© lawrie kirk 2011 apex tactical planning workshop results lawrie kirk visiting fellow and casual...

© Lawrie Kirk 2011© Lawrie Kirk 2011

APEX Tactical Planning APEX Tactical Planning Workshop ResultsWorkshop Results

Lawrie KirkLawrie Kirk

Visiting FellowVisiting Fellow and Casual Lecturer and Casual Lecturer

The Australian National Centre for Public Awareness of The Australian National Centre for Public Awareness of Science, The Australian National University, Canberra, Science, The Australian National University, Canberra,

AustraliaAustralia

[email protected]@ozemail.com.au

21 June 201121 June 2011


GOAL OF WORKSHOPGOAL OF WORKSHOP

To illustrate an approach to To illustrate an approach to plan communication plan communication

tactics...tactics...(using the APEX initiative as an (using the APEX initiative as an

example)example)


Strategy vs. TacticsStrategy vs. Tactics

More than 2,000 years ago, Sun Tzu—the Art of War More than 2,000 years ago, Sun Tzu—the Art of War taught:taught:

Strategy without tactics is the slowest Strategy without tactics is the slowest route to victory.route to victory.

Tactics without strategy is the noise Tactics without strategy is the noise before defeat.before defeat.

In other words, planning without action is futile, In other words, planning without action is futile, action without planning is fatal.action without planning is fatal.

(Source: Retrieved 18 June from (Source: Retrieved 18 June from www.newtactics.org)


Common problems with implementing a Common problems with implementing a communication strategycommunication strategy

Lack of strategic direction and advice to operational Lack of strategic direction and advice to operational staffstaff

Operational people not thinking strategically and Operational people not thinking strategically and restricted to a “fact sheet” and “newsletter” paradigmrestricted to a “fact sheet” and “newsletter” paradigm

Failure to think of the communication outcomes that Failure to think of the communication outcomes that will result from the investment in that tactic(s)will result from the investment in that tactic(s)

Inability to categorise the outcomes resulting in a long Inability to categorise the outcomes resulting in a long “shopping list” approach hampering prioritisation“shopping list” approach hampering prioritisation

Lack of agreed measures of success; establishing an Lack of agreed measures of success; establishing an agreed vision for what communication success would agreed vision for what communication success would be for each stakeholder groupbe for each stakeholder group

Inability to express the desired relationship that is to Inability to express the desired relationship that is to be supported by the communication investmentbe supported by the communication investment


1. Outlineavailable resources

3. Identify communication

partners

4. Definedesired

relationships

6. Definesuccess

measures and outcomes

5. Createkey

communicationmessages

10. Evaluation and reporting

back to management

7. Determine tactics

8. PrepareComm.

Action plan for approval

2. Outlineorganisational

structure9. Implement the tactics

STRATEGIC

TACTICAL

COMMUNICATION PLANNING

© Lawrie Kirk 2010


Proposed time periodProposed time period

Communication Strategy – 2 yearsCommunication Strategy – 2 years Tactical Plans – 3 over this period; Tactical Plans – 3 over this period;

first one 6 months durationfirst one 6 months duration Review period of strategy just before Review period of strategy just before

completion of 2 year periodcompletion of 2 year period


Step1: Available resources?Step1: Available resources?

What are the resources we can What are the resources we can access to fund the strategic planning access to fund the strategic planning neededneeded

To fund the tacticsTo fund the tactics To make the communication budget To make the communication budget

SELF sustainableSELF sustainable


Step 1: Outline available resourcesStep 1: Outline available resources

Assumed available Resources for the communication Assumed available Resources for the communication strategy strategy

Executive and management commitment to the APEX initiativeExecutive and management commitment to the APEX initiative Academic staff expertise and research centres of excellenceAcademic staff expertise and research centres of excellence Students – a great resource for evaluationStudents – a great resource for evaluation Well established and trusted industry ContactsWell established and trusted industry Contacts ““Volunteer” assistance (within Malaysia and international such Volunteer” assistance (within Malaysia and international such

as CPAS)as CPAS) Infrastructure and communication devices already existInfrastructure and communication devices already exist Specialist areas exist (TV, arts, print, photography, radio)Specialist areas exist (TV, arts, print, photography, radio) Arts faculties for expanding outreachArts faculties for expanding outreach Children and youth of students and lecturers (important for a Children and youth of students and lecturers (important for a

long term sustainability initiative)long term sustainability initiative)


