Elevators, Airbags & FM Radio

1. Elevators, Airbags & FM Radio Communication Planning Innovation and Next Practice Division (DEECD) Design Teams Professional Development Workshop February 2008

2. Today Communication & Promotional Planning The Biggest Message of All Stakeholders Challenges Communication Deliverables, Timelines and Feedback

3. Going Up The Elevator Pitch Communication = Message & Mode & Feedback

4. Communication Planning A Communication and Promotional Plan provides the framework to effectively; craft our message identify our audience(s) set out the most appropriate mode(s) schedule activities define resource requirements establish and activate feedback loops Objective: connection, co-ordinated, concise, consistent

5. Building a Communications Plan Mapping the overall success measures for the project 2) Determining the key messages and supporting proof points 3) Understanding the key project milestones, deliverables and timing 4) Identifying the universe of stakeholders  and assessing their individual communication needs 5) Developing a schedule of communication and promotional activities and an overall calendar 6) Establishing resourcing requirements and monitoring / evaluation options

6. When working in teams a collaborative development process using a model such as T-C-D is recommended: Process (T) Thinking – (C) Creating – (D) Doing Individual Pre-Work - “Guided Independent Thinking” Thinking Collective Dialogue – “Collaborative Agreement” Synthesis – “Distilling and Structuring” Crafting Feedback – “Review & Refine” Finalisation – “Issue & Execute” Doing Listening – “Learn & Leverage”

7. BMOA - The Biggest Message of All Is the synthesis of the most important thing we want to communicate…. Forms the basis and touch point for all messaging… Every communication needs to reference and re-enforce the biggest message… Should be based on our identified key success factors…

8. What does success look like ? For your project; What is a successful outcome ? What is the vision for the project ? What is the mission for the project ? What is the biggest message of all ?

9. The Outputs Biggest Message: Innovation is a creative and collaborative process with an objective to increase the responsiveness of teaching and learning to the needs of individuals, impact positively on specified learning outcomes and build community engagement Success: A proven model to support the development of school and network based innovation Vision: Practitioner led innovation creates next practice in education Mission: Teams of teachers work with experts to design and share innovative ways of learning and teaching

10. Tips for Messaging Keep it simple and short… Avoid jargon… Build a set of supporting ‘proof points’ that support the biggest message… Focus on benefits not features…

11. The thing about Airbags Feature Benefit 8 airbags Improved collision safety

12. Team Exercise Brainstorm and capture…. What is a successful outcome for the project? What is the vision for the project? What is the mission for the project? What are the key messages and the biggest message of all?

13. When framing a response remember Keep it simple and short… Avoid jargon… Build a set of supporting ‘proof points’ that support the biggest message… Focus on benefits not features…

14. Stakeholders Who are the stakeholders for your project? Understanding the differences (in terms of their needs & expectations) between stakeholder groups is very important to deliver the correct messaging and the most appropriate mode of communication… Stakeholder (audience) identification is a key task in ensuring that communication is effective…

15. WII FE The Importance of Duality What is in it for me What is in it for everyone Seek to personalise the context - each stakeholder group will have a different balance… WII FM Try to craft a ‘story’ that is relevant and meaningful…

16. The mode in which you choose to provide your communication can make all the difference to effectively connecting… Individual stakeholder group(s) may respond better to certain methods… Multiple approaches are typically required for any audience… Modes What are the most appropriate modes for your stakeholder(s)? Podcast Open Days Demonstrations Web Brochures Email Presentations Case Studies Forums Local press

17. Challenging Audiences Some stakeholders present unique challenges in terms of connection… Must closely understand what their issues are… Need to ‘build bridges’ into these groups… May need to enlist ‘advocates’ and ‘champions’ to work for you…

18. When little things make a big difference Gladwell asserts that finding ‘connectors’ – individuals who are respected, networked and have the power to influence within specific groups is a key to spreading ‘idea viruses’… Who are the connectors that you may need to enlist to assist connecting to your stakeholder(s)?

19. Team Exercise Brainstorm and capture…. Who are your key stakeholder? Identify any challenging audiences? Who are the connectors, champions and advocates within your project frame?

20. Resources Once the elements of the plan are established it is vital to understand what resources will be required to deliver the communication… Who is going to do it? What external assistance may be required? What production/technology requirements are there? Key Issues Can we do it? & do we have the time / $ budget? Must be realistic & achievable…

21. Feedback & Refinement Effective communication is underpinned by taking a continuous improvement approach… Should build in opportunities for formal and informal feedback to gauge effectiveness… Also forms the basis of input of refinement of message and mode… What are our options for receiving feedback ?

22. Pulling it all together Documenting the communication plan consolidates thinking and provides the blueprint for future activities… Should include all key elements and a timeline / calendar of events… The timings of communication often coincide with ‘new news’ – therefore need to consider key project milestones…

23. This year is a Leap Year The timeline summary provides a ready reckoner on key milestones, communications focus and modes…

24. The Biggest Messages of All A communication plan underpins effective messaging… Spend time on synthesising your success factors and biggest message… You BMOA is the foundation for all communication – every message should support and re-enforce…

25. Avoid jargon Consider duality The Biggest Messages of All Keep it simple Focus on the benefits Identify your stakeholders and their unique needs Understand the correct mode for each audience Leverage connectors, advocates and champions