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Tyee Master Class: Connecting People to Your Cause

Communications pro Amanda Gibbs reveals digital success secrets on Nov. 2. Enrol now!

David Beers 22 Oct 2013TheTyee.ca

David Beers is editor of The Tyee.

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Amanda Gibbs: Learn how to let your audience carry your message far and wide.

Sometimes a communications specialist can be too hard working. They forget they have thousands of potential allies capable of helping them get their message out.

Amanda Gibbs has spent years helping cause-based organizations hone and spread their messages and no one has ever accused her of lacking work ethic. But she says today's communicators need to understand how to build audiences through social media -- and then let those audiences carry your message far and wide.

She calls it the network effect, and you can learn its power Saturday, Nov. 2, by attending Amanda's Tyee Master Class in Vancouver. There are still a few seats left. Register here.

Not just newbies

"When I explain the network effect in my workshop, I hope participants will understand the power of being able to shape your message, build an attuned audience for your work, and then let them get the word out," says Gibbs. "That's why savvy grassroots organizers get it and flourish on social media platforms."

Gibbs says it's not always the newbies who need to learn the art of what she's teaching.

"Interestingly, I've observed that it's those who have strong relationships with mainstream media, and those who have been able to gain great coverage in traditional print and broadcast media, who can be the most skeptical or reticent about using social media.

"They tend to see social media as detracting from more substantive or rigorous reporting. Or as a rabbit hole of over personalized, frivolous posts. And sometimes jumping in can be just plain daunting. As a former reporter, I understand this take. And yet, mission-driven communicators risk being left behind. They are missing the enormous opportunity that social media affords in this era of audience fragmentation and increased demand for two-way participation/ communication."

As The Tyee's registration page for Gibbs' workshop Saturday, Nov. 2, explains, the session is "designed for those who would assess themselves at an intermediate level with communications/campaign experience, but who want to update or add to their skills or resources. All attendees will leave the day with a greater understanding of the participatory strategies they can use to improve their traction in the crowded marketplace of ideas, as well as the substance of their interactions with community.

"We will discuss the dual foundations of mission and message development, audience analysis, as well as a set of tools including the latest tried and tested public engagement, arts-based, social media, crowdsourcing and content development strategies."

About Amanda Gibbs

Still wondering if you are an apt fit? Gibbs has geared her class for "leaders and staff of not-for-profit organizations and social enterprise organizations who develop and implement strategy, leaders and staff of knowledge-driven organizations or those leading projects or campaigns seeking social, policy and/or behavioral change."

Did we mention she knows her stuff?

Amanda Gibbs leads Public Assembly, leading public engagement, planning and strategic communications for a range of mission-driven clients.

She started her career as a reporter in the 1990s, but developed an interest in working with not-for-profits to help increase public dialogue on progressive social and environmental change. As Strategic Counsel with IMPACS (the Institute for Media, Policy and Civil Society) (1999-2004) Gibbs worked with organizations in Canada and throughout the world often on complex, conflict-driven issues with diverse stakeholders.

She also spent several years as Team Leader with Envisioning and Storytelling, (2004-2006) where Gibbs led a team of facilitators, writers, designers, space designers, multimedia producers and facilitators in developing story-driven strategies as a way of activating organizational and project purpose.

Most recently, Gibbs was director of audience engagement at Museum of Vancouver, Canada's largest civic museum (2008-2011). She led the visioning and rethink of this century plus local institution, and was able to activate its renaissance through a combination of exhibition planning, visitor experience strategy, community engagement and social media outreach. Her work has been recognized with several awards for marketing and community engagement from the Canadian Museums Association.

Join a smart, friendly and innovative pro to learn in the relaxed confines of The Tyee's own offices. A delicious lunch and a splash of B.C. grape is included. Click here to find out more.

To learn about all the Tyee Master Classes being offered this November, click here.  [Tyee]

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