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Making the business case for communications

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Olivia Belle, Help the Hospices …

Olivia Belle, Help the Hospices
Communications on a shoestring conference
www.charitycomms.org.uk/events

Published in: Business
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  • 1. Communicationson a Shoestring Conference 27 June, 2012, London #shoestringcomms
  • 2. Making the case for communications
  • 3. Common complaints Everyone thinks they are communications There’s a lack of joined experts up thinking there is less moneyThey don’t understand what we do We’re involved too late – once Communications decisions have been made isn’t seen as essential as operations or fundraising
  • 4. Recurring themes• Communications not valued• No credit to the specialist skills and knowledge• Lack resources to make a big impact• Impact of recession• Lack of support or understanding• Lack of co-operation• Lack of strategic planning• A focus on the short term Charitycomms benchmark survey 2012, Amazon PR Get heard report 2011, Media Trust Marketing and Communications Needs of Charities 2009
  • 5. Top 125 charity brands Charity brand index 2011 Third Sector / PR Week
  • 6. Do what you do best…• Know your organisation strategy• Understand your audience• Develop your case for support• Sell it in• Monitor, evaluate, feedback• Listen, adapt and evolve
  • 7. Know your strategy
  • 8. Understand your audience
  • 9. Develop your case for supportPhoto: Garry Knight
  • 10. Sell it in
  • 11. And do it all…• Monitor, evaluate and feedback• Listen, adapt and evolve
  • 12. Olivia Belle, Help the Hospiceso.belle@helpthehospices.org.uk

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