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Setting Communication Objectives: SOCO

Module D1

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Module objective

By the end of this module, you should be able to:

● Describe why it is important to look at communication outcomes when setting objectives

● Describe the components of a Single Overarching Communication Outcome (SOCO)

● List building blocks for stakeholder/audience analysis

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We are not always clear

WHY we speak or write

or make a presentation

Challenge 1

Image credit: http://thenakedlistener.wordpress.com

If communication was easy, everyone would be able to do it well

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Tip 1: get a SOCO

Single

Overarching

Communication

Outcome

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A SOCO is

●Outcome or change you want to see as a result of communicating

The SOCO is not your message

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▪ Step 1: What is your issue?

▪ Step 2: Why do you want to focus on this issue and why now?

▪ Step 3: Who needs to change behaviour (target audience)?

▪ Step 4: What is the change that you want to see in your audience as a result of your communications (THIS IS YOUR SOCO)

Developing a SOCO

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SOCO example

Issue Antimicrobial resistance (AMR) is increasing

New information Lack of coordinated and comprehensive action to combat AMR has worsened the problem

Change you want Comprehensive, coordinated action decreases AMR in next 5 years.

NOT a SOCO: Resistance to antimicrobials of microbes that cause illness in humans is rapidly increasing

SOCO Image:

http://www.who.int/drugresistance/e

n/

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Practice Developing a SOCO cont. Complete this sentence…

The change I want to see is ___________.

X to make aware X to inform X to tell

√ to influence √ to prevent √ to raise resources √ to build confidence/trust

√ to reassure √ to change behaviour √ to convince √ to change √ to change policy

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Experts (including heath experts)are trained to be:

– logical

– complete

– accurate

– fear being misunderstood

Image credit:

http://www.helpingyouharmonise.com/sites/default/files/images/challenge.jpg

Challenge 2

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Scientists and experts speak like this!

Main message

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Tip 2: Get to the point!

Main message

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We tend to concentrate on what we know

We don't always think of WHY our message is important to listeners NOW

Image credit: http://www.carolecgood.com/listen-2.png

Challenge 3

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A new age

Today a person is subjected to more information in a day than a person in the middle ages entire life!

Image credit: http://4.bp.blogspot.com/-

dAZSZSIgSK8/TkfiLn5QsDI/AAAAAAAABmE/67VbtcgdSps/s1600/information_overload

.jpg

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Tip 3: The audience is always thinking…

Image credit: https://justbelowthelaw.files.wordpress.com/2011/10/vey-simple-questions.jpg

Why is this important for me?

Why should I care?

How will this benefit me and my family?

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Stakeholder or audience analysis

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Stakeholder or audience analysis

Champions

(Active Supporters)

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Champions

(Active Supporters)

Silent Boosters

(Passive Supporters)

Stakeholder or audience analysis

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Champions

(Active Supporters)

Silent Boosters

(Passive Supporters)

Avoiders

(Passive Resisters)

Stakeholder or audience analysis

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Champions

(Active Supporters)

Silent Boosters

(Passive Supporters)

Avoiders

(Passive Resisters)

Blockers

(Active Resisters)

Stakeholder or audience analysis

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Reminder

Before starting your communication intervention

● Think of the outcome you want to see for your communication

● Ask yourself what is the single overarching communication outcome you want to achieve

● Map out your audiences on the basis of the audience analysis matrix

● Your communication strategy should – Actively engage with champions

– Try to shift blockers to avoiders

– Try to shift avoiders to silent boosters

– Try to shift silent boosters to champions Image:

http://bitsage.com/champio

nsclub/wp-

content/uploads/2015/05/C

hampions-Celebration1.jpg