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Public Communication in Support of Education Decentralisation

For Regional Communication Managers Kamenetsk-Podolsk, Ukraine
Kaspars Rūklis / Latvia

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Public Communication in Support of Education Decentralisation

  1. 1. Public Communication in Support of Education Decentralisation for Regional Communication Managers Kamenetsk-Podolsk, Ukraine Kaspars Rūklis / Latvia Photo by Kaspars Daleckis
  2. 2. Training organised by:
  3. 3. Goals / Expected Outcomes Creating a positive climate within municipalities towards introduction and communication of decentralisation reforms, in particular in the field of education Equipping communication managers with knowledge and skills of communication, awareness raising and advocacy Preparing specific communication plans, related to communication of proposed education reforms Sharing experiences in public communication from Ukraine, Europe and around the world among participants Wrap-Up, Next Steps and Feedback Welcome, Ice Breaker, Needs Assessment
  4. 4. Session One Setting Communication Goals for Projects
  5. 5. Why communicate? • It is just the way it is done • We would like to have good neighbouring relations • We want to be understood • People (society) can help us achieve or goals (or not set up barriers) • Because the people (the society) are financing us as taxpayers
  6. 6. Information KnowledgeTime
  7. 7. What we mean by: Communication = skills of communication and presentation (interpersonal and public) Awareness Raising = content & techniques for general audiences Advocacy = content & techniques for decision maker audiences
  8. 8. Communication pyramid Intrapersonal Interpersonal Within group Intergroup Organisational Mass communi- cation Level of the communication process Few cases Many cases Source: Dennis McQuail
  9. 9. Communication goals • To inform the audience (about the reform process, success, the unusual, the result, the impact ) • To form a favourable attitude (towards your organisation, project, reform, country, municipality, environment) • To achieve audience involvement and engagement (support, involvement into the process, starting a project, an enterprise)
  10. 10. What goals to avoid? • To please the funder at any cost • To scare, punish or humiliate • Formally print publicity materials with logos • Convince about your truth at any expense • Only spend the money for publicity • Ruin relationships, demonstrate superiority, power
  11. 11. Practical task • Work in groups • Discuss and formulate three communication goals: • Informative goal • Attitude goal • Action goal
  12. 12. Communication instruments • Traditional — campaigns, press releases, media relations, interviews, opinion articles, video, events, billboards, publications, books, exhibits, conferences, discussions, lobbying, etc. • Not so traditional — web pages, social media campaigns, viral videos, partisan marketing, short films/clips, flash-mobs, virtual campaigns, road trips, trainings, advocacy, etc.
  13. 13. What is important? • Demonstrate benefits by showing real people • Organise events hard to get an invitation to • Use visualisations, images, audiovisual material, sound • Find the unique selling point in your project, base your communication on it • Return on investment = are the efforts worth the burden? • Choose focus (you will never have time for everything)
  14. 14. Session Two Target Audiences and Partners
  15. 15. Practical task • Identify of existing and potential target audiences and partners • Put each audience on a separate piece of paper • Follow the instructions
  16. 16. Well informed Positive attitude Not so well informed Positive attitude Well informed Not so positive attitude Not so well informed Not so positive attitude
  17. 17. Target audience • Primary Audience = Decision makers: A person or group of people who can change policies or provide funding that a you need to meet your goals
  18. 18. Target audience • Secondary Audience = Influencers: An individual or group of people who can influence the primary audience
  19. 19. Target audience • Stakeholders = Community Allies: An individual, organisation, business, foundation, or other partner that can help promote the value of your organisation /reform in the community and build community support
  20. 20. Primary = Decision makers Secondary = Influencers Stakeholders = Community allies Public at large
  21. 21. Work with target audiences • Pay attention to the interests and needs of the target audience. It often helps better understand, how to make contact and organise communication • Do with them what makes you proud of your achievements
  22. 22. Partnerships • Partnership must be mutually beneficial
  23. 23. Coffee break
  24. 24. Session Three Crafting Messages and Stories
  25. 25. Crafting messages • Message is a strong, effective statement that can provide people outside your organisation with a clear understanding of your goal and a way to help you reach that goal • Message is a core statement, a building bloc that you use in all communication
  26. 26. Effective messages • Effective messages are clear, credible, persuasive and consistent • Repeat, repeat, repeat
  27. 27. Stories • Factual stories • Emotional stories • Inspirational stories • Integrated stories
  28. 28. Practical task • Participants work in groups on the messages to be included into stories • Each group comes up with two messages: one message about decentralisation and one message about change in education
  29. 29. Session Four Tips for Impactful Presentations
  30. 30. Strong presentations • Preparation • Introduction • Content organisation • Conclusion
  31. 31. Body Voice Posture Volume Facial expressions Tone Eye contact Clarity Gestures Pace
  32. 32. Verbal & non-verbal communication • In presentation, these things are important: Body langua ge 55% Tone 38% Words 7%
  33. 33. 20 powerful words • Now, Today, Immediately, Free, Save, Health, Safe, Proven, Discover, Learn, Know, Understand, You/Your, Protect, Create, Trust, Powerful, Help, Profit
  34. 34. Session Five The Use of New ICT Tools in Public Communication
  35. 35. Communication trends 2016 1 | Сначала дигитальное (цифровое), но не забывайте личное «прикосновение» 2 | Развитие виртуальной реальности 3 | Картинки, визуализация данных и инфографики – лучшие друзья домашних страниц Source: The Guardian 1 | Digital first, but don’t forget the personal touch 2 | The rise of virtual reality 3 | Images, data visualisations and infographics are a website’s best friend
  36. 36. Communication trends 2016 4 | Нужно улучшить качество фотографий 5 | Сайты больше не в центре внимания 6 | Дигитальная коммуникация, основанная на фактах – здесь надолго Source: The Guardian 4 | We have to improve our photography 5 | The website is no longer the centre of the universe 6 | Evidence-led digital communications is here to stay
  37. 37. Infographics Visually Pictochart
  38. 38. Presentation tools S Slides Pow-Toon Prezi
  39. 39. Session Six Working with Traditional Media
  40. 40. Coffee & refreshments served during the session
  41. 41. Media today Broadcast Interactive Social One to many One to many & many to many Many to many Publisher Publisher Participation architect Journalists, editors Readers, commentators Co-creators Traditional newspapers, magazines, radio, television Online portals, online radio, online television Social networks
  42. 42. Media outreach • Raises awareness about your activities • Highlights accomplishments • Tells your story your way • Raises the profile of your organisation • Builds credibility and allies
  43. 43. Press releases • Be sure there is news. • Use facts, stories. • Use inverted pyramid style. • Write for your audience, do not use “bureaucratic” language.
  44. 44. Press release structures Diamond Hourglass Inverted pyramid
  45. 45. Session Seven Working with Social Media
  46. 46. Social media • Social media describes the online tools that people use to share content, opinions, insights, experiences, and perspectives, and helps facilitate online conversations between groups of people
  47. 47. Practical task • Participate in a press conference, be active in asking questions • Write a short 1 page press release in the inverted pyramid style, including the main messages • Send it to and share some news already today, using hashtag #Training
  48. 48. Training organised by:
  49. 49. Thank you! Kaspars Rūklis / Latvia Photo by Kaspars Daleckis