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Communication Strategy Development

Communication Strategy Development. Questioning our needs and assumptions. Overview. Four blocks of communication questions relating to four essential actions , i.e.: Think Prepare Do Improve. Four communication question blocks. Four communication question blocks. These questions are:

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Communication Strategy Development

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  1. CommunicationStrategyDevelopment Questioning our needs and assumptions

  2. Overview • Four blocks of communication questions relating to four essential actions, i.e.: • Think • Prepare • Do • Improve

  3. Four communication question blocks

  4. Four communication question blocks These questions are: • Indicative • Interactive • Iterative • Integrative • Anything starting with I and ending with ive?

  5. THINK! Photo credits: Gutter

  6. Block 1: THINK

  7. THINK: Node • The node is YOU / your organisation • What is your vision? • What is your mission? • What are you doing? Why? • What kind of institution are you / What is your scale? • Organisation? Programme? Network? Project? Event?

  8. THINK: Network • The network represents the institutions around you • Who are your target audiences? • Primary / secondary? • Who should know about your work? • Who do you need to engage with to address your issues / objectives? • Who are you trying to affect / influence?

  9. THINK: Networking • The networking vision is your overall plan re: your audiences • How can communication activities help you achieve your objective? • Do you want to push information, pull information, share-learn-engage? • What should your audiences do with your work?

  10. THINK: Networking (2) • The networking vision is your overall plan re: your audiences • What are you trying to achieve with each audience? • What would be your communication goals?

  11. THINK: Not-working • Sometimes you need communication to get rid of constraints. What is not working for you? • What communication-related challenges are you facing? • What is the main issue you are dealing with, where communication can help?

  12. Work on ‘THINK’ • Fill out the ‘THINK’ part of the matrix: • For each question use a card • See if you can organise the cards and link them together • Fill out the matrix (see next slide) • Check your work with neighbouring tables? • Note down your content questions • Note down your process issues

  13. Work on ‘THINK’

  14. PREPARE! Photo credits: Fotoos van Robin

  15. Block 2: PREPARE

  16. PREPARE: Messaging • Messaging is making music to reach the soul of your audience • What is the key message you have to convey to each audience? • What is the value you have to offer? • What is the barrier you have to overcome? • What are you asking from them? • What is your vision?

  17. PREPARE: Moulding • Moulding is about adapting/refining to the preferences of your audience • What channel should you use to reach each audience? • What products / services / outputs do you plan to produce? • What is the difference between activities, channels and outputs?

  18. PREPARE: Massaging • Massaging is integrating your communication with your other work and ensuring it’s adding sense • Why do you want a separate communication strategy (document)? • What is the form (structure) of your strategy? • What do you need to ensure the strategy reinforces, rather than hinders your approach?

  19. Work on ‘PREPARE’ • Fill out the ‘PREPARE’ part of the matrix: • For each question use a card • See if you can organise the cards and link them together • Fill out the matrix (see next slide) • Check your work with neighbouring tables? • Note down your content questions • Note down your process issues

  20. Work on ‘PREPARE’

  21. (just) DO (it)! Photo credits: Mark E. Dyer

  22. Block 3: DO

  23. DO: Risks • Long preparation, short war! Risk assessment is sound management • What risks are you bearing? • What threats are you facing? • How likely / influential are they? • What are key element of quality that you need to keep in mind to make your communications credible?

  24. DO: Resources • Your resources determine the realism/robustness of your plans • What budget do you have (how much)? How much do you need? • What capacity (skills + time) do you have to carry out your activities? • What can you do yourself and what needs (external) support?

  25. DO: Resources • Your resources determine the realism/robustness of your plans • What budget do you have (how much)? How much do you need? • What capacity (skills + time) do you have to carry out your activities? • What can you do yourself and what needs (external) support?

  26. DO: Roles and responsibilities • The key to a solid implementation: who does what (clearly)? • Who (internally) needs to be involved in the communication strategy development? • Who will carry out what activity?

  27. DO: Realignment • Integration again! Make sure your comms efforts tie in with the rest • What is your implementation plan? • What activities? • What outputs / outcomes? • What milestones? • What processes (workflow) should you design to support development of outputs/ products?

  28. Work on ‘DO’ • Fill out the ‘DO’ part of the matrix: • For each question use a card • See if you can organise the cards and link them together • Fill out the matrix (see next slide) • Check your work with neighbouring tables? • Note down your content questions • Note down your process issues

  29. Work on ‘DO’

  30. IMPROVE! Photo credits: Steve Sawyer

  31. Block 4: LEARN & IMPROVE

  32. LEARN & IMPROVE: Capacities • Activities depend on people. Think and care about them: empower • What could have been improved? • Where did you lack skills / capacities? • What capacity development activities can you plan?

  33. LEARN & IMPROVE: Support & allies • Out there, someone or something can help you: be curious! • Who (ind/org/netw) can you involve to work on your plans? • What events and movements can you use to piggyback on? • What resources are available to implement your plans?

  34. LEARN & IMPROVE: Monitoring & adaptive planning • The best plan is just not good enough! What matters is to monitor and improve over time • What would you consider measures / statements of success? • How are you planning (methods) to monitor your expected success? • How will your monitoring link back to improved planning?

  35. LEARN & IMPROVE: Integration • And again: unite and rise! • How to integrate your communication activities in day-to-day practices? • What activities do you need to cut out (or sub-contract) because they drive you away from your core ‘business’?

  36. Work on ‘LEARN & IMPROVE’ • Fill out the ‘LEARN & IMPROVE’ part of the matrix: • For each question use a card • See if you can organise the cards and link them together • Fill out the matrix (see next slide) • Check your work with neighbouring tables? • Note down your content questions • Note down your process issues

  37. Work on ‘LEARN & IMPROVE’

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