communication strategy - workshop to obtain stakeholder input
TRANSCRIPT
Project Communication StrategyWorkshop to Obtain Stakeholder Input
Dr John Mauremootoo
www.InspiralPathways.com
Workshop Structure• Outline project objectives• Discuss why a communication strategy is needed• Outline a communication strategy framework• Discuss key aspects of communication• Define your target audiences• Define desired Knowledge Attitude and Practice
changes• Define communication objectives• Define key communication messages• Explore communication approaches• Now what? – next steps in the production of a Project
Communication Strategy
The framework of a communication strategy
The situation today and why change is needed
Project/ProgrammeObjectivesWhat the projectseeks to achieve
First to reach the top of Mount Everest?
Tenzing Norgay & Edmund HillaryIn 1952
Or George Mallory & Andrew IrvineIn 1924
We will never know if Mallory or Irvine made itBecause they never came down
The only man who behaves sensibly is my tailor; he takes my measurements anew every time he sees me, while all the rest go on with their old measurements and expect me to fit them.
~ George Bernard Shaw
But not always in the same form
• Communication cuts across all project activities• We must come down from the mountain• Let’s learn to C-O-P-E but…• Also learn from the tailor –one size does not fit all• Let’s get visual: remember the picture superiority effect• We need feedback on our communication activities
In Summary
The framework of a communication strategy
The situation today and why change is needed
Project/ProgrammeObjectivesWhat the projectseeks to achieve
Know who your partners are and how they interface with the project
Sphere of
interest/concern
Sphere of
influence
ProjectSphere of
Control
Project
Project’s Direct Partners
Partners of the Project’s
Direct Partners
Your partners have partners
2. Define Desired KAP
What we would like the target audience to know, feel and do
Knowledge
Practice
Attitude
5. Approaches
Ways in which we will achieve our communication objectives
Field visits
Networking
Meetings Interviews
Examples of products the project can use or adapt
Photographs
Scripts
Logos / posters
Books
6. Types of communication products
available
ACTIVITYExplore the degree to which:• Common communication
approaches and products can be used for multiple targets, objectives and messages.
ACTIVITYNow What?• Outline of next steps - Further
consultation needed and activities to be undertaken for the remainder of the activity.
Acknowledgements2
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1. The Thinker by Doug Wheller (CC BY-NC-SA)2. Anon (Public Domain)3. Jamling Tenzing Norgay (CC BY-SA)
4. Mount_Everest_as_seen_from_Drukair2 (CC BY-SA 2.0)5. 1921 Everest expedition by Alexander Frederick Richmond Wollaston
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6. Adam Barlow & Christina Greenwood7. Public Domain8. Getty Images
9. From Cool Infographics by Randy Krum10. GMO Answers.com11. World War I Uncle Sam recruiting poster (Public Domain)
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Acknowledgements
Acknowledgements
12. Plan-international.org13. Map Collection. Collection of interesting and artistic maps14. Natalietok2011's Blog
15. HSBC Bank16. Feeling considered by Martin Whitmore (CC NC-SA)
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17. Transactional Model of Communication by Jason S Wrench (CC BY 3,0)
18. View of the earth at night by NASA (Public Domain)19. Knowledge Cat by PieWie
20. Cute pug by Kinjeng Submiter (CC-BY)21. U.S. Air Force Photo by Josh Plueger. Postwork by Dove (Public
Domain)22. Practice (CC BY-NC-SA)
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Acknowledgements
Acknowledgements
23. Networking by David King (CC BY-NC-SA 2.0)24. Nozomu Endo/AP25. Radio Interview by TANZICT Project (CC BY-SA 2.0)
26. David Brewer (CC BY-SA 2.0)27. stopstocking.cowyafs.org28. ILRI: Information gathering and dissemination (CC BY-NC-SA 2.0)
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Acknowledgements
29. Africa Invaded by the Global Invasive Species Programme30. Graphics adapted from Outcome Mapping Learning Community
Resources
Other images produced or adapted by John Mauremootoo (CC BY-NC-SA)
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