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Slide 1
Communications Strategy
Day 2
Slide 2
Communications Strategy
Planning
CommunicationsStrategy Planning
Slide 3
What is communications?• Is not an “anyone can do it if you have to” task.
• An ongoing exchange of information (iterative process)::
relevant to audiences
integral to the stages of the policy process
conducted on a formal or informal basis
Slide 4
What is a communications strategy?
• A well thought out or carefully devised plan for broadcasting differences
• A means of elaborating how we network, participate & interact with the world (e.g. to influence policy)
• Is not an optional or fringe plan to be left to junior personnel or consultants (out-sourced)
Slide 5
What if there is no communication strategy?
• Difficult to measure activities not planned and organised
• More reactive than proactive communication• Random activities not well thought out• Duplicating efforts• Mis/un-targeted messaging
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Internal and external communications
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Internal communications
• Keeps everyone in the know.• Allows sharing of ideas.• Synchronising messages.• Singing the same song / speaking the same
language.• Easy when it comes to handing over.
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External communications
• Key messages for communication• Audiences/Stakeholders/Key people
(segmentation) • Activities to carry out • Requires a communications strategy*• 5Ws & H – the Who, What, When, Why, Where &
How.
*Communications strategy can cover both internal and external communications.
Slide 9
Communications strategy steps
What are the essential elements / steps of a communications strategy?
Slide 10
Steps in a communications strategy
Organise a committee Analyse the situation
Develop objectives
Identify audiences
Develop messages
Select channels
Evaluate
Develop action plan
Build partnerships
Slide 11
Step 1: Establish a communications committee
Committee members could include:
– Staff from main implementing agency
– Researchers
– Members of relevant professional associations
– Members of partner organizations
– Members of the audience you are trying to reach (news media, religious leaders, etc)
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Step 2: Analyse the situation
Analyse the situation carefully to understand the message & provide solid rationale for sharing.
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*What do we want our communications to achieve? Are our objectives SMART?
• Policy communication objective– Raise awareness among policymakers about
need for increased resources of ICT equipment.
• Program objective– Increase the number of rural users of ICT or
increased use of ICT by rural health workers…
Step 3: Develop Objectives
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• Help journalists better understand the benefits ICT in poverty reduction, or its use amongst rural health workers .
• Quantity and quality of news coverage about ICT use by rural health workers
Develop Objectives and expected outcomes
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Step 4: Identify the audience
• Primary
– Who can directly affect policy on your issue?
• Secondary
– Who can influence those policymakers?
– Who can stop being an obstacle?
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Who are possible audiences?
• Political leaders• Governemnt officials• Programme managers• Private sector• Educators• Business/Civic leaders
• News media• Donors• Religious leaders• Professional
associations• Women’s groups
* This is not an exhaustive list...
Slide 17
Know your audiences
• Who do they listen to?
• What do they know about your topic?
• Are they interested in your topic?
• What are the best ways to reach them? (formats and channels)
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Step 5: Build partnerships
• Enlist relevant organisations and individuals to join the advocacy movement to:– Augment the numbers– Strengthen the talent pool
• Forming partnerships can be challenging!– Put into place participatory mechanisms– Identify roles and leadership structure
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Step 6: Developing messages
• Start with the data and analysis
• Present two to three points maximum
• Tailor the message to fit the audience
• Deliver through a credible source
• Avoid technical jargon
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Step 7: Communication channels and activities
• Face-to-face (Interpersonal):– Workshops, seminars– Conferences, meeting– Press briefings
• Mass media– Press– Broadcast (Radio and TV) – New Media: Internet websites
*Select formats that are most appropriate for your audiences.
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Step 8: Action plan
Key QuestionsFor whomWhenBy what meansBy whomHow oftenHow many
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The devil is in the details
Specify:
– Advocacy activities - outline a detailed work plan
– What resources are needed (human and financial)
– Be alert to opportunities! Are there any upcoming events that will support your objective? Brainstorm on opportunities.
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Step 9: Evaluation
• Performance– Were all the activities implemented,
delivered and on time?
• Impact
– Did activities bring about the desired change?
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Effective communication strategies rely on:
• Audience-centered approach
• Ongoing communications activities
• Disseminating information at the right time, for the right length of time
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If well designed
• Communications activities and materials can create demand
More requests for information
More influence over policy
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Key aspects of a communications strategy:
• Objectives • Target individuals/organisations• Activities• Responsible people/person• Timeline• Budget• Monitoring and evaluation
Slide 27
Keep It Simple : the Good and the Bad
“The last time we did an advocacy strategy and plan, it was 80 pages and took six months.”
Communications specialist - CERPOD, Bamako, Mali
Task: Identify 3 to 5 communication objectives and consider how you will achieve them
Objective 1
Target group/organisation/person
Interventions/activities
Responsible person
Timeframe
Budget
Monitoring and evaluation: Expect to see Like to see Love to see
Slide 29
Summary: Communications Strategy
• Why a communications strategy is important• Internal and external communications• Steps in a communications strategy• Learn from others: good and bad strategies• Be both proactive and reactive in
communications
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