Effective communications
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Effective communications. Arendal, October 2001. What do you do?. Collate and process best environmental information to inform Governmental decision-makers intergovernmental decision-makers civic society organisations media general public. Stakeholders. Formal beneficiaries

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Effective communications

Effective communications

Arendal, October 2001


What do you do

What do you do?

  • Collate and process best environmental information to inform

    • Governmental decision-makers

    • intergovernmental decision-makers

    • civic society organisations

    • media

    • general public


Stakeholders

Stakeholders

  • Formal beneficiaries

    • Governmental decision-makers

    • intergovernmental decision-makers

    • civic society organisations

    • media

    • general public

  • Informal beneficiaries

    • Staff

    • Funders


Your mission

Your mission

“GRID-Arendal provides environmental information, communications, and capacity-building services for information management and assessment. Established to strengthen UNEP, our focus is to makecredible, science-based knowledge understandable to the public and to decision-making for sustainable development.”


Q what do we need to communicate well

Q:“What do we need to communicate well?”

A:“Commitment and knowledge”


What awareness can breed

What awareness can breed...

Personal awareness

Personal committment

Failure

Desire to convert

“Oh Gawd what a bore!”

Talk talk talk


Communicating for change

Communicating for change

Personal awareness

Personal committment

Learning

“You understand me so well!

I want to trust you.”

Desire to convert

Listen listen listen


Inform vs communicate

Inform vs. communicate

“I have an issue and I want you to hear about it”

“You have an issue and I want to help you with it”


Foundation for success

Foundation for success

  • Their needs

  • Primary:

    • Better world

  • Secondary: enlightenment

    • Ignorance of issues

    • Ignorance of solutions

    • Apathy

    • Hopelessness

    • ...

  • Tertiary: systemic

    • Resources

    • Operational issues

    • ...

  • Your commitment

  • Values

  • Awareness

  • Knowledge

  • Information

  • Skills

  • Resources

  • Reputation

  • ...


Effective communications

?

  • Their needs

  • Primary:

    • Better world

  • Secondary: enlightenment

    • Ignorance of issues

    • Ignorance of solutions

    • Apathy

    • Hopelessness

    • ...

  • Tertiary: systemic

    • Resources

    • Operational issues

    • ...

  • Your commitment

  • Values

  • Awareness

  • Knowledge

  • Information

  • Skills

  • Resources

  • Reputation

  • ...


Effective communications

  • Their needs

  • Primary:

    • Better world

  • Secondary: enlightenment

    • Ignorance of issues

    • Ignorance of solutions

    • Apathy

    • Hopelessness

    • ...

  • Tertiary: systemic

    • Resources

    • Operational issues

    • ...

  • Your commitment

  • Values

  • Awareness

  • Knowledge

  • Information

  • Skills

  • Resources

  • Reputation

  • ...

Relevance


Effective communications

Aiming for relevance

  • Their need

Your Objective


Communications planning

Communications planning

Communications planning is the process by which a core objective is matched to the needs of your audiences in order to develop a communications campaign that will lead to measurable change among those audiences


A planning framework

CORE OBJECTIVE

COMMUNICATION OBJECTIVES

AUDIENCES

NEEDS

STRATEGIES

MESSAGES

TACTICS

A planning framework


What are core objectives

What are core objectives?

  • Sell more widgets

  • Win funding for a project

  • Get her to marry me

  • Diminish the anthropogenic greenhouse effect

    They are your ultimate goals


Audiences

Audiences

  • Sell more widgets

    Suppose the widget is a moped

  • Audiences:

    • Teenagers

      • Boys

      • Girls

    • Parents

    • Commuters

      • Male

      • Female

    • Retailers


Audiences1

Audiences

  • Win funding for a project

  • Audiences:

    • Your board (if the project is a radical departure from accepted activities)

    • Your manager (to win the right to prepare a proposal)

    • Your colleagues (to get their help)

    • Other staff (to get their support)

    • Professional contacts (to sing your praises)

    • The technical evaluators

    • The financial evaluators


Audiences2

Audiences

  • Get her to marry me


Effective communications

Influencing audiences

  • Their needs

  • Primary:

    • Better world

  • Secondary: enlightenment

    • Ignorance of issues

    • Ignorance of solutions

    • Apathy

    • Hopelessness

    • ...

