SlideShare a Scribd company logo
What does a good communications strategy look like?   19 January 2011
“ Remember, we may live in a new world, but the old rules still apply. Powerful communications has  always  been about getting people to pay attention and take action.” -  Fard Johnmar
1. What resources do you have? 2. What are your goals? 3. Who is your target? 4. Who is your audience?  5. What is your frame?  6. What is your message? Six questions you must  answer before you even begin to implement your media tactics:
1. What communications infrastructure do you have? How much staff  time are you willing to devote to communications? If  you feel  you can not afford communications staff, are there communications funding opportunities on the horizon? Who will do the work—are they comfortable with and knowledgeable about communications?  What is your program budget? If  you do advocacy, are you willing to commit 30% of  that to communications? How powerful is your brand? Is it well known? The answers to these questions are the foundation from which your comms activity will thrive or fail.  1. What communications infrastructure do you have? How much staff  time are you willing to devote to communications?  If  you feel  you can not afford communications staff, are there communications funding opportunities on the horizon? Who will do the work - are they comfortable with and knowledgeable about communications?  What is your program budget? How powerful is your brand? Is it well known? The answers to these questions are the foundation from which your communications activity will thrive or fail.
2. What are your goals? What are your program, campaign or organisational goals?  Why are you launching communications efforts in the first place?  What do you want to achieve? What does success look like?
3. Who is your target audience? Who are you trying to reach? Supporters, investors, volunteers, donors, direct service users, secondary service users Who do you need on your side to  get what you want? Your Audience The people who can to persuade the decision maker  to do what you want Know your audience through research: Focus groups, Surveys,etc
4. What is your frame?  What is this issue really about? Who is affected? Who are the main protagonists? What images communicate this?  With what organisations do you want to be associated with? What political positions? What people? Describe the issue in a way that resonates with the  values and needs of  your audience, and is also interesting to the media
5. What is your message? Problem: Introduce your frame. Describe how your issue affects your audience and its  broader impacts.  Solution: Speak broadly about the change you wish to see. Speak to peoples’ hearts with  values-rich language and images.  Action: Call on your audience to do something specific.  Make sure key people in your organization buy into this message, craft your message to be appealing to journalists and convincing to your target audience, and brainstorm soundbites that expresses your message in a few seconds
6. What tactics will you employ? Now that you know what you want to say and why, it’s time to figure out how you’re  going to broadcast your message. What channels: Print - Op Ed, Letter to the Editor, Guest article, magazine feature Broadcast - Radio or TV Talkshow Appearance Blogs News Sites Social Media: Twitter, Facebook, Youtube What events: New Study/Report/Announcement Event/Anniversary Dramatic Human Interest Controversy Fresh Angle on Old Story Calendar Hook/Holiday Profile of  Fascinating Person Response to Big News Story Celebrity Involvement
Putting it all together
Create a Timeline of Activity
Create a system to capture your media hits. Consider a print news clipping service Contact an audio/video clipping service prior to major TV and radio hits to ensure capture of  those hits. Search news sites such as Google News for mentions Enlist staff  or community volunteers to collect print hits and record TV and radio appearances and features.  Note which journalists covered your story. If  you liked the coverage, thank them tactfully for a well-balanced story. Continue to cultivate your relationship with them.  Monitor and Measure Everything
After each activity, assess what was successful and what could improve Reflect on the process and outcome Consider resources used  It might help to wait a week or  more after the event to begin assessment, as this will allow for perspective to develop and can result in  more honest assessment Evaluate, Iterate, Implement
Be proud of  your work - It’s making the world a better place!  Celebrate
Any Questions?
the volunteer-run comms agency for the third sector Thank you.

