5. STRATEGISING FOR COMMUNICATION 5.1. Guidelines on ... · CHAPTER 3 14 5. STRATEGISING FOR...
Transcript of 5. STRATEGISING FOR COMMUNICATION 5.1. Guidelines on ... · CHAPTER 3 14 5. STRATEGISING FOR...
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5. STRATEGISING FOR COMMUNICATION
5.1. Guidelines on developing a communication strategy• Checkexternal perceptionsof yourprogrammeamongpotential target audiencesbefore you start.Thinkabouthowyoufitintotheexternalhorizon.Thiswillhelpyoudevelopacommunicationstrategythatgivesyouadistinctandcrediblevoice.
• Beclearontheprinciplesunderpinningyourstrategy.Somemaybeself-evident,likeproducinghonest, succinct,credibleandcost-effectivecommunication.• Developsomesimplemessagesandmodelhowthesemightwork indifferentcontexts−apressrelease,report,newspaperarticle,website,etc.Makesureyourprojectisbrandedinlinewithyourcommunicationobjectives.
• Beclearaboutyourtargetaudiencesandusergroupsandprioritisethemaccordingtoimportanceandinflu-encerelativetoyourobjectives.Donotjustonlythinkaboutthe“usual”onesthatareknownbyall.
• Thinkaboutboththeactualandpreferredchannelsyourtargetaudiencesmightuseandchallengeyourselfaboutwhetheryouareplanningtousetherightonesformaximumimpact.
• Includeafulllistofalltherelevantcommunicationactivities,developedintoaworkingprojectplanwithdead-linesandresponsibilities.
• Keepthecommunicationprogrammesimpleandincludekeydeadlines,milestonesandreviewpoints.• Communicationshouldbeallocatedenoughbudgetaryresourcestocarryoutitsactivities.Atleast5%ofthetotalfundedbudgetinthedepartmentshouldbeallocatedtocommunication.
• Evaluatetheimplementationandimpactofthestrategyandtheimplementationprocessthathastakenplace.
5.2. Why strategise for communication? Athousandvoicesspeakingwithoutacommonmessageandsinglepurposewillintheendjustmakeanindistinctnoisethatfewwillhear.
Wecommunicateinanoisyworld,competingforattentionwithvoicesthathaveobjectivesthataredifferentandoftenopposing.Andwedosoinaworldmadeupofavastarrayofinterestsandconcerns,andaworldinwhicheverydayconcernsweighheavilyonmostpeople.
5.3. Communication strategy outlineTherearemanywaysofapproachingthischallenge–whatfollowsisaprocessthathasemergedoutofGCIS’ownexperienceinstrategisingforcommunicationandhasserveduswell.However,thisisnotamechanicalprocessthatyieldsautomaticresults–itneedshardworkandlotsofthought.Eachstepisofcriticalimportance,andinterlinked.
Itisimportantthatresearchshouldinformacommunicationstrategybecauseitgivesinsighttothedynamismoftheenvironmentandthechallengesitbrings.
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INTRODUCTION AND BACKGROUND
ThestrategyaimstodeliveraneffectiveandefficientcommunicationapproachfortheGCP.Thestrategyprovidesaframeworktoensurethatthedepartmentmanagescommunicationinaplannedandcoordinatedwayandmain-tainsthecommitmenttoeffectiveandtimelycommunication.Italsoprovidesforthestrategicalignmentwiththenationalcommunicationframeworkofgovernmentandthegovernmentprioritieslinkedtothefive-yearelectoralmandate.• thispartalsodealswithpre-history• whydoweneedastrategy?• factsthatlocateitwithinabroaderandlongertermdevelopment• informationonaparticularprogrammeorcampaign.
REVIEW OF COMMUNICATION OF THE PREVIOUS YEAR• Beforedevelopingthenextyear’scommunicationstrategy,itisimportanttoreflectbrieflyontheexperiencesandthelessonsofthepastyear/programmes/campaigns.
