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Developing a Communication
          Strategy
                   By




           Faith Nguthi (PhD)
          ISAAA AFRICENTER

           3rd -4th July 2012,
               Kigali
              Rwanda,
What is a communication strategy
 A communication strategy outlines a process
  of communicating and sharing information to
  target audiences and stakeholders
 Why?
 What?
 Who?
 When?
 Where?
 How?
of relaying information
It provides…..
 a structure for identifying events (e.g., issues,
  problems, and actions) that require outreach;

 considers potential messages and audiences;



 Develops vehicles to deliver information.
Effective communication
 Must reflect a two-way dialogue,
     Listen (what does our audience want?),
     Design and deliver audience-informed
      strategies,
     Feedback to assess impact.
When to use…..
 When events or issues are complex or potentially
    sensitive,
   Helps you to organize information and identify the
    concerns that may arise from such issues.
   Avoid potential misunderstandings about difficult
    issues.
   When time is of the essence. Ensures rapid
    information exchange during emergencies.
   Early analysis of participants and their roles so that
    expectations and communication needs can be
    identified and fulfilled throughout an event or project.
But……….
 While the private sector invests trillions of
  dollars every year on communication
 The public and non-profit sectors perceive it
  as an optional or fringe activity, and
  certainly not central to the work (e.g. the
  research) itself.
 Communications are typically out-sourced
  or developed by junior personnel
 Little idea of the organization’s objectives.
 Minimum budgets
Why?
 Ask yourself: What is the issue to which my project is
  responding? or What is the action that my project is taking that
  warrants development of a strategy?
 What is your communication goal?
    providing information,
    increasing awareness,
    encouraging action,
    building consensus,
    changing behavior,
    promoting community participation,
    resolving conflict,
    asking for a response, or something else?
What
 Identify and define all messages.
    Might involve a brainstorming session where
     all possible message ideas are listed.

 Rank message priority.



 Focus on two to three key messages and
  rank them by importance, timeliness, or other
  factors
What?
Message:
 What is our message?
 Do we have one message
  for multiple audiences or
 Multiple messages
  for multiple audiences?
Who? Audience
 Who is our audience?
 How do they perceive the innovation/technology?
 What questions do they have about the
  innovation/technology?
 Know what your audience care about - what they
  want to know, not what they need to know!
 By answering the potential audience questions, you
  will improve the effectiveness of the message and
  increase the efficiency of the delivery mechanism to
  be developed.
When & where
Channels: What channels will we use to disseminate
  our message?
 Special events
 Community interviews
 Community visits
 Focus groups
 Media, news releases, press conferences
 Public meetings
 Public or private schools
 Workshops
How?
Essential Elements
 Basket of tools: What kinds of
  communications “products” best capture and
  deliver our messages?
 Resources: What kind of budget do we have
  for this? What communications skills and
  hardware do we have?
Tools &vehicles
What kinds of communications “products” best capture and deliver
  our messages?
 Brochures
 Exhibits
 Internet
 Mailing information
 Presentations
 Public notices
 Telephone
 Translations of documents into second languages
 Newsprint, radio, videos
 Social media
Feedback

 Successful?
 What will have changed?
 Did we use the right tools?
 Was the budget enough?
 Were we on time?
 Did we have any influence?
Feedback
 Creating an Impact Log. This is qualitative
  and non-systematic informal record compiled
  in-house
     stakeholder feedback (e.g. an email extolling
      the virtues of our policy brief);
     a list of media references indicating the reach
      of our communications products (e.g. direct
      reference or citation in newspaper articles,
      Internet, TV); speeches citing our work,
Feedback contd.
 Formal Survey - with a purposefully selected
  sample of people

 Will provide information to help improve our
  communications strategy.
 Key-Informant Interviews to gather more in-
  depth information from stakeholders with
  insight into our communications.
 Focus group discussions
Mobilizing Resources for the
Communication Strategy
 Communication is often an expensive
  venture.
 With increased competition for scarce grant
  resources, think of new, diverse, and multiple
  funding streams

 Multiple sources of funding increase your
  independence and flexibility to implement
  programs
Tips
A communication strategy should….
 Thorough, but not too elaborate.
 Not replace process of actually communicating with
    clients.
   Flexible enough to allow for changing messages.
   Consulted often to remind of goals, messages, and
    audiences.
   Define most important ideas to communicate.
   Document successes and shortcomings for
    improvement.
   Work with press particularly at milestone events
   Revised if it is not producing results
5 communication failures that kill
operational success

Mixed messages from multiple experts

Information released late

Not countering rumors and myths in real-time

Public power struggles and confusion
Seven “attitudinal sins”
1.   Wait-and-see attitude.
2.   Belittling attitude
3.   “Everything under control” attitude
4.   “We know best” attitude
5.   “You have to believe me”
6.   “Freedom works best,”
7.   “Discredit the critics”.
                                    Walter von Wartburg
                                http://web.aces.uiuc.edu/
                 agcomdb/archive/2000/2000_6.html#seven
Remember….