More Related Content

What's hot

Media Relations
Media RelationsMedia Relations
Media Relations
Muhammad Rawaha Saleem
 
Media relations
Media relations Media relations
Media relations
Iggy O'Toole
 
Advocacy 101 PowerPoint Presentation
Advocacy 101 PowerPoint PresentationAdvocacy 101 PowerPoint Presentation
Advocacy 101 PowerPoint Presentation
George Banks-Weston
 
Corporate communications
Corporate communicationsCorporate communications
Corporate communications
Vinayak Nagaonkar
 
Business communication
Business communicationBusiness communication
Business communication
pranavthemaster
 
Meaning and definition of public relation
Meaning   and  definition  of  public  relationMeaning   and  definition  of  public  relation
Meaning and definition of public relation
SMART LEARNING -SEE YOUR WORLD IN DIFFRENT WAY
 
Image Management
Image ManagementImage Management
Image Management
sunita sharma
 
Creating An Effective Media Relations Plan
Creating An Effective Media Relations PlanCreating An Effective Media Relations Plan
Creating An Effective Media Relations Plan
kbhuston
 
New Media and Public Relations
New Media and Public RelationsNew Media and Public Relations
New Media and Public Relations
Tharanga Ranasinghe
 
PR Proposal
PR ProposalPR Proposal
PR Proposal
Hailey Harrison
 
Writing for social media: content focus
Writing for social media: content focusWriting for social media: content focus
Writing for social media: content focus
Daryl Pereira
 
Corporate Communication by Dr. Ashutosh Karnatak
Corporate Communication by Dr. Ashutosh KarnatakCorporate Communication by Dr. Ashutosh Karnatak
Corporate Communication by Dr. Ashutosh Karnatak
Dr Ashutosh Karnatak
 
Overview of Public Relations Agency
Overview of Public Relations AgencyOverview of Public Relations Agency
Overview of Public Relations Agency
Moses Gomes
 
Corporate communication
Corporate communicationCorporate communication
Corporate communication
Ymadhu Reddy
 
PR planning and Executing the Public relations campaign
PR planning and Executing the Public relations campaignPR planning and Executing the Public relations campaign
PR planning and Executing the Public relations campaign
Anuj Usare
 
1 communication
1 communication1 communication
1 communication
Anjali Sharma
 
Communication Plan Template and Example
Communication Plan Template and ExampleCommunication Plan Template and Example
Communication Plan Template and Example
haroldtaylor1113
 
Three's a Party: How Trifectas Help Product, Engineering, and Design Work Tog...
Three's a Party: How Trifectas Help Product, Engineering, and Design Work Tog...Three's a Party: How Trifectas Help Product, Engineering, and Design Work Tog...
Three's a Party: How Trifectas Help Product, Engineering, and Design Work Tog...
uxpin
 
How Social Media Can Impact Your Business
How Social Media Can Impact Your BusinessHow Social Media Can Impact Your Business
How Social Media Can Impact Your Business
MBA & Company
 
How to write a communications strategy
How to write a communications strategyHow to write a communications strategy
How to write a communications strategy
AB
 

What's hot (20)

Media Relations
Media RelationsMedia Relations
Media Relations
 
Media relations
Media relations Media relations
Media relations
 
Advocacy 101 PowerPoint Presentation
Advocacy 101 PowerPoint PresentationAdvocacy 101 PowerPoint Presentation
Advocacy 101 PowerPoint Presentation
 
Corporate communications
Corporate communicationsCorporate communications
Corporate communications
 
Business communication
Business communicationBusiness communication
Business communication
 
Meaning and definition of public relation
Meaning   and  definition  of  public  relationMeaning   and  definition  of  public  relation
Meaning and definition of public relation
 
Image Management
Image ManagementImage Management
Image Management
 
Creating An Effective Media Relations Plan
Creating An Effective Media Relations PlanCreating An Effective Media Relations Plan
Creating An Effective Media Relations Plan
 
New Media and Public Relations
New Media and Public RelationsNew Media and Public Relations
New Media and Public Relations
 
PR Proposal
PR ProposalPR Proposal
PR Proposal
 
Writing for social media: content focus
Writing for social media: content focusWriting for social media: content focus
Writing for social media: content focus
 
Corporate Communication by Dr. Ashutosh Karnatak
Corporate Communication by Dr. Ashutosh KarnatakCorporate Communication by Dr. Ashutosh Karnatak
Corporate Communication by Dr. Ashutosh Karnatak
 
Overview of Public Relations Agency
Overview of Public Relations AgencyOverview of Public Relations Agency
Overview of Public Relations Agency
 
Corporate communication
Corporate communicationCorporate communication
Corporate communication
 
PR planning and Executing the Public relations campaign
PR planning and Executing the Public relations campaignPR planning and Executing the Public relations campaign
PR planning and Executing the Public relations campaign
 
1 communication
1 communication1 communication
1 communication
 
Communication Plan Template and Example
Communication Plan Template and ExampleCommunication Plan Template and Example
Communication Plan Template and Example
 
Three's a Party: How Trifectas Help Product, Engineering, and Design Work Tog...
Three's a Party: How Trifectas Help Product, Engineering, and Design Work Tog...Three's a Party: How Trifectas Help Product, Engineering, and Design Work Tog...
Three's a Party: How Trifectas Help Product, Engineering, and Design Work Tog...
 