• Anassessmentoftheimplementationofthecommunicationstrategy(Howdidwedoinrelatingcommunica-tionmessagestothepublic?).
• Dealwithalltheweaknessesidentifiedoverthepastyear.
CONTEXT AND SCOPE
Withinthecontextofgovernment’selectoralmandateandpursuanttogovernment’svisionofcontributingtoandpromotingthecreationofabetterlifeforall–communicationisimportantandcentraltoallkeydecisionsofgovernment.• Scope–mandateofgovernment.• Scope–mandateoftheparticulardepartment.• Scope–theperiodwhich the strategywill serve (oneyear, twoyearsorfiveyears). (Thecommunication
strategyisforfiveyears,linkedtotheelectoralcycleandupdatedannuallytoberelevantindealingwithissueswithintheenvironment).
What informs communication during a particular period?• Thedepartment’smandate.• TheSoNA,StateoftheProvinceAddressandprovincialExcomakgotlaforprovinces),theNationalCommunication
Strategy,government’sPoAasidentifiedbyboththeCabinetLekgotlaofJanuary,departmentalstrategicplansand objectives,andtheMediumTermStrategicFramework(MTSF).
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ENVIRONMENT
Thiswilldefinetheterrainandenvironmentinwhichyouchoosetocommunicate.Itshoulddealwithissuessuchasthepublicmood,themediaagenda,concernsandattitudesofvaryingsectorsandforces,potentialforimprovingenvironment,etc.Itiscriticaltounderstandtheenvironmentbeforeimplementingthecommunicationstrategy.Infact,theexerciseofscanningtheenvironmentcontributesgreatlytothekindofprogrammeyouendupdevelopingforyourdepartment.Suchascanmayrequireanumberofareasthatwemaynotclearlyunderstandandneedsfurtherresearch.• The environment is impacted upon by changes and developments within which communication is takingplace.
• Thecommunicationenvironmentistobeinformedbyresearch.
Understandingourenvironmentrequiresthinkingabouttheparticularmattersweneedtodealwith:• mandate• publicmood• politicalissues• mediaagenda• demography• forcesatplay• attitudesandconcerns.
STRATEGIC EMPHASIS
• Whatisthestrategicemphasisofyourstrategy?(e.g.safeguardingthecountryagainstexternalthreats).• Coreissues–insupportofthegovernmentobjectivesascontainedintheMTSFdocumentandthestrategicplanofthedepartment.
Communicationshouldputmoreemphasisonthekeyprioritiesofthedepartment.
• DefenceUpdate2025.TheDefenceUpdatemustprovideacogentargumentonthelevelsofdefencerequiredto respondtothestrategicenvironment,andtherequirementsposedbytheforeignandsecuritypolicyofgovernment tomeetthestrategicdefenceobjectives.• Progressmadeinpeace-supportoperations(PSOs).SouthAfricacontinuestobeperceivedasanhonestbrokeranda
reliablepartnerininternationalaffairs.Continuousattentionmustbegiventopopularisingthecountry’sparticipationinpeacekeepingeffortsonthecontinent.VigorouscommunicationisrequiredregardingtheprogressmadeinPSOsinAfricawithregardtopost-conflictreconstruction(disarmament,demobilisation,reintegration,repatriationand
resettlement)anddevelopment.
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COMMUNICATION OBJECTIVES
Allstrategisingisabouthowtoachieveourcommunicationobjectives.However,ifweareunclearaboutourobjec-tiveorgetitwrong,thentherestwillbeoflittleornovalue.
Whatarewetryingtodo:Buildsupportforapolicyproposal?Reassurepeople?Dispelmisleadinginformation?Haltorreversetheacceptanceofmisleadinginformationbyothers?Persuadeopponentsofapolicytochangetheirminds?Changedangerousbehaviour?Encourageparticipationinacampaignorelection?Wecanalso:• popularise• mobilise• ensure• educate• raiseawareness• reassure• ensure.
