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Strategic Communications Training: Selecting the Right Tools

Improve MDA's understanding of communications plans and selecting media and non-media tools for successful policy promotion.

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Strategic Communications Training: Selecting the Right Tools

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  1. Strategic Communications Training Selecting the Right ToolsX State MDA

  2. Welcome Note • Opening Remarks • Programme Information

  3. Roadmap for Day • Selecting the right tools • Breakout Exercise: Selecting the Right Tools • Evaluation

  4. Training Objective Improve: • MDA appreciation and understanding of the need for communications plans, and selecting the right media and non-media tools to support their communications strategies and promote the success of their policies.

  5. Selecting the right toolsInfo vs. News vs. Dialogue Government messages Revenue Reform Messages Hotline Hotline Radio Newspapers Radio Newspapers Local Meetings Television Television Stakeholder Publics Meetings Brochures Letters Brochures Letters Posters

  6. Tools for Internal stakeholders One-way • E-mail • Newsletters • Staff magazines, newsletters • Media reports • Website, Intranet • Fact Sheets, briefing papers • Talking points • Posters • Brochures • Calendars • Bulletin boards • Others?

  7. Tools for Internal stakeholders Two-way, interactive • Questionnaires, surveys, selective interviews • Seminars, presentations, workshops • Radio, TV programmes • Website (if interactive) • Suggestion boxes • Others?

  8. Non-media Tools: Externalpublics One-way • Posters • Brochures • Billboards, infoboards • PSAs, advertising • SMS campaigns • Website* (unless interactive features are in place) Two-way, interactive • Surveys, focus groups • Roadshows, community meetings • Seminars, presentations • Radio programmes • Suggestion boxes • Others?

  9. Media Toolsand engaging journalists One-way • E-mailings, e-news, website • News releases • Fact sheets, backgrounders, media kits • Policy Glossaries • Transcripts of news confs, speeches Two-way, interactive • News conferences • Interviews • Briefings, seminars • Radio, TV talk shows, debates, call-in programs • Roadshows, site visits • Focus groups, surveys, questionnaires

  10. Advs & Disadvs of non-media tools Stakeholder Research– surveys/focus groups advantages • Proven ways to understand stakeholders’ concerns, priorities, preferred communications channels, trust for messengers • Engages stakeholders from the outset; new way of working • Vital for crafting & targeting messages • Benchmark for measuring effectiveness of comms approaches • Can/should be outsourced • Platform for dialogue disadvantages • (1) Expensive (2) Time-consuming

  11. Advs & Disadvs of non-media tools Roadshows, community meetings, seminars advantages • Personal, active engagement of stakeholders– “Good Governance at Work” • Direct feedback; spontaneous • Builds trust and deepens understanding • Media coverage multiplies the reach to more people disadvantages • Can’t predict/prepare for all issues raised • Difficult to record feedback • Limited participants

  12. Advs & Disadvs of non-media tools Radio programmes– panel discussions, call-in advantages • Broad reach, in local language(s) • Direct feedback • Choice of programme topics & panelists is open • Reasonably inexpensive disadvantages • Can’t predict/prepare for all issues raised • Skills, time needed to prepare • If bad broadcast time = limited reach, impact • Risk panelists do not turn up

  13. Advs & Disadvs of non-media tools Website, e-mail advantages • Relatively inexpensive; all materials, readily accessible • Platform for dialogue (if interactive) • Complete control of content, angle; no media ‘filter’ • Quick tool to reach reporters; active and passive • Can cover all media– text, photos, video, sound • Can be platform for dialogue • disadvantages • Must keep up-to-date; requires time and people • Limited reach: many stakeholders have no Internet access

  14. Advs & Disadvs of non-media tools Posters, handbills advantages • Eye-catching • Repeats message • Passive engagement disadvantages • Expensive to produce & need thousands of copies • Easily removed • Little control; difficult to measure success

  15. Advs & Disadvs of non-media tools Brochures, hand-outs • advantages • Control content, messages • Attractive to read • Can be passed from person to person disadvantages • expensive to produce & distribute; • Illiteracy limits impact

  16. Advantagesof 1-way media tools News releases • Pro-active; Raises media attention/interest in issues, news • Make reporters’ jobs easier, faster; can decide if story covered • Can control content and timing of the release only • Increases chances story will reflect the emphasis wanted • Forces you, officials to think through what you want to say • Distribution is ‘democratic’– all outlets receive at same time Transcripts (speeches, statements, etc.) • Can increase coverage-- reporters not able to do 2 events • Help avoid errors, misquotes, misinterpretation– no excuses • Reinforce key messages, news angles

  17. Disadvantagesof 1-way media tools News releases • Tough competition with other releases; can get overlooked • Not interactive • Must follow up with phone calls to ensure receipt, inquire as to coverage Transcripts: • More work & time before and after the event

  18. Advs & Disadvs: 2-way media tools News conferences advantages • interactive • more ‘control’ than interviews • “live”– key for TV, radio (video, audio material) • gives reporters valued access disadvantages • must have ‘news’ • some journalists, editors want unique news; exclusives • can’t predict reporters’ questions; hard to fully prepare • cannot ensure reporters will cover it • time– organization, planning; pre-conf practice, text mtls prep

  19. Advs & Disadvs: 2-way media tools Interviews advantages • opportunity for both sides to address issues in depth • can be done on- & off-the-record • exclusives can ‘reward’ journalists, media outlets with scoop • tool for enticing international coverage • easier to control the scope than press conferences, briefings • builds personal relations, trust– can lead to better coverage • if covered by wire service, other media may pick it up disadvantages • news/messages reach only audiences of outlets covering it -- unless NAN covers

  20. Advantages of 2-way media tools Briefings, seminars, roundtables advantages • hard news not required; chance to educate reporters • neutral, working setting; less organization than news conf. Briefings: • assure reporters regular access; reduces ‘suspicion’ • more interaction enhances transparency, builds trust • cultivates better relations– breaks down suspicion Seminars, roundtables: • chance for different publics to interact • more control than press conferences

  21. Disadvantagesof 1-way media tools Briefings • Demands commitment; keeping monthly, regular schedules can be difficult Seminars, roundtables • Journalists must feel topic is worthwhile; • especially if no hard news to report immediately afterwards

  22. Q & A, Wrap-up & Next Steps

  23. Selecting the Right Tools Break-Out Group Exercise

  24. Evaluations & Thank you

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