2009-12-16 fnf pak - strategic communication

Strategic CommunicationOlaf Kellerhoff

Resident Representative Pakistan

New media

blogging

Twitter

homepage

youtube

Facebook

SMS

message

Strategic Communication Dec. 16 2009Olaf Kellerhoff

StrategyGreek stratēgia generalship, from stratēgos

1 a the science and art of employing the political, economic, psychological, and military forces of a nation or group of nations to afford the maximum support to adopted policies in peace or war (2) : the science and art of military command exercised to meet the enemy in combat under advantageous conditions b : a variety of or instance of the use of strategy

2 a : a careful plan or method : a clever stratagem b : the art of devising or employing plans or stratagems toward a goal

Merriam Webster


Targeted Communication

Target & Communication

You think because you understand one you must understand twobecause one and one makes two

Butyou must also understand and.

(Sufi Teaching)


Targets

T imedR ealisticA ttractiveM easurableS pecific


Possible Side-Targets

Educate Target audience Build positive relationshipMotivate current team membersSustain program fundingRecruit new team membersIncrease participation in programCreate awarenessEstablish credibility

Future Youth Group (FYG) Peace Walk, Aug. 2009


Five axioms1. One cannot not communicate.2. Every Communication has a content and relationship

aspect such that the latter classifies the former and is therefore a meta-communication.

3. The nature of a relationship is dependent on the punctuation of the partners communication procedures.

4. Human communication involves both digital and analog modalities.

5. Inter-human communication procedures are either symmetric or complementary.

by Paul Watzlawick


Channels of Communication

AudioPrint

Audiovisual

New media

Event

F2F

handbill

poster

newspaper

Magazine

press release

advertisement

brochure

scientific study

advertorial

television

cinema

Screen display

blogging

Twitter

homepage

youtube

Facebook

SMS

panel

rally

conference

private

seminar

speech

spotreportage

song

visit of politicianinterview

small talk


MessageDefine the message!What do you want to make others think?

What do you want to make the other act?=> Begin at the end!

A ttention

I nterest

D esire

A ction


Four Aspects of messages

message

Content of (fact)

app

ealSe

lf-m

anif

esta

tion

speakersender

listenerreceiver

relationship

by Friedemann Schultz von Thun


4 aspects - example

What´s the greenthing in the soup?

Gosh! If you don´tlike it, you may go and

eat somewhere else!


4 aspects - example

Sentmessage

There´s a green thing.

Tell me

what

itis!

You will know it.I don

´tkn

oww

hat

itis

.

Receivedmessage

There´s a green thing.Don´t putit

in again!You´re a bad cook.

I don

´tlik

eit

.

I don‘t know what I‘ve said until I haven‘t heard the answer.Norbert Wiener

(american mathematician)


CommunicationWhy? Your intent

What? Your message

Whom? Specific Target Audience

How? Depends on Target Audience

Where? Depends on Target Audience

Who? Depends on Target Audience What’s my audience, e.g. at a workshop?


Target AudienceGeneral (age, sex…) All ranks

Locality Inhabitants of Karachi

Identity Mixed in ethnic / religion

Preferences ?

Weakness / Strength Economical situation

Topics Karachi

Way of communication Tv, radio, newspaper, internet

Effect Rally, vote, change of behaviour?


Example Baloch villagerGeneral (age, sex…) Male, 18–60 , uneducated

Locality decision makers

Identity Beloc, language Beloc

Preferences freedom

Weakness / Strength Poverty, analphabetism

Topics No school in village, no road

Way of communication Radio, gossip

Effect Bring all villagers to ballots


Target Audiences1. Apparent Audience

2. Ultimate Audience

3. Intermediate Audience

4. Unintended Audience

Shehri at Standing Committee of Sindh Parliament, Jul. 2009


Strategic Communication

message

Internet

MediaMasses

Stakeholders

Friends

Events Agents of change

Journalists


Planning & Implementation

May June July Aug.AprilPu

blic E

vent

Newspa

per A

rticle

Lette

r to t

he ed

itor

Lette

r to t

he ed

itor 2

Semina

r

Broc

hure

Stud

y

Newspa

per A

rticle

Revie

wPre

ss inv

itatio

nPre

ss rel

ease

Press

relea

se

Radio

TV spots

AdverstisementWhere is you blog?


Keep in touch!Follow us: twitter.com/FNF_Pakistan

See us: flickr.com/photos/liberal_friends_of_pakistan

Watch us: youtube.com/LiberalFriendsofPAK

Read with us:amazon.com (People search: FNF Pakistan)

Learn from us: slideshare.net/LiberalFriendsofPakistan

Become a fan: Liberal Friends of Pakistan

Also in Urdu www.southasia.fnst.orgwww.mynameise.com/LiberalFriendsofPAK

2009-12-16 fnf pak - strategic communication

Education