COMMUNICATION CHALLENGES
Ourbroadobjectivesconsideredinthecontextofthecommunicationenvironmentwillleadustoidentifyspecificchallengesthatwewillfaceandwhichwewillhavetomeetsuccessfullytoachieveourbroadobjectives.Challengescouldbedevelopmentswhichwemustexpectandtakefulladvantageof,andobstacleswhichweneedtoovercome.
MESSAGE AND THEMES
Itiscriticaltoindicatethethemesandconceptsthatareassociatedwiththecommunicationeffortbeingunder-taken.• Itisimportanttoavoidmakingasimplelistofmessages.• Whenadoptingacoremessage,itiscriticaltointegrateitwiththegovernment’scoremessagefortheyear.
ThekeycommunicationchallengecouldbetosustainthegenerallypositivemoodaroundthePoAofthedepartmentsbymaintainingthemomentumandensuringthatpeopleseebenefitsfromtheimplementation.
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MESSENGERS
Acampaignmusthaveitsownvoice.Whoistospeakforit?Towhom?Andinwhatways?Thestrategyproceedsfromthepremisethatmessageshavemoreimpactiftheyaredeliveredbyourprincipalsratherthanpublicservants.Assuch,thereisaneedtoincreasepublicappearancesbytheprincipals.
•Political principals are the chief spokespersons of government:- President/DeputyPresident- MinisterandDeputyMinister- Directors-Generalandseniormembersofthedepartment,etc.
•Other messengers can include third-party endorsers.
COMMUNICATION CHANNELS
Inmostcases,thisiscomplexasdifferenttargetaudiencesarebestreachedindifferentways.
Internal:• noticeboards• Internet• internalnewsletters• meetings• briefings• intranet
CORE MESSAGE EXAMPLE: TOGETHER WE MOVE SOUTH AFRICA FORWARD.Give an explanation as to what the message aims to achieve and what does it inspire people to do and why).
EXAMPLETHEMES:departmentalspecific• Aneconomythatbenefitsall• Socialservicesforall• Batho Pele–Servingallthepeople• Safetyandsecurityforall• WorkingfortherenewalofAfricaandthecreationofabetterworld.
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• plasmascreens• CD-Romsandotherpromotionalmaterial.
External:• Web-pageon www.gov.za andwww.thepresidency.gov.za• trainingofpublicliaisonofficers• printandelectronicmedia• communitydevelopmentworkers(CDWs)• billboards• loudhailers.
STAKEHOLDER SEGMENTATION
Purpose:Toknowyourstakeholders/partners.
Internal: • publicservants• nationaldepartments• parastatals• municipalities• provinces.
External: • privatesector• civilsociety• organisedlabour• sectoralgroups• faith-basedorganisations• themedia• farmers• consumers• academics• internationalaudiences.
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STAKEHOLDER ENGAGEMENT STRATEGY
COMMUNICATION PROGRAMME AND MILESTONES
Thecommunicationprogrammewillbetheguideforallfutureaction,thestandardagainstwhichthesuccessorfailureofcommunicationismeasured,andthemostcriticalmeansforkeepingthecampaignontrack.Therearetwoparts:communicatorscandecidetodoaprogrammeinphasesorjustbroadandgeneralwithoutphases.Thiswilldependonthetypeofactivityorwhythestrategyisbeingputtogether:• ensuringgovernment’seffectivenesstodelivermessages• strengtheningrelationshipswiththemedia• third-partyendorsements• commissioningTVorradiodocumentariesaroundtheimpactofgovernment’sprogrammes• regularfeaturearticles,guesteditorialsandopinionpieces• one-on-oneinterviews(thesearemoreeffectivethanmediaconferencesandratherreservethe latter forbreakingnews)
• usingradioandthecommunitymediamoreasprimarychannelstodisseminateinformationtocommunities.
