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Communications Strategy

Day 2

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Communications Strategy

Planning

CommunicationsStrategy Planning

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What is communications?• Is not an “anyone can do it if you have to” task.

• An ongoing exchange of information (iterative process)::

relevant to audiences

integral to the stages of the policy process

conducted on a formal or informal basis

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What is a communications strategy?

• A well thought out or carefully devised plan for broadcasting differences

• A means of elaborating how we network, participate & interact with the world (e.g. to influence policy)

• Is not an optional or fringe plan to be left to junior personnel or consultants (out-sourced)

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What if there is no communication strategy?

• Difficult to measure activities not planned and organised

• More reactive than proactive communication• Random activities not well thought out• Duplicating efforts• Mis/un-targeted messaging

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Internal and external communications

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Internal communications

• Keeps everyone in the know.• Allows sharing of ideas.• Synchronising messages.• Singing the same song / speaking the same

language.• Easy when it comes to handing over.

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External communications

• Key messages for communication• Audiences/Stakeholders/Key people

(segmentation) • Activities to carry out • Requires a communications strategy*• 5Ws & H – the Who, What, When, Why, Where &

How.

*Communications strategy can cover both internal and external communications.

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Communications strategy steps

What are the essential elements / steps of a communications strategy?

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Steps in a communications strategy

Organise a committee Analyse the situation

Develop objectives

Identify audiences

Develop messages

Select channels

Evaluate

Develop action plan

Build partnerships

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Step 1: Establish a communications committee

Committee members could include:

– Staff from main implementing agency

– Researchers

– Members of relevant professional associations

– Members of partner organizations

– Members of the audience you are trying to reach (news media, religious leaders, etc)

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Step 2: Analyse the situation

Analyse the situation carefully to understand the message & provide solid rationale for sharing.

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*What do we want our communications to achieve? Are our objectives SMART?

• Policy communication objective– Raise awareness among policymakers about

need for increased resources of ICT equipment.

• Program objective– Increase the number of rural users of ICT or

increased use of ICT by rural health workers…

Step 3: Develop Objectives

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• Help journalists better understand the benefits ICT in poverty reduction, or its use amongst rural health workers .

• Quantity and quality of news coverage about ICT use by rural health workers

Develop Objectives and expected outcomes

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Step 4: Identify the audience

• Primary

– Who can directly affect policy on your issue?

• Secondary

– Who can influence those policymakers?

– Who can stop being an obstacle?

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Who are possible audiences?

• Political leaders• Governemnt officials• Programme managers• Private sector• Educators• Business/Civic leaders

• News media• Donors• Religious leaders• Professional

associations• Women’s groups

* This is not an exhaustive list...

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Know your audiences

• Who do they listen to?

• What do they know about your topic?

• Are they interested in your topic?

• What are the best ways to reach them? (formats and channels)

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Step 5: Build partnerships

• Enlist relevant organisations and individuals to join the advocacy movement to:– Augment the numbers– Strengthen the talent pool

• Forming partnerships can be challenging!– Put into place participatory mechanisms– Identify roles and leadership structure

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Step 6: Developing messages

• Start with the data and analysis

• Present two to three points maximum

• Tailor the message to fit the audience

• Deliver through a credible source

• Avoid technical jargon

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Step 7: Communication channels and activities

• Face-to-face (Interpersonal):– Workshops, seminars– Conferences, meeting– Press briefings

• Mass media– Press– Broadcast (Radio and TV) – New Media: Internet websites

*Select formats that are most appropriate for your audiences.

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Step 8: Action plan

Key QuestionsFor whomWhenBy what meansBy whomHow oftenHow many

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The devil is in the details

Specify:

– Advocacy activities - outline a detailed work plan

– What resources are needed (human and financial)

– Be alert to opportunities! Are there any upcoming events that will support your objective? Brainstorm on opportunities.

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Step 9: Evaluation

• Performance– Were all the activities implemented,

delivered and on time?

• Impact

– Did activities bring about the desired change?

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Effective communication strategies rely on:

• Audience-centered approach

• Ongoing communications activities

• Disseminating information at the right time, for the right length of time

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If well designed

• Communications activities and materials can create demand

More requests for information

More influence over policy

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Key aspects of a communications strategy:

• Objectives • Target individuals/organisations• Activities• Responsible people/person• Timeline• Budget• Monitoring and evaluation

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Keep It Simple : the Good and the Bad

“The last time we did an advocacy strategy and plan, it was 80 pages and took six months.”

Communications specialist - CERPOD, Bamako, Mali

Task: Identify 3 to 5 communication objectives and consider how you will achieve them

Objective 1

Target group/organisation/person

Interventions/activities

Responsible person

Timeframe

Budget

Monitoring and evaluation: Expect to see Like to see Love to see

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Summary: Communications Strategy

• Why a communications strategy is important• Internal and external communications• Steps in a communications strategy• Learn from others: good and bad strategies• Be both proactive and reactive in

communications