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Emerging thoughts on the communications approach and strategy   ashley sweetland

Emerging thoughts on the communications approach and strategy ashley sweetland



NCVO Leadership 20:20 Commission

NCVO Leadership 20:20 Commission
Communications group talkback June 2010



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    Emerging thoughts on the communications approach and strategy   ashley sweetland Emerging thoughts on the communications approach and strategy ashley sweetland Presentation Transcript

    • emerging thoughts on the communications approach and strategy in support of the Leadership 2020 Commission prepared by Ashley Sweetland DISCLAIMER: This slide pack does not necessarily reflect the shared views of Leadership 2020 Communications working group
    • the purpose the aim of this presentation is kick start our dialogue together around an approach to communications and strategy
    • we have set out our communications principles to guide our work Work collaboratively with each other as Commissioners Focus on the goal Agree the process and work within it Challenge with new ideas if that leads to change Engage stakeholders constructively where it makes sense Work within the limited resources and tools we have at our disposal
    • some thoughts on our approach Clearly presented to Articulate our purpose all our stakeholders Online via a website Harnessing existing social As visibly as possible media channels (a small number effectively) platforms & networks Each phase of activity Within a phased framework should build on the of activity last Our journey has distinct parts, each of which should be approached in a structured way
    • an emerging strategy communicating to each audience by value as well as generically Leadership 2020 Commission NCVO / Funders Key Stakeholders Commissioner networks National Regional and Local Report and Recommendations
    • cascading information through networks will be key Leadership 2020 Commission Communicate Cascade through directly where we networks to can to ensure ensure buy-in and consistency of relevance message Target audiences
    • three levels of communication activity communicating to each audience by value as well as generically Call to action communications will use new, special communications to win hearts and minds. These communications will be weighted more towards the emotional than the rational Drumbeat communications will maintain the profile and momentum by providing regular updates through established communication channels Specific communications will be targeted at those audiences where we may want to explain or test thinking around specific requirements Leadership 2020 All communications, whether campaign, Leadership 2020 brand highly drumbeat or specific, should draw on Brand will be less prominent messaging and use consistent language prominent Campaign Drumbeat Specific communications communications communications 7
    • draft channel strategy • Website – a specific site for the Commission – Overview and remit of Commission – Engage with and meet the people involved – Set out our proposition – Gives some clarity on timelines – Meets the needs of funders • Social media platforms (each playing to its strengths) – Twitter – for micro activity blogging and sharing – Facebook – for informal discussion and event promotion – LinkedIn – for professional networking • Print/HTML (inc newsletters, magazines and journals) • Events • Briefings
    • planning activity grid ILLUSTRATIVE ONLY – NOT POPULATED Audience Group Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Commission NCVO Board of Trustees and Senior Leadership Team Commissioner networks and key opinion formers Press and media National networks Relevant knowledge networks Government stakeholders Local and regional networks Emerging leaders Version 1.0 (Leadership 2020) print / email face to face audio visual / online Prepared by Ashley Sweetland
    • what does success look like for Leadership 2020 in 2012 • That we have built consensus around our core recommendations with key stakeholders or acknowledged where difference of opinion may be • That we have worked hard to mobilise the right partners to ensure key stakeholders understand our work • That we have led an engaging process for stakeholders and a shared journey for Commissioners • That we have sought to be genuinely collaborative, different to what may have happened before if difference is needed and consistently bold • Useful and tangible recommendations
    • thank you