Priority issue Desired outcome Target audi-ence of com-munication strategy
Key message to be communicated
Tools
Increasingsustainabilityofagriculturalprac-ticesbyenhanc-ingcropdiversityandmovingawayfromintensivepractices.
Raiseawarenessabouttheimpor-tanceofagricul-turalbiodiversityonenvironmentalandhumanhealth,leadingtochangedbehaviourpatterns.
Farmers Thevalueofchangedcultivationpracticesforincreasedlong-termcropyieldsandthusincreasedoutcome.
Meetings
Consumers Thevalueofeatingadiversedietforgoodhealth.
• Printandelectronicmedia• CDWs• billboards• loudhailers.
EXAMPLE
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ACTION PLAN
ToputintopracticetheideasresultingfromstrategisingrequiresanAction Planthatspellsoutindetailwhatistobedoneforeacheventintheprogramme.
MEDIA ENGAGEMENT PLAN
TheMediaEngagementPlanconsistsofadetailedplanofinterviews,pressbriefings,media/journaliststobetargeted,opinionpieces,andmostimportantly,astatementofkeymessages,andquestionsandanswers(frequentlyaskedquestions)forcommunicatorsandwriterstouse.
EXAMPLE
Programme Targeted milestone
Communicationapproach
Budget Responsibility Time frame
Progressmadeinpeaceandsecurityopera-tions.
LoweringtheflaginBurundi.
Amultiprongedap-proach:• usingtheDepartmentofDefenceandMili-taryVeterans’internalmagazine
• mediabriefings• printandelectronicmedia.
R200000 HoC 8August2009
EXAMPLE
Event/Opportunity Activity Action Channels Budget Time frame
Recognisingimprovedservicedelivery.
FemaleFarmeroftheYearCompeti-tion.
Popularising2009competitionandthusraisingawarenessontheimportanceoffarmingforthecountry.
Electronicandprintmediaadverts.
R450000 November2009
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STRUCTURES AND PROCESSES
Highlightallthestructuresinvolvedandtheprocessestobefollowed.Thiswillinclude:• consultationswithstakeholders• approvalbymanagement.
MONITORING AND EVALUATION PROCESS
Howwillyouknowifyouhavesucceeded?Whenthinkingaboutinitialobjectivesandactivities,itisworthbuildinginsomesimpleperformanceindicatorsandevaluationmeasuresatthestart.
Thesecouldinclude:• “Beforeandafter”researchtotrackawarenessofyourcommunicationmessagesamong important targetaudiences
• evidenceoftranslationofresearchfindingsintopolicyorpractice• evaluationofparticipationinandfeedbackfromeventsandotheractivitiesofgovernment(publicparticipationevents,etc)
• trackingmediacoverage,includingvolumeandnatureofcoverage• trackingparliamentarydiscussionofyourprogrammeorproject• trackingexpenditureandalsoassistinsharingcostswheretheneedariseswithotherdepartments• helpingtodealwithallunforeseenissues• monitoringwebsiteusage.
Buildingthedisciplineofevaluationintoyourstrategyfromthestartallowsyoutousetheinformationtoreviewandrefineyourstrategyandkeepitasaliving,flexibledocumentthatsupportstheimplementationofthePoA.
5.4. Developing key messagesKeymessagesaresimplykeymessagesandnotsomethingelse:• Keymessagesarenotstatements.Theyarealsonotbriefingsorcomprehensivestatementsofinformation.• Theyarticulatetheessentialsofgovernment’spositiononcriticalissues.• Theyshouldinformallcommunicationontheissue:interviews,statements,articles,posters,pamphlets,etc.
Developingacommunicationstrategydoesnot,onitsown,leadtomoreeffectiveandintegratedcommunication.Whatismorecriticalisthecapacitytoensureconcreteimplementation.
