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Keynote presentation for Communicate 2013

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  • 1. Understanding the importance of why and how you communicate with your stakeholders Rachel Baker Ambassador for the Charity Sector
  • 2. What is communication?
  • 3. Why do we communicate? • Inform • Persuade • Reinforce/reassure • Position
  • 4. Inform
  • 5. Persuade
  • 6. Reinforce/reassure
  • 7. Position
  • 8. The concept of exchange in marketing Transactional Relational • Focus on a single sale. • Orientation on product features. • Short time-scale. • Little emphasis on customer service. • Limited customer commitment. • Moderate customer contact. • Quality is primarily a concern of production. • Focus on customer retention. • Orientation to customer values. • Long time-scale. • High customer service emphasis. • High customer commitment. • High customer contact. • Quality is the concern of all. Adapted from Payne (1995)
  • 9. Who’s in your audience? Beneficiaries Supporters Stakeholders Regulators • Clients • Students • Patients • Users • Purchasers • Local public • Members • Audiences • Patrons • Donors • Volunteer fundraisers • Voluntary service workers • Advocates • Purchasers • Donors • Volunteer fundraisers • Voluntary service workers • Advocates • Purchasers • Charity Commission • Local authorities (inspection) • Local community • Industry-specific e.g. CQC Source: Bruce (2005)
  • 10. Why build relationships? As exchanges become more frequent, so the intensity of the relationship increases so that the focus is no longer on the product within the exchange, but on the relationship itself. Source: Fill (2009)
  • 11. The Pareto Principle The law of the “vital few” • Satisfaction • Expectations • Trust • Commitment • Loyalty
  • 12. Media fragmentation Source: www.webranding.org
  • 13. Making sense of it all • Degree of control required over the delivery of the message. • Financial resources available. • Level of credibility of different channels. • Size and geographic dispersion of target audiences. • What each communication tool is trying to achieve (awareness, call to action etc.).
  • 14. The single biggest problem in communication is the illusion that it has taken place. George Bernard Shaw
  • 15. Contact rachel.baker@stmonicatrust.org.uk Twitter: Rachel M H Baker LinkedIn: Rachel Baker (nee Plues) Chartered Institute of Marketing www.cim.org.uk www.cimsouthwest.co.uk