Sarah Fitzgerald, director, Self Communications  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

1. How to be a strategic
communicator
Sarah Fitzgerald, Self Communications
20 June 2019

2. #1 Ditch the service team
mindset

3. #1 Ditch the service team mindset
• Communications is a strategic
function
• If you don’t set your own agenda,
expect others to do it for you

4. #2 Make sure you know
the bigger picture

5. #2 Make sure you know the bigger picture
• What are the big challenges facing your
charity?
• What’s going on in the lives of your
audiences?
• How can communications help?

6. Exercise
In pairs:
Share the two or three big things that your charity
will need to focus on in the next three years
Talk about how communications can help – try to
be specific

7. #3 Have
conversations
about
priorities

8. Prioritising functions

9. Diamond 9
• Most important – top of Diamond 9
• Very important x 2 – 2nd level of Diamond 9
• Important x 3 – mid-level of Diamond 9
• Lesser importance x 2 – 2nd bottom level of
Diamond 9
• Least important x 1 – Bottom level of
Diamond 9

10. Exercise
In groups:
Note up to nine functions of communications for
one of your organisations
Prioritise them using the Diamond 9 grid

11. #4 Know your
communications theory of
change

12. #4 Know your communications theory of
change
• Be able to describe how
communications helps make
change happen
• Draw a thread that connects what
you’re doing today with a bigger
purpose

13. A simple theory of change
Designed for you
Our approach is entirely
bespoke and tailored to your
needs. Because we don’t follow
a fixed agency model, we can
monitor and allocate resources
as needed to best deliver what
you need – particularly in the
later stages.
With you, for you
Our approach is based
on co-creation – a series of
workshops where we use
our expertise and insight to help
you consider the big questions,
and find answers together. This
means you
can bring staff onside, create
internal brand champions, and
find solutions that are right for
you.
Outputs ImpactInputs Outcomes
e.g. targeted
Facebook ads
promoting
information
product to
new audience
e.g. click
throughs,
information
downloads,
enquiries
received
e.g.
measurable
knowledge
change in new
audience,
brand metrics
e.g. behaviour
change among
new audience,
leading to
improved
quality of life

14. 14
Inputs Outputs Outcomes Impact

15. Exercise
In groups:
Create a communications theory of change
Start at the end with your communications goal(s),
then work backwards

16. #5 Be the link to the
outside world

17. #5 Be the link with the outside world
• Help your colleagues know what’s
going on out there
• Track audience, media and brand
trends and package up your
insights

18. selfcomms.co.uk
Photo credits:
Alex Martinez, Camille Chen,
Chuttersnap, JEShoots and Oliver
Schwenender on Unsplash

19. Getting ahead in your
comms career
20 June 2019
London
#CommsCareer

20. 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