Improving the effectiveness of communications webinar APM People Specific Interest Group, Stakeholder Engagement Focus Group (APM SEFG People SIG) Tuesday 11 July 2017 presented by James Francis hosted by Fran Bodley-Scott

1. Improving the effectiveness
of communications
APM People SIG,
Stakeholder Engagement Focus Group
11th July, 2017
#stakeholder-engagement

2. Stakeholder Engagement Focus Group (SEFG)
Part of the APM People Special Interest Group
 To encourage practitioners to make stakeholder engagement a
higher priority
How are we doing that?
SEFG mission:
 Focusing attention on stakeholder engagement:
– Giving stakeholder engagement more attention at events
 Supporting practitioners
– Developing the APM ‘Stakeholder Engagement’ website
– Creating case studies and collating relevant resources
 Sharing knowledge, tools & methods
– Signposting research & development
– Encouraging learning from different industries and functions
Learn more about stakeholder engagement:
www.apm.org.uk/stakeholder-engagement2

3. Introductions
Fran Bodley-Scott
 Customer & stakeholder communications
manager and consultant
 Chartered Marketer, Chartered Engineer
 20+ years in product development,
organisation change, project
management, customer satisfaction &
business development
 Active member of the APM: member of
the People SIG committee and SEFG
11th July 2017 “Improving the effectiveness of communications”, APM People SIG webinar3

4. Introductions
James Francis
Head of Campaigns,
Prime Minister's Office & Cabinet Office
Works at the heart of the country’s
biggest communications challenges
and public information campaigns
Responsible for delivering communications
campaigns on issues of priority to the
Prime Minister
A consultant to a number of government departments on
communications strategy and spend, to ensure campaigns are
world class and value for the tax payer
11th July 2017 “Improving the effectiveness of communications”, APM People SIG webinar4

5. 5
Government Communication
Service: introduction to OASIS

6. 6
WhatistheGovernmentCommunicationService(GCS)?
The GCS is the
professional body for
people working in
communication across
government.

7. 7
Our aim is to deliver world-class communications that support Ministers’
priorities, improve people’s lives and enable effective operation of public
services.
Ouraim

8. 8
Campaigning:
using the OASIS framework

9. 9
A campaign is… ‘storytelling with a purpose
‘a planned sequence of communications and interactions that use a
compelling narrative over time to deliver a defined and measurable
outcome’.
First we need to know the outcome required, and then all the audiences
to be targeted. Once we have that knowledge, we can write the plan and
narrative that guides the campaign, using research if necessary to inform
our thinking.

10. 10
Audience Insight
Objectives
Strategy/Ideas
Implementation
Scoring/Evaluation
Review and refresh the
approach after each phase of
the campaign.
Use real time feedback to
optimise implementation.
Use audience insight to
check whether
objectives are realistic
and feasible.
Policy outcome.
SMART communication objectives.
Proposition, messaging, narrative,
channels, partners, influencers.
Timeline and resources, low cost approaches,
PR, partnerships.
Continuous – not an add on.
Key learnings for future.
Audience segmentation.
Think, feel, do?
TheOASISframework

11. 11
Audience Insight
Objectives
Strategy/Ideas
Implementation
Scoring/Evaluation
Review and refresh the
approach after each phase of
the campaign.
Use real time feedback to
optimise implementation.
Use audience insight to
check whether
objectives are realistic
and feasible.
Policy outcome.
SMART communication objectives.
Proposition, messaging, narrative,
channels, partners, influencers.
Timeline and resources, low cost approaches,
PR, partnerships.
Continuous – not an add on.
Key learnings for future.
Audience segmentation.
Think, feel, do?
Objectives

12. 12
Identifyingobjectives:linkingpolicytocomms
Communication objective
Role that communication will play in achieving departmental objective
Departmental objective
To address specific issue
Sub-objective Sub-objective Sub-objective
Overall communication strategy - how communication will achieve its objective
Policy development, policy delivery, reputation management

13. 13

14. 14
Audience Insight
Objectives
Strategy/Ideas
Implementation
Scoring/Evaluation
Review and refresh the
approach after each phase of
the campaign.
Use real time feedback to
optimise implementation.
Use audience insight to
check whether
objectives are realistic
and feasible.
Policy outcome.
SMART communication objectives.
Proposition, messaging, narrative,
channels, partners, influencers.
Timeline and resources, low cost approaches,
PR, partnerships.
Continuous – not an add on.
Key learnings for future.
Audience segmentation.
Think, feel, do?
AudienceInsight

15. 15
“You never really
understand a person
until you consider things
from his point of view...
Until you climb inside of
his skin and walk around
in it”
Harper Lee, To Kill a
Mockingbird (1960)

16. 16
Insight is “a revelation about what compels people to act, think or feel
the way that they do”
Who they are
What they do / think
Why they do what they do / think
Drivers of attitudes / behaviours
Influences on attitudes / behaviours
How we can reach them

17. 17
Government
reports
Commercial
research
Colleagues /
frontline staff
Social media
analysis
Focus groups
Immersion
Media / news
coverage
Academic /
think tanks
Sourcesofinsight

