Refer to workback plan sample and worksheet/template
Painless planning for powerful communications
PAINLESS PLANNING FORPOWERFUL COMMUNICATIONSSession 102 | November 16, 2012www.luttrellcommunications.com
Karen Luttrell helps charities raise more money, find more volunteers and fill their programs using strategic communications and inspiring writing. She led marketing and communications for local, national, and international organizations before she launched her own communications service in June 2010. She has since served clients working in health, literacy, equality, and poverty reduction. Karen is a member ofthe International Association of Business Communicators and the Association of Fundraising Professionals. She is VP Communications for the Professional Writers Association of Canada Toronto Chapter.
What Makes Your Plan Strategic?1 Your communications work directly supports major organizational goals.2 You can show that it does. (Think research& measurement.)
5 Elements Your Plan Must Have1 Issues2 Publics/audiences/stakeholders3 Message4 Media5 EvaluationSource: The Communication Plan, The Heart of Strategic Communication, Lester R. Potter, ABC, p59
You may also include:1 Executive summary2 The communications process3 Background4 Situation analysisSource: The Communication Plan, The Heart of Strategic Communication, Lester R. Potter, ABC, pp 57-58
Getting to Your Goals What are the most important issues facing this organization? What are the most important issues that the communication function should address? What reputation or relationship problems do we have with each audience?
What are our strengths? Our weaknesses? What threats do we face? What opportunities? How will we respond? Strengths Weaknesses Opportunities Threats
What changes does the organization need to make to stay successful? What do we need to change with regards to our employees? How do we support them to be successful? (Attitudes, behaviours, knowledge, skills)
Issues/Goals1 Employee relations2 Volunteer recruitment and retention3 Outreach and service promotion4 Fundraising5 Community relations6 Government relations7 Advocacy8 Awareness building and public education
Common Nonprofit Audiences1 Staff2 Volunteers (Board, committees, event participants)3 People served4 Donors (individual, corporate)5 Funders (government, foundations)6 Suppliers7 Partner organizations8 Media (journalists, editorial boards)9 Government representatives (City Councillors, MPPs, MPs)* See worksheet on mapping audiences & communications methods
3 Shared Issues/Goals Improve tenant relations Engage community members &neighbours Increase awareness& public support for social housing
Tactics to ConsiderTactics to discuss for these three goals include: events face-to-face meetings feedback mechanisms media relations social media
Group WorkEach group will be assigned one of the 3 shared issues. As a group, consider the issue and begin to draft a communications plan to address it. Identify: the goal the audiences what you want them to think, feel, or do differently the message you will communicate the media you will use when and how often you will communicate
Schedule: The Workback Plan Start from your final due date and work back Allow extra time at each stage. It always takes longer than you expect. Don’t forget to factor in holidays, vacation time, and illness when you plan time for reviews and approvals Share the plan with the team at the start Don’t expect that the team will just follow the timeline. Check in and remind people before their deadlines pass.
Schedule Tips Develop an editorial calendar Plot out activities & major milestones with a gant chart
Budget Build it from “$0” based on your planned activities Add lines for research, evaluation, professional development and training Factor in staff time Break expenses down by quarter Calculate the cost of inaction
BudgetCommon expenses/line items: Research Writing, editing, proofreading Graphic design Audio and video production Printing Postage and shipping Website hosting Software (graphic design, video & audio editing, social media monitoring & management) Events Monitoring and evaluation Transportation Professional development/training
Resources The Communication Plan, The Heart of Strategic Communication, Third Edition, by Lester R. Potter, ABC Social Media for Social Good, by Heather Mansfield Power Phrases! by Meryl Runion
Keep in TouchQuestions welcome. And please keep in touch. firstname.lastname@example.org www.luttrellcommunications.com www.facebook.com/LuttrellCommunications @karenluttrell