strategic communication devika,swati,jyoti

7/30/2019 Strategic Communication Devika,Swati,Jyoti

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STRATEGIC COMMUNICATION

Means presenting theright message to thetarget audiencethrough the mostappropriate media inorder to achieve the

desired effect.


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OBJECTIVES OF STRATEGIC

COMMUNICATION

Reduce cost of business. To achieve measurable results that help

the organization to achieve its mission.

Changing attitudes or teaching new skillsto staff.


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Build stronger relationships with service

departments and frontline.

Systematically evaluate the impact of

communications.


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Benefit of being strategic

Focus your activities to greatest effect

Ensure good use of limited resources

Integrate into your day to day work


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singing off the same song sheet (if a group

of people sing the same tune, they say thesame things about a subject in public)

Creative thinking to old challenges

Achieve results for your community


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Hurdles to strategic

communications

Leadership

Buy in

Time

Resources

Solution? Build your strategic communications

planning into your planning cycle


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Steps in communication strategy-

preparation

1. Identify communication objectives

2. Target audiences mapping & analysis

3. Messages4. Strategies/actions

5. Implement

6. Evaluation/reflection


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Step 1:YourCentres objectives/goals

An additional step in your

strategic/work planning processes

Your Strategic Communications Plan

helps to meet these objectives


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Step 2:Target audiences

Who do you need to communicate withto achieve your objective mapping

Beware the general public!

Who influences who?

What do you want them to do?

the call to action


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Target audiences - analysis

Analysis

Striking a Responsive chord! Analysis Qs

what are they like?

What's in their heads? (attitudes, beliefs, biases?)

How engaged are they now? How engaged do

you need them to be to achieve your goal? (Low,

Medium, High)


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Step 3:Messages

Messages move your audience to

action

Tailored to your audience strike a

responsive chord!

3 maximum key messages Keep it simple


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Step 4:Strategies/Actions

How are you getting your message toyour target audience - vehicles

What vehicles/resources are already

available?Personal communication

Work integrate into your everyday work

Materials new & existing3rd Party messenger as important as the

message


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Strategies/Actions

Right vehicle for right target audience

Repeat! Repeat! Repeat!

Congruence(dont be partial)

Resources integration is key


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Vehicles Newsletter

E-mail

Focus groups

Conference Calls

Phone calls

Work groups

Conferences/seminars Photographs

*Face-to-face meetings

Continuing education trainings


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Step 5:Implementation

buy in at all levels good process

Integrate into your workplan

Keep an ear out for noise

Flexibility new opportunities & crisis

management


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Step 6:Evaluation/Reflection

Ongoing monitoring

Receive feedback on messages

whether they are well-understood

Receive feedback from targeted

audience

Simple Q & A of target audiences


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"The organization that can't communicate can't

change, and the corporation that can't change is

dead. --Nido Qubein( Author and

Chairman of McNeill Lehman)

strategic communication devika,swati,jyoti

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