brujula uganda-5-feb-2013

Strategic thinking for communicationsKampala, Uganda – February 5, 2013


Strategic communications

What does and doesn’t

Guillermo CuellarBrújula Comunicaciones

[email protected]


Developing a communications strategy is not about finding the perfect slogan but about building key messages to be delivered to the audiences we target by our spokesperson in terms they can understand



Is not about what you want to say but what the audience needs to hear



It is about identifying your audienceStrategic communications


(not in agreement)

More power

Less power

Identify your audiences

(in agreement)


alliesthreats Audiences

Identify your audiences


It is about identifying the influencer for each audience target



Develop key messagesStarting with the problem everyone can understand



Key messagesArguments highlighting problems


Key messages are instruments designed to answer any questions, including those awkward, misleading or negative ones to which you must respond correctly.

You must always try to respond with your message, not what the interviewer wants to hear.

Keymessages


Key messages

What do I need to say as opposed to what I want to say

What does the decision maker need to hear to make the decision I want?(implies having identified who the decision makers/influencers are)


Key messages

• Basic arguments• Max of 3• Can (and must) be told in

different ways• Can (and must) be used to

respond to any question• Do not vary over time


Evidence

Facts

Actions

Expert opinions

Statistics

Feeling of well being

Connecting to values

Connecting to feelings

Emotional

RationalKeymessages


Focus on realityStrategic communications


Tailor your message for each target audience



The sourceSpokesperson


The source Spokesperson

The face of the project, of the idea, of the process

Direct contact with the original source of information

The authorized voice

The official source on the issue


Being a spokesperson

What does it take?

Being available Being well prepared Understanding why others (journalist) want to speak to you Believe in what you say Being trained Being prepared for the most difficult questions Managing key messages clearly and concisely Being able to say your key messages in half a minute or less Practicing and repeating and practicing and repeating


Every time you have the chance to speak publicly it is an opportunity to send your message (regardless of what question is put to you).Interviews, meetings, interaction with key actors.



The interviewIn touch with the media


You define the objective of the interview Pick the most relevant key messages and use them Be cool! You have the information thus you control it There is never an “off the record” Transform negative into positive Control your body language Your audience are not experts, avoid legal jargon Take advantage of, and create, your own opportunities

and don’t create opportunities for your opposition Never pick a fight, stay calm, don’t be aggressive Connect emotionally with your audience

Remember:


Seeking out the media?An opportunity? Threat? Strategy?


Only if you have an strategySeeking out the media


Who’s this journalist?

Type of media?

What do I want and why?

What is the most important aspect?

Who listens to this media, who am I going to communicate with?

What does this person think/know about our issue and what do I need them to understand?

Before seeking out the media?

Anticipate every possible situation


GraciasFor more information please visit our website www.brujula.co

It is in Spanish but you might use Google translator through this linkhttp://translate.google.com/translate?hl=es-419&sl=es&tl=en&u=http%3A%2F%2Fwww.brujula.co%2F

http://www.brujula.co/

http://translate.google.com/translate?hl=es-419&sl=es&tl=en&u=http://www.brujula.co/

brujula uganda-5-feb-2013

Education