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Community Capacity Building Program The Communications Planning Process

Community Capacity Building Program The Communications Planning Process. 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

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Community Capacity Building Program The Communications Planning Process

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  1. Community Capacity Building Program The Communications Planning Process

  2. 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

  3. Communications Planning • Why communicate as an organization? • Communication strategies • Media • What to communicate • Target audience • Communication/delivery methods • Communications plan • Monitor and evaluate plan

  4. Why we communicate? - Exercise 1 • Discuss various reasons for your organization to communicate

  5. Why communicate?Why we communicate? • Funding requirement • Legislative requirements • Due-Diligence (bylaws) • Change behaviors/attitudes • Build community support • Raise awareness • Exchange information

  6. Why we communicate? Why we communicate? • Crisis/risk management • Build capacity • Advocacy • Improve volunteer and staff morale • Recognize accomplishments and achievements

  7. Communications Planning - Exercise 2 • Identify various terms used by your organization to describe the communication activities • What comprises public relations, marketing and advertising?

  8. 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

  9. Communications Planning - Exercise 3 Which media or distribution channels are used by your organization to communicate?

  10. Media • Newspapers • Radio • Television • Magazines • Industry/Community Publications • Other

  11. Social Media • Facebook • Twitter • LinkedIn • MySpace • YouTube • Etc. Extremely useful tools for interaction with a specific audience

  12. 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

  13. Social Media • See additional resource for in-depth social media analysis

  14. Communications Planning Exercise 4 What does your organization communicate?

  15. What to communicate • Good news • Best practices • Mission/mandate • Progress reports/achievement • New initiatives • Changes • Policy and opinions • Basic information and facts • Events • Research

  16. Target Audience • Internal • Staff • Volunteers • Committees

  17. Target Audience • External • Funding sources • Governments • Business/foundations • Partners • Governments • College/schools • Service clubs/volunteer organizations • Elected officials • Others • Media • Public

  18. 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

  19. Communications Planning Exercise 5 • Who is your target audience? • Use small group discussion to identify the various target audience(s) for the case studies

  20. Branding News release Public service announcement (PSA) Brochure Display/backdrop Speeches/presentations Communication/Delivery Methods

  21. Newsletters and circulars General correspondence Technology Minutes Reports Sponsorships Consultations Communication/Delivery Methods

  22. Communications Planning Exercise 6 • Write a public service announcement • Each participant to write their own public service announcement • Identify which media you will use

  23. 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

  24. 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

  25. Communications Planning • Appoint official spokesperson • Ensures consistency and credibility • Provides consistent message and image • Provide person guidance and training

  26. Communications Planning • Budget • Develop budget for advertising • Develop budget for other initiatives • Presentations • Printing • Special events

  27. 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

  28. Communications Planning Exercise 8 • Handling Media Interviews • Discuss media interviews • Role play a media interview

  29. 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

  30. Conclusion and Evaluation • Review objectives • Review any additional expectations • Review Parking Lot • Point out Certificates of Participation • Complete evaluation • Thank you! Community Capacity Building Program www.intrd.gov.nl.ca/intrd/regionaldev/capacitybuilding.html

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