Building a communications strategy PASOS/OSI Workshop 24 May 2010 Peter Harrington

1. Building a communications strategy PASOS/OSI Workshop24 May 2010Peter Harrington

2. A good strategy is like a… Developing and implementing a communications strategy Peter Harrington

3. …soufflé Developing and implementing a communications strategy Peter Harrington

4. Simple, yet so hard It must be: • Clear • Realistic • Measurable • Time framed Developing and implementing a communications strategy Peter Harrington

5. "The essence of strategy is choosing what not to do.” Michael Porter Developing and implementing a communications strategy Peter Harrington

6. The ‘art’ of making a strategy… • Where are you now? • Where do you want to be? • How do you get there? The importance of the right process. Like a good recipe… Developing and implementing a communications strategy Peter Harrington

7. It has a clear sequence • Set out how you’re going to do it • Establish where you are • Set your overall objectives • Develop your narrative and brand • Define key messages, themes and facts • Do audience breakdown and prioritise • ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs • Social media and community • Engagement plan and internal strategy • Capacity building • Evaluation Developing and implementing a communications strategy Peter Harrington

8. Establish where you are Internally (this really matters) • Resources • Systems • Culture Externally • Reputation • Media profile • Online Developing and implementing a communications strategy Peter Harrington

9. It has a clear sequence • Set out how you’re going to do it • Establish where you are • Set your overall objectives • Develop your narrative and brand • Define key messages, themes and facts • Do audience breakdown and prioritise • ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs • Social media and community • Engagement plan and internal strategy • Capacity building • Evaluation Developing and implementing a communications strategy Peter Harrington

10. Choosing your objectives Developing and implementing a communications strategy Peter Harrington

11. Choosing your objectives Clear: Become the best think tank in the world Realistic: Become the best think tank in [your country] Measurable: Become the most influential think tank in [your country] Time framed: Become the most influential think tank in [your country] in the next two years Developing and implementing a communications strategy Peter Harrington

12. It has a clear sequence • Set out how you’re going to do it • Establish where you are • Set your overall objectives • Develop your narrative and brand • Define key messages, themes and facts • Do audience breakdown and prioritise • ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs • Social media and community • Engagement plan and internal strategy • Capacity building • Evaluation Developing and implementing a communications strategy Peter Harrington

13. Tell a story… A brand is difficult to build, and takes time • Clear • Concise • Consistent • HUMAN What is the question…? Developing and implementing a communications strategy Peter Harrington

14. It has a clear sequence • Set out how you’re going to do it • Establish where you are • Set your overall objectives • Develop your narrative and brand • Define key messages, themes and facts • Do audience breakdown and prioritise • ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs • Social media and community • Engagement plan and internal strategy • Capacity building • Evaluation Developing and implementing a communications strategy Peter Harrington

15. Audience breakdown Developing and implementing a communications strategy Peter Harrington

16. It has a clear sequence • Set out how you’re going to do it • Establish where you are • Set your overall objectives • Develop your narrative and brand • Define key messages, themes and facts • Do audience breakdown and prioritise • ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs • Social media and community • Engagement plan and internal strategy • Capacity building • Evaluation Developing and implementing a communications strategy Peter Harrington

17. The hierarchy… All flow upwards , and focus on relationships Organisational goals | Communications goals | Events goals Media goals Web goals Publishing goals | Tactics Developing and implementing a communications strategy Peter Harrington

18. Here’s one I made earlier • Overall story • Communications goals • Media strategy • Event strategy • Network strategy • Web strategy • Social media strategy • Design • Measurable targets Developing and implementing a communications strategy Peter Harrington

20. Here’s one I made earlier • Overall story • Communications goals • Media strategy • Event strategy • Network strategy • Web strategy • Social media strategy • Design • Measurable targets Developing and implementing a communications strategy Peter Harrington

21. It has a clear sequence • Set out how you’re going to do it • Establish where you are • Set your overall objectives • Develop your narrative and brand • Define key messages, themes and facts • Do audience breakdown and prioritise • ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs • Social media and community • Engagement plan and internal strategy • Capacity building • Evaluation Developing and implementing a communications strategy Peter Harrington

22. The internal process That was the easy bit. This is the hard bit • With the right process you’re half way there • Be patient, and repeat the messages • Repeat repeat repeat Developing and implementing a communications strategy Peter Harrington

23. Making it all happen Internal tools • Early meetings - projects • Grid • Calendar • Training • Database • Media database • Timelines and trackers • Media analytics • Rules, DOL and Templates • Budgets! External tools • Press (proactive/reactive) • Reports/briefings • Newsletters • Events • Meetings • Video/Audio • Website • Blog • Social media • Design Developing and implementing a communications strategy Peter Harrington

24. Making it all work, together Developing and implementing a communications strategy Peter Harrington

25. Money Making money out of comms is tricky… • Try to build into budgets • If you build a product, you can sell it or get it sponsored • Be careful with your brand Developing and implementing a communications strategy Peter Harrington

26. If you remember 3 things… ahem • Your communications strategy is inseparable • The process matters as much as the outcome • Know your model, and have something to say • (It’s all about relationships) Developing and implementing a communications strategy Peter Harrington

27. "In preparing for battle I have always found that plans are useless, but planning is indispensable.” Dwight D. Eisenhower Developing and implementing a communications strategy Peter Harrington

28. Questions… Developing and implementing a communications strategy Peter Harrington