The Role of Strategic Communications in

Brand Building

What is Strategic Communications?

The messages and means linked to

communicating our strategy and strategic

initiatives.

Includes our values, who we are, what we do and

why we do it.

Helps us to get and interpret evidence and

feedback that helps us shape our policies

(research and listening).

Strategic Communications Commission

President Hansen showed vision and leadership in

creating Strategic Communications Commission.

IOC created a Strategic Communications

Commission about the same time.

IAAF has created a Strategic Communications

Advisory Group.

1st meeting (November 2015)

Defining strategic communications.

Defining our mission.

Finalising our “Your Sport for Life” manifesto.

2nd meeting (April 2016)

Delving down into 3 key issues

Initial recommendations to the Council.

Analysing our crisis communications

Our response to the doping/corruption scandals.

Membership & Meetings

First meeting

Your Sport for Life – Communicating the European

Athletics brand

Our Manifesto - a written declaration of the intentions, motives and

views of the organisation.

Foundation for shared understanding of

Who we are, what we believe in, what we are doing, what we

are aiming to achieve, how we communicate.

Constant reminder about speaking “with one voice.”

Basis and guide for all that we do.

Approved by the Council.

First meeting: Key issue and recommendation

We must

Consistently communicating and getting across our “Your Sport for

Life” message,

Internally and externally

Second meeting: Key issues

European Championships (2018 & bidding for 2022)

“Innovation Project”

Running for All

All are important initiatives designed to increase

relevance, awareness, image of the sport,

to appeal to newer and younger audiences.

European Championships – key recommendations

We understand the

strategic importance of this

concept for future brand

building of sport.

We recommend the

Council & Commission to

proactively and positively

communicate benefits of

EA Championships

inclusion in this multi-sport

event to MFs.

European Championships – key recommendations

Many MF are still unaware

of the positives of the

concept. The Strategic

Communications

Commission will work to

communicate these

effectively to our Members.

We shall take lead in

communications for EC

2018 and within a

professional structure for

2022.

European Championships – key recommendations

Commission members will

act as ambassadors

for the European Athletics

Championships and its part

in the multi-sport

championships event.

The EA Head Office shall

follow closely European

Championships communications for 2018

and be integrated into a

professional

communications structure for 2022.

“Innovation Project” – key recommendations

Our Commission understands the strategic importance of this

concept for the future brand building of athletics.

It is an exciting step in the right direction that builds on the

President’s Leading Change manifesto

It is exactly in line with one of our organisation’s key values –

Innovation.

It is exactly in line with our communication department’s social- and

digital-first philosophy moving forward.

“Innovation Project” – key recommendations

Our Commission will be ready for Innovation Project and all new

initiatives/products that come out of this.

Our communications department will work closely with the

Innovation project team on all initiatives to ensure a strategic

approach to communications surrounding the project.

Running for All – key recommendations

Essential Commission works to ensure MFs, its staff and people within

our sport understand why this initiative is so important within our twin-

pillar strategy.

We must tailor our communications against different challenges

country to country.

Running for All – key recommendations

We must use the positive messages of Running for All in times of crisis.

We will work closely with the Member Federation Development

Commission to ensure their initiatives in this area are well-promoted.

Case study: Our approach to recent issues

An analysis of the case study made by

commission.

The first example of our planning was

ahead of the publication of the 2nd

part of WADA report in January.

There was proactive management of

recent “crises” related to doping and

corruption.

Strong coordination and planning

between President’s Cabinet,

Communications Department, and

outside advisors.

Case study: Our approach to recent issues

Careful construction of messaging:

• Position statement distributed to

the press ahead of publication

of WADA report in January.

• Media engagement plan for

build up to WADA report

created.

• Briefing Paper developed and distributed to Council and

Strategic Communications

Commission.

Outcome

Consistent position in

dealings with media and

other stakeholders.

Firm but fair voice from

the President

strong and unwavering

position showing leadership

and clever way that has

given credibility to our

communications.

President received very

positive media coverage.

Examples of coverage

Future of the Commission

Recommendations on work of

Head Office staff, based on

careful study of what is done.

Interpretation of feedback from

conferences, MF Leaders

Forums. (we’ve collected this for a

number of years but now we have a

body that filters and analyses).

Oversight and conduct of

research both qualitative and

quantitative (on European level but

might also be able to give assistance

and advice at national level).

Commission’s long-term aim

A system of communications that promotes both the

athletics brand and the European Athletics brand.

Next meeting:

In Dubrovnik

In September

Balkan example – brand

building through competition