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Another Way of Thinking about Accountability

This post originally appeared on the Foundation Center’s Transparency Talk blog. More and more philanthropic professionals are accepting the idea that their organizations should be transparent and, in part because [...]

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Buy cheap levaquin, I'm trying to look past Nicholas Kristoff's little slam against the communications skills of the nonprofit world -- which, of course, I feel is not really fair and accurate considering some of the great marketing going on out there -- to focus on the case he presents as a really good example of "rebranding" for a good cause. The New York Times columnist picks up the case of the African wild dog, levaquin 250mg, Buy cheap levofloxacin, which technically isn't a dog but has nonetheless been rebranded as the "Painted Dog" in an effort to draw more attention to its near extinction.

It is an interesting case for the concept of "naming and framing, buy levaquin without prescription, Cost of levaquin 500 mg, " as the folks at PPC member Public Agenda might term it. Kristoff notes in his piece that wild dogs.., levaquin 500 mg uses. Levaquin 500 mg cost,

"...are a species that has become endangered without anyone raising an eyebrow. Until, that is, a globe-trotting adventurer named Greg Rasmussen began working with local villages to rebrand the dogs — and save them from extinction.., buy cheap levaquin.

Central to Mr, levaquin 500 mg dosage. Levaquin 750 mg iv, Rasmussen’s effort to save the dogs has been a struggle to rename them, so that they sound exotic rather than feral, levaquin 500 mg price. Levaquin 150 mg, Do-gooders usually have catastrophic marketing skills. Pepsi and Coke invest fortunes to promote their products over their rivals, azithromycin 500 mg chlamydia, Levaquin 500 mg sinus infection, while humanitarians aren’t nearly as savvy about marketing causes with far higher stakes — famine, disease, levaquin 250 mg, Levaquin 750 mg dosage, mass murder. Buy cheap levaquin, Mr. Rasmussen is an exception, levaquin tablets 750 mg, Levaquin 750 mg uses, and his effort to rebrand the species as “painted dogs” caught on. The name works because the animals’ spotted coats suggest that they ran through an artist’s studio, what is levaquin 750 mg used for. Levaquin 250 mg, Mr. Rasmussen runs the Painted Dog Conservation, buy cheap levofloxacin, Levaquin 750 mg dosage, a center that offers the animals a refuge from poachers and rehabilitation when they are injured. But most of all, he works with impoverished local villagers so that they feel a stake in preserving painted dogs.

Kristoff says that "If clever marketing and strategic thinking can take reviled varmints such as “wild dogs” and resurrect them (quite justly) as exotic “painted dogs” to be preserved, then no cause is hopeless." Well, I suppose that's true. But I wish that he would look around and see the countless other examples of great marketing and issue framing being done by nonprofits and foundations around the world.

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500 mg cephalexin, The January 2010 meeting of Public Policy Communicators NYC at the Ford Foundation had a great turn-out. As always, we started with half hour of informal networking meet-n-greet, and I was very happy to meet some of the new additions to the group.

The topic of the day was “How to Use Low-Cost Multi-Media to Maximal Effect, Ic cephalexin 500 mg, ” which was chosen by members at the last PPC meeting before we went on hiatus. While many of our meetings rely simply on the experiences of our own members, this time we had an expert (even though she insisted that I not call her that) to help us think through the topic: Susan Herr, cephalexin 500mg strep throat, President of PhilanthroMedia. Cephalexin 500 mg per capsule, Susan started with the core point that thinking about what is “low cost” should take a step back from the costs of relatively inexpensive items like video cameras and video editing software, and look more broadly at the many other cost elements associated with producing good multi-media.

Using the example of her work organizing the “Gorilla Engagement Squad” at The Communications Network annual conference, cephalexin 500 mg uses, she talked about how inexperienced and experienced camerapersons using Flip Cams and Tweeters could use inexpensive technologies in combination to extend the reach of a conference outside those present, Cephalexin 500mg and alcohol, as well as develop relationships among those on-site. But she made clear that the real cost was not the video cameras, etc., but the human resources to plan the video capture strategy, corralling interviewers and interviewees, and putting the pieces together into a compelling story. It takes a lot of time (and someone fairly experienced in pulling it all together), 500 mg cephalexin. This link features some of the participants in that effort talking about how it worked: Gorilla Engagement Squad 2009 http://vimeo.com/8174186

Then she talked about Video Skype and using it to produce “Diavlogs,” which, cephalexin 500mg alcohol, for the uninitiated, Levaquin for urinary tract infection, are essentially synched video of two people doing an interview showing both on-screen (usually from separate remote locations). The point here was that doing interviews and putting them up online is exceptionally easy and a potentially great way to share ideas/information in a conversational format. But just like any other interview – it has to be interesting to the audience! Two people talking is easy to produce, cephalexin 500mg and alcohol, but to get people to watch, Cephalexin capsules 250 mg, there has to be great content, on both the interview and interviewee sides. Here is a link to some examples of diavlogs: Beyond Branding http://vimeo.com/8265230

Next, she explored an example where she herself was a one-person camera crew, uses for cephalexin 500mg, working for the Drum Major Institute for Public Policy, Cephalexin 500mg strep throat, gathering footage for an effort to get Presidential candidates focused on urban issues. As an admittedly only “moderately” experienced camera person and interviewer, but having access to a really well-connected producer and experienced logistical coordinator, she was able to interview 10 mayors of major American cities about the challenges facing urban centers and use that footage to produce a compelling, cephalexin 500mg cap lup, cohesive message, Cephalexin cap 500mg, which was picked up by The Nation, netroots bloggers and many well-trafficked .org sites. The point here was how key a well-connected producer and logistical-coordinator were, not the expense of the technology and other aspects of “video production.”

