2. Public Communication
in Support
of Education
Decentralisation
for Regional Communication Managers
Kamenetsk-Podolsk, Ukraine
Kaspars Rūklis / Latvia
Photo by Kaspars Daleckis

3. Training organised by:

4. 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

5. Session One
Setting Communication Goals for Projects

6. 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

7. Information KnowledgeTime

8. 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

9. Communication pyramid
Intrapersonal
Interpersonal
Within group
Intergroup
Organisational
Mass
communi-
cation
Level of the
communication
process
Few cases
Many cases
Source: Dennis McQuail

10. 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)

11. 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

12. Practical task
• Work in groups
• Discuss and formulate three communication goals:
• Informative goal
• Attitude goal
• Action goal

13. 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.

14. 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)

15. Session Two
Target Audiences and Partners

16. Practical task
• Identify of existing and potential target audiences and partners
• Put each audience on a separate piece of paper
• Follow the instructions

17. Well informed
Positive attitude
Not so well informed
Positive attitude
Well informed
Not so positive attitude
Not so well informed
Not so positive attitude

18. 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

19. Target audience
• Secondary Audience = Influencers: An individual or group of people
who can influence the primary audience

20. 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

21. Primary = Decision makers
Secondary = Influencers
Stakeholders = Community allies
Public at large

22. 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

23. Partnerships
• Partnership must be
mutually beneficial

24. Coffee
break

25. Session Three
Crafting Messages and Stories

26. 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

27. Effective messages
• Effective messages are clear,
credible, persuasive and consistent
• Repeat, repeat, repeat

28. Stories
• Factual stories
• Emotional stories
• Inspirational stories
• Integrated stories

29. 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

30. Session Four
Tips for Impactful Presentations

31. Strong presentations
• Preparation
• Introduction
• Content organisation
• Conclusion

32. Body Voice
Posture Volume
Facial expressions Tone
Eye contact Clarity
Gestures Pace

33. Verbal & non-verbal communication
• In presentation,
these things are important:
Body
langua
ge
55%
Tone
38%
Words
7%

34. 20 powerful words
• Now, Today, Immediately, Free,
Save, Health, Safe, Proven,
Discover, Learn, Know, Understand,
You/Your, Protect, Create, Trust,
Powerful, Help, Profit

35. Session Five
The Use of New ICT Tools in Public Communication

36. 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

37. 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

38. Infographics
Infogr.am
Visually
Pictochart

39. Presentation tools
S Slides
Pow-Toon
Prezi

40. Session Six
Working with Traditional Media

41. Coffee &
refreshments
served
during
the session

42. 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

43. Media outreach
• Raises awareness about your
activities
• Highlights accomplishments
• Tells your story your way
• Raises the profile of your
organisation
• Builds credibility and allies

44. Press releases
• Be sure there is news.
• Use facts, stories.
• Use inverted pyramid style.
• Write for your audience, do not use “bureaucratic” language.

45. Press release structures
Diamond
Hourglass
Inverted pyramid

46. Session Seven
Working with Social Media

47. 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

48. 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 Kaspars.Ruklis@gmail.com and share some
news already today, using hashtag #Training

49. Training organised by:

50. Thank you!
Kaspars Rūklis / Latvia
kaspars.Ruklis@gmail.com
Photo by Kaspars Daleckis