STRATEGIC COMMUNICATION

With strategic communication we can increase understanding between people and cultures, influence policy decisions, create possibilities for dialogue and democratic development.

GLOBAL REPORTING

WHAT IS STRATEGIC COMMUNICATION?

• Strategic communication is communication that is planned. By planned we mean that you have selected a message (a main idea) that you want to send to specific target groups (that you’ve analyzed and segmented) to achieve specific goals (for example, inform, seek their agreement, persuade them about something, move them to action, etc,) using one or more types of channels, arenas or methods of communication.

(one of aproximately 3,110 definitions found on the web)

GLOBAL REPORTING

STRATEGIC COMMUNICATION CAN BE USED IN MANY DIFFERENT CONTEXTS

• To achieve development goals

• To facilitate dialogue

• To support management processes

• To strengthen democracy

• To increase respect for human rights

• To increase transparency

• To create a dialogue with civil society

• To facilitate relation with the media

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Empowerment through communication

Global Reporting views communication as a part in achieving development goals and fighting poverty. Correctly used, communication is a vital tool to strengthen democracy and increase the respect for human rights. By letting more people participate and by strengthening the information between all stakeholders the development process will be improved.

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STRATEGIC COMMUNICATION MEANS BEING PROACTIVE

• The image of an organisation is decided by media, civil society and the public

• The organisation that is proactive influences its own image

• The tool to influence your image is strategic communication

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EVERYTHING AND EVERYONE COMMUNICATES

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EVERYTHING AND EVERYONECOMMUNICATES

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EVERYTHING COMMUNICATES

Message

Architecture Tone

Who Communicates

Information channels

Clothes

Suppliers

Culture

Employees

Language

Silence

Body language

Inventories

Context

Reception

Product/service

Choice of words

Associates

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EVERYTHING AND EVERYONE COMMUNICATES

Only 7-10 percent of an organisation’s total communication can be derived from the information department.

Conclusion: Communication must be integrated in all activities.

GLOBAL REPORTING

STRATEGIC COMMUNICATION MEANS BEING PROACTIVE

• The image of an organisation is decided by media and other means of communication

• The organisation that is proactive influences its own image

• The tool to influence your image is strategic communication

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ONE WAY INFORMATION MODEL

SENDER MESSAGE CHANNEL RECEIVER

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TWO-WAY COMMUNICATION MODEL

SENDER MESSAGE CHANNEL RECEIVER EFFECT

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WHO IS THE SENDER?TRADITIONAL SENDER MODEL

TARGET GROUP

SENDER

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WHO IS THE SENDER?MEDIATOR MODEL

TARGET GROUPCOMMUNICATOR- media- “communication ambassadors”

SENDER

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THE STRATEGIC COMMUNICATION PROCESS

1. Analysis - investigation

5. Monitoring, follow-up

4. Implementation

2. Deciding communication goals, target groups, message

3. Deciding a strategyand an action plan

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WORKING MODEL

Situation todayVision = long -term future goal

Monitoring

Implementation

Action Plan

Strategy

Objectivs

Analysis

Internalcommunication

Externalcommunication

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THE COMMUNICATION PLAN

• Analyse the communication problem

• Define communication goals

• Define target groups

• Formulate a strategy including methods/arenas/channels, message, communicators etc

• Define methods for monitoring, follow-up and evaluation in relation to the communication goals

• Set up an action plan where each activity is specified

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THE ACTION PLAN

Action Objective Responsibile Completion Cost Outcome Plan for Customer Service

Organize an efficient customer service

Mara Roz e na Inga Medne Antons Lipsans

5-year pla n formula ted re ady July 1 , 2004

No cost Cust omer Servic e is improve d an d cus tomer satis faction higher.

Informa tion Mee tings Stru cture e fficie nt me e tings to inform JU sta ff a nd ke y person s in Municipal ity a bout the c ompany’s activ ities

Anton s Lipsan s Mara Rozen a Inga Medne

Pla n formulated June 1 6, 2004

No cost Sta ff ar e we ll informe d on d ecis ions in th e compan y.

Co mmunic a tion Pla n 20 05

Produc e a Co mmunic a tion plan for yea r 20 05

Mara Roz e na Inga Medne Veronik a Ra mane Antons Lipsans

Dec 1 4, 2004 No cost Pla n on ho w to fur ther develo p co mmunicat ion and p ublic rela tions year 2005.

Folder Produc e on e folder 15 00 0 cop ies

Mara Roz e na Inga Medne Antons Lipsans

Printed July 16, 2004

2 30 0 € Cust omers ar e awar e of: why higher tari ffs, water qual ity is O K, services are improv e d.

Websi te

Produc e a webs ite , includin g Annua l Report

Jan is Junkurs Aleksej s P alevs Mara Rozen a Antons Lipsans

June 1 6, 2004 No cost Cust omers ar e awar e of: why higher tariffs, water qual ity is O K, services are improv e d.

Media informa tion Produc e on e press release

Mara Roz e na Inga Medne Antons Lipsans

Decembe r 15, 2004 No cost Jurmal a citizens ar e aware of the majo r inves tment s be ing undertake n by JU to improv e ser vices.

Opinion leaders campai gn

Enga ge five loca l opinio n le aders (politicians , famous persons e tc) in campai gn

Mara Roz e na Inga Medne Antons Lipsans

Decembe r 14, 2004 No cost Cust omers understan d tha t J U:s wa ter is not unhea lthy.

Jurmal a News

8 ar ticles a bout Jurmal a Uden s in Jurmal a News

Lie ne Z inke vica Mara Rozen a Inga Medne Antons Lipsans

Feb 31 , 20 04 No cost Cust omers ar e awar e of: why higher tari ffs, water qual ity is O K, services are improv e d.

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TRADITIONAL MODEL FOR MASS COMMUNICATION

SENDER

Isolated individual

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STRATEGIC MODEL FOR MASS COMMUNICATION

SENDER

Individual in contact with opinion leader

Opinion leader

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ADVANCED STRATEGIC MODEL FOR MASS COMMUNICATION

SENDER

Individual in contact withopinion leader

Opinion Leader

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BUILDING RELATIONS WITH KEY TARGET GROUP MUST BE IN FOCUS

ONE-WAY COMMUNICATION DIALOGUE RELATION

Folder Meeting Continuous contacts

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TRUST IS A PRECONDITION FOR SUCCESFUL COMMUNICATION

Transparency

Strategic communication

Trust

Image

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STRATEGIC COMMUNICATION CAN

• Create interest

• Raise awareness

• Transmit knowledge

• Improve relations

• Change attitudes

• Change behaviours

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CHECKLIST FOR STRATEGIC COMMUNICATION

• Why do we need to communicate?• What do we want to achieve with our communication?• What do we want the target groups to know, to feel, to

think or to do after the communication effort?• With whom do we want to communicate?• Who do we formulate my message?• What channels/arenas/methods should we use?• Who should be the communicators?• What obstacles can we preview?• How do we know that we have reached our

communication goals? • What methods should we use for monitoring and follow-

up?

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KEYS TO SUCCESS

• Communication must be designed to support the general goals of the organisation.

• Research your target groups. Get to know them!

• Involvement all relevant stakeholders in the communication planning

• Review related experiences

• Learning-by-doing – combine theory and practice

• Set a good example and visualise it in the media

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KEYS TO SUCCESS

• Focus on the opinion leaders

• Provide platforms for stakeholders/target grops for dialogue at all levels

• Integrate communication in all activities

• Monitor and evaluate all communication activities

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How can we use strategic communication?