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How to generate exceptional communications

How to generate exceptional communications. SIRC and CSL Knowledge Series June 2010. Who we are. Vision: Our vision is to help you achieve yours. Mission: We do this by providing strategic insights for the Canadian sport system. Our clients. Our values.

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How to generate exceptional communications

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  1. How to generate exceptional communications SIRC and CSL Knowledge Series June 2010

  2. Who we are • Vision: Our vision is to help you achieve yours. • Mission: We do this by providing strategic insights for the Canadian sport system.

  3. Our clients

  4. Our values • Justice - as a higher standard than fairness • Professional excellence - we provide exceptional value through continual improvement, investment and innovation • Respect - we care for each other and for the environment • Wellness - achieving balance between professional and personal development • Passion- to make a difference in sport

  5. Why good communications matters In the last analysis, what we are communicates far more eloquently than anything we say or do. Stephen Covey

  6. Definition “Communication is the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs. Although there is such a thing as one-way communication, communication can be perceived better as a two-way process in which there is an exchange and progression of thoughts, feelings or ideas (energy) towards a mutually accepted goal or direction (information).” Swartz, Simon & Carmona (2008)

  7. Trends While we might be more informed than ever, we are communicating less: • Technology at our fingertips • Inundated • Diversity • Mistake information for knowledge • Phone calls and face-to-face dialogues are becoming relics

  8. Exceptional Communications What it isn’t: • One-way • Reactive • One medium • On the fly • Defensive • Static

  9. Exceptional Communications What it is: • Two-way • Multifaceted/ comprehensive • Proactive • Integrated • Reflective of values • Dynamic • Trusting and trustworthy

  10. Know your audience Internal Communications • Staff • Board • Members • Funding agencies • Suppliers • Partners • Volunteers

  11. Know your audience External Communications • Media • Public • Government agencies • Sponsors/ supporters/ fans • Other sport organizations • Educational institutions • Youth groups

  12. Why communicate? • Share information • To build understanding • To present an opinion • To promote your vision, programs, ideas • To develop and implement plans

  13. Communications plan A good plan will: • Create a solid foundation to make decisions • Help to focus where you want to go and how best to get there • Consider options, discover opportunities and manage challenges • Summarize key messages • Determine best medium • Evaluate impact

  14. Step 1 – Communications Audit Take stock of current communications activities • Interviews, surveys, polls, conversations • Current resources and assets • Examples of great practices • Understand limitations • Leverage opportunities

  15. Group Exercise • Take 10 minutes to review the communications audit tool. • Answer the questions. • Let’s chat.

  16. Step 2 – Setting goals What are you trying to achieve? • Changes you wish to see happen • Steps to achieve your outcomes • How can communications help?

  17. Step 3 – Determine audience Who are you trying to reach? • Identify groups • Do they require different messaging? • How do they want to receive communication? • Do they already know your organization? • Who needs to know what ,by when and how?

  18. Step 4 – Key messages What are my essential messages/ core ideas? • What does the audience already know? • What do they need to know? • What do I want to tell them? • Keep it simple • Would this matter to you?

  19. Step 5 – Develop your strategy Consider: • Tactics (print, advertising, media relations, press conference, public relations, photo ops, letters to editor, lunch ‘n’ learns, displays) • Timing • Budget • Theme

  20. Step 6 – Evaluation Measuring impact: • Why did we do it? • What happened? • Did we meet our objectives? • What are our stakeholders telling us? • Was it worth the investment and effort? • Could we do it differently next time? • Did it reflect our corporate values?

  21. Reminder Exceptional communications requires • Consistency • Attention to detail • Trust • Relationships • Good listening • Story telling • Simplicity

  22. Exercise Develop your communications plan • Step 1: Pick a topic • Step 2: Set your goals • Step 3: Determine your target audience • Step 4: Develop key messages • Step 5: Develop your strategy • Step 6: Evaluate

  23. Time to share Reflections and Insights

  24. Final reflection… “The 21st century is going to be about creating a shared understanding of what data, information, knowledge, and wisdom mean to us, and how they interrelate to enable us to define and move along those pathways. This means applying a model of knowledge architecture from the position of values, principles and beliefs which will allow us to evolve to a deeper understanding of what a sustainable future could mean to us and how we can pursue it.” P. Kaipa

  25. For more information… www.sportlaw.ca

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