  • Tertiary: systemic

    • Resources

    • Operational issues

    • ...

  • Your commitment

  • Values

  • Awareness

  • Knowledge

  • Information

  • Skills

  • Resources

  • Reputation

  • ...

Relevance


Effective communications

?

  • Their needs

  • Primary:

    • Better world

  • Secondary: enlightenment

    • Ignorance of issues

    • Ignorance of solutions

    • Apathy

    • Hopelessness

    • ...

  • Tertiary: systemic

    • Resources

    • Operational issues

    • ...

  • Your commitment

  • Values

  • Awareness

  • Knowledge

  • Information

  • Skills

  • Resources

  • Reputation

  • ...


Effective communications

CORE OBJECTIVE

COMMUNICATION OBJECTIVES

AUDIENCES

NEEDS

STRATEGIES

MESSAGES

TACTICS

T E S T


Audience needs

Moped:

All

Transport solution

Good buy

Teenagers

Street credibility

fashionable

Parents

Safe

Reliable

Good value

Project

Employer

use resources wisely

grow the organisation

enhance reputation

mission-relevant

Funder

Safe decisions

Best return

Be seen to get results

mission-relevant

secure future income

Audience needs


Most important audience management tool

Most important audience management tool


Relevant communications objectives

Relevant communications objectives

  • Sell more widgets

    • build brand awareness, link to current fashion, gain street credibility, recognition as most reliable, best quality...

  • Win funding for a project

    • build reputational awareness, seriousness of procedures, originality of approach, value of consultants...

  • Get her to marry me

  • Diminish the anthropogenic greenhouse effect


Strategies

Strategies

Objectives

Insights

Resources


Strategies1

Strategies

  • Moped

    • Standard three-wave campaign with refresher

      • Wave 1: launch, style mags, reviews

      • Wave 2: TV, style mags, sponsorships

      • Wave 3: TV, style mags

      • Refresher: Point of sale promotion

  • Project

    • Endorser campaign

      • Identify & enlist supporters


Messages

Messages

  • Translate your communication objectives into audience-relevant messages

  • Ensure messages fit strategic framework


Effective communications

CORE OBJECTIVE

COMMUNICATION OBJECTIVES

AUDIENCES

NEEDS

STRATEGIES

MESSAGES

TACTICS

T E S T


Tactics

Tactics

  • The creative elements of your campaign

  • The mix of tools you will use for your campaign:

    • Advertising

      • TV, radio, online, daily, magazines?

    • Direct mail

    • Online

    • Viral marketing

    • Public relations

    • Media relations

    • Events

    • Sponsorships

    • Alliances

    • Etc.


Some examples

Some examples


Preventing a merger

Preventing a merger

  • Client: Deloitte Touche Tohmatsu

  • Objective: prevent big 6 mergers

  • Audience: EU and US competition authorities

  • Needs: respect for decisions

  • Comms objectives: these mergers will be anti-competitive

  • Strategy: Enlist CFO opposition

  • Message: “will you be audited by your competitors?”

  • Tactic: CFO market research, media placement in press read by Van Miert and Kantor


Raising public awareness

Raising public awareness

  • Client: Tacis

  • Objective: raise environmental awareness of general public

  • Audience: general public

  • Need: high quality TV escapism

  • Comms objective: combat apathy

  • Strategy: help TV programmers source cheap programmes

  • Message: “you can change things”

  • Tactic: source, dub and distribute specially selected films through network of video libraries


Marrying mammon and greenery

Marrying Mammon and Greenery

  • Client: Unilever Zhongguo

  • Objective: best position to sell in Chinese hinterland once villagers have money (est. timescale 3-6 years)

  • Audience: non-coastal Chineses public

  • Need: help with “great leap forward” consequences

  • Comms objective: Unilever cares for China

  • Strategy: Support tree-planting efforts in eroding watersheds

  • Message: “Green mountains for clear water”

  • Tactic: working with CEPA and SSB to source and plant 100,000s of Unilever-labelled seedlings


Marrying mammon and health

Marrying Mammon and health

  • Client: Smithkline Beecham

  • Objective: sell more nicotin-replacement therapy products

  • Audience: smokers aged 18-35

  • Need: a good reason to quit

  • Comms objective: cigarettes have immediate drawbacks to your sex life

  • Strategy: 360° campaign highlighting link between smoking and impotency, infertility etc.

