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Community Capacity Building Program The Communications Planning Process

Learn effective communication strategies, media types, target audience identification, and plan establishment for your organization. Topics include media channels, social media, message delivery methods. Full agenda with exercises to enhance your communication skills.

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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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