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Clear comms strategy - Small charities communications conference, 11 July 2018

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Julius Honnor, digital strategist, and Laura Robertson, content strategist, Contentious

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Clear comms strategy - Small charities communications conference, 11 July 2018

  1. 1. Clear communications strategy
  2. 2. Julius Honnor: @juliushonnor Laura Robertson: @laurazoee Contentious: @contentiousltd contentious.ltd
  3. 3. “There is surely nothing quite so useless as doing with great efficiency what should not be done at all.” Peter Drucker
  4. 4. 1. Small charities, big opportunities 2. Comms strategy, not comms strategy 3. Clear strategy, effective comms
  5. 5. Share your experience of strategic communication. sli.do #M786
  6. 6. 1Small charities, big opportunities
  7. 7. 1. Agility 2. Specialism 3. Pitfall avoidance 4. Outward viewpoint 5. Authenticity 6. Being boutique
  8. 8. 2Comms strategy, not comms strategy
  9. 9. Communications = all the messages and all the content.
  10. 10. Strategy = a master plan for how to get from where you are now to where you want to be.
  11. 11. Communications strategy = working out how comms can help you achieve your aims and then creating, delivering and managing them in an effective and sustainable way.
  12. 12. Just a document
  13. 13. 3Clear strategy, effective communications
  14. 14. 1. Map your landscape 2. Figure out your aims 3. Identify your audiences 4. Work out what people need and want 5. Plan your delivery 6. Measure your success
  15. 15. 1. Map the landscape What’s the state of: ○ your world? ○ your organisation? ○ your communications?
  16. 16. 2. Figure out your aims What’s your mission? What’s your organisational strategy? How can communications help? What are your objectives?
  17. 17. Mission statement says Organisational strategy says Communications strategy says SMART objective says Spreading ideas. Celebrating animals, confronting cruelty. To connect people through lending to alleviate poverty. An example cascade
  18. 18. 3. Identify audiences Who do you want to talk to? Doers, amplifiers, influencers.
  19. 19. 4. Work out what they want and need ...which may not be hearing about your organisation…. Talk; look; test; iterate.
  20. 20. As a < type of user >, I want < some goal > so that < some reason >.
  21. 21. 5. Plan delivery What needs to happen? Who do you need? What channels?
  22. 22. 6. Measure success Indicators of success. Beyond vanity metrics. Qualitative as well as quantitative.
  23. 23. Stick it all together! Think about your audience for the strategy. Cater to them. Make it readable and visual and short.
  24. 24. Context Aims Objectives Audiences User needs Messages Content Channels Tactics Indicators Tools
  25. 25. Checklist ○ Does it reference the organisational strategy? ○ Does it tell a compelling story? ○ Does it include user voices? ○ Is it jargon free? ○ Is it visual? ○ Is it trend-setting not fashion-following?
  26. 26. Some small gifts to take away
  27. 27. Content tips contentious.ltd/subscribe
  28. 28. These slides contentious.ltd/slides/clear-comms-strategy.pdf
  29. 29. Further reading (and watching) What Is Strategy (and Why Should You Care)? Kristina Halvorson: tinyurl.com/strategy-care Creating a content strategy at a non-profit, Josh Tong: tinyurl.com/josh-tong-cs Activists not parrots, Julius Honnor and Laura Robertson: contentious.ltd/activists-not-parrots Content in the Zombie Apocalypse, Karen McGrane: tinyurl.com/karen-zombie Good Strategy, Bad Strategy, Richard Rumelt: tinyurl.com/good-bad-strategy
  30. 30. Julius Honnor: @juliushonnor Laura Robertson: @laurazoee Contentious: @contentiousltd contentious.ltd Thank you. And good luck!
  31. 31. 11 July 2018 London #CCsmallcharity Small charities communications conference
  32. 32. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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