  • Messages: “Can you still get it up?”

  • Tactics: sexy celebrities, boomerang cards, alliances, free condoms with NRT packs...


For example industrial automation

For example…industrial automation (!)

CORE OBJECTIVE

  • Increase sales

  • Build brand awareness

  • Establish best-in-class reputation

  • Serious, reliant on objective data points and analysis

  • Productivity-boosting business consultants

COMMUNICATIONS

OBJECTIVES

AUDIENCES

Senior executives

Operation, IT & plant managers

Engineers & eng. mgmt

Sales force & SSG sales

  • Competitive advantage

  • Proven best in class

  • Productivity-enhancing

  • Biggest change in mftg in decade

  • Supported by research (sponsored)

  • Productivity

  • Reliability

  • Integration

  • Support

  • Sponsored research

  • Reliability

  • Maintenance

  • Installation

  • Control

  • Support

  • Significant evolution/ radical change

  • Integrated business solution

  • Best-in-class

STRATEGIES/MESSAGES

  • Peer contacts

  • Biz press

  • Partners

  • Trade press

  • Trade shows

  • Seminars

  • VFT

  • 3rd party endorsers

  • Sector-specific collateral

  • Sector-focussed training

  • “Consultant” development

  • Sector-specific collateral

  • Online chat & support

  • Senior RA exec contacts

  • Senior partners

  • Biz press

  • Events (WEF etc)

  • RA exec events

  • 3rd party endorsers

  • Sector-specific expertise: consultant reports

  • Trade shows

  • Trade press

  • Sales force

  • Partners

  • Training events

  • Demo visits

  • 3rd party endorsers

TACTICS


So in practice

So, in practice

  • Communications team:

  • Project manager

  • Creative

  • Traffic controller

  • And,if needed,specialists

    • Media buyers, schedulers, copywriters, etc.


The salesman s tricks

The salesman’s tricks

  • Reciprocation - “A present? Thanks! Now I owe you something.”

  • Consistency - “I promised you something. I must keep my word.”

  • Social validation - “what is that fool doing?” versus “Oh. I wonder what all these people are doing.”

  • Liking - “gee, we have the same birthday!” or “he complimented me on my tie” or “he worries about my environment”

  • Authority - that tie…

  • Scarcity - the rarer the item, the more people want it. Exclusivity…


A planning framework1

A planning framework

CORE OBJECTIVE

Reduce the transport footprint in Arendal

AUDIENCES

Politicians

16-18 yr olds

families

For-profits (retailers, transporters, employers)

Get re-elected

Keep jobs & status in A

NEEDS

Accessibility

Make money

Unique environment satisfies citizens and attracts unique people - ensure transoprt strategy preserves this

Safety and opportunity

Freedom & independ.

Options

COMMUNICATION OBJECTIVES

Educate biz

Increase user demand

Support bikes, night buses etc

Demand access

Enlist CoC

Lobby

STRATEGIES

centre good for biz

clean transport too

“do you want your mom to pick you up?”

Keep A attractive for the best workers & tourists

MESSAGES

Hard data (univ)

study tours

ed campaign

media relations

ecolabel

  • Mkt research & media (developers)

  • direct (maps (bus/bikes/foot))

  • accessibility guidance (real estate agents)

  • Indirect (media, mkt research)

  • direct lobbying (expl., site vists)

  • create activist coalition

TACTICS

Cost-benefit analysis

  • European Common indicators per capita, weighted by demographic info

  • Transpor satisfaction survey

  • map impact survey

  • Survey on biz awareness

EVALUATION


Thank you

Thank you

[email protected]

33 rue du Progrès

B - 1410 Waterloo

Tel +32 495 24 46 11

Fax +32 2 545 6610


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