developing a communication strategy

Week 1-2

Overview of Corporate Communication Assessing English SkillsDeveloping Corporate Communication StrategiesOverview of Corporate Communication Function

Communication

It is a process of transmitting and receiving verbal and nonverbal messages.

It is considered effective when it achieves the desired reaction or response from the receiver.

It is a two-way process of exchanging ideas or information

Effective Communication

Must reflect a two-way dialogue,

LISTEN (what does our audience want?)

Design and deliveraudience-informedstrategies.

Feedback to assess impact.

CorporationThe most common form of business

organization, and one which is chartered by a state and given many legal rights as an entity separate from its owners.

This form of business is characterized by the limited liability of its owners, the issuance of shares of easily transferable stock, and existence as a going concern.

Developing a Communication Strategy

What is a communication strategy?

A communication strategy outlines a process of communicating and sharing information to target audiences and stakeholders.

It provides………..a structure for identifying events (e.g., issues, problems, and actions) that require outreach;

consider potential messages and audiences.

develops vehicles to deliver information.

When to use…..When events or issues are complex or potentially sensitive,

Helps you to organize information and identify the concerns that may arise from such issues.

Avoid potential misunderstandings about difficult issues.

When to use….. When time is of the essence. Ensures rapid information exchange during emergencies.

Early analysis of participants and their roles so that expectations and communication needs can be identified and fulfilled throughout an event or project.

But……….While the private sector invests trillions of dollars every year on communication

The public and non-profit sectors perceive it as an optional or fringe activity, and certainly not central to the work (e.g. the research) itself.

But……….Communications are typically out-sourced or developed by junior personnel

Little idea of the organization’s objectives.

Minimum budgets

Why?

Ask yourself: What is the issue to which my project is responding? or What is the action that my project is taking that warrants development of a strategy?

Why? What is your communication goal? Providing information, Increasing awareness, Encouraging action, Building consensus, Changing behavior,Promoting community

participation,Resolving conflict, Asking for a response, or

something else?

What

Identify and define all messages.

Might involve a brainstorming session where all possible message ideas are listed.

Rank message priority.Focus on two to three key

messages and rank them by importance, timeliness, or other factors

What?

Message:

What is our message? Do we have one message for multiple audiences or Multiple messages for multiple audiences?

Who? Audience

Who is our audience?How do they perceive the

innovation/technology?What questions do they have

about the innovation/technology? Know what your audience care

about - what they want to know, not what they need to know!

Who? Audience

By answering the potential audience questions, you will improve the effectiveness of the message and increase the efficiency of the delivery mechanism to be developed.

When & where

Channels: What channels will we use to disseminate our message?

Special eventsCommunity interviewsCommunity visitsFocus groupsMedia, news releases, press

conferencesPublic meetingsPublic or private schoolsWorkshops

How?

Essential ElementsBasket of tools: What kinds of communications “products”

best capture and deliver our messages?

Resources: What kind of budget do we have for this? What communications skills and hardware do we have?

Tools &vehicles

What kinds of communications “products” best capture and deliver our messages?

Brochures Exhibits InternetMailing informationPresentations

Tools &vehicles

Public notices Telephone Translations of documents into second languages

Newsprint, radio, videosSocial media

Feedback

Successful?What will have changed?Did we use the right tools?Was the budget enough?Were we on time?Did we have any influence?

Feedback

Creating an Impact Log. This is qualitative and non-systematic informal record compiled in-house

Stakeholder feedback (e.g. an email extolling the virtues of our policy brief);

Feedback

List of media references indicating the reach of our communications products (e.g. direct reference or citation in newspaper articles, Internet, TV); speeches citing our work,

Formal Survey - with a purposefully selected sample of people

Feedback

Will provide information to help improve our communications strategy.

Key-Informant Interviews to gather more in-depth information from stakeholders with insight into our communications.

Focus group discussions

Mobilizing Resources for the Communication Strategy

Communication is often an expensive

venture.With increased competition for

scarce grant resources, think of new, diverse, and multiple funding streams

Multiple sources of funding increase your

independence and flexibility to implement

programs

Tips: A communication strategy should….

Thorough, but not too elaborate.

Not replace process of actually communicating with clients.

Flexible enough to allow for changing messages.

Consulted often to remind of goals, messages, and audiences.

Tips: A communication strategy should….

Define most important ideas to communicate.

Document successes and shortcomings for improvement.

Work with press particularly at milestone events

Revised if it is not producing results

Corporate Communication Strategy

SET COMMUNICATION GOALS: (based on the corporate communication strategy)

DEVELOP COMMUNICATION POLICY: (who is allowed to communicate what to whom)

DRAFT TO TOP MANAGEMENT.CONDUCT AN OVERALL CORPORATE

COMMUNICATION MEDIA ANALYSIS: (which kinds of media best suit the organization)

DEVELOP A STRATEGIC COMMUNICATION PLAN: Communication programs/campaigns/plans

Corporate Communication Strategy

ANALYSE THE INTERNAL ENVIRONMENT IDENTIFY STRATEGIC STAKEHOLDERS AND

PUBLICS: (in the internal and external environment)

IDENTIFY AND DESCRIBE KEY STRATEGIC ISSUES: (differentiate between types of strategic issues)

IDENTIFY THE IMPLICATIONS OF EACH STRATEGIC ISSUE: (for each of the strategic stakeholders)

DECIDE ON THE CORPORATE COMMUNICATION STRATEGY: (what must be communicated to solve the problem/capitalize on the opportunity)

5 communication failures that kill operational success

Mixed messages from multiple experts

Information released lateNot countering rumors and myths in real-time

Public power struggles Confusion

Seven “attitudinal sins”

1. Wait-and-see attitude.2. Belittling attitude3. “Everything under control” attitude

4. “We know best” attitude5. “You have to believe me”6. “Freedom works best,”7. “Discredit the critics”.

Remember….

Communications is a two-way process

The better we listen to our audience, the better we will be able to answer their needs

and the more our messages will be believed, liked, and ultimately acted upon.