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The4X4formatreflectstheircharacter:• fourpropositionsencapsulatinggovernment’sposition,whichanyspokespersonshouldgetacross,whateverelsetheysay
• foreachofthefour,anotherfourtoelaborateandexplainanduseinresponsetofurtherquestions.
Key messages generate and develop a government discourse• Keymessagesovertimegenerateabodyofdiscoursethatconsistentlyreflectsgovernment’sposition.• Consistencyofstyleandterminologyisthereforecritical.• Consistencyofpositionsiscritical−draftersshouldalwayscheckpreviousmessagesonrelatedtopics.• Consistencyinformulationonkeyissueshelpscommunication,butformulationsshouldalsobesensitivetothecurrentenvironment.
Key messages communicate strategic directions• Keymessagesareinformedbythestrategicdirectionsofgovernmentpolicy.• Therefore,whendraftingthem,don’trelyondeskresearchonly;weneedtheguidanceofthoseinformedwithstrategicperspectives.
• WhileHoCsshouldbeinformedaccordingly,otherseniorofficialsandpolicy-makersareoftenbestplaced–behindeverysuccessfuldrafterisagoodnetwork.
• Draftswillalwaysreflectthebriefgiven.Agooddraftermustbeagoodbriefer.
Key messages are time bound • Goodcommunicationisontime:aproactivestepaheadoraninstantresponse.• Therefore,keymessagesmustbeavailablewithoutdelay.
5.5. Government’s communication cycle Inanydemocracy,governmentiselectedbyitspeopleandisthereforeaninstitutionforthepeoplebythepeople.Itisessentialthatordinarycitizensareconstantlyinformedaboutgovernmentworkandempoweredtotakeactivepartinit.Toensurelegitimacyandeffectiveness,allgovernmentcommunicationmusthaveitsoriginandcoordinationfromthehighestofficeinthegovernment’sstructure.
Governmentshouldensureintegrationofmessagesbystrategisingforcommunication.Thiswillassistinworkingtowardsanidealofagovernmentspeakinginonevoice.Thesuccessofcommunicationdependsontheaccuratediagnosisoftheenvironmentthatwillinform,amongotherthings,theselectionofappropriatemessages,targetaudiencesandmediaplatforms.
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5.5.1. Strategising process• ThecommunicationcyclelastsfromOctober/NovemberuptoMarchofthefollowingyear.• Communication-strategyimplementationlastsfromApriluntilMarchofthefollowingyear.• ThismeansthatbetweenOctoberandMarch,thecyclewillrunconcurrentlywiththeimplementationofthecurrentcommunicationstrategy.
5.5.1.1. Application of the communication cycle • Thiscycleappliesonlytothenationalandprovincialspheresofgovernment.Localgovernmenthasitsowncycleintermsofthebudgetandplanning.
• Inimplementingthecommunicationcycle,communicatorsshouldbearinmindthattherearecommunicationactivitiesbeingimplementedatthelocalsphereofgovernmentandthismighthaveabearingontheimplemen-tationoftheircommunicationstrategies.
• Inimplementingthecommunicationstrategiesinlinewiththecommunicationcycle,communicatorsshouldbearinmindthegovernmentactivitiesthataretakingplacethroughouttheyear(Women’sDay,YouthDay,FreedomDay,HeritageDay,etc.)
THE COMMUNICATION CYCLE
Calendar month/s
Process Process explanation
1stphase October/November
Pre-CabinetLekgotla
• Directors-General(DGs)preparefortheJanuaryCabinetLekgotla.• DGsmeettolookattheimplementationplansinpreparationfortheJanuaryLekgotla.
• BasedontheimplementationplansfromtheDGsmeeting,theHoCswilldraftcommunicationstrategies.
• Clustersanddepartmentsreviewtheimplementationoftheircom-municationstrategiesandsubmittheirreporttotheGCISforinputtingintotheJanuaryLekgotla.
