Communication strategy development
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Communication Strategy Development. Questioning our needs and assumptions. Overview. Four blocks of communication questions relating to four essential actions , i.e.: Think Prepare Do Improve. Four communication question blocks. Four communication question blocks. These questions are:

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Communication Strategy Development

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Communication strategy development

CommunicationStrategyDevelopment

Questioning our needs and assumptions


Overview

Overview

  • Four blocks of communication questions relating to four essential actions, i.e.:

    • Think

    • Prepare

    • Do

    • Improve


Four communication question blocks

Four communication question blocks


Four communication question blocks1

Four communication question blocks

These questions are:

  • Indicative

  • Interactive

  • Iterative

  • Integrative

  • Anything starting with I and ending with ive?


Communication strategy development

THINK!

Photo credits: Gutter


Block 1 think

Block 1: THINK


Think node

THINK: Node

  • The node is YOU / your organisation

  • What is your vision?

  • What is your mission?

  • What are you doing? Why?

  • What kind of institution are you / What is your scale?

    • Organisation? Programme? Network? Project? Event?


Think network

THINK: Network

  • The network represents the institutions around you

  • Who are your target audiences?

    • Primary / secondary?

  • Who should know about your work?

  • Who do you need to engage with to address your issues / objectives?

  • Who are you trying to affect / influence?


Think networking

THINK: Networking

  • The networking vision is your overall plan re: your audiences

  • How can communication activities help you achieve your objective?

  • Do you want to push information, pull information, share-learn-engage?

  • What should your audiences do with your work?


Think networking 2

THINK: Networking (2)

  • The networking vision is your overall plan re: your audiences

  • What are you trying to achieve with each audience?

  • What would be your communication goals?


Think not working

THINK: Not-working

  • Sometimes you need communication to get rid of constraints. What is not working for you?

  • What communication-related challenges are you facing?

  • What is the main issue you are dealing with, where communication can help?


Work on think

Work on ‘THINK’

  • Fill out the ‘THINK’ part of the matrix:

    • For each question use a card

    • See if you can organise the cards and link them together

    • Fill out the matrix (see next slide)

    • Check your work with neighbouring tables?

  • Note down your content questions

  • Note down your process issues


Work on think1

Work on ‘THINK’


Communication strategy development

PREPARE!

Photo credits: Fotoos van Robin


Block 2 prepare

Block 2: PREPARE


Prepare messaging

PREPARE: Messaging

  • Messaging is making music to reach the soul of your audience

  • What is the key message you have to convey to each audience?

  • What is the value you have to offer?

  • What is the barrier you have to overcome?

  • What are you asking from them?

  • What is your vision?


Prepare moulding

PREPARE: Moulding

  • Moulding is about adapting/refining to the preferences of your audience

  • What channel should you use to reach each audience?

  • What products / services / outputs do you plan to produce?

  • What is the difference between activities, channels and outputs?


Prepare massaging

PREPARE: Massaging

  • Massaging is integrating your communication with your other work and ensuring it’s adding sense

  • Why do you want a separate communication strategy (document)?

  • What is the form (structure) of your strategy?

  • What do you need to ensure the strategy reinforces, rather than hinders your approach?


Work on prepare

Work on ‘PREPARE’

  • Fill out the ‘PREPARE’ part of the matrix:

    • For each question use a card

    • See if you can organise the cards and link them together

    • Fill out the matrix (see next slide)

    • Check your work with neighbouring tables?

  • Note down your content questions

  • Note down your process issues


Work on prepare1

Work on ‘PREPARE’


Communication strategy development

(just) DO (it)!

Photo credits: Mark E. Dyer


Block 3 do

Block 3: DO


Do risks

DO: Risks

  • Long preparation, short war! Risk assessment is sound management

  • What risks are you bearing?

  • What threats are you facing?

  • How likely / influential are they?

  • What are key element of quality that you need to keep in mind to make your communications credible?


Do resources

DO: Resources

  • Your resources determine the realism/robustness of your plans

  • What budget do you have (how much)? How much do you need?

  • What capacity (skills + time) do you have to carry out your activities?

  • What can you do yourself and what needs (external) support?


Do resources1

DO: Resources

  • Your resources determine the realism/robustness of your plans

  • What budget do you have (how much)? How much do you need?

  • What capacity (skills + time) do you have to carry out your activities?

  • What can you do yourself and what needs (external) support?


Do roles and responsibilities

DO: Roles and responsibilities

  • The key to a solid implementation: who does what (clearly)?

  • Who (internally) needs to be involved in the communication strategy development?

  • Who will carry out what activity?


Do realignment

DO: Realignment

  • Integration again! Make sure your comms efforts tie in with the rest

  • What is your implementation plan?

    • What activities?

    • What outputs / outcomes?

    • What milestones?

  • What processes (workflow) should you design to support development of outputs/ products?


Work on do

Work on ‘DO’

  • Fill out the ‘DO’ part of the matrix:

    • For each question use a card

    • See if you can organise the cards and link them together

    • Fill out the matrix (see next slide)

    • Check your work with neighbouring tables?

  • Note down your content questions

  • Note down your process issues


Work on do1

Work on ‘DO’


Communication strategy development

IMPROVE!

Photo credits: Steve Sawyer


Block 4 learn improve

Block 4: LEARN & IMPROVE


Learn improve capacities

LEARN & IMPROVE: Capacities

  • Activities depend on people. Think and care about them: empower

  • What could have been improved?

  • Where did you lack skills / capacities?

  • What capacity development activities can you plan?


Learn improve support allies

LEARN & IMPROVE: Support & allies

  • Out there, someone or something can help you: be curious!

  • Who (ind/org/netw) can you involve to work on your plans?

  • What events and movements can you use to piggyback on?

  • What resources are available to implement your plans?


Learn improve monitoring adaptive planning

LEARN & IMPROVE: Monitoring & adaptive planning

  • The best plan is just not good enough! What matters is to monitor and improve over time

  • What would you consider measures / statements of success?

  • How are you planning (methods) to monitor your expected success?

  • How will your monitoring link back to improved planning?


Learn improve integration

LEARN & IMPROVE: Integration

  • And again: unite and rise!

  • How to integrate your communication activities in day-to-day practices?

  • What activities do you need to cut out (or sub-contract) because they drive you away from your core ‘business’?


Work on learn improve

Work on ‘LEARN & IMPROVE’

  • Fill out the ‘LEARN & IMPROVE’ part of the matrix:

    • For each question use a card

    • See if you can organise the cards and link them together

    • Fill out the matrix (see next slide)

    • Check your work with neighbouring tables?

  • Note down your content questions

  • Note down your process issues


Work on learn improve1

Work on ‘LEARN & IMPROVE’


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