The trick to herding cats
-
Upload
charitycomms -
Category
Health & Medicine
-
view
1.417 -
download
1
description
Transcript of The trick to herding cats
Mission Critical: Crafting Your Communications Strategy
#CommsStrategy
30 May 2012
The trick to herding cats -the process and principles of audience focus
CharityComms May 2012#CommsStrategy
Our task for today ...
Understand the basic process of audience mapping and prioritising
Share techniques we use to help clients develop audience focused messages
Share ideas and tips
Audience QIAudience QI
There are prizes ......
Explorer Families – active, educated, enthusiastic
NT key points
Started from existing visitor base
Invested and made it evidence-based
Embedded it throughout the organisation– internal comms, training, degree of self-determination
Used insight to reach more of the same and to improve their offer
Audience focus - basic process
Core to activity
Enablers
DiffusePeers/partners
Trustees
Volunteers
Staff
Opinion leaders
Who else matters?
Who do you need to carry out your work?
Who provides the framework for your work?
Department for Intl Dev’t (DfID)Overseas ministries
Who is in a similar position to you/shares your goals?
Potential volunteers
Potential donors
Media
Volunteering agencies
Dev’t charities
Prioritising
? Willing/Able
? Influence/interest
? Motivation/ability
Knowledge/characterisation
What is most useful to know about your priority audiences?
Message development – workshop process
You will need ....
• Small group – influencers/creatives (trusted external colleague?)
• To be pragmatic/manage expectations around output• Get under the skin of the audience & create a positive
atmosphere• Intended output = clear message areas• Redraft and refine• Keep everyone on board – circulate draft?• Test
Getting under the skin of an audience – workshop outline
• Package and present everything that you know – existing data, new or old research, anecdotal evidence, secondary sources
• Circulate with some questions to ensure it’s read and digested
• Discuss and dissect • Exercise – Meet ‘Dorothy Donor’• Pub pitch – two minutes, everyone notes what
resonates
= message areas
Warning - you are too close to this ...
TEST YOUR MESSAGES
Putting order into the creative process ...
You will need:
• Good internal communications – spread understanding• Training – spread the knowledge• A way of ordering info on audiences and messages• Milestones: evaluation and refinement
Audience focus - review
It’s a journey ...
The trick to herding cats
Randallfox.co.uk