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Public Communication in Support of Education Decentralisation for Regional Communication Managers Kamenetsk-Podolsk, Ukraine

Kaspars Rklis / Latvia Photo by Kaspars Daleckis

Training organised by:

Goals / Expected Outcomes

Creating a positive climate within municipalities towards introduction and communication of decentralisation reforms, in particular in the field of educationEquipping communication managers with knowledge and skills of communication, awareness raising and advocacy Preparing specific communication plans,related to communication of proposed education reforms Sharing experiences in public communication from Ukraine, Europe and around the world among participants Wrap-Up, Next Steps and Feedback

Welcome,Ice Breaker,Needs Assessment

Session One Setting Communication Goals for Projects

Why communicate?It is just the way it is done We would like to have good neighbouring relationsWe want to be understood People (society) can help us achieve or goals (or not set up barriers) Because the people (the society) are financing us as taxpayers

InformationKnowledgeTime

What we mean by:Communication = skills of communication and presentation (interpersonal and public) Awareness Raising = content & techniques for general audiences Advocacy = content & techniques for decision maker audiences

Communication pyramid

Intrapersonal Interpersonal Within group IntergroupOrganisationalMass communi-cationLevel of the communication processFew casesMany casesSource: Dennis McQuail

Communication goalsTo inform the audience (about the reform process, success, the unusual, the result, the impact ) To form a favourable attitude (towards your organisation, project, reform, country, municipality, environment) To achieve audience involvement and engagement (support, involvement into the process, starting a project, an enterprise)

What goals to avoid?To please the funder at any costTo scare, punish or humiliate Formally print publicity materials with logos Convince about your truth at any expenseOnly spend the money for publicity Ruin relationships, demonstrate superiority, power

Practical task Work in groups Discuss and formulate three communication goals: Informative goal Attitude goal Action goal

Communication instrumentsTraditional campaigns, press releases, media relations, interviews, opinion articles, video, events, billboards, publications, books, exhibits, conferences, discussions, lobbying, etc. Not so traditional web pages, social media campaigns, viral videos, partisan marketing, short films/clips, flash-mobs, virtual campaigns, road trips, trainings, advocacy, etc.

What is important?Demonstrate benefits by showing real people Organise events hard to get an invitation to Use visualisations, images, audiovisual material, sound Find the unique selling point in your project, base your communication on it Return on investment = are the efforts worth the burden? Choose focus (you will never have time for everything)

Session Two Target Audiences and Partners

Practical task Identify of existing and potential target audiences and partnersPut each audience on a separate piece of paper Follow the instructions

Well informed

Positive attitude Not so well informed

Positive attitude Well informed

Not so positive attitude Not so well informed

Not so positive attitude

Target audience Primary Audience = Decision makers: A person or group of people who can change policies or provide funding that a you need to meet your goals

Target audience Secondary Audience = Influencers: An individual or group of people who can influence the primary audience

Target audience Stakeholders = Community Allies: An individual, organisation, business, foundation, or other partner that can help promote the value of your organisation /reform in the community and build community support

Primary = Decision makers Secondary = Influencers Stakeholders = Community alliesPublic at large

Work with target audiencesPay attention to the interests and needs of the target audience. It often helps better understand, how to make contact and organise communicationDo with them what makes you proud of your achievements

Partnerships Partnership must be mutually beneficial

Coffee break

Session ThreeCrafting Messages and Stories

Crafting messagesMessage is a strong, effective statement that can provide people outside your organisation with a clear understanding of your goal and a way to help you reach that goalMessage is a core statement, a building bloc that you use in all communication

Effective messagesEffective messages are clear, credible, persuasive and consistent Repeat, repeat, repeat

Stories Factual stories Emotional stories Inspirational stories Integrated stories

Practical task Participants work in groups on the messages to be included into storiesEach group comes up with two messages: one message about decentralisation and one message about change in education

Session FourTips for Impactful Presentations

Strong presentationsPreparation Introduction Content organisation Conclusion

Body Voice Posture VolumeFacial expressionsToneEye contact Clarity GesturesPace

Verbal & non-verbal communicationIn presentation, these things are important:

20 powerful wordsNow, Today, Immediately, Free, Save, Health, Safe, Proven, Discover, Learn, Know, Understand, You/Your, Protect, Create, Trust, Powerful, Help, Profit

Session FiveThe Use of New ICT Tools in Public Communication

Communication trends 2016

1 | (),

2 |

3 | , Source: The Guardian1 | Digital first, but dont forget the personal touch

2 | The rise of virtual reality

3 | Images, data visualisations and infographics are a websites best friend

Communication trends 2016

4 |

5 |

6 | , Source: The Guardian4 | We have to improve our photography

5 | The website is no longer the centre of the universe

6 | Evidence-led digital communications is here to stay

Infographics Infogr.am

Visually

Pictochart

Presentation tools S Slides

Pow-Toon

Prezi

Session SixWorking with Traditional Media

Coffee & refreshments served during the session

Media todayBroadcastInteractive Social One to manyOne to many & many to many Many to manyPublisherPublisherParticipation architectJournalists, editors Readers, commentatorsCo-creatorsTraditional newspapers, magazines, radio, televisionOnline portals, online radio, online televisionSocial networks

Bowman & Willis

Media outreach Raises awareness about your activities Highlights accomplishmentsTells your story your way Raises the profile of your organisation Builds credibility and allies

Press releasesBe sure there is news. Use facts, stories. Use inverted pyramid style. Write for your audience, do not use bureaucratic language.

Press release structuresDiamondHourglassInverted pyramid

Session Seven Working with Social Media

Social mediaSocial media describes the online tools that people use to share content, opinions, insights, experiences, and perspectives, and helps facilitate online conversations between groups of people

Practical task Participate in a press conference, be active in asking questionsWrite a short 1 page press release in the inverted pyramid style, including the main messages Send it to Kaspars.Ruklis@gmail.com and share some news already today, using hashtag #Training

Training organised by:

Thank you! Kaspars Rklis / Latvia kaspars.Ruklis@gmail.comPhoto by Kaspars Daleckis