strategic communications (amman, 12 february 2015)

STRATEGIC COMMUNICATIONS

Diversity, Drama, Development WorkshopsAmman – 12 February 2015

Hi, I’m Wiebke.

�  Activist & Computer Scientist

�  Communications Manager & Marketing Expert

�  Consultant & Change Facilitator

Our task for this morning

Develop a communications plan for our projects

& consider social media

HOW HAVE YOU COMMUNICATED YOUR PROJECTS IN THE PAST?

WHAT ARE YOUR WISHES AND QUESTIONS FOR THIS TRAINING?

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

Strategic Communications

Ac#on&

Strategic Communications

Ac#on&

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?

?

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Exploring complexity

Motivatingcertainty

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

Message&

Strategic Communications

Communica#on& Ac#on&

Messenger& Audience&

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. 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

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

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.

1. Where are we now? Context

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.

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

WHO IS YOUR TARGET AUDIENCE?

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

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Harder to reach

Understanding audiences

?

Awareness Do they know we exist?

Alignment Do they agree with us?

ActionIs it important & easy enough?

Where are they now?

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&

Understanding audiences

•  Where are they now?

•  What’s in it for them?

•  What do we want them to…– do?

–  think?

–  feel? ?

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

…

GOOD COMMUNICATIONS

1. Establish Connection

2. Promise Reward

3. Inspire Action

4. Stick in Memory

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

VISIBILITY GUIDELINES

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

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

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.”

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

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nal

Lic

ense

.M

omen

tum

for S

usta

inabil

ity

HOW DO WE WANT TO WORK TOGETHER?

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

Let’s stay in touch! @wiebkeherewiebke@onsubject.eu+31 61 55 073 66

http://www.onsubject.eu/newsletter

•  What I learned today…

•  I particularly liked…

•  One idea for next time…