How Social Media Can Impact Your Business
How Social Media Can Impact Your BusinessHow Social Media Can Impact Your Business
How Social Media Can Impact Your Business
 
How to write a communications strategy
How to write a communications strategyHow to write a communications strategy
How to write a communications strategy
 

Similar to What does a good communications strategy look like?

How to build a kickass public interest campaign - for NAMAC
How to build a kickass public interest campaign - for NAMACHow to build a kickass public interest campaign - for NAMAC
How to build a kickass public interest campaign - for NAMAC
Lyndal Cairns
 
Get to grips with strategy | Small charities communications conference | 12 J...
Get to grips with strategy | Small charities communications conference | 12 J...Get to grips with strategy | Small charities communications conference | 12 J...
Get to grips with strategy | Small charities communications conference | 12 J...
CharityComms
 
Painless planning for powerful communications
Painless planning for powerful communicationsPainless planning for powerful communications
Painless planning for powerful communications
Karen Luttrell
 
Resource mediacommunicationsplanningworkbook
Resource mediacommunicationsplanningworkbookResource mediacommunicationsplanningworkbook
Resource mediacommunicationsplanningworkbook
Alyssa Karebarra
 
Nt marketing 2 how to write mar com
Nt marketing 2 how to write mar comNt marketing 2 how to write mar com
Nt marketing 2 how to write mar com
Mr Nyak
 
Social Media The World Of Public Relations
Social Media The World Of Public RelationsSocial Media The World Of Public Relations
Social Media The World Of Public Relations
OverTheAir Media
 
Santa cruz
Santa cruzSanta cruz
Santa cruz
Dan Cohen
 
Lecture jan 24 2011
Lecture jan 24 2011Lecture jan 24 2011
Lecture jan 24 2011
Strategy Director
 
Group 1 - Orientation
Group 1 - OrientationGroup 1 - Orientation
Group 1 - Orientation
Beth Kanter
 
Engagement training udia-2014
Engagement training   udia-2014Engagement training   udia-2014
Engagement training udia-2014
kylie fergusen
 
Comm. Foundation of San Benito - Quick Steps to comm planning
Comm. Foundation of San Benito - Quick Steps to comm planningComm. Foundation of San Benito - Quick Steps to comm planning
Comm. Foundation of San Benito - Quick Steps to comm planning
Dan Cohen
 
STUCK - GETTING YOUR MESSAGE HEARD
STUCK - GETTING YOUR MESSAGE HEARDSTUCK - GETTING YOUR MESSAGE HEARD
STUCK - GETTING YOUR MESSAGE HEARD
Reading Works Detroit
 
Public Relations, An Overview. By Molly McCarthy, Principal of Valley Public ...
Public Relations, An Overview. By Molly McCarthy, Principal of Valley Public ...Public Relations, An Overview. By Molly McCarthy, Principal of Valley Public ...
Public Relations, An Overview. By Molly McCarthy, Principal of Valley Public ...
MollyMcCarthy
 
Media Relations 101: Three Fundamental Steps for Media Outreach
Media Relations 101: Three Fundamental Steps for Media OutreachMedia Relations 101: Three Fundamental Steps for Media Outreach
Media Relations 101: Three Fundamental Steps for Media Outreach
ClearEdge Marketing
 
Leveraging Social Media Marketing in the Apartment Industry
Leveraging Social Media Marketing in the Apartment IndustryLeveraging Social Media Marketing in the Apartment Industry
Leveraging Social Media Marketing in the Apartment Industry
Erica Campbell Byrum
 
