Public Communication in Support of Education Decentralisation

S
SKL InternationalSKL International
Public Communication  in Support of Education Decentralisation
Public Communication
in Support
of Education
Decentralisation
for Regional Communication Managers
Kamenetsk-Podolsk, Ukraine
Kaspars Rūklis / Latvia
Photo by Kaspars Daleckis
Training organised by:
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
Session One
Setting Communication Goals for Projects
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
Information KnowledgeTime
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
Communication pyramid
Intrapersonal
Interpersonal
Within group
Intergroup
Organisational
Mass
communi-
cation
Level of the
communication
process
Few cases
Many cases
Source: Dennis McQuail
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)
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
Practical task
• Work in groups
• Discuss and formulate three communication goals:
• Informative goal
• Attitude goal
• Action goal
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.
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)
Session Two
Target Audiences and Partners
Practical task
• Identify of existing and potential target audiences and partners
• Put each audience on a separate piece of paper
• Follow the instructions
Well informed
Positive attitude
Not so well informed
Positive attitude
Well informed
Not so positive attitude
Not so well informed
Not so positive attitude
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
Target audience
• Secondary Audience = Influencers: An individual or group of people
who can influence the primary audience
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
Primary = Decision makers
Secondary = Influencers
Stakeholders = Community allies
Public at large
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
Partnerships
• Partnership must be
mutually beneficial
Coffee
break
Session Three
Crafting Messages and Stories
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
Effective messages
• Effective messages are clear,
credible, persuasive and consistent
• Repeat, repeat, repeat
Stories
• Factual stories
• Emotional stories
• Inspirational stories
• Integrated stories
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
Session Four
Tips for Impactful Presentations
Strong presentations
• Preparation
• Introduction
• Content organisation
• Conclusion
Body Voice
Posture Volume
Facial expressions Tone
Eye contact Clarity
Gestures Pace
Verbal & non-verbal communication
• In presentation,
these things are important:
Body
langua
ge
55%
Tone
38%
Words
7%
20 powerful words
• Now, Today, Immediately, Free,
Save, Health, Safe, Proven,
Discover, Learn, Know, Understand,
You/Your, Protect, Create, Trust,
Powerful, Help, Profit
Session Five
The Use of New ICT Tools in Public Communication
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
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
Infographics
Infogr.am
Visually
Pictochart
Presentation tools
S Slides
Pow-Toon
Prezi
Session Six
Working with Traditional Media
Coffee &
refreshments
served
during
the session
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
Media outreach
• Raises awareness about your
activities
• Highlights accomplishments
• Tells your story your way
• Raises the profile of your
organisation
• Builds credibility and allies
Press releases
• Be sure there is news.
• Use facts, stories.
• Use inverted pyramid style.
• Write for your audience, do not use “bureaucratic” language.
Press release structures
Diamond
Hourglass
Inverted pyramid
Session Seven
Working with Social Media
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
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
Training organised by:
Thank you!
Kaspars Rūklis / Latvia
kaspars.Ruklis@gmail.com
Photo by Kaspars Daleckis
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Public Communication in Support of Education Decentralisation

  • 2. Public Communication in Support of Education Decentralisation for Regional Communication Managers Kamenetsk-Podolsk, Ukraine Kaspars Rūklis / Latvia Photo by Kaspars Daleckis
  • 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
  • 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
  • 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
  • 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)
  • 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
  • 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
  • 40. Session Six Working with Traditional Media
  • 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.
  • 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
  • 50. Thank you! Kaspars Rūklis / Latvia kaspars.Ruklis@gmail.com Photo by Kaspars Daleckis

Editor's Notes

  1. Bowman & Willis