‘ The World Scout Committee Members have chosen three actions to shape the dynamics of the 2008-2011 mandate. One of these actions is " Tell the story ". This invites us all to leave our isolation to make communication a priority action, both within the Movement as well as outside of it… Message from the World Scout Committee Therese Bermingham Chairman Scouting’s Profile Committee
… We must integrate training modules within the curriculum of Scout leaders that teach how to tell the story of what Scouting does. This training and support programme were created to help you become the best promoters of an education product in which we all believe: the famous Scout Method!" “ Be Prepared to Tell the Story!” Therese Bermingham Chairman Scouting’s Profile Committee
“ We will definitively have to invent new operational ways of working – thinking “out of the box”. My ambition is that every actor in Scouting at every level becomes a giver and a receiver, a contributor and a beneficiary. We shall assist our NSOs to identify their needs and mobilise appropriate knowledge, expertise and resources to respond to these needs… Message from the Secretary General Luc Panissod Secretary General World Scout Bureau
… We need to encourage growth in our NSOs and better communicate our success stories inside and outside the Movement to further build the visibility and credibility of Scouting. All together we can portray Scouting as being relevant to the issues facing young people in today’s world and a reliable partner to attract further support.” “ Build the visibility and credibility of Scouting” Luc Panissod Secretary General World Scout Bureau
Aims of the Forum <ul><li>What is Scouting’s Cause? </li></ul><ul><li>How to promote and defend it? </li></ul><ul><li>How to define a marketing strategy to make our cause known and to share it with others? </li></ul>Promoting the Cause
Aims of the Forum <ul><li>How to transform the caricature of Scouting into a positive image? </li></ul><ul><li>How to attract the attention of the media? </li></ul><ul><li>How to define a communication strategy for Scouting? </li></ul>Creating a Better Image
Aims of the Forum <ul><li>How to offer better Scouting to more young people? </li></ul><ul><li>How to adapt the marketing strategy and the growth strategy? </li></ul><ul><li>How to grow in quantity without losing out on quality? </li></ul>Stimulating Growth
Objectives of the Forum Main objective Support National Scout Organisations in establishing and implementing communication strategies and, in this way, contribute to the growth of the Movement. <ul><li>Secondary objectives </li></ul><ul><li>Train the national leaders responsible for Communication, Public Relations and Marketing. </li></ul><ul><li>Consult NSOs on the way to adapt the worldwide communication strategy. </li></ul><ul><li>Implement WOSM’s communication strategy at international level. </li></ul><ul><li>Create a network between the actors of Communication in Scouting. </li></ul>
Our ways of working Get the key Communication has a code. We will try to get it. We will know how to unlock the doors. Open the doors We need to open the doors and look wide. No taboos. We will address all issues, even the difficult ones. Open minds. Open hearts. Open eyes. Reach out Scouting is open to all. Really? There is no growth without a clear will to reach out to new people. Our communication shall reflect openness and the will to reach out.
Our training method Building collective mind • Scouting is about team spirit. • Collective action needs a collective mind. • Social and cultural innovation need a clear vision of the future. Building individual capacities • Scouting needs innovative leaders. • Each one can be an agent of change. • Learning is a life-long process.
Our training method First Day Second Day Third Day Individual Progression Focus Groups Collective Progression Collective Progression Team Work
Which language do we speak? Language is a code Language is essential to communicate. Verbal language. Body language too! English is our working language Most of us are not English mother tongue. We do our best to be understood. Perhaps we need time to translate our thoughts. How do we speak and listen? Slowly. Loudly. We carefully listen to the ones who are not fluent.
Day_1 Day_2 Day_3 Day_4 09:00 / 10:30 S1: Opening, programme, Expectations S5: The challenge of growth S9: Acting as a spokesperson (2/2) Break / Internet check 11.00 / 13.00 S2: Cause, Image and Brand S6: The tactic of story telling S10: Communication Strategy Planning Lunch time / Internet check 14:30 / 16:00 S3: Target audiences & Media S7: Story telling and key messages S10: Communication Strategy Planning Break / Internet check 16:30 / 18:00 Arrival of participants S4: Define key messages S8: Acting as a spokesperson (1/2) S11: Open debate, Wrap up and evaluation Daily Evaluation Time & Dinner time 20:30 NSOs presentation Social Evening Open debate: The Founder’s vision Social Evening : “Celebrating”
Expectations Write your expectation About you. Express yourself. About your NSO. About World Scouting. One idea by stickers Write one idea per sticker, not two. Write as many ideas as you want, use several stickers. Be clear Write in CAPITAL letters. Be precise. Be short and focused.
After the forum… Our fields of expertise • Analyse the image of the Scout Movement. • Improve your corporate identity. • Reaching out? How to present to a new audience. • Working with the media. • Create and improve Scout magazines and electronic publications. • Create and use partnerships for Scouting. • Create a fundraising strategy for Scouting. • Communicate your Scout event. • Design your merchandising.
After the forum… Get to know more about our services and support team • scout.org/media • scout.org/brand Contact us • [email_address] Tell us • write your story and send it to media@ scout.org
Evaluation Methodology What do we want to measure? Your satisfaction. Our capacity to deliver what you need. The accuracy of the concepts and methodology. Your perceptions as an audience. A daily exercise Each one will go through an online evaluation of each day. Each one gets a personalised access via e-mail. The exercise is anonymous and respectful of your opinions. A final evaluation on Sunday Based on your expectations. To facilitate replication or adaptation at the national level. To get to know how to create multiplier effects.