Communications is a two-way process




     The better we listen to our audience, the better
      we will be able to answer their needs

      and the more our messages will be believed,
      liked, and ultimately acted upon.
Thank you…
www.isaaa.org

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Developing a communication strategy

  • 1. Developing a Communication Strategy By Faith Nguthi (PhD) ISAAA AFRICENTER 3rd -4th July 2012, Kigali Rwanda,
  • 2. What is a communication strategy  A communication strategy outlines a process of communicating and sharing information to target audiences and stakeholders  Why?  What?  Who?  When?  Where?  How? of relaying information
  • 3. It provides…..  a structure for identifying events (e.g., issues, problems, and actions) that require outreach;  considers potential messages and audiences;  Develops vehicles to deliver information.
  • 4. Effective communication  Must reflect a two-way dialogue,  Listen (what does our audience want?),  Design and deliver audience-informed strategies,  Feedback to assess impact.
  • 5. When to use…..  When events or issues are complex or potentially sensitive,  Helps you to organize information and identify the concerns that may arise from such issues.  Avoid potential misunderstandings about difficult issues.  When time is of the essence. Ensures rapid information exchange during emergencies.  Early analysis of participants and their roles so that expectations and communication needs can be identified and fulfilled throughout an event or project.
  • 6. But……….  While the private sector invests trillions of dollars every year on communication  The public and non-profit sectors perceive it as an optional or fringe activity, and certainly not central to the work (e.g. the research) itself.  Communications are typically out-sourced or developed by junior personnel  Little idea of the organization’s objectives.  Minimum budgets
  • 7. Why?  Ask yourself: What is the issue to which my project is responding? or What is the action that my project is taking that warrants development of a strategy?  What is your communication goal?  providing information,  increasing awareness,  encouraging action,  building consensus,  changing behavior,  promoting community participation,  resolving conflict,  asking for a response, or something else?
  • 8. What  Identify and define all messages.  Might involve a brainstorming session where all possible message ideas are listed.  Rank message priority.  Focus on two to three key messages and rank them by importance, timeliness, or other factors
  • 9. What? Message:  What is our message?  Do we have one message for multiple audiences or  Multiple messages for multiple audiences?
  • 10. Who? Audience  Who is our audience?  How do they perceive the innovation/technology?  What questions do they have about the innovation/technology?  Know what your audience care about - what they want to know, not what they need to know!  By answering the potential audience questions, you will improve the effectiveness of the message and increase the efficiency of the delivery mechanism to be developed.
  • 11. When & where Channels: What channels will we use to disseminate our message?  Special events  Community interviews  Community visits  Focus groups  Media, news releases, press conferences  Public meetings  Public or private schools  Workshops
  • 12. How? Essential Elements  Basket of tools: What kinds of communications “products” best capture and deliver our messages?  Resources: What kind of budget do we have for this? What communications skills and hardware do we have?
  • 13. Tools &vehicles What kinds of communications “products” best capture and deliver our messages?  Brochures  Exhibits  Internet  Mailing information  Presentations  Public notices  Telephone  Translations of documents into second languages  Newsprint, radio, videos  Social media
  • 14. Feedback  Successful?  What will have changed?  Did we use the right tools?  Was the budget enough?  Were we on time?  Did we have any influence?
  • 15. Feedback  Creating an Impact Log. This is qualitative and non-systematic informal record compiled in-house  stakeholder feedback (e.g. an email extolling the virtues of our policy brief);  a list of media references indicating the reach of our communications products (e.g. direct reference or citation in newspaper articles, Internet, TV); speeches citing our work,
  • 16. Feedback contd.  Formal Survey - with a purposefully selected sample of people  Will provide information to help improve our communications strategy.  Key-Informant Interviews to gather more in- depth information from stakeholders with insight into our communications.  Focus group discussions
  • 17. Mobilizing Resources for the Communication Strategy  Communication is often an expensive venture.  With increased competition for scarce grant resources, think of new, diverse, and multiple funding streams  Multiple sources of funding increase your independence and flexibility to implement programs
  • 18. Tips A communication strategy should….  Thorough, but not too elaborate.  Not replace process of actually communicating with clients.  Flexible enough to allow for changing messages.  Consulted often to remind of goals, messages, and audiences.  Define most important ideas to communicate.  Document successes and shortcomings for improvement.  Work with press particularly at milestone events  Revised if it is not producing results
  • 19. 5 communication failures that kill operational success Mixed messages from multiple experts Information released late Not countering rumors and myths in real-time Public power struggles and confusion
  • 20. Seven “attitudinal sins” 1. Wait-and-see attitude. 2. Belittling attitude 3. “Everything under control” attitude 4. “We know best” attitude 5. “You have to believe me” 6. “Freedom works best,” 7. “Discredit the critics”. Walter von Wartburg http://web.aces.uiuc.edu/ agcomdb/archive/2000/2000_6.html#seven
  • 21. Remember…. Communications is a two-way process  The better we listen to our audience, the better we will be able to answer their needs  and the more our messages will be believed, liked, and ultimately acted upon.