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Communications

Communications . The Communications Planning Process. Communications Planning 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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Communications

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  1. Communications The Communications Planning Process

  2. Communications Planning 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? • Funding requirement • Legislative requirements • Due-Diligence (bylaws) • Change behaviors/attitudes • Build community support • Raise awareness • Exchange information

  6. 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 their 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. Communications Planning Exercise 4 • What does your organization communicate?

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

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

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

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

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

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

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

  19. 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

  20. 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

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

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

  23. 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

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

  25. 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

  26. Parking Lot • Discuss issues that arose during the day

  27. Summary/Evaluation • Concluding comments • Evaluation • Additional material

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