Step 2: Organisation Structure Step 2: Organisation Structure for Communication Strategyfor Communication Strategy

APEX initiative – Senior APEX initiative – Senior

University ManagementUniversity Management Communication Strategy – Senior Communication Strategy – Senior

Working Group representative of Working Group representative of communication partner categoriescommunication partner categories

Tactical plan – to be determined, who Tactical plan – to be determined, who will really drive and own the selected will really drive and own the selected tacticstactics


Step 3: Suggested Step 3: Suggested Communication partner Communication partner

categoriescategories

Internal staffInternal staff

International BodiesInternational Bodies

Policy makers and fundersPolicy makers and funders

Students and graduatesStudents and graduates

Malaysian communityMalaysian community

Note “Partners NOT targets”

TARGET AUDIENCES


Step 4: Desired RelationshipsStep 4: Desired Relationships

Internal staffInternal staff SupportSupport for the APEX initiative for the APEX initiative

Understanding Understanding of the implications for their area of of the implications for their area of

interestinterest

Willingness to be Willingness to be ambassadorsambassadors for the APEX initiative for the APEX initiative

Active contributorsActive contributors to the APEX initiative to the APEX initiative


Desired Relationships (cont’d)Desired Relationships (cont’d)

International BodiesInternational Bodies

AcknowledgementAcknowledgement of USM’s work on the of USM’s work on the APEX initiativeAPEX initiative

Willingness to Willingness to collaboratecollaborate TrustTrust that this work will make a difference that this work will make a difference Information sharingInformation sharing without constraints without constraints


Desired Relationships (cont’dDesired Relationships (cont’d))

Policy makers and FundersPolicy makers and Funders EndorsementEndorsement of the value of the of the value of the

APEX initiativeAPEX initiative Trust toTrust to continue to invest continue to invest Opportunities to Opportunities to input input into into

policy/funding decisionspolicy/funding decisions CommitmentCommitment to taking a long term to taking a long term

sustainable approachsustainable approach


Desired RelationshipsDesired Relationships

Students and GraduatesStudents and Graduates AwarenessAwareness of the APEX initiative of the APEX initiative Pride Pride in thein the of the long term vision of the long term vision

of APEXof APEX APEX being a way to have a APEX being a way to have a

continued relationshipcontinued relationship with USM with USM Willingness to be Willingness to be active active

participantsparticipants


Desired RelationshipsDesired Relationships

Malaysian CommunityMalaysian Community

UnderstandingUnderstanding of the importance of of the importance of USM being an advocate for APEXUSM being an advocate for APEX

Recognition Recognition that USM is a leader in that USM is a leader in the APEX initiativethe APEX initiative

OwnershipOwnership of the APEX initiative of the APEX initiative and sharing/collaboration of and sharing/collaboration of activitiesactivities


Step 5: Key Communication Step 5: Key Communication MessagesMessages

APEX is an initiative for a sustainable APEX is an initiative for a sustainable tomorrow based on excellence in education tomorrow based on excellence in education (with a focus on humanitarian issues)(with a focus on humanitarian issues)

USM is an acknowledged Regional Centre of USM is an acknowledged Regional Centre of Excellence for Sustainable Development Excellence for Sustainable Development based on humanity valuesbased on humanity values

USM sees education as a holistic process USM sees education as a holistic process incorporating science, arts and cultureincorporating science, arts and culture

There are seven areas that will be the focus There are seven areas that will be the focus of the APEX initiative: of the APEX initiative: The Future, The Future, Uniqueness, Sustainability, Humanity, Uniqueness, Sustainability, Humanity, Universality, Change and SacrificeUniversality, Change and Sacrifice


Step 6: Desired Communication Step 6: Desired Communication outcomesoutcomes

Tactics will segmented according to one of Tactics will segmented according to one of the three communication outcomes;the three communication outcomes;

Information exchangeInformation exchange

Communication networkingCommunication networking

InvolvementInvolvement


Step 7: Determining TacticsStep 7: Determining Tactics

In a group have you ever had problems In a group have you ever had problems with:with: wordsmithers ?wordsmithers ? procrastinators ?procrastinators ? dominant personalities ?dominant personalities ?

