communication strategy pp-version for wednesday 2nd november

7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November

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MODULE 7

Facilitator: Eva M A Ombaka

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Developing a communicationsstrategy


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Objectives

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Develop a good communicationsstrategy for dissemination of

information to the public

or

Sharing the findings of your workso that you get the changes youwant to see.


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Specifically we want to learn:

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What we mean by a communicationsstrategy

The essential components of acommunication strategy

How to develop a good (effective)communications strategy

How to evaluate if the communicationstrategy has worked

How to managing what the public mayhave been expecting


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Communication forms

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Brainstorm: Which are

communication forms we know?


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Communication forms

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informationdissemination,

guidelines

prescriptions

recommendations

advocacy

promotion

persuasion

education,

conversation

roundtables

consultations,

dialogue,

Counseling

entertainment.


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Communication is about

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Fostering social awareness

Facilitating public democraticdialogue

Contributing to evidence-basedpolicy

Building a shared understandingCreating space for the voices of the

poor to be heard,

About redistributing power.


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Communication strategy

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Articulates, explains, and promotes a visionand a set of well-defined goals. (Unified voice)

Purpose to the actions-aimed at achievingcertain objectives

Use proven communication methods,techniques and approaches

Aim: Convincing the target that the idea orapproach (being communicated) is better thanalternative!

For CSO, an effective communicationsstrategy should also aim for a positivechange.


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.Elements of a communications

strategy

1. Review2. Objectives3. Audience4. Message5. Basket6. Channels7. Resources8. Timing9. Branding10. Feedback.


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1. Review (Performance andPerception)

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How have the organizationbeen communicating in the

past?How effective has that been?

What are the audiencesperceptions?


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2. Objectives (Making them SMART)

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What do the organizations communications

wants to achieve?

Are the organizations objectives

SpecificMeasurable

Attainable

Results-orientated andTime-limited.

What, ultimately, does the organizations wantfrom communications?


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3. Audience (Primary and SecondaryTargets)

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Who are the organizations audiences?

Does the organization have a primaryand a secondary audience?

What information do they need to takeaction on the organizations work?

There may be several and different

types, of audiences, each with theirown likes, needs and abilities.


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4. Message (Problems, Possibilities,Policies)

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What is a message?

Do we have one message for multiple

audiences ?Do we have multiple messages for

multiple audiences?

May have 1 or even 3-4 key messagesMay want to tailor each message to

address the needs of 3 or 4

audiences usin 3 or 4 different tools.


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5. Basket (Tools andProducts).i

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What kinds of communications will bestcapture and deliver the messages?

Basket depends directly on:

The type and content of the message todeliver,

Available resources

How the audience likes to receiveinformation. -Newspapers? Radiostation? Which? Barazas?


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5. Basket (Tools andProducts)ii

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Print and electronic materials

What examples can you think of?

Basket can include face-to-face meetings.

What are common venues for F2F?


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6. Channels (Promotion and

Dissemination)

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What channels will the organization use topromote and disseminate information?

The messages must reach the right people to

have any impactThe channel is every bit as important as the

message itself. E.g.

TV, newspaper- if dont have or dont buy,

wont receive messageA meetingif dont attend wont receive

message


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7.Resources (Materials, Money, Men,Methods (4Ms)).i

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What kind of budget does theorganisation have for this?

Will this change in the future?What communications skills and

hardware does it have?


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7.Resources (Materials, Money, Men,Methods (4Ms)).ii

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Communication can be expensive:

What are some of the

components / experiencesyou have had?


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7.Resources (Materials, Money,

Men,Methods (4Ms)).iii

Communication can be expensive:high-quality materials

methods for creating and producing those

materialspeople with the appropriate skills to use and

apply those methods

as well as an allocated budget.

Therefore be:

realistic about what you can achieve,

aware of the many hidden costs related to

certain tools.

O


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8. Timing (Events, Opportunities,Planning)

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What is the timeline?

What strategy will be the mostappropriate?

What special events or opportunities mightarise?

Does the work (or future work) presentpossible dissemination opportunities?

Note obvious deadlines and limitations andhave information available and accessible

when there is interest


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9. Branding Creating one and sustainingiti

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Consider the logos:

They say whatproduct is andconvey what theproduct is like!

A brand tells theworld, who andwhat the

organization is.


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9. Branding Creating one andsustaining iti

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Are all of the organization's

communications products on brand?

How can the organization ensure thatit is broadcasting the right message?

Must be consistent with the image and

quality the brand represents.

ee ac va ua ve


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. ee ac va ua veThinking)i

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How will the organization know whenits communications strategy is 100%

successful?What would have changed?

How can the organization assess

whether it used the right tools, was onbudget and on time, and had anyinfluence?

10 Feedback (Evaluative


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10. Feedback (EvaluativeThinking)ii

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Some methods to measureeffectiveness:

Creating an impact logConducting a formal survey

Conducting key-informant interviews


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Managing expectations

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Expectations can threaten to make demandsthat simply cannot be met e.g. exceedstatutory responsibilities

available resources, institutional capacities.

Communication strategy must

Understand how expectations are formedAssess whether they really are rising,Be clear how they can be effectively

addressed


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Key factors affectingexpectations

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Key factors affecting public expectations2

Customerexpectations of

service

Personalneeds

Implicit servicecommunication

Values/beliefs

Previousexperience

Explicit servicecommunication

Views aboutgovernment

Word-of-mouthcommunication

Exposure todemonstrative effects


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Methods to manageexpectations

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Ensure availability, accessibility andaccuracy of authentic information.

Liaise with mainstream publicmedia.

Conducting/commissioning public

satisfaction surveys(PSS)/studies

Issue regular updates


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Summary

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Importance of a communications strategyThe meaning of communicationsstrategy

The essential elements of acommunications strategy

How to develop a good

communications strategyThe ways to evaluate an implementedcommunication strategy

Managing expectations


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Activity

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Your CSO coalition has done some research onaccess to medicines and now want tocommunicate the findings with the relevantgroups. For your group prepare a communication

plan covering the following areas:1. What change do you want

2. What is your Message

3. Whats in your Basket

4. What channels will you use?5. What resources will you need

6. Timing

7. What are some of the challenges you might face?

communication strategy pp-version for wednesday 2nd november

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