18. 18
Audience Insight
Objectives
Strategy/Ideas
Implementation
Scoring/Evaluation
Review and refresh the
approach after each phase of
the campaign.
Use real time feedback to
optimise implementation.
Use audience insight to
check whether
objectives are realistic
and feasible.
Policy outcome.
SMART communication objectives.
Proposition, messaging, narrative,
channels, partners, influencers.
Timeline and resources, low cost approaches,
PR, partnerships.
Continuous – not an add on.
Key learnings for future.
Audience segmentation.
Think, feel, do?
Strategy/Ideas

19. 19
Strategy: decision time…
Messaging/insight. Resources available. Alternative
options. Evidence base
Target audience selection and insight
How many, how big a shift are we hoping for?
Communications objectives
Ambition, time available, degree of difficulty

20. 20
Audience Insight
Objectives
Strategy/Ideas
Implementation
Scoring/Evaluation
Review and refresh the
approach after each phase of
the campaign.
Use real time feedback to
optimise implementation.
Use audience insight to
check whether
objectives are realistic
and feasible.
Policy outcome.
SMART communication objectives.
Proposition, messaging, narrative,
channels, partners, influencers.
Timeline and resources, low cost approaches,
PR, partnerships.
Continuous – not an add on.
Key learnings for future.
Audience segmentation.
Think, feel, do?
Implementation

21. 21

22. 22
Audience Insight
Objectives
Strategy/Ideas
Implementation
Scoring/Evaluation
Review and refresh the
approach after each phase of
the campaign.
Use real time feedback to
optimise implementation.
Use audience insight to
check whether
objectives are realistic
and feasible.
Policy outcome.
SMART communication objectives.
Proposition, messaging, narrative,
channels, partners, influencers.
Timeline and resources, low cost approaches,
PR, partnerships.
Continuous – not an add on.
Key learnings for future.
Audience segmentation.
Think, feel, do?
Scoring/Evaluation

23. 23
…evaluation is the foundation stone of the professional credibility that
gives communicators a right to speak at the top decision-making level of
an organisation
Whyevaluate
Alex Aiken, Executive Director of Government Communications

24. 24
Evaluationhelpsuswith
Accountability
Organisational
resilience
Knowledge
Transfer
Adaptation and
Optimisation
Influence
Future Policy
Prioritise
Future Spend
Identify and learn from what has worked well and what hasn’t

25. 25
Butitcanbechallenging
Unclear objectives No targets
Outputs not
Outcomes
Pressure in
the moment
Lack of consistency
Evaluation expertise is
limited
Budgets
tight
Missing KPIs
Data
overload

26. 26
INPUTS
What you do before
and during activity:
OUTPUTS OUTTAKES OUTCOMES
What is delivered/
target audience
reached:
What the target
audience think, feel or
do to make a decision:
The result of your
activity on the target
audience:
• Planning
• Preparation
• Pre-testing
• Production
• Distribution
• Exposure
• Reach
• Awareness
• Understanding
• Interest
• Engagement
• Preference
• Support
• Impact
• Influence
• Effects e.g. attitudes and
behaviours
Selectingperformancemetrics

27. 27

28. 28
GREAT

29. 29

30. Questions?

31. Communications planning – guides and models:
•GCS OASIS campaigns guide:
https://gcs.civilservice.gov.uk/guidance/campaigns/guide-to-campaign-planning-
2/
•GCS evaluation guide:
https://gcs.civilservice.gov.uk/guidance/evaluation/tools-and-resources/
•ABCDE model:
https://www.marketingincontrol.com/abcde/
APM Stakeholder Engagement Resources – NEW!:
•10 Key Principles of stakeholder engagement, case studies,
presentations, links etc:
https://www.apm.org.uk/stakeholder-engagement
https://www.apm.org.uk/resources/find-a-resource/stakeholder-
engagement/resources/
Useful resources
11th July 2017 “Improving the effectiveness of communications”, APM People SIG webinar31

32. People SIG – upcoming events
 20th July, Milton Keynes 6pm – 8pm
“The leadership challenge - is it easy to identify good leaders?”
with Russel Jamieson
 Late September/early October
People SIG Knowledge Workshop, ½ day event
Details will be advised shortly
 10th October, Alderley Park Macclesfield 9am – 6pm
“Project Manager to Leader - Collaborating, Influencing and
Conflict Management”
North West branch/People SIG Conference
Speakers include Stephen Carver, others to be announced
Book now to get the early-bird rate of £90 saving you 20%
11th July 2017 “Improving the effectiveness of communications”, APM People SIG webinar32
For details of these and other good practice events visit
https://apm.org.uk/events

33. Get in contact
11th July 2017 “Improving the effectiveness of communications”, APM People SIG webinar33
SEFG@APM.org.uk
gcscampaigns@cabinetoffice.gov.uk
@ApmSefg
@PeopleSIG
https://www.linkedin.com/in/franbodleyscott

34. This presentation was delivered
at an APM webinar
To find out more about
upcoming webinars please visit
our website
www.apm.org.uk/events