You need a pie
You need a pieYou need a pie
You need a pie
Chris Syme
 
Alameda County Public Health - Social Media Convos
Alameda County Public Health - Social Media ConvosAlameda County Public Health - Social Media Convos
Alameda County Public Health - Social Media Convos
Dan Cohen
 
Effective communication and working with the media
Effective communication and working with the mediaEffective communication and working with the media
Effective communication and working with the media
MeTApresents
 
Social media networking allstate insurance
Social media networking   allstate insuranceSocial media networking   allstate insurance
Social media networking allstate insurance
Chris Hamby
 
Social Media Strategic Planning
Social Media Strategic PlanningSocial Media Strategic Planning
Social Media Strategic Planning
Brian Huonker
 

Similar to What does a good communications strategy look like? (20)

How to build a kickass public interest campaign - for NAMAC
How to build a kickass public interest campaign - for NAMACHow to build a kickass public interest campaign - for NAMAC
How to build a kickass public interest campaign - for NAMAC
 
Get to grips with strategy | Small charities communications conference | 12 J...
Get to grips with strategy | Small charities communications conference | 12 J...Get to grips with strategy | Small charities communications conference | 12 J...
Get to grips with strategy | Small charities communications conference | 12 J...
 
Painless planning for powerful communications
Painless planning for powerful communicationsPainless planning for powerful communications
Painless planning for powerful communications
 
Resource mediacommunicationsplanningworkbook
Resource mediacommunicationsplanningworkbookResource mediacommunicationsplanningworkbook
Resource mediacommunicationsplanningworkbook
 
Nt marketing 2 how to write mar com
Nt marketing 2 how to write mar comNt marketing 2 how to write mar com
Nt marketing 2 how to write mar com
 
Social Media The World Of Public Relations
Social Media The World Of Public RelationsSocial Media The World Of Public Relations
Social Media The World Of Public Relations
 
Santa cruz
Santa cruzSanta cruz
Santa cruz
 
Lecture jan 24 2011
Lecture jan 24 2011Lecture jan 24 2011
Lecture jan 24 2011
 
Group 1 - Orientation
Group 1 - OrientationGroup 1 - Orientation
Group 1 - Orientation
 
Engagement training udia-2014
Engagement training   udia-2014Engagement training   udia-2014
Engagement training udia-2014
 
Comm. Foundation of San Benito - Quick Steps to comm planning
Comm. Foundation of San Benito - Quick Steps to comm planningComm. Foundation of San Benito - Quick Steps to comm planning
Comm. Foundation of San Benito - Quick Steps to comm planning
 
STUCK - GETTING YOUR MESSAGE HEARD
STUCK - GETTING YOUR MESSAGE HEARDSTUCK - GETTING YOUR MESSAGE HEARD
STUCK - GETTING YOUR MESSAGE HEARD
 
Public Relations, An Overview. By Molly McCarthy, Principal of Valley Public ...
Public Relations, An Overview. By Molly McCarthy, Principal of Valley Public ...Public Relations, An Overview. By Molly McCarthy, Principal of Valley Public ...
Public Relations, An Overview. By Molly McCarthy, Principal of Valley Public ...
 
Media Relations 101: Three Fundamental Steps for Media Outreach
Media Relations 101: Three Fundamental Steps for Media OutreachMedia Relations 101: Three Fundamental Steps for Media Outreach
Media Relations 101: Three Fundamental Steps for Media Outreach
 
Leveraging Social Media Marketing in the Apartment Industry
Leveraging Social Media Marketing in the Apartment IndustryLeveraging Social Media Marketing in the Apartment Industry
Leveraging Social Media Marketing in the Apartment Industry
 
You need a pie
You need a pieYou need a pie
You need a pie
 
Alameda County Public Health - Social Media Convos
Alameda County Public Health - Social Media ConvosAlameda County Public Health - Social Media Convos
Alameda County Public Health - Social Media Convos
 
Effective communication and working with the media
Effective communication and working with the mediaEffective communication and working with the media
Effective communication and working with the media
 
Social media networking allstate insurance
Social media networking   allstate insuranceSocial media networking   allstate insurance
Social media networking allstate insurance
 
Social Media Strategic Planning
Social Media Strategic PlanningSocial Media Strategic Planning
Social Media Strategic Planning
 

More from Bright One

Bright One Annual Report 2011
Bright One Annual Report 2011Bright One Annual Report 2011
Bright One Annual Report 2011
Bright One
 
