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Community Capacity Building
Program
The Communications Planning Process
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Agenda
• Icebreaker• Welcome & Overview• Agenda Review• Why Communicate• Communication Strategies• Types of Media• What to Communicate• Target Audience• Communication/Delivery Options• Establish a Communications Plan• Monitor and Evaluate Plan• Parking Lot• Discussion/Evaluation
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Communications Planning
• Why communicate as an organization?
• Communication strategies• Media• What to communicate• Target audience• Communication/delivery methods• Communications plan• Monitor and evaluate plan
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Why we communicate? - Exercise 1
• Discuss various reasons for your organization to communicate
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Why communicate?
Why we communicate?
• Funding requirement• Legislative requirements• Due-Diligence (bylaws)• Change behaviors/attitudes• Build community support• Raise awareness• Exchange information
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Why we communicate?
• Crisis/risk management• Build capacity• Advocacy• Improve volunteer and staff
morale• Recognize accomplishments
and achievements
Why we communicate?
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Communications Planning - Exercise 2
• Identify various terms used by your organization to describe the communication activities
• What comprises public relations, marketing and advertising?
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Communications Strategies
• Marketing• Overall plan to promote organization
• Advertising• Bring product to customer’s attention
• Public Relations• Ongoing activities for public image
• Promotion• Ongoing activities to create familiarity
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Communications Planning - Exercise 3
Which media or distribution channels are used by your organization to communicate?
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Media
• Newspapers• Radio• Television• Magazines• Industry/Community
Publications• Other
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Social Media
• Facebook• Twitter• LinkedIn• MySpace• YouTube• Etc.Extremely useful tools for
interaction with a specific audience
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Social Media
• Facebook – more “personal” – best for two-way interaction, photos, responding to comments
• Twitter – shorter, broader messages – best for frequent bursts of information
• Many social media accounts can be linked so that simultaneous posting is possible
• Popular platform for account linking: HootSuite
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Social Media
• See additional resource for in-depth social media analysis
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Communications Planning Exercise 4
What does your organization communicate?
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What to communicate
• Good news• Best practices• Mission/mandate• Progress reports/achievement• New initiatives• Changes• Policy and opinions• Basic information and facts• Events • Research
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Target Audience
• Internal• Staff• Volunteers• Committees
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Target Audience
• External• Funding sources
• Governments• Business/foundations
• Partners• Governments• College/schools• Service clubs/volunteer organizations
• Elected officials• Others
• Media• Public
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Tools to Reach Target Audience
• Social media -Presents effective method to reach
specific groups based on
interests/wants/needs/connections
• Facebook - Offers targeted ads based on search
patterns and “likes” of individual users
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Communications Planning Exercise 5
• Who is your target audience?• Use small group discussion to
identify the various target audience(s) for the case studies
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Communication/Delivery Methods
• Branding• News release• Public service announcement (PSA)• Brochure• Display/backdrop• Speeches/presentations
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Communication/Delivery Methods
• Newsletters and circulars• General correspondence• Technology• Minutes• Reports• Sponsorships• Consultations
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Communications Planning Exercise 6
• Write a public service announcement• Each participant to write their own
public service announcement• Identify which media you will use
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Communications Planning Exercise 7
• Developing a communications plan• Identify the communication methods
that you would use to reach the target audience identified in Exercise 5.
• Record your responses on flipchart and report back to large group
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Communications Planning
• Strategies and methods• Regular news releases• Regular speaking engagements• Submit articles to publications• Distribute annual report• Use website wisely• Arrange interviews with local media
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Communications Planning
• Appoint official spokesperson• Ensures consistency and credibility• Provides consistent message and image• Provide person guidance and training
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Communications Planning
• Budget• Develop budget for advertising• Develop budget for other
initiatives• Presentations• Printing• Special events
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Communications Planning
• Interview Skills• Be prepared• Avoid “off the record” comments• Be eloquent• Be courteous• Tell the truth or don’t deny bad news• Ask for clarification• Be clear, brief and don’t chatter
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Communications Planning Exercise 8
• Handling Media Interviews• Discuss media interviews• Role play a media interview
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Monitor and Evaluate
• Implement continuous evaluation
• Determine some evaluation strategies or benchmarks, such as:• Brochure distribution• Website hits • Telephone inquiries• Types of inquiries • Media coverage• Attendance at events
• Prepare annual report
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STRATEGY & PLANNING
RELATIONSHIP BUILDING
ORGANIZATIONAL SKILLS &
MANAGEMENT
CO-OPERATIVE DEVELOPMENT
Strategic Planning
Community Development
Organizational Governance
Basics of a Co-operative
Proposal Writing Public Participation
Board Orientation Co-operatives and the
Community Development
Process I
Project Management
Alternative Dispute
Resolution
Meeting Management Co-operative and the
Community Development
Process II
Opportunity Identification
Group Dynamics Leadership and Motivation
Opportunity Management
Interpersonal Communications
CommunicationsPlanning
Legal Issues
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• Review objectives• Review any additional expectations• Review Parking Lot• Point out Certificates of Participation• Complete evaluation• Thank you!
Conclusion and Evaluation
Community Capacity Building Program www.intrd.gov.nl.ca/intrd/regionaldev/capacitybuilding.html