Masterclass Pp Def

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Presentation Master Class \'How to get your strategy plan accepted\', EUPRIO 2012

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  • Hannah Nathans: Dutch, psychologist, consultant, long career in governemental institutions, writer
  • Betteke van Ruler: Dutch, professor Communications Amsterdam University, publicist
  • A full elaboration of this workflow is included in your syllabus. Use it as a guideline, a checklist. Not every step is needed or useful for smaller strategic questions, for example.
  • Steven van Belleghem: Belgian, markering researcher at InSites, writer of The Conversation Manager and The Conversation Company
  • Masterclass Pp Def

    1. 1. HOW TO GET YOURSTRATEGY ACCEPTED MASTERCLASS EUPRIO CONFERENCE 2012, GÖTEBORG Monique Jipping & Tom De Smedt
    2. 2. WHAT WE ARE GOING TO DO:• Short introduction• Case: analysis• Case: approach and alignment• Case: presentation and debate• Implementation• Roundup
    3. 3. INTRODUCTION
    4. 4. The communicator’s influence• “In my organisation, recommendations of the communication function are taken seriously by the senior management”• “In my organisation, the communication function is likely to be invited to senior level strategic meetings”
    5. 5. Main barriers for professional communication managementPoor reputation of Comms / PR in society Shortage of Comms trainingDiffuculties of proving Comms’ impact on organisational goals Lack of understanding of Comms within top management
    6. 6. advice triangle e t o f th (hannah nathans) ex ent nt nm onco viro ati Profession en aniz Know your profession org EFFECTIVE ADVICE = Quality x Acceptance x Management You Client Know yourself Know your customer
    7. 7. Dimensions of communications management(BETTEKE Van Ruler)strategy MANAGEMENT REFLECTION Directing Monitoring Coordinating Vision development PROCESS OPERATION SUPPORT Executing Facilitating Producing Coaching Training tactics instruments processes
    8. 8. Workflow communications strategy plan(van der hilst communications)STEP 1 YOUR POSITIONSTEP 2 ANALYSIS > ORGANIZATION > COMMUNICATIONSSTEP 3 COMMUNICATIONS STRATEGYSTEP 4 PLAN > APPROACH > ALIGNMENT > INSTRUMENTS > ACTIONS, PLANNINGSTEP 5 PRECONDITIONS (TIME, BUDGET, TEAM ETC)STEP 6 EVALUATION
    9. 9. Listen and collaborate(steven van belleghem, www.stevenvanbelleghem.com ) CUSTOMER EXPERIENCE COLLABORATION CONTENT CONVERSATION
    10. 10. Comms Unit Strategy developmentManagement Strategy validationOrganisation Strategy implementation
    11. 11. Comms Unit Strategy developmentManagement Strategy validationOrganisation Strategy implementation
    12. 12. Strategy development is a non- linear process of co-creationSo:• Prepare your strategy• Prepare your management• Prepare your organisation
    13. 13. Before/While developing your strategy…• Know your context – Organisation, communication, influences• (Ab)use your corporate strategy – Embed and learn from experiences• Learn form your own research – SWOT, DESTEP, etc for communication potential
    14. 14. Before/While developing your strategy…• Involve and connect – Input and support – Information, participation, co-creation• Know your allies (and your ennemies) – Invest in your friends – Academic and external experts• Share and communicate – Leverage effect of internal communication – “Yours” isn’t “ours”
    15. 15. CASE
    16. 16. Reasoning and mindset managers Other vision on Experiences from the past Comms Personal interestsBroader organisationalconcerns Political interests (Implicit) long term strategy Influence other stakeholders
    17. 17. IMPLEMENTATION AND ROUNDUP
    18. 18. Ready for validation?• Timing – Use or create momentum• Procedures• Prepare your selling strategy
    19. 19. “Selling” your strategy: do’s anddon’ts• Choose your presentation strategy (crescendo vs. big bang)• Avoid multiple choice• Avoid DIY and ad hoc "bricolage"• Avoid compromises (hard to defend, and even harder to implement)• Avoid polls and contests (“Democracy kills creativity”)• Think about package of proposals• Go for the unrefusable• Let your bosses get the credits

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