Constituency buildingsession1 j_peskin

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Constituency buildingsession1 j_peskin

  1. 1. Accelerating Action The Delaware River Watershed Forum
  2. 2. Our efforts must shepherd key audiences through four stages with different communications requirements for each stage Awareness Understanding The task is to inform so they are aware of the thing The task is to clarify so they understand the thing Commitment Engagement The task is to convince so the thing is credible & worthy of attention The task is to involve so they experience the thing first-hand
  3. 3. General Strategy • Develop “brand” and core messaging • Leverage coalition of constituents to carry messaging across communication vehicles to target audiences • Use frequency and consistency to build watershed-wide awareness of “water” 3
  4. 4. Elements of a Communication Plan • People • Strategic Agenda: What do we need people to believe, know, do, and feel? • Proactive Communication Plan: What communications vehicles will we use, and how often will we use them to impact our audiences with our Strategic Agenda? • Monitor, Assess, and Respond 4
  5. 5. People Establish the Strategic Agenda – What We’ll Say and to Whom Plan and Execute a Proactive Communication Plan – How We’ll Say It and When Monitor, Assess, and Respond – How We’ll Know What’s Working 5
  6. 6. People The first part of a Communications Plan is to figure out who is on the team and what their roles are. 6
  7. 7. Establish Strategic Agenda (What we say and to whom) • Communication Principles: How should we communicate? • Audiences: To whom? • Communication Objectives: What do we want people to believe, know, do, and feel? • Strategic Message Hierarchy: The framing story, mission, vision, and strategy • Core Message and Message Set: The key messages that we need to communicate successfully if we are to achieve our communication objectives. 7
  8. 8. Proactive Communication Plan (How We’ll Say It and When) • Vehicle Map: What message vehicles do we have in our communication portfolio, and which audiences do they reach? • Schedule: When do we use these vehicles? • Stakeholder Management: Are there key individuals – audiences of one – that can help us achieve our goals? Who are they? Who on our team is responsible for each relationship? 8
  9. 9. Monitor, Assess & Respond (How We’ll Know What’s Working) What metrics can we use to know if we are succeeding? 9
  10. 10. Audiences Who Do We Want to Engage?
  11. 11. Vehicles How Do We Reach Our Audiences?

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