Académique Documents
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Culture Documents
Objectives
Develop a good communications
strategy for dissemination of information to the public or Sharing the findings of your work so that you get the changes you want to see.
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strategy The essential components of a communication strategy How to develop a good (effective) communications strategy How to evaluate if the communication strategy has worked How to managing what the public may have been expecting
Communication forms
Brainstorm: Which are
Communication forms
information education,
conversation
roundtables consultations, dialogue, Counseling
entertainment.
Communication is about
Fostering social awareness
dialogue Contributing to evidence-based policy Building a shared understanding Creating space for the voices of the poor to be heard, About redistributing power.
Communication strategy
Articulates, explains, and promotes a vision
and a set of well-defined goals. (Unified voice) Purpose to the actions-aimed at achieving certain objectives Use proven communication methods, techniques and approaches Aim: Convincing the target that the idea or approach (being communicated) is better than alternative! For CSO, an effective communications strategy should also aim for a positive change.
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Elements of a communications strategy
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Review Objectives Audience Message Basket Channels Resources Timing Branding Feedback.
been communicating in the past? How effective has that been? What are the audiences perceptions?
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wants to achieve? Are the organizations objectives Specific Measurable Attainable Results-orientated and Time-limited. What, ultimately, does the organizations want from communications?
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and a secondary audience? What information do they need to take action on the organizations work? There may be several and different types, of audiences, each with their own likes, needs and abilities.
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audiences ? Do we have multiple messages for multiple audiences? May have 1 or even 3-4 key messages May want to tailor each message to address the needs of 3 or 4 audiences using 3 or 4 different tools.
capture and deliver the messages? Basket depends directly on: The type and content of the message to deliver, Available resources How the audience likes to receive information. -Newspapers? Radio station? Which? Barazas?
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Basket can include face-to-face meetings. What are common venues for F2F?
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promote and disseminate information? The messages must reach the right people to have any impact The channel is every bit as important as the message itself. E.g. TV, newspaper- if dont have or dont buy, wont receive message A meeting if dont attend wont receive message
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organisation have for this? Will this change in the future? What communications skills and hardware does it have?
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appropriate? What special events or opportunities might arise? Does the work (or future work) present possible dissemination opportunities? Note obvious deadlines and limitations and have information available and accessible 20 when there is interest
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A brand tells the world, who and what the organization is.
communications products on brand? How can the organization ensure that it is broadcasting the right message? Must be consistent with the image and quality the brand represents.
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its communications strategy is 100% successful? What would have changed? How can the organization assess whether it used the right tools, was on budget and on time, and had any influence?
effectiveness:
Creating an impact log Conducting a formal survey Conducting key-informant interviews
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Managing expectations
Expectations can threaten to make demands that simply cannot be met e.g. exceed statutory responsibilities available resources, institutional capacities. Communication strategy must Understand how expectations are formed Assess whether they really are rising, Be clear how they can be effectively addressed
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Previous experience
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accuracy of authentic information. Liaise with mainstream public media. Conducting/commissioning public satisfaction surveys (PSS)/studies Issue regular updates
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Summary
Importance of a communications strategy The meaning of communications strategy The essential elements of a communications strategy How to develop a good communications strategy The ways to evaluate an implemented communication strategy Managing expectations
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Activity
Your CSO coalition has done some research on access to medicines and now want to communicate the findings with the relevant groups. For your group prepare a communication plan covering the following areas:
1. 2. 3. 4. 5. 6. 7.
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What change do you want What is your Message Whats in your Basket What channels will you use? What resources will you need Timing What are some of the challenges you might face?