Israel today.
Where are JFNA’s leadership and communications teams? MIA; either afraid that reaching out to the media in advance might mean media coverage where JFNA can’t control the message or they didn’t think the women’s philanthropy network could benefit by the positive coverage they were likely to receive. Either way, a senior management failure.
According to Wikipedia, “Media strategy … is concerned with how messages will be delivered to consumers or niche markets. It involves … defining the characteristics of the media that will be used for the delivery of the messages, with the intent … to influence the behaviour of the target audience … ”
JFNA needs to begin to influence behavior. The absence of same is destroying their mission.
This article reflects the personal views of Dan Brown, the founder of eJewishPhilantrhopy.com, and should not be regarded as a statement of the views of eJewish Philanthropy, its volunteers, advisors or funders.
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Dan makes some great points here on the missed opportunities with media strategy from JFNA. He also reinforces the point that when dealing with 24/7 news cycles, and the flood of news that comes out of Israel – there is need for a stronger media strategy, and consideration of real time communications strategy.
I would be remiss not to point out that JFNA has some very active and influential Twitter personas, such as VP of Public Policy and Director of Washington Office, William Daroff (@daroff), who has been named one of the top ten influential Jewish twitterers. These efforts should not be overlooked, just because they aren’t in press release format. I regard these social media tools as great outlets for real time communication, and a critical component to overall media strategy.
As a new JFNA communications professional (Jewish Federation of San Diego County) I have introduced some interesting ways to work in these 24/7 news cycles, including live blogging from the aforementioned Women’s Mission to Israel. I would like to share that our San Diego women participants are live blogging their amazing journey here: http://hearttoheartmission.tumblr.com/, and fed to our site http://www.jewishinsandiego.org/missionandtrips.aspx . I will be drafting a press release shortly to get coverage in other outlets. I think it would make a great eJewishPhilanthropy piece!
Regarding the Komen disaster, even their real time communications efforts were abysmal. The quickly released YouTube explanation was one of the weakest I’ve ever seen. If you haven’t, it is here: http://www.youtube.com/watch?v=I4oOh6JhayA. Not good.
Excellent point on William and the use of Twitter (and FB). As you correctly point out, they are great tools for communication.
Just for clarification, it’s not a press release issue I feel is missing, but a lack of outreach. There are key media outlets every organization needs to have relationships with. A quick Google search tells me the San Diego Jewish Journal may be an important one in your community. As a communication professional, developing, and keeping open, lines of communication with this publication will only benefit your federation (and yes, that does not mean they may not criticize the federation). But still, an over-all win win for the federation and the publication.
Dan –
Great point, and well taken. The San Diego Jewish Journal, and San Diego Jewish World are our local outlets, and I’m proud to say we do have a good relationship with them. I touch base with them on a weekly basis, automatically run their respective RSS feeds on our community site (www.JewishInSanDiego.org) as a way to benefit both parties, and I feel, the community as a whole.
The harder part is getting any real traction with the secular media – a key strategic play as we want to reach Jews in the community who are less involved, and may not receive Jewish publications.
All in all, you’ve raised some great points!
Having been involved with JFNA, UJC, and UJA I must say that the idea that Dan would take aim at JFNA for marketing and PR is a bit unfair. When I was involved as a lay chair of the UJA University Campaign at Case Western Reserve University back in the early 80’s it was all about Soviet Jewry. UJA conveyed issue related causes to support and engaged me as a student in a cause I could relate to as a young adult. As a professional for the past 20 plus years in the Federation system, I can only praise JFNA for all the good that they do in the world we live in today and especially with dwindling financial resources.
JFNA has a focus and a mission, the need to raise dollars. The focus may be different today than it was in 1984 but the core mission of JFNA is the same to raise money for Jews worldwide. Perhaps if Dan and others feel that there needs to be a marketing effort to promote and define Jewish issues that a new type of online vehicle or social media needs to be developed. With limited resources I would hope that JFNA would continue to focus on raising money for the needy, the elderly and for vulnerable populations. I would leave the social media, pr, and marketing efforts to the likes of Mark Zuckerberg who perhaps should be solicited for his own gift to JFNA to offset his huge tax bill.
Jeff, I couldn’t disagree more.
First, this isn’t about does JFNA do good work but outreach. And brand building – a place JFNA’s current team has put huge resources (including money) recently. Management speaks often of the brand, but only to the self-selected. This will build a future for JFNA? Not in any organization on the planet.
Next, all of JFNA’s so-called partners (JAFI, JDC and World ORT) invest significant budget resources, and staff time, in cultivating – and maintaining – relations with the media. For all three, raising money for their programs is clearly paramount. Making sure the broader community knows about their great work is also, apparently, high on the agenda. In fact, maybe Jerry Silverman et al should speak with Natan Sharansky et al about the importance of a broad public persona. Perhaps also host a media workshop with all their partners. They could teach JFNA much.
Lastly, if as you say, JFNA’s focus should be on “raising money for the needy, the elderly and for vulnerable populations”, how do you define the waste at JFNA on NEW social-media based programs such as Jewish Community Heroes and #ISH. Clearly, even JFNA, does not believe in leaving “social media, pr, and marketing efforts to the likes of Mark Zuckerberg.”