strategic communications (amman, 12 february 2015)
TRANSCRIPT
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STRATEGIC COMMUNICATIONS
Diversity, Drama, Development WorkshopsAmman – 12 February 2015
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Hi, I’m Wiebke.
� Activist & Computer Scientist
� Communications Manager & Marketing Expert
� Consultant & Change Facilitator
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Our task for this morning
Develop a communications plan for our projects
& consider social media
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HOW HAVE YOU COMMUNICATED YOUR PROJECTS IN THE PAST?
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WHAT ARE YOUR WISHES AND QUESTIONS FOR THIS TRAINING?
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Outline of the morning
2. Who do we want to reach?Audiences & Objectives
3. How can we reach them? Tactics & Channels
1. Where are we now?Positioning & Context
4. How will we do this?Activities & Timelines
Overview & Framework Review & Collaboration
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Strategic Communications
Ac#on&
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Strategic Communications
Ac#on&
?
?
?
?
Exploring complexity
Motivatingcertainty
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IF YOU FIND A FIRE
1. RAISE THE ALARM
2. GO IMMEDIATELY TO A PLACE OF SAFETY
3. CALL THE FIRE BRIGADE
If you find a fire
1. Network with your neighbours.2. Explain the issues & processes of ignition,
fuel effects, oxidation & ion plasmas.3. Address the social & economic justice
dimensions.4. Educate decision-makers regarding the
establishment of an adequately resourced fire brigade & fire prevention culture & ask your neighbours to join in.
Keep it simple
Awareness Raising Behaviour Change
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Message&
Strategic Communications
Communica#on& Ac#on&
Messenger& Audience&
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Prepared by
Date
Our objectives
Project Title
Our project in one sentence
Our context Our target audiences
Communications Planning Canvas
Our channels Our first step Final resultPreparation Tour Follow-up
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2 3 4
2. Who do we want to reach?Audiences & Objectives
3. How can we reach them? Tactics & Channels
1. Where are we now?Positioning & Context
4. How will we do this?Activities & Timelines
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1. Where are we now? Positioning
Boilerplate text
• Project title
• In one sentence (140 characters)
• Short description (100 words)
• Full article (400 words)
Visual identity
• Logo
• Fonts
• Colours
• Images and other visual elements
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Game: Who are you?
In mixed groups of 3: 1. A describes their project briefly (1’)2. B and C write a description of the
project, max. length 140 characters / 20 words (1’)
3. Switch roles and repeat ;)
In your teams: choose the best description and add it to your canvas.
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1. Where are we now? Context
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Game: Snakes and Ladders
In mixed groups of 3:
1. A describes the current situation of their organisation with regards to communications (1’)
2. B and C ask follow-up questions to determine opportunities and challenges (3’)
3. B and C write 3 most important challenges and opportunities on a post-it which A then adds to their canvas.
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2. Who do we want to reach? Communications Objectives
Improve minority experience and increase respect for cultural diversity, by:
• Creating inspiring plays
• Attracting people to shows
• Inspiring others to take action
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WHO IS YOUR TARGET AUDIENCE?
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2. Who do we want to reach? Target Audiences
1. On your own, brainstorm a list of 10-12 groups and individuals that your project will need to involve.
2. Mark the 3-5 most important ones.
3. With your team, position these target audiences on the template.
Easier to reach
Mo
re im
po
rtan
tLe
ss im
po
rtan
t
Harder to reach
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Understanding audiences
?
Awareness Do they know we exist?
Alignment Do they agree with us?
ActionIs it important & easy enough?
Where are they now?
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Understanding audiences
?
Awareness Do they know we exist?
Alignment Do they agree with us?
ActionIs it important & easy enough?
Where are they now?
What’s in it for them?
Belonging&Ease&
Status&
Approval&
Habits&Iden#ty&
Values&
Emo#ons&
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Understanding audiences
• Where are they now?
• What’s in it for them?
• What do we want them to…– do?
– think?
– feel? ?
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3. How can we reach them? Channels
Own media Earned media Paid media
Email list
Flyers
Canvassing
…
Media relations
Social media
Articles
…
Advertising
Posters
Sponsoring
…
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GOOD COMMUNICATIONS
1. Establish Connection
2. Promise Reward
3. Inspire Action
4. Stick in Memory
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4. How will we do this? Activities & Timeline
Now: complete your canvas. • For each of your three
objectives, identify the channels you will use.
• Then find the final result you want to achieve.
• For your work plan, identify: – Your first step– One step each for
preparation, tour, follow-up
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VISIBILITY GUIDELINES
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Key Points
• Activities need to be timely
• Information used must be accurate
• The right audience(s) should be targeted
• Messages should interest the target audience(s)
• Activities should be appropriate in terms of resources spent, timing and expected impact
• Activities should be coordinated closely with the Commission
http://ec.europa.eu/europeaid/communication-and-visibility-manual-eu-external-actions_en
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Communication and Visibility Plan Template
Objectives
1. Overall communication objectives
2. Target groups
3. Specific objectives for each target group
Communication Activities
1. Main activities that will take place during the period covered by the communication and visibility plan
2. Communication tools chosen
Indicators of Achievement
1. Completion of the communication objectives
2. Provisions for feedback (when applicable)
Resources
1. Human Resources
2. Financial resources
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Visibility
• Display the logo in a prominent position and visible.
• Add: “this project is funded by the EU” (or alike)
! Include a disclaimer“This publication (website, video) has been produced with the assistance of the European Union. The contents of this publication are the sole responsibility of <name of the author/ contractor/implementing partner/international organisation> and can in no way be taken to reflect the views of the European Union.”
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Prepared by
Date
Our objectives
Project Title
Our project in one sentence
Our context Our target audiences
Communications Planning Canvas
Our channels Our first step Final resultPreparation Tour Follow-up
Th
is w
ork
is li
cen
sed
un
der
a C
reat
ive
Co
mm
on
s A
ttri
bu
tio
n-S
har
eAlik
e 4
.0 In
tern
atio
nal
Lic
ense
.M
omen
tum
for S
usta
inabil
ity
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HOW DO WE WANT TO WORK TOGETHER?
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Outline of the morning
2. Who do we want to reach?Audiences & Objectives
3. How can we reach them? Tactics & Channels
1. Where are we now?Positioning & Context
4. How will we do this?Activities & Timelines
Overview & Framework Review & Collaboration
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Let’s stay in touch! @[email protected]+31 61 55 073 66
http://www.onsubject.eu/newsletter
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