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Outline Communication Strategy -Project & Initiatives Unit, Office of The First Lady-. May 6 th , 2010. Introduction. This document highlights the strategic communication approach for Projects & Initiatives Unit at the office of the First Lady.

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outline communication strategy project initiatives unit office of the first lady

Outline Communication Strategy -Project & Initiatives Unit, Office of The First Lady-

May 6th , 2010

introduction
Introduction
  • This document highlights the strategic communication approach for Projects & Initiatives Unit at the office of the First Lady.
  • A different strategy will be developed to position Her Excellency The First Lady’s engagement in the projects& Initiatives.
  • Each project will have its own communication plan
the strategy s s tructure
The Strategy’s Structure

Why to Communicate?

  • Overall positioning and desired perception

To Whom we

Communicate?

  • Audience Segmentation

How to Communicate?

  • Outreach strategy & Engagements Tactics

What to Communicate?

  • Key Messages
role of communication
Role of Communication

1

Create high-level communications strategies to reflect the strategic work & efforts of The First Lady which are mainly illustrated in Her Excellency’s projects & initiatives

2

Monitor & analyse the message impact and public perception on the

strategic objectives of projects & initiatives

overall positioning desired perception why to communicate
Overall Positioning & Desired Perception *Why to Communicate*

The

Base

The efforts of Her Excellency The First Lady is dedicated to Syria’s future and development by harnessing the talents and potential of Syrian people

The

Positioning

  • The strategic work of Her Excellency The First Lady are promoting a strong Syrian identity, fostering a society for all and creating opportunities.

Desired Perception

TRUST & Good Citizenship

Eliminating barriers and enhancing participation from all members of society as well as creating new spaces for participation and innovation

Leadership & Innovation

Promoting increased collaboration between the three sectors (civil, public & private), encouraging international engagement and innovative the creation of unique forums that incorporate the best of the past to support the future

our audience to whom we communicate
Our Audience *To Whom We Communicate*
  • Communications Objective:
    • Shift mindset & change behavior towards the benefits
    • Engage and empower to enhance ownership and sense of responsibility
outreach strategy how to communicate
Outreach Strategy *How to Communicate?*
  • Communications Objective:
    • The Goal is to move each individual up one step in the “Knowledge Pyramid” (i.e. from “Unaware” to “Aware”, from “Aware” to “Recognize Importance”, and so on until we trigger the sense of responsibility).

Encourage Participation

Responsible

Role Education

Assure Benefits

Generate Awareness

UNAWARE

communication cycle
Communication Cycle

The below exercise will be applied on each on the previous steps

Communication -Based Assessment

Communication Strategy Design

Implementation

Evaluation

Objectives

Plan

Indicators

Carry out:

Comms tactics

Message delivary

Capacity Building

Communication programme performence and impact

Select and design:

Comm. Approaches

Messages

Tacktics

Identify/analyse/define:

Audiences/ Stakeholders

Risks/ Opportunities

Needs/ Solutions

Media/channels

Indicators/Objectives

outreach matrix how to communicate
Outreach Matrix *How to Communicate?*
key messages what to communicate
Key Messages *What to communicate?*
  • Communications Objective:
    • Articulate, explain and promote a set of well organized goals
    • Highlight the solution to an identified issue
  • Communications Approach:
    • Society relevant horizontally
    • Stakeholders centric vertically
    • High-level long term impact area communication by The Office of The First Lady
    • Tactical tangible project related communication by projects management entity/ team

High-level long term messages

Audience/ Stakeholders

Project tactical Messages

key messages what to communicate1
Key Messages *What to communicate?*
key messages what to communicate2
Key Messages *What to communicate?*
key messages what to communicate3
Key Messages *What to communicate?*