Developing a communications strategy

MODULE 7 Facilitator: Eva M A Ombaka

Objectives
Develop a good communications

strategy for dissemination of information to the public or Sharing the findings of your work so that you get the changes you want to see.
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Specifically we want to learn:

What we mean by a communications

strategy The essential components of a communication strategy How to develop a good (effective) communications strategy How to evaluate if the communication strategy has worked How to managing what the public may have been expecting

Communication forms
Brainstorm: Which are

communication forms we know?

Communication forms
information education,

dissemination, guidelines prescriptions recommendations advocacy promotion persuasion

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conversation
roundtables consultations, dialogue, Counseling

entertainment.

Communication is about
Fostering social awareness

Facilitating public democratic

dialogue Contributing to evidence-based policy Building a shared understanding Creating space for the voices of the poor to be heard, About redistributing power.

Communication strategy
Articulates, explains, and promotes a vision

and a set of well-defined goals. (Unified voice) Purpose to the actions-aimed at achieving certain objectives Use proven communication methods, techniques and approaches Aim: Convincing the target that the idea or approach (being communicated) is better than alternative! For CSO, an effective communications strategy should also aim for a positive change.

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Elements of a communications strategy
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Review Objectives Audience Message Basket Channels Resources Timing Branding Feedback.

1. Review (Performance and Perception)

How have the organization

been communicating in the past? How effective has that been? What are the audiences perceptions?
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2. Objectives (Making them SMART)

What do the organizations communications

wants to achieve? Are the organizations objectives Specific Measurable Attainable Results-orientated and Time-limited. What, ultimately, does the organizations want from communications?
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3. Audience (Primary and Secondary Targets)

Who are the organizations audiences?

Does the organization have a primary

and a secondary audience? What information do they need to take action on the organizations work? There may be several and different types, of audiences, each with their own likes, needs and abilities.
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4. Message (Problems, Possibilities, Policies)

What is a message? Do we have one message for multiple

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audiences ? Do we have multiple messages for multiple audiences? May have 1 or even 3-4 key messages May want to tailor each message to address the needs of 3 or 4 audiences using 3 or 4 different tools.

5. Basket (Tools and Products).i

What kinds of communications will best

capture and deliver the messages? Basket depends directly on: The type and content of the message to deliver, Available resources How the audience likes to receive information. -Newspapers? Radio station? Which? Barazas?
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5. Basket (Tools and Products)ii

Print and electronic materials What examples can you think of?

Basket can include face-to-face meetings. What are common venues for F2F?

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6. Channels (Promotion and Dissemination)

What channels will the organization use to

promote and disseminate information? The messages must reach the right people to have any impact The channel is every bit as important as the message itself. E.g. TV, newspaper- if dont have or dont buy, wont receive message A meeting if dont attend wont receive message
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7.Resources (Materials, Money, Men, Methods (4Ms)).i

What kind of budget does the

organisation have for this? Will this change in the future? What communications skills and hardware does it have?

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7.Resources (Materials, Money, Men, Methods (4Ms)).ii

Communication can be expensive:

What are some of the

components / experiences you have had?

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7.Resources (Materials, Money, Men,Methods (4Ms)).iii

Communication can be expensive: high-quality materials methods for creating and producing those materials people 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.

8. Timing (Events, Opportunities, Planning)

What is the timeline?

What strategy will be the most

appropriate? What special events or opportunities might arise? Does the work (or future work) present possible dissemination opportunities? Note obvious deadlines and limitations and have information available and accessible 20 when there is interest

9. Branding Creating one and sustaining iti

Consider the logos: They say what product is and convey what the product is like!

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A brand tells the world, who and what the organization is.

9. Branding Creating one and sustaining iti

Are all of the organization's

communications products on brand? How can the organization ensure that it is broadcasting the right message? Must be consistent with the image and quality the brand represents.

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10. Feedback (Evaluative Thinking)i

How will the organization know when

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its communications strategy is 100% successful? What would have changed? How can the organization assess whether it used the right tools, was on budget and on time, and had any influence?

10. Feedback (Evaluative Thinking)ii

Some methods to measure

effectiveness:
Creating an impact log Conducting a formal survey Conducting key-informant interviews

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Managing expectations
Expectations can threaten to make demands that simply cannot be met e.g. exceed statutory responsibilities available resources, institutional capacities. Communication strategy must Understand how expectations are formed Assess whether they really are rising, Be clear how they can be effectively addressed
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Key factors affecting expectations

Key factors affecting public expectations2

Word-of-mouth communication Personal needs

Previous experience

Customer expectations of service

Implicit service communication

Explicit service communication

Exposure to demonstrative effects

Views about government Values/beliefs

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Methods to manage expectations

Ensure availability, accessibility and

accuracy of authentic information. Liaise with mainstream public media. Conducting/commissioning public satisfaction surveys (PSS)/studies Issue regular updates
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Summary
Importance of a communications strategy The meaning of communications strategy The essential elements of a communications strategy How to develop a good communications strategy The ways to evaluate an implemented communication strategy Managing expectations

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Activity
Your CSO coalition has done some research on access to medicines and now want to communicate the findings with the relevant groups. For your group prepare a communication plan covering the following areas:
1. 2. 3. 4. 5. 6. 7.
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What change do you want What is your Message Whats in your Basket What channels will you use? What resources will you need Timing What are some of the challenges you might face?