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Outline Communication Strategy -Project & Initiatives Unit, Office of The First Lady-

Outline Communication Strategy -Project & Initiatives Unit, Office of The First Lady-. May 6 th , 2010. Introduction. This document highlights the strategic communication approach for Projects & Initiatives Unit at the office of the First Lady.

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Outline Communication Strategy -Project & Initiatives Unit, Office of The First Lady-

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  1. Outline Communication Strategy -Project & Initiatives Unit, Office of The First Lady- May 6th , 2010

  2. Introduction • This document highlights the strategic communication approach for Projects & Initiatives Unit at the office of the First Lady. • A different strategy will be developed to position Her Excellency The First Lady’s engagement in the projects& Initiatives. • Each project will have its own communication plan

  3. The Strategy’s Structure Why to Communicate? • Overall positioning and desired perception To Whom we Communicate? • Audience Segmentation How to Communicate? • Outreach strategy & Engagements Tactics What to Communicate? • Key Messages

  4. Role of Communication 1 Create high-level communications strategies to reflect the strategic work & efforts of The First Lady which are mainly illustrated in Her Excellency’s projects & initiatives 2 Monitor & analyse the message impact and public perception on the strategic objectives of projects & initiatives

  5. Overall Positioning & Desired Perception *Why to Communicate* The Base The efforts of Her Excellency The First Lady is dedicated to Syria’s future and development by harnessing the talents and potential of Syrian people The Positioning • The strategic work of Her Excellency The First Lady are promoting a strong Syrian identity, fostering a society for all and creating opportunities. Desired Perception TRUST & Good Citizenship Eliminating barriers and enhancing participation from all members of society as well as creating new spaces for participation and innovation Leadership & Innovation Promoting increased collaboration between the three sectors (civil, public & private), encouraging international engagement and innovative the creation of unique forums that incorporate the best of the past to support the future

  6. Our Audience *To Whom We Communicate* • Communications Objective: • Shift mindset & change behavior towards the benefits • Engage and empower to enhance ownership and sense of responsibility

  7. Outreach Strategy *How to Communicate?* • Communications Objective: • The Goal is to move each individual up one step in the “Knowledge Pyramid” (i.e. from “Unaware” to “Aware”, from “Aware” to “Recognize Importance”, and so on until we trigger the sense of responsibility). Encourage Participation Responsible Role Education Assure Benefits Generate Awareness UNAWARE

  8. Communication Cycle The below exercise will be applied on each on the previous steps Communication -Based Assessment Communication Strategy Design Implementation Evaluation Objectives Plan Indicators Carry out: Comms tactics Message delivary Capacity Building Communication programme performence and impact Select and design: Comm. Approaches Messages Tacktics Identify/analyse/define: Audiences/ Stakeholders Risks/ Opportunities Needs/ Solutions Media/channels Indicators/Objectives

  9. Outreach Matrix *How to Communicate?*

  10. Key Messages *What to communicate?* • Communications Objective: • Articulate, explain and promote a set of well organized goals • Highlight the solution to an identified issue • Communications Approach: • Society relevant horizontally • Stakeholders centric vertically • High-level long term impact area communication by The Office of The First Lady • Tactical tangible project related communication by projects management entity/ team High-level long term messages Audience/ Stakeholders Project tactical Messages

  11. Key Messages *What to communicate?*

  12. Key Messages *What to communicate?*

  13. Key Messages *What to communicate?*

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