Upload
jacob-otachi
View
218
Download
0
Embed Size (px)
Citation preview
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
1/28
MODULE 7
Facilitator: Eva M A Ombaka
1
Developing a communicationsstrategy
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
2/28
Objectives
2
Develop a good communicationsstrategy for dissemination of
information to the public
or
Sharing the findings of your workso that you get the changes youwant to see.
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
3/28
Specifically we want to learn:
3
What we mean by a communicationsstrategy
The essential components of acommunication strategy
How to develop a good (effective)communications strategy
How to evaluate if the communicationstrategy has worked
How to managing what the public mayhave been expecting
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
4/28
Communication forms
4
Brainstorm: Which are
communication forms we know?
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
5/28
Communication forms
5
informationdissemination,
guidelines
prescriptions
recommendations
advocacy
promotion
persuasion
education,
conversation
roundtables
consultations,
dialogue,
Counseling
entertainment.
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
6/28
Communication is about
6
Fostering social awareness
Facilitating public democraticdialogue
Contributing to evidence-basedpolicy
Building a shared understandingCreating space for the voices of the
poor to be heard,
About redistributing power.
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
7/28
Communication strategy
7
Articulates, explains, and promotes a visionand a set of well-defined goals. (Unified voice)
Purpose to the actions-aimed at achievingcertain objectives
Use proven communication methods,techniques and approaches
Aim: Convincing the target that the idea orapproach (being communicated) is better thanalternative!
For CSO, an effective communicationsstrategy should also aim for a positivechange.
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
8/28
.Elements of a communications
strategy
1. Review2. Objectives3. Audience4. Message5. Basket6. Channels7. Resources8. Timing9. Branding10. Feedback.
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
9/28
1. Review (Performance andPerception)
9
How have the organizationbeen communicating in the
past?How effective has that been?
What are the audiencesperceptions?
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
10/28
2. Objectives (Making them SMART)
10
What do the organizations communications
wants to achieve?
Are the organizations objectives
SpecificMeasurable
Attainable
Results-orientated andTime-limited.
What, ultimately, does the organizations wantfrom communications?
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
11/28
3. Audience (Primary and SecondaryTargets)
11
Who are the organizations audiences?
Does the organization have a primaryand a secondary audience?
What information do they need to takeaction on the organizations work?
There may be several and different
types, of audiences, each with theirown likes, needs and abilities.
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
12/28
4. Message (Problems, Possibilities,Policies)
12
What is a message?
Do we have one message for multiple
audiences ?Do we have multiple messages for
multiple audiences?
May have 1 or even 3-4 key messagesMay want to tailor each message to
address the needs of 3 or 4
audiences usin 3 or 4 different tools.
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
13/28
5. Basket (Tools andProducts).i
13
What kinds of communications will bestcapture and deliver the messages?
Basket depends directly on:
The type and content of the message todeliver,
Available resources
How the audience likes to receiveinformation. -Newspapers? Radiostation? Which? Barazas?
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
14/28
5. Basket (Tools andProducts)ii
14
Print and electronic materials
What examples can you think of?
Basket can include face-to-face meetings.
What are common venues for F2F?
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
15/28
6. Channels (Promotion and
Dissemination)
16
What channels will the organization use topromote and disseminate information?
The messages must reach the right people to
have any impactThe channel is every bit as important as the
message itself. E.g.
TV, newspaper- if dont have or dont buy,
wont receive messageA meetingif dont attend wont receive
message
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
16/28
7.Resources (Materials, Money, Men,Methods (4Ms)).i
17
What kind of budget does theorganisation have for this?
Will this change in the future?What communications skills and
hardware does it have?
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
17/28
7.Resources (Materials, Money, Men,Methods (4Ms)).ii
18
Communication can be expensive:
What are some of the
components / experiencesyou have had?
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
18/28
7.Resources (Materials, Money,
Men,Methods (4Ms)).iii
Communication can be expensive:high-quality materials
methods for creating and producing those
materialspeople with the appropriate skills to use and
apply those methods
as well as an allocated budget.
Therefore be:
realistic about what you can achieve,
aware of the many hidden costs related to
certain tools.
O
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
19/28
8. Timing (Events, Opportunities,Planning)
20
What is the timeline?
What strategy will be the mostappropriate?
What special events or opportunities mightarise?
Does the work (or future work) presentpossible dissemination opportunities?
Note obvious deadlines and limitations andhave information available and accessible
when there is interest
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
20/28
9. Branding Creating one and sustainingiti
21
Consider the logos:
They say whatproduct is andconvey what theproduct is like!
A brand tells theworld, who andwhat the
organization is.
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
21/28
9. Branding Creating one andsustaining iti
22
Are all of the organization's
communications products on brand?
How can the organization ensure thatit is broadcasting the right message?
Must be consistent with the image and
quality the brand represents.
ee ac va ua ve
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
22/28
. ee ac va ua veThinking)i
23
How will the organization know whenits communications strategy is 100%
successful?What would have changed?
How can the organization assess
whether it used the right tools, was onbudget and on time, and had anyinfluence?
10 Feedback (Evaluative
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
23/28
10. Feedback (EvaluativeThinking)ii
24
Some methods to measureeffectiveness:
Creating an impact logConducting a formal survey
Conducting key-informant interviews
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
24/28
Managing expectations
25
Expectations can threaten to make demandsthat simply cannot be met e.g. exceedstatutory responsibilities
available resources, institutional capacities.
Communication strategy must
Understand how expectations are formedAssess whether they really are rising,Be clear how they can be effectively
addressed
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
25/28
Key factors affectingexpectations
26
Key factors affecting public expectations2
Customerexpectations of
service
Personalneeds
Implicit servicecommunication
Values/beliefs
Previousexperience
Explicit servicecommunication
Views aboutgovernment
Word-of-mouthcommunication
Exposure todemonstrative effects
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
26/28
Methods to manageexpectations
27
Ensure availability, accessibility andaccuracy of authentic information.
Liaise with mainstream publicmedia.
Conducting/commissioning public
satisfaction surveys(PSS)/studies
Issue regular updates
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
27/28
Summary
28
Importance of a communications strategyThe meaning of communicationsstrategy
The essential elements of acommunications strategy
How to develop a good
communications strategyThe ways to evaluate an implementedcommunication strategy
Managing expectations
7/31/2019 Communication Strategy PP-Version for WEDNESDAY 2nd November
28/28
Activity
29
Your CSO coalition has done some research onaccess to medicines and now want tocommunicate the findings with the relevantgroups. For your group prepare a communication
plan covering the following areas:1. What change do you want
2. What is your Message
3. Whats in your Basket
4. What channels will you use?5. What resources will you need
6. Timing
7. What are some of the challenges you might face?