Communications Planning CUC Teleseminar Presented by Scott Jackson January 23, 2008 1Communications...

Communications PlanningCUC Teleseminar

Presented by Scott JacksonJanuary 23, 2008

1 Communications Planning - January 23, 2008

IntroductionPresenter: Scott Jackson ([email protected])

Communications Director, Co-operative Housing Federation of BC 15 years community journalism, public and investor relations Member, Unitarian Church of Vancouver

AgendaThis presentation will cover basic elements of strategic communications. It will touch on the following elements, with time for questions:

PlanningImplementationEvaluation


Why communicate?

Organizations need to communicate for one or all of the following reasons:

To inform To present a point of view To build understanding or prevent

misunderstanding To lower barriers and build connection between

groups and individuals To change behaviour To stimulate action


Communications PlanningCommunications happens when the message you send is received, understood and acted upon by your intended audience.

Communications planning is simply a process to help you reach that goal.

The communications plan has been described in a number of ways, including:

a foundation on which to base decisions and create ideas a means of focusing on where you want to be and what

needs to be done to get there a tool for discovering opportunities, optimizing

challenges and initiating change, and a means of monitoring your communications efforts.


Planning - ResearchStart your communications planning with some research:

What are your organization's goals, strengths and weaknesses?

What resources do you already have? Is there any current information or research that

will help you? Has this type of communications activity taken place

before in your organization’s history? What was the result?

What are your major communications opportunities? What are your major communications impediments?


Planning - Analysis The analysis stage involves sifting through the research to look for information that will help you frame your communications plan.

Analysis can help you:define your communications challenge identify friends (and opposition) and suggest their motivation help identify audiences, place them in order of importance and determine how they perceive your organization, and suggest what messages should be directed to your audience.


Planning – Goals & Objectives

Defining your goals and objectives will help you focus on the who, why, when and how of your communications planning.

Goals are the overall changes you wish to cause.

Objectives are the short-term, measurable steps you take to reach your goal.

Your objectives should be S.M.A.R.T. (Specific, Measurable, Achievable, Realistic, Timed)


Planning – Target audiences

To determine your target audiences list the groups with whom you need to communicateanalyze each grouptry to be specific and vivid as possibletry to envision the ideal “Average Jane or Joe” in your target group


Planning – Target audiencesPossible Target Audiences

Internal Members Staff Donors Volunteers Potential new membersExternal Target Audiences Media Government Civic leaders Other groups and organizations The community or general public


Planning – Develop key messagesIdentify the essential idea or set of ideas you want to communicate. Ask yourself –

What does the audience know about this issue? What does the audience need to know? What do we want to tell the audience?

Develop the message(s) you want your target audience(s) to hear and to believe. Write down each message in a simple, specific statement. A theme or slogan can help unify your plan. Think about your organization or initiative as a brand.


Implementation - Tactics

Your communications planning hierarchy:Goals………

Objectives………..Tactics.

Having completed your communications analysis, objectives, audience evaluation and key messages you will be able to narrow your choices to the communications vehicles that: fit with the resources you already have are the most effective to reach your target audiences and influence them with your message(s), and help you achieve your goals and deliver the outcomes you want.


Implementation – Communications VehiclesInternal

Face to facepersonal contacts - effective, time consumingpublic meetings - bring people together public speaking - very effective personal contact, needs time commitmentspecial events

Print materials bulletin board messagesposters - highly visible for a long time, suggests a special occasionbrochures/pamphlets/publications - good communications tools if they are targeted to those who need the information and are open to the message form letters - a good communications tool when personalized and targeted carefullynewsletters annual report – for big picture

12 Communications Planning - January

23, 2008

Implementation – Communications VehiclesInternal (cont’d)

Electronic tools websiteemail lists – very cheap and effective, must maintain list (ie. honour removal requests), and be careful not to overuse (spam)email newsletters – excellent way to streamline use of email online discussion forums – message boardsweb 2.0 – such as blogging, wikis, online networking and other democratic and user-generated content


Implementation – Communications vehicles External

Media relations regular contact with journalists meeting with editorial boards news releases - mailing list must be well maintainedinformation kits - background information letters to the editor spokespersonpublic service announcements - community media often accept PSAs

Government Relationscontact with government officials - add government officials or offices to your mailing list briefings/briefing documents 14 Communications Planning - January

23, 2008

Implementation – Communications vehicles External (cont’d)

Paid Advertising*print - newspapers, magazines; good for conveying details radio - effective if carefully targetedtelevision - effective in reaching broad target audiences, expensive outdoor - good for mobile audiences transit ads - good for urban audiences sponsorships

* non-profit organizations with crossover audiences often trade advertising or sponsorships to save money


Implementation – Key considerationsTiming

ensure messages/projects/events don’t competing unnecessarily with each other use a communications calendar to schedule your messages and initiatives. if you develop a long-term plan, be sure to build in some check points to monitor progress and aid adjustments.

Plain language and plain designkeep your messages concise, simple, appealing and consistent. aim for an eighth-grade reading level

Communications styles keep in mind the special needs and preferences of your audiences (eg. ESL, age related considerations, gender, learning styles)


Evaluation

Your communications plan guides your evaluation.

If it has SMART measurable objectives then evaluating your progress should be fairly simple.

Formal – readership surveys*, polling, focus groups, etc.

Informal – talking to audience, assessing feedback

*Online surveys are great! Try sites like www.surveymonkey.com


“I have always found that plans are useless but planning is indispensable.”

- Dwight D. Eisenhower


Links

Campaigning for change www.campaignstrategy.org

Writing for the web - www.ewriteonline.com

Branding – www.allaboutbranding.com http://www.brandchannel.com/features_effect.asp?pf_id=110http://www.thinkpersonality.com/archives/2006/11/the_real_value.html


Presentation credits

This presentation is an adaptation of the fact sheet Communications Planning for Organizations on the website of the Ontario Ministry of Agriculture, Food and Rural Affairs. http://www.omafra.gov.on.ca/english/rural/facts/03-033.htm


Communications Planning CUC Teleseminar Presented by Scott Jackson January 23, 2008 1Communications...

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