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Make it Happen: Make it Matter
Visionary Annual Conference 2019
Get Involved: #visionconf19
Impact over Outcomes
Nicola HannaEmma Russ
@GallowaysBlind
Make it Happen: Make it Matter
• Defining Audiences
• Stakeholder Analysis
• Power/Interest Matrix
• Engage not just Inform
• Use of Case Studies
• How do we get the information
• What not to do
• Measurements
• Q&A
Agenda
Make it Happen: Make it Matter
Stakeholder Analysis
InternalDirect Contact
Indirect or No Contact
Make it Happen: Make it Matter
Stakeholder Analysis
Staff
Service Users
Indirect or No Contact
VolunteersTrustees
Donors Tenants
Trusts
Room Hirers
Social Media
Press
Family
Make it Happen: Make it Matter
Power/Interest Matrix
Make it Happen: Make it Matter
Use this information to create an action plan• High power, highly interested people (Manage Closely): aim to fully engage
these people, making the greatest efforts to satisfy them
• High power, less interested people (Keep Satisfied): put enough work in with these people to keep them satisfied, but not so much that they become bored with your message.
• Low power, highly interested people (Keep Informed): adequately inform these people, and talk to them to ensure that no major issues are arising. These audiences can also help point out any areas that could be improved or have been overlooked.
• Low power, less interested people (Monitor): don’t bore these stakeholder groups with excessive communication, keep an eye to check if their levels of interest or power change.
Make it Happen: Make it Matter
Engage vs Inform
•People Centered
•Case Studies
•How?
Make it Happen: Make it Matter
People Centred
Over 40% of people living with sight loss
feel moderately or completely cut off from
people and things around them. Our
Assistive Technology Co-ordinator helps to keep people in touch
with their communities.
Call us on 01772 744148 for more
information.
Make it Happen: Make it Matter
• Local press coverage for NEHW in the Lancashire Post focused on the importance of eye tests
• It featured: • A case study about a local
woman Margaret who experienced a torn retina
• Information about her experience and how seeking timely intervention ultimately helped to save the sight in her eye
• Data and statistics about the numbers of people with sight loss in Lancashire and the uptake of free NHS sight tests
Case Studies
Make it Happen: Make it Matter
Make it Happen: Make it Matter
How?
Make it Happen: Make it Matter
Asking the right questions…
• What sight condition do you have?
• How does your condition affect you?
Make it Happen: Make it Matter
What not to do
•Numbers
•Jargon
•Photography
Make it Happen: Make it Matter
Make it Happen: Make it Matter
•ECLO
•SLA
•LVA’s
•VIP
•VI
Make it Happen: Make it Matter
Make it Happen: Make it Matter
Make it Happen: Make it Matter
Impact in Action
•Christmas Appeal Letter
•Ben’s blog – Driving Day
•ECLO – CCG Report
Make it Happen: Make it Matter
Make it Happen: Make it Matter
Ben’s blog and video
Make it Happen: Make it Matter
Make it Happen: Make it Matter
Make it Happen: Make it Matter
Make it Happen: Make it Matter
Measurements
• What do you want to
achieve?
• Barcelona Principles
Make it Happen: Make it Matter
Barcelona Principles
• PRINCIPLE 1: Goal Setting and Measurement are Fundamental to Communication and Public
Relations
• PRINCIPLE 2: Measuring Communication Outcomes/Impact is Recommended Versus Only
Measuring Outputs
• PRINCIPLE 3: The Effect on Organisational Performance Can and Should Be Measured Where
Possible
• PRINCIPLE 4: Measurement and Evaluation Require Both Qualitative and Quantitative Methods
• PRINCIPLE 5: AVEs are Not the Value of Communication
• PRINCIPLE 6: Social Media Can and Should be Measured Consistently with other Media Channels
• PRINCIPLE 7: Measurement and Evaluation Should be Transparent, Consistent and Valid
Make it Happen: Make it Matter
QUESTIONS
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