2009-12-16 FNF PAK - Strategic Communication
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2009-12-16 FNF PAK - Strategic Communication Presentation Transcript

  • 1. blogging homepage SMS Twitter youtube New media Facebook message Strategic Communication Olaf Kellerhoff Resident Representative Pakistan
  • 2. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Strategy Greek stratēgia generalship, from stratēgos 1 a the science and art of employing the political, economic, psychological, and military forces of a nation or group of nations to afford the maximum support to adopted policies in peace or war (2) : the science and art of military command exercised to meet the enemy in combat under advantageous conditions b : a variety of or instance of the use of strategy 2 a : a careful plan or method : a clever stratagem b : the art of devising or employing plans or stratagems toward a goal Merriam Webster
  • 3. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Targeted Communication Target & Communication You think because you understand one you must understand two because one and one makes two But you must also understand and. (Sufi Teaching)
  • 4. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Targets S pecific M easurable A ttractive R ealistic T imed
  • 5. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Possible Side-Targets Educate Target audience Build positive relationship Motivate current team members Sustain program funding Recruit new team members Increase participation in program Create awareness Future Youth Group (FYG) Peace Walk, Aug. 2009 Establish credibility
  • 6. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Five axioms 1. One cannot not communicate. 2. Every Communication has a content and relationship aspect such that the latter classifies the former and is therefore a meta-communication. 3. The nature of a relationship is dependent on the punctuation of the partners communication procedures. 4. Human communication involves both digital and analog modalities. 5. Inter-human communication procedures are either symmetric or complementary. by Paul Watzlawick
  • 7. Olaf Kellerhoff Strategic Communication Dec. 16 2009 song poster blogging homepage spot advertorial newspaper Twitter reportage SMS handbill press release youtube New media Audio Magazine Print Facebook brochure Channels of advertisement conference scientific study panel Communication rally Event Screen display speech private F2F Audiovisual television interview visit of politician cinema small talk seminar
  • 8. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Message Define the message! What do you want to make others think? A ttention I nterest D esire A ction What do you want to make the other act? => Begin at the end!
  • 9. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Four Aspects of messages Content of (fact) Self-manifestation appeal speaker message listener sender receiver relationship by Friedemann Schultz von Thun
  • 10. Olaf Kellerhoff Strategic Communication Dec. 16 2009 4 aspects - example Gosh! If you don´t like it, you may go and eat somewhere else! What´s the green thing in the soup?
  • 11. Olaf Kellerhoff Strategic Communication Dec. 16 2009 4 aspects - example There´s a green thing. There´s a green thing. I don´t know what it is. Don´t put it in again! I don´t like it. Tell me what it is! Sent Received message message You will know it. You´re a bad cook. I don‘t know what I‘ve said until I haven‘t heard the answer. Norbert Wiener (american mathematician)
  • 12. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Communication Why? Your intent What? Your message Whom? Specific Target Audience How? Depends on Target Audience Where? Depends on Target Audience Who? Depends on Target Audience What’s my audience, e.g. at a workshop?
  • 13. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Target Audience General (age, sex…) All ranks Locality Inhabitants of Karachi Identity Mixed in ethnic / religion Preferences ? Weakness / Strength Economical situation Topics Karachi Way of communication Tv, radio, newspaper, internet Effect Rally, vote, change of behaviour?
  • 14. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Example Baloch villager General (age, sex…) Male, 18–60 , uneducated Locality decision makers Identity Beloc, language Beloc Preferences freedom Weakness / Strength Poverty, analphabetism Topics No school in village, no road Way of communication Radio, gossip Effect Bring all villagers to ballots
  • 15. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Target Audiences 1. Apparent Audience 3. Intermediate Audience 2. Ultimate Audience 4. Unintended Audience Shehri at Standing Committee of Sindh Parliament, Jul. 2009
  • 16. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Strategic Communication Journalists Stakeholders Friends message Events Agents of change Internet Masses Media
  • 17. Olaf Kellerhoff Br oc hu St r ud e Re y vie Where is you blog? Pr w April e Se ss in m vi May Pr inar tati es on Ne e sr ws le June pa ase Pu pe bl r Radio Pr ic E Art es ve icl July sr n e t Ne elea Strategic Communication se TV spots ws Le pa Aug. tt pe er r Adverstisement Le to Art tt the icl er e to edi Planning & Implementation th tor e ed ito r2 Dec. 16 2009
  • 18. Olaf Kellerhoff Strategic Communication Dec. 16 2009 Follow us: Keep in touch! twitter.com/FNF_Pakistan See us: flickr.com/photos/liberal_friends_of_pakistan Watch us: youtube.com/LiberalFriendsofPAK Read with us: amazon.com (People search: FNF Pakistan) Learn from us: slideshare.net/LiberalFriendsofPakistan Become a fan: www.mynameise.com/LiberalFriendsofPAK Liberal Friends of Pakistan www.southasia.fnst.org Also in Urdu