PRCA Charity Campaign Masterclass
PRCA Charity Campaign MasterclassPRCA Charity Campaign Masterclass
PRCA Charity Campaign Masterclass
Bright One
 
Getting started with Bright Works
Getting started with Bright WorksGetting started with Bright Works
Getting started with Bright Works
Bright One
 
CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"
CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"
CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"
Bright One
 
Bright One Annual Report 2010
Bright One Annual Report 2010Bright One Annual Report 2010
Bright One Annual Report 2010
Bright One
 
Impress London: "Personal PR"
Impress London: "Personal PR"Impress London: "Personal PR"
Impress London: "Personal PR"
Bright One
 
Impress London: "Punching above your weight using social media"
Impress London: "Punching above your weight using social media"Impress London: "Punching above your weight using social media"
Impress London: "Punching above your weight using social media"
Bright One
 
Impress London: "How PR is Changing. And Staying the Same"
Impress London: "How PR is Changing. And Staying the Same"Impress London: "How PR is Changing. And Staying the Same"
Impress London: "How PR is Changing. And Staying the Same"
Bright One
 
Impress London: "Getting a job in PR"
Impress London: "Getting a job in PR"Impress London: "Getting a job in PR"
Impress London: "Getting a job in PR"
Bright One
 
Bright One Credentials
Bright One CredentialsBright One Credentials
Bright One Credentials
Bright One
 

More from Bright One (10)

Bright One Annual Report 2011
Bright One Annual Report 2011Bright One Annual Report 2011
Bright One Annual Report 2011
 
PRCA Charity Campaign Masterclass
PRCA Charity Campaign MasterclassPRCA Charity Campaign Masterclass
PRCA Charity Campaign Masterclass
 
Getting started with Bright Works
Getting started with Bright WorksGetting started with Bright Works
Getting started with Bright Works
 
CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"
CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"
CIPR Fifth Estate - Voluntary Sector Group: "Social Media - an introduction"
 
Bright One Annual Report 2010
Bright One Annual Report 2010Bright One Annual Report 2010
Bright One Annual Report 2010
 
Impress London: "Personal PR"
Impress London: "Personal PR"Impress London: "Personal PR"
Impress London: "Personal PR"
 
Impress London: "Punching above your weight using social media"
Impress London: "Punching above your weight using social media"Impress London: "Punching above your weight using social media"
Impress London: "Punching above your weight using social media"
 
Impress London: "How PR is Changing. And Staying the Same"
Impress London: "How PR is Changing. And Staying the Same"Impress London: "How PR is Changing. And Staying the Same"
Impress London: "How PR is Changing. And Staying the Same"
 
Impress London: "Getting a job in PR"
Impress London: "Getting a job in PR"Impress London: "Getting a job in PR"
Impress London: "Getting a job in PR"
 
Bright One Credentials
Bright One CredentialsBright One Credentials
Bright One Credentials
 

Recently uploaded

WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
Western Alaska Minerals Corp.
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
projectseasy
 
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
AishwaryaDoiphode3
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
Workforce Group
 
Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
SalmanTahir60
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
rihabkorbi24
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
Dubiz
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
Divyanshu56740
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual TrainingpptxYou Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
Cynthia Clay
 
Data Analytics and AI Strategy Toolkit, Playbook and Templates
Data Analytics and AI Strategy Toolkit, Playbook and TemplatesData Analytics and AI Strategy Toolkit, Playbook and Templates
Data Analytics and AI Strategy Toolkit, Playbook and Templates
Aurelien Domont, MBA
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
Top IT Marketing
 
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdfUnveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Xtreame HDTV
 
Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...
Brian Frerichs
 
Retail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slidesRetail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slides
JairSemexant
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
Western Alaska Minerals Corp.
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
my Pandit
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
Auxis Consulting & Outsourcing
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
maigasapphire
 

Recently uploaded (20)

WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
 
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
 
Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
 
Restaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel HammametRestaurant Chiraz Sindbad Hotel Hammamet
Restaurant Chiraz Sindbad Hotel Hammamet
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
 
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual TrainingpptxYou Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
 
Data Analytics and AI Strategy Toolkit, Playbook and Templates
Data Analytics and AI Strategy Toolkit, Playbook and TemplatesData Analytics and AI Strategy Toolkit, Playbook and Templates
Data Analytics and AI Strategy Toolkit, Playbook and Templates
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
 
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdfUnveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
Unveiling the Latest Eternal IPTV Features for Seamless Streaming in 2024.pdf
 
Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...
 