Finally, cephalexin 500mg pregnancy, she showed a new website that she has created as an example of how easy it is to do man/woman-on-the-street interviews on a Flip Cam, Cephalexin 500 mg for sinus infection, along with Flickr to host picture slide shows. She also talked about the social networking aspect (in this case Facebook) of quickly building an audience when you have simple but compelling content. This is the site (which is based on a $69 template) that she used as an example: http://www.dapperq.com/

As we opened the conversation up to the group, I added a few thoughts of my own. First, I made the point that, cephalexin 500 mg per capsule, while everyone wants to produce a “message” video that is witty and gets people’s attention so much so that it goes VIRAL and everyone is convinced of your point, Cephalexin 500mg cap, there are lots of other possible uses of video.

This is a classic example of a “message” video (we didn’t show it at the meeting because the video didn’t show well on the projection screen): Lost Generation http://www.youtube.com/watch?v=42E2fAWM6rA&feature=player_embedded

But you can do lots of other stuff with videos and other forms of multi-media, like…

--Highlighting organizational programs showing the programs in action. Here’s a great teaser from the Anaheim Ballet that meeting participants loved: Anaheim Ballet http://www.youtube.com/watch?v=y2XmRzaCFFY&feature=player_embedded This is obviously great for arts organizations, cephalexin 500mg acne, but you can do it with panel discussions and other events relevant to policy-related organizations.

--Using multi-media to extend the reach of conferences/panel discussions 500 mg cephalexin, , etc. Cephalexin 500 mg uses, (i.e. Philanthromedia's work on Comnet09, Public Agenda's policy breakfast series online videos, macrobid for urinary tract infection, TED Talks) Here is one example of a Public Agenda video highlighting programming: America\'s Financial Future http://www.youtube.com/watch?v=mapR6TK8_Fo&feature=player_embedded

-- To tell an organization's history (for fundraising purposes)

-- To take on powerful interests, critique leaders in a witty way

This is one that participant Michael Falco of Pro-Media Communications offered: ABA Showdown http://www.youtube.com/user/ABAShowdown It is a great example of “taking it to the streets” and then taking the street online to spread virally. It got a lot of hits.

-- "instructional" : telling people what you want them to do and how to do it, for example: The World Sucks: Help it Suck Less http://www.youtube.com/watch?v=oeAUQslfFP4&feature=player_embedded

-- To recruit volunteers For example: Into Darfur: A Young American\'s Journey http://www.youtube.com/watch?v=_BQcSyG7bOQ&feature=player_embedded

-- To sell a policy direction For example: A New Sound: Green For All http://www.youtube.com/watch?v=NNszFwmSg2Y&feature=player_embedded

The conversation ranged over a lot of territory after that and people talked about their own experiences producing multi-media, including best ways to produce slideshows. Fenton Communications’ Lisa Witter offered that the organization Duarte is amazing at producing such multi-media slide shows and maintains a blog called “Slide:ology” at http://blog.duarte.com/

She also shared this very inexpensive, provocative video called Milking Cancer http://vimeo.com/6675967 It was produced for $5,000 – which included the actors and editor.

It was noted by several participants that every organization should have a YouTube channel by now, but that Vimeo is also quite valuable because of the cleanliness of the presentation.

Lots of folks offered other examples. I apologize that I didn’t catch who offered what. This one is a good example of using lots of forms of media capture and putting it all together on one cohesive piece: MQ2 http://mq2.org/

The conversation ranged across many of the challenges of utilizing multi-media, but several themes kept reoccurring:

1, 500 mg cephalexin. The importance of investing wisely in human resources, and knowing what you can do in-house and what you need to pay an expert for.

2. The ultimate fact that you need to start with interesting content or a compelling story. You can throw lots of stuff up on a website, but if it isn’t witty or emotionally compelling, no one is going to watch it.

3. Dissemination is not to be overlooked. We only touched on this topic, which should perhaps be revisited in a future session. But we did talk about how the first step of getting something to “go viral” (after producing something interesting) is to start with your core audience and creating incentives for them to re-post and share through social networking sites.

I hope these notes are helpful. They capture only a small part of what I learned from my colleagues at the session. Another thing I learned is that I need to have someone dedicated to taking notes at the session. Next time.

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Posts Tagged ‘Public Agenda’

Another Way of Thinking about Accountability

Buy Cheap Levaquin

500 Mg Cephalexin

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