This technique will help you…This technique will help you…


THE ACTION PLAN MATRIXTHE ACTION PLAN MATRIXINFORMATION INFORMATION

EXCHANGEEXCHANGECOMMUNICATION COMMUNICATION

NETWORKINGNETWORKINGINVOLVEMENTINVOLVEMENT PERFORMANCE PERFORMANCE

MEASUREMEASURE

PARTNER “A”PARTNER “A”

PARTNER “B”PARTNER “B”

PARTNER “C”PARTNER “C”

PARTNER “D”PARTNER “D”

BUDGETBUDGET$$ $$ $$


Step 8: Preparing Action Plan for Step 8: Preparing Action Plan for approvalapproval


Results of workshop 21 JuneResults of workshop 21 June

Over 60 participantsOver 60 participants 2 hrs duration2 hrs duration Facilitated by Lawrie Kirk Facilitated by Lawrie Kirk Purpose to look at tactics for the Purpose to look at tactics for the

APEX initiative for the next 6 monthsAPEX initiative for the next 6 months


Overview of suggested tacticsOverview of suggested tactics

Communication Partner Category

INFORMATION EXCHANGE

the effective exchange of information through either personal contact, briefings or by the production and

dissemination of hard copy or electronic copy (web)

information

IMPROVED NETWORKS

the identification, monitoring and effective use of

communication networks that will enhance the desired

relationships and the goal of the communication plan

INVOLVEMENT the active engagement and

involvement of people in a program’s activities such as field days,

promotional tours, membership on technical committees or working

groups etc.

International Bodies 6(1) 7(2) 4(1) 17(4)Students and Graduates

3(1) 3 3 9(1)

Policy makers and funders

8(6) 7(3) 10(6) 25(15)

Malaysian community 7(3) 5(4) 7(1) 19(8)Internal 6(2) 6(0) 8(1) 20(3)TOTAL 30(13) 28(9) 32(9) 90(31)

COMMUNICATION OUTCOMES Total

NB: number of tactics followed by number of tactics impacted by risks; * success measures not completed; Group only prioritised tactics within Information Exchange outcome


SummarySummary

90 tactics recommended and prioritised by 90 tactics recommended and prioritised by audience, outcome and impact of riskaudience, outcome and impact of risk

Focus recommended on Policy and Focus recommended on Policy and Funders and getting them involvedFunders and getting them involved

Followed by Internal and Malaysian Followed by Internal and Malaysian Community – involvement a key focusCommunity – involvement a key focus

Policy makers and funders have tactics Policy makers and funders have tactics that will be greatly impacted by the that will be greatly impacted by the nominated five key risks that might occur nominated five key risks that might occur over the next 6 monthsover the next 6 months


Example of tacticsExample of tacticsSUCCESS MEASURES COMMUNICATION

PARTNER CATEGORYINVOLVEMENT

Effective exchange of information through personal contact, briefings, product and

dissemination of publication of electronic copy (web) information.

The identification, monitoring and effective use of communication networks that will enhance desired

relationships.

The active engagement and involvement of people in a programs activities such as field days, promotional tours, technical committees or

working groups.Tactic (priorities recommended by L Kirk)

INFORMATION EXCHANGE IMPROVED NETWORKS

Tactic (priorities established by the group) Tactic (priorities recommended by L Kirk)

(to be completed)

Liaison strategy: identify and extend networks for communication

Hold regular short briefings for key media representatives on scientific issues

Conduct a mid term "health check" of the communication strategy and tactical plan

Identify local "champions"who can promote and improved the understanding and ownership of

scientific issues

Public meetings exchanging updates on key issues

Identify relevant community and undergraduate tertiary courses and liaise with course developers to ensure

incorporation of knowledge, understanding and principles of sustainability

Develop and inventory of copyright cleared, talent approved, high resolution photographs that illustrate

the intiative's key messages.

Support various partner spokespeople to attend presentation skills training

Desired relationship • Acknowledgement of USM’s work on the APEX initiative

Willingness to collaborateTrust that this work will make a differenceInformation sharing without constraints

Production of clear, concise, relevant and timely printed

and electronic media products (e.g. books,

reports, posters, displays, audio and video);

Produce directories of information, communication resources and key contacts

Promote identified communication pathways for providing feedback using identified

networks

Evaluate the usefulness of database and directories through feedback sheets

Publish selected case studies

Support communication partner representatives to identify relevant networks and any important gaps

