Designing an effective communication strategy

7/29/2019 Designing an effective communication strategy

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Department of Human Services

Designing an effectiveDesigning an effective

communication strategycommunication strategy


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How does communication work?How does communication work?

What people think

What we want them to think


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How does communication work?How does communication work?

Its not whatadvertising does

to people

Its what peopledo with ouradvertising

What people think

What we want them to think


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So how can communicationsSo how can communications

help?help?

Perception is reality Telling aint selling

Manage stakeholders Forces you to get clear what your key

message is

Unite behind a common message

Stay on message


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The six stepsThe six steps

1. What is the issue?2. Who is the key target audience?

3. What do they currently think?4. What do we want them to think?

5. Say what we need to say6. Monitor and review


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1. What is the issue?1. What is the issue?


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2. Who is the target2. Who is the target

audience?audience?


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3. What do they currently3. What do they currently

think?think?


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4. What do we want them to4. What do we want them to

think?think?


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5. Say what we need to say5. Say what we need to say


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6. Monitor and review6. Monitor and review


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SummarySummary

The six steps are about process Effectiveness is about the thinking that

goes into the process

Its about them, not us

A helicopter view the most importantskill to develop


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Questions?Questions?

Documents

Designing an effective communication strategy