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Assessing environment


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Michelle Madden, nfpSynergy
Mission Critical: Crafting your communications strategy workshop

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Assessing environment

  1. 1. Mission Critical: CraftingYour CommunicationsStrategy Workshop30 May 2012 #CommsStrategy 1
  2. 2. Assessing your environmentMichele Madden May 2012
  3. 3. Tracking your key audiences Public Professionals British public Journalists• Charity Awareness Monitor, • Charity Media Monitor Brand Attributes Monitor Peers and MPs Young people aged 7-25 • Charity Parliamentary Monitor, Celtic• Youth Engagement Monitor CPM, AAPM (public bodies) Scotland, Wales, Northern GPs and primary healthcare Ireland and Republic of Ireland professionals• Celtic CAM • Healthcare Professionals Monitor 3
  4. 4. Consultancy and tailored researchWe can help you with... We’re experts in...Creative development, testing, ad Focus groupstracking Desk researchStrategy, brand, fundraising Depth interviewsdevelopment WorkshopsSupporter satisfaction SurveysStakeholder audits and consultationEvaluation and impact programmesResearch audits 4
  5. 5. Over 50 CAM syndicate members
  6. 6. Session purposeBreakout E: Assessing your environmentBefore you start your communications strategy it’s essentialto consider your organisation’s strengths and weaknessesplus any opportunities and threats your position andenvironment present. 6
  7. 7. Discussion• Thinking about when you have done exercises like this in the past o What worked? o What didn’t work? 7
  8. 8. Exercise• What can we do to mitigate these issues? 8
  9. 9. What to investigate?• External environment o Direct competitors o Trends o Audiences• Internal environment o Evaluate past and present campaigns o Objectives, resources 9
  10. 10. The process• Be clear about your objectives o organisational o the process of writing the comms strategy• Involve people from different teams/departments, as appropriate o Ensures you bring knowledge from different parts of the organisation o Good practice for internal comms• Be realistic – timescales, outputs, budgets 10
  11. 11. Tools• SWOT, PESTLE• Competitor mapping (audience, theme and reach) o Ad hoc and on-going• Critical friends• Existing research, o trends, stats and generic• Your own knowledge o who impressed/disappointed you• Assessment of previous performance 11
  12. 12. How to use this in your strategy• Depends on what you have to produce o Setting the context for the decisions you make• Detail is often the death of these types of processes and documents o Focus on key areas/issues – there may only be a few key facts• Only use data that you are confident about o Source any data that you’re using• Think about data that might be replicable for next year• Consider what you could use to measure progress towards your goals 12
  13. 13. www.nfpsynergy.net2-6 Tenter GroundSpitalfieldsLondon E1 7NH 020 7426 office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72