Provide access to other relevant sources of information

International BodiesCoordinate an audit on information currently

available on relevant scientific issues

Personal information sharing; wherever possible, employ personal communication

Negotiate alliance with relevant organisations to either use their existing communication mechanisms or use

new joint tactics for communication


Example of tacticsExample of tacticsSUCCESS MEASURES

Malaysian Community

Education: target the education system's curricula and resources

Liaise with relevant teacher/subject associations and curriculum developers:

determine their information needs

Create a common glossary of terms to be placed on the communication resources page

Use community regional TV announcements to promote specific outcomes or activities

Use media launches to promote specific progams our outcomes

Evaluate media coverage in terms of quantity (media monitoring) and quality (content analysis of a sample)

Identify and establish a database of key journalists and media outlets: categorise as neutral, negative or

positive

Field days demonstrating new processess or products

Desired relationship Understanding of the importance of USM being an advocate for APEX

Recognition that USM is a leader in the APEX initiativeOwnership of the APEX initiative and sharing/collaboration of activities

Awareness raining and media: engage the mass media

Evaluate input into educational programs at all levels by assessing the level of awareness and

use of materials generated by this communication strategy through questionnaires and focus groups

Produce a database of available information, where it is from, what format it is in and for

whom the information is relevant

Provide identified spokespeople with media skills training used the agreed key messages

Produce media releases of national significance (especially targeting urban audiences)

Identify relevant representatives to be involved in message development

Presentation at customer forum(s) of technical aspects of the initiative

(to be completed) Integrated partnerships:

clarification obtained on the communication roles for the

parties that are involved; global enrichment and participative

environment within subjects(people);

Determine the usefulness of current publications and information products to partners

Strategic alliances: develop strategic alliances with relevant organisations

Tactic (priorities recommended by L Kirk)

Develop a Video News release of broadcast quality footage that illustrates key messages

Encourage science resource communication professionals to participate in an e-mail discussion list

Use a campaign to increase community involvement in sustainability issues

Put out regular and relevant media releases that target relevant local media

COMMUNICATION PARTNER CATEGORY

INVOLVEMENT

Effective exchange of information through personal contact, briefings, product and

dissemination of publication of electronic copy (web) information.

The identification, monitoring and effective use of communication networks that will enhance desired

relationships.

The active engagement and involvement of people in a programs activities such as field days, promotional tours, technical committees or

working groups.Tactic (priorities recommended by L Kirk)

INFORMATION EXCHANGE IMPROVED NETWORKS

Tactic (priorities established by the group)


Next steps – Short term Next steps – Short term (within 1 month)(within 1 month)

Establish “mentors” within the Strategic Establish “mentors” within the Strategic Communication Unit for the three outcome Communication Unit for the three outcome categories and also success measurescategories and also success measures

Nominate people who know the partner Nominate people who know the partner categories and can assist with the nominated categories and can assist with the nominated relationship (5)relationship (5)

Establish success measures for each partner Establish success measures for each partner categorycategory

Complete an overarching Communication Complete an overarching Communication Strategy documentStrategy document

Look at effort and duration for all tacticsLook at effort and duration for all tactics Cost the top three in each outcome category for Cost the top three in each outcome category for

each partnereach partner Look for any synergies and linksLook for any synergies and links


Next steps – Medium term Next steps – Medium term (within 3 months)(within 3 months)

Start on top #1 tactics in priority Start on top #1 tactics in priority partnerspartners

Undertake baseline evaluation of Undertake baseline evaluation of relationships (1 weeks solid work)relationships (1 weeks solid work)

Establish the Tactical Working GroupEstablish the Tactical Working Group Project Management training for Project Management training for

Strat Comm staff using APEX as a Strat Comm staff using APEX as a reference pointreference point


Next steps – Longer term Next steps – Longer term (within 3 - 6 months)(within 3 - 6 months)

Review status of tacticsReview status of tactics Revise current tactical plan for Revise current tactical plan for

release 2.0release 2.0 Review Risk mitigation actionsReview Risk mitigation actions Review overall tactical Review overall tactical

implementation risks and issuesimplementation risks and issues Provide second tactical plan for Provide second tactical plan for

Steering Committee approvalSteering Committee approval

© lawrie kirk 2011 apex tactical planning workshop results lawrie kirk visiting fellow and casual...

Documents

communication success

communication outcomes

communication devices

plan communication tactics

apex initiativeunderstanding

apex initiativewillingness

example strategy

strategic planning neededto