building a communications strategy pasos/osi workshop 24 may 2010 peter harrington
TRANSCRIPT
Building a communications strategy
PASOS/OSI Workshop24 May 2010
Peter Harrington
A good strategy is like a…
Developing and implementing a communications strategy Peter Harrington
…soufflé
Developing and implementing a communications strategy Peter Harrington
Simple, yet so hard
It must be:
• Clear• Realistic• Measurable• Time framed
Developing and implementing a communications strategy Peter Harrington
"The essence of strategy is choosing what not to do.” Michael Porter
Developing and implementing a communications strategy Peter Harrington
The ‘art’ of making a strategy…
• Where are you now?• Where do you want to be? • How do you get there?
The importance of the right process.Like a good recipe…Developing and implementing a communications strategy Peter Harrington
It has a clear sequence
• Set out how you’re going to do it• Establish where you are• Set your overall objectives• Develop your narrative and brand• Define key messages, themes and facts• Do audience breakdown and prioritise• ‘Sub’ objectives – Media (+crisis), Events, Web, AV,
Pubs• Social media and community• Engagement plan and internal strategy• Capacity building• EvaluationDeveloping and implementing a communications strategy Peter Harrington
Establish where you are
Developing and implementing a communications strategy Peter Harrington
It has a clear sequence
• Set out how you’re going to do it• Establish where you are• Set your overall objectives• Develop your narrative and brand• Define key messages, themes and facts• Do audience breakdown and prioritise• ‘Sub’ objectives – Media (+crisis), Events, Web, AV,
Pubs• Social media and community• Engagement plan and internal strategy• Capacity building• EvaluationDeveloping and implementing a communications strategy Peter Harrington
Choosing your objectives
Developing and implementing a communications strategy Peter Harrington
Choosing your objectives
Clear: Become the best think tank in the world
Realistic: Become the best think tank in [your country]
Measurable: Become the most influential think tank in [your country]
Time framed: Become the most influential think tank in [your country] in the next two yearsDeveloping and implementing a communications strategy Peter Harrington
It has a clear sequence
• Set out how you’re going to do it• Establish where you are• Set your overall objectives• Develop your narrative and brand• Define key messages, themes and facts• Do audience breakdown and prioritise• ‘Sub’ objectives – Media (+crisis), Events, Web, AV,
Pubs• Social media and community• Engagement plan and internal strategy• Capacity building• EvaluationDeveloping and implementing a communications strategy Peter Harrington
Tell a story…
Developing and implementing a communications strategy Peter Harrington
It has a clear sequence
• Set out how you’re going to do it• Establish where you are• Set your overall objectives• Develop your narrative and brand• Define key messages, themes and facts• Do audience breakdown and prioritise• ‘Sub’ objectives – Media (+crisis), Events, Web, AV,
Pubs• Social media and community• Engagement plan and internal strategy• Capacity building• EvaluationDeveloping and implementing a communications strategy Peter Harrington
Audience breakdown
Developing and implementing a communications strategy Peter Harrington
It has a clear sequence
• Set out how you’re going to do it• Establish where you are• Set your overall objectives• Develop your narrative and brand• Define key messages, themes and facts• Do audience breakdown and prioritise• ‘Sub’ objectives – Media (+crisis), Events, Web, AV,
Pubs• Social media and community• Engagement plan and internal strategy• Capacity building• EvaluationDeveloping and implementing a communications strategy Peter Harrington
The hierarchy…
All flow upwards , and focus on relationships
Organisational goals|
Communications goals|
Events goals Media goals Web goals Publishing goals|
Tactics
Developing and implementing a communications strategy Peter Harrington
Here’s one I made earlier
Developing and implementing a communications strategy Peter Harrington
Here’s one I made earlier
Developing and implementing a communications strategy Peter Harrington
It has a clear sequence
• Set out how you’re going to do it• Establish where you are• Set your overall objectives• Develop your narrative and brand• Define key messages, themes and facts• Do audience breakdown and prioritise• ‘Sub’ objectives – Media (+crisis), Events, Web, AV,
Pubs• Social media and community• Engagement plan and internal strategy• Capacity building• EvaluationDeveloping and implementing a communications strategy Peter Harrington
The internal process
That was the easy bit. This is the hard bit
• With the right process you’re half way there
• Be patient, and repeat the messages• Repeat repeat repeat
Developing and implementing a communications strategy Peter Harrington
Making it all happen
Developing and implementing a communications strategy Peter Harrington
Making it all work, together
Developing and implementing a communications strategy Peter Harrington
Money
Making money out of comms is tricky…
• Try to build into budgets• If you build a product, you can sell it or get
it sponsored
• Be careful with your brand
Developing and implementing a communications strategy Peter Harrington
If you remember 3 things… ahem
1.Your communications strategy is inseparable
1.The process matters as much as the outcome
2.Know your model, and have something to say
3.(It’s all about relationships)
Developing and implementing a communications strategy Peter Harrington
"In preparing for battle I have alwaysfound that plans are useless, but
planning is indispensable.”
Dwight D. Eisenhower
Developing and implementing a communications strategy Peter Harrington
Questions…
Developing and implementing a communications strategy Peter Harrington