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Scotland Communications & Campaigns Committee
Campaign PlanningCampaign Planning
Campaign PlanningScotland Communications & Campaigns Committee
The boring bit - infrastructure
Branch communication system – Do you have one?
• How do you do it?• Who does it?• What is the system used for?• Does it need more resources?
Campaign PlanningScotland Communications & Campaigns Committee
Choose your campaign
• About PEOPLE• Likely success?• Deep and wide concern – can you get members to identify with it?• Involves members and potential members - RECRUIT• Worth the time and effort• Easily understood• How will we know we have won?
Campaign PlanningScotland Communications & Campaigns Committee
Create the campaign theme
• Analyse the issue• Identify your aim• Keep it clear and simple• How will we put this across?
- To members- to the public/ user groups- to decision-makers
Campaign PlanningScotland Communications & Campaigns Committee
Strengths and weaknesses
Arguments• How will it affect PEOPLE?• Which do we need to promote
most?• Prepare for the question we don’t
want to be asked• Listen and modify. Be prepared to
change tactics
Campaign PlanningScotland Communications & Campaigns Committee
Strengths and weaknesses
Organisation• Who is going to do what?• What resources do we need?
• people, officers, stewards, staff, members
• materials BUT a leaflet is NOT a campaign
• Where are the gaps?
Campaign PlanningScotland Communications & Campaigns Committee
Select targets and allies
• Direct targets (employers, politicians etc)
• Indirect targets (media, user groups? etc)
• Allies (other unions, user groups? politicians?)
• What methods/tactics for each?
Campaign PlanningScotland Communications & Campaigns Committee
Build a strategy
• Workplace based
• Use public support
• Political action
• Using/ researching information to support
• Media and Social Media
Remember your arguments for and against!! Prepare responses/rebuttals.
Campaign PlanningScotland Communications & Campaigns Committee
Build a timeline
• Use existing/known deadlines and dates (eg council meetings, events)
• When to use media – which, who, how
• Social Media, who, when, how
• Map out phases – review each
• Add tactics at appropriate points
Campaign PlanningScotland Communications & Campaigns Committee
Getting our message across
• Positive. Try to be For not Against.
• If we want the public to notice our campaign our campaign, it has to be about the public.
• Talking about services is better than talking about jobs
• Be prepared to repeat the message over and over again (especially social media)
Campaign PlanningScotland Communications & Campaigns Committee
Remember
• Think about campaign when creating policy
• Set aims, targets, timeline and reviews
• Involve members in the campaign
• Play to strengths
• Prepare to defend weaknesses
• Keep people at the centre