Social enterprises face many challenges and often don’t have the luxury of a communication team or resource dedicated to promoting the activities of the business. The University of Ulster can provide practical learning and tools designed to ensure that social enterprises maximise their exposure. Dr Fred Morrison from the School of Communication shares his expertise with us…

Q What’s the biggest mistake organisations make in trying to communicate their message?

The key to successful communication is making sure you have a clear idea of what you want to achieve with it. In an ideal world this means having a clearly expressed organisational identity – a good understanding of how the organisation wants to be seen and then making sure that what and how you communicate reinforces and is consistent with those desired perceptions. I suppose a major mistake organisations often make is being reactive and communicating a confused or even sometimes contradictory message under day-to-day pressures.

Q What makes a good press release?

All good communicators understand their audience. A good press release should present the information very clearly and with an appreciation of what it is that makes it interesting and important to the journalist. Make sure that the language used can be understood by people who may not understand technical terms or jargon. Have a look at the media that you are targeting and see the kinds of stories they carry and the points they tend to highlight – remember what you think is important may not be what interests the press! Local press tend to be most interested in local people and events. If you can, draw upon local examples and illustrations to make your point.

Q How can a small social enterprise make its voice heard in the media?

At the very centre of what a small social enterprise is trying to achieve is what interests the public and the media most. Social enterprise is contributing to the welfare of people and their communities. That always makes a great story. The challenge in being heard is in ensuring that you present the story in human and individual terms. It is too easy to get caught up in the technical details and forget that at the centre of all of what we are trying to do is the contribution we make to better lives and safer and happier communities. A key asset that a social enterprise has is that YOU are the expert in what you are doing. No one else is doing what you do in the way that you are doing it and certainly no one has the same level of direct day-by-day contact with the issues you confront. It is important that you make sure the message is heard. Spend some time and effort on your communication. It is really important.

Q How do you manage bad press?

We all make mistakes. The worst thing you can do is to try to conceal them. The most important asset you have is integrity. When facing bad press you need to explain your position as fully and as truthfully as possible. If you have caused damage to anyone you need to accept your responsibility and be clear about how you are going to put things right. It will happen in the end anyway. The best thing you can do is act on your own initiative rather than be seen as slow or reluctant to respond.

Q What are your top tips for an effective presentation?

Clichés are clichés because they are often true! Planning and preparation are the key ingredients. Remember also the key moments are the first and last things that you say. Many presenters over-estimate the amount of material that their audience can absorb. Keep it as simple as you can. If you have lots of detail it’s probably better to give it in written form and talk around the key points. Always remember the magic number three….tell them what you are going to tell them, tell them it and then tell them that you have told them it!

Q Social networking, is it relevant for our social enterprise?

Social networking media are used by many organisations as a means of opening a dialogue with their key audiences – suppliers, employees and customers. All organisations are dependent upon developing and maintaining relationships both internally and with others they need to work with. Social networking can be a really useful set of tools in making and developing those kinds of relationships.

For further information contact Dr Fred Morrison at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .ukThis e-mail address is being protected from spambots. You need JavaScript enabled to view it or on 04890 368860