• TheGCISwillcontinuetoprovideadvicetogovernmentcommunica-torswherenecessary.
• ThelastGovernmentCommunicators’Forum(GCF)oftheyearisheldwheretherestofgovernmentlooksathowtheyimplementedtheirprogrammes.
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2ndphase January CabinetLekgotla • Clustersbegintoplanforpost-SoNAbriefingbasedontheoutcomesoftheCabinetLekgotla.
• PlansapprovedbytheForumofSouthAfricanDirectors-General(FOSAD)willbetabledattheLekgotlaforinputandapproval.
• TheLekgotlaagreesontheprioritiesfortheyear.• TheGCIStoupdatetheexistingGovernmentCommunicationFrame-workandtableitattheJanuaryCabinetLekgotla.PresentationofDGclusterplanstotheCabinetLekgotla.
• TheGCISwillemphasisethemessagethatcommunicatorsshouldstartworking.
• DepartmentswillworkonseconddraftcommunicationstrategiesbasedontheoutcomesoftheLekgotla.
• TheGCISwillcontinuetoprovideadvicetogovernmentcommunica-torswherenecessary.
3rdphase February/March
OpeningofParliamentGCF
• TheSoNAwillcovertheprioritiesandkeythemesandmessagesfortheyear.
• PreparationsformediabriefingswillreachthepinnacleandclusterswillbriefthemediaduringwhichministerswilloutlinethePoAfromtheSoNA.
• Keyprogrammesareidentifiedandstrategicissueswillbecommuni-catedashighimpactprogrammes.
• Furtherstrengtheningofcommunicationstrategies.• HoCswillgothroughtheprocesstoapprovethecommunicationstrate-giesandsubmitthemtotheGCIS.
• Uponreceiptofthecommunicationstrategies,theGCISissuesanotetoacknowledgereceiptandadviceifrequired.
• TheGCFisheldwherefurtherguidancewillbegiventocommunicatorsandthecommunicationapproachisagreedupon.
• TheGCISwillcontinueprovidingadvicetogovernmentcommunicatorswherenecessary.
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4thphase April Communicationstrategies
• Implementationofthecommunicationstrategiesbegins.• Continuousmonitoringandevaluationastheimplementationofthecommunicationstrategiesunfolds.
• Allstrategiesshouldbeapprovedwiththebudgetbeforethefinancialyearbegins.
• Whenimplementingthecommunicationprogramme,clearkeymes-sagesshouldalsobecompletedforeveryactivityinconsultationwiththeGCIS.Thiswillassistwithmoreintegrationandcoordinationandworkingtowardstheidealofgovernmentspeakinginonevoice.
• Departmentsandprovincesshouldcomeupwithamonitoringandevaluationmechanism.
• TheGCISwillcontinuetoprovideadvicetogovernmentcommunica-torswherenecessary.
5thphase May,June,July,August
GCF • Implementationcontinuous.• Departmentswillsendtheirimplementation/monitoringandevaluationreportstotheGCISaheadoftheGCFheldpostthemid-yearCabinetLekgotla.
• Thisreportwillassistgovernmenttoassesshowfartheyareintermsofimplementationandseeiftherearechallengestobedealtwith.
• TheGCISwillprovideadvicetodepartmentsonthewayforward.• TheGCISwillcontinueprovidingadvicetogovernmentcommunica-torswherenecessary.
6thphase September,October,November
Pre-CabinetLekgotla
• Implementationcontinuous.• ClusterdepartmentsandprovincesreviewtheimplementationoftheircommunicationstrategiesandsubmittheirreportstotheGCISforinputtingintotheJanuaryLekgotla.
• TheGCISwillcontinueprovidingadvicetogovernmentcommunica-torswherenecessary.
7thphase December GovernmentCommunicators’Awards(GCA)
• TheGCAisheldtorewardcommunicatorswhohaveexcelledduringtheyear.
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