Retail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slidesRetail Store Scavenger Hunt powerpoint slides
Retail Store Scavenger Hunt powerpoint slides
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
 

What does a good communications strategy look like?

  • 1. What does a good communications strategy look like?   19 January 2011
  • 2. “ Remember, we may live in a new world, but the old rules still apply. Powerful communications has  always  been about getting people to pay attention and take action.” - Fard Johnmar
  • 3. 1. What resources do you have? 2. What are your goals? 3. Who is your target? 4. Who is your audience? 5. What is your frame? 6. What is your message? Six questions you must answer before you even begin to implement your media tactics:
  • 4. 1. What communications infrastructure do you have? How much staff time are you willing to devote to communications? If you feel you can not afford communications staff, are there communications funding opportunities on the horizon? Who will do the work—are they comfortable with and knowledgeable about communications? What is your program budget? If you do advocacy, are you willing to commit 30% of that to communications? How powerful is your brand? Is it well known? The answers to these questions are the foundation from which your comms activity will thrive or fail. 1. What communications infrastructure do you have? How much staff time are you willing to devote to communications? If you feel you can not afford communications staff, are there communications funding opportunities on the horizon? Who will do the work - are they comfortable with and knowledgeable about communications? What is your program budget? How powerful is your brand? Is it well known? The answers to these questions are the foundation from which your communications activity will thrive or fail.
  • 5. 2. What are your goals? What are your program, campaign or organisational goals? Why are you launching communications efforts in the first place? What do you want to achieve? What does success look like?
  • 6. 3. Who is your target audience? Who are you trying to reach? Supporters, investors, volunteers, donors, direct service users, secondary service users Who do you need on your side to get what you want? Your Audience The people who can to persuade the decision maker to do what you want Know your audience through research: Focus groups, Surveys,etc
  • 7. 4. What is your frame? What is this issue really about? Who is affected? Who are the main protagonists? What images communicate this? With what organisations do you want to be associated with? What political positions? What people? Describe the issue in a way that resonates with the values and needs of your audience, and is also interesting to the media
  • 8. 5. What is your message? Problem: Introduce your frame. Describe how your issue affects your audience and its broader impacts. Solution: Speak broadly about the change you wish to see. Speak to peoples’ hearts with values-rich language and images. Action: Call on your audience to do something specific. Make sure key people in your organization buy into this message, craft your message to be appealing to journalists and convincing to your target audience, and brainstorm soundbites that expresses your message in a few seconds
  • 9. 6. What tactics will you employ? Now that you know what you want to say and why, it’s time to figure out how you’re going to broadcast your message. What channels: Print - Op Ed, Letter to the Editor, Guest article, magazine feature Broadcast - Radio or TV Talkshow Appearance Blogs News Sites Social Media: Twitter, Facebook, Youtube What events: New Study/Report/Announcement Event/Anniversary Dramatic Human Interest Controversy Fresh Angle on Old Story Calendar Hook/Holiday Profile of Fascinating Person Response to Big News Story Celebrity Involvement
  • 10. Putting it all together
  • 11. Create a Timeline of Activity
  • 12. Create a system to capture your media hits. Consider a print news clipping service Contact an audio/video clipping service prior to major TV and radio hits to ensure capture of those hits. Search news sites such as Google News for mentions Enlist staff or community volunteers to collect print hits and record TV and radio appearances and features. Note which journalists covered your story. If you liked the coverage, thank them tactfully for a well-balanced story. Continue to cultivate your relationship with them. Monitor and Measure Everything
  • 13. After each activity, assess what was successful and what could improve Reflect on the process and outcome Consider resources used It might help to wait a week or more after the event to begin assessment, as this will allow for perspective to develop and can result in more honest assessment Evaluate, Iterate, Implement
  • 14. Be proud of your work - It’s making the world a better place! Celebrate
  • 16. the volunteer-run comms agency for the third sector Thank you.