COMMUNICATION COMMUNICATION

How to make How to make others aware of others aware of

your skillsyour skills

Doc. Annalisa Mandoloni

Acqualagna, November 20-21 2006

Today and tomorrow we will be talking about…

COMMUNICATION IS Definitions, structure and key

elements of any communication process

EFFECTIVE COMMUNICATION = STRATEGIC COMMUNICATION Knowing and analysing all variables of the communication to be implemented to evaluate the most effective strategy

Communication is…

A passage: the sender sends to the receiver a message constructed according to a code shared by both parties (Jakobson)

An act that answers the following questions: Who? What? Through what channel? To whom? With what effect? (Lasswell)

Communication is… a passage in which the sender sends a

message to the receiver.The message is constructed according to

a code shared by both parties and refers to a reference framework known as the context.

Sender and receiver must be in contact through a channel which the message tavels on

Communication is…

SENDER RECEIVER

CONTEXT

MESSAGE

Noise

Feed- back

Code

channel

To identify the most effective strategy you should analyse:

The speakerThe listenerThe subject/reasons Means employedThe context The relationship

The speaker/communicatorLays down his/her interpretation

and vision of the world, his/her current state of mind, the emotions raised by the subject and the listener, his/her story, his/her culture and beliefs, his/her intentions, his/her goals in life …

The listener too will interpret based on his/her

emotions, culture…

The subject of the communication, its degree of complexity, its interest, its echo as well as its currentness…

“the medium is the message”

The code is the employed system of signs.

The channel consists in the sensory system through which the trasmission and reception of the message take place.

Communication is highly dependant on the context

Social contextCultural context Political context Legislative context Environmental context Disturbance elements Time Place

Feedback

-provides the sender with results

-ensures the correct reception of the message and provides information on required adjustments

Effective communication requires STRATEGIC PLANNING

No more improvisation!

The following should be analysed to understand which strategy is the most effective :

Sender/communicatorReceiver/communicatorMessage MediaContext Relationship

PLANNING PROCESS:

Analysis of needs and definition of goals

Segmentation of speakers (internal and external)

ImplementationEvaluation of results

Once they have been understood the needs should

be translated into goals

The goals,

e.g. the results to be achieved should be:

Specific and realisticQuantifiable and measurableShared

An organization communicates to:

Enhance its image and visibility Present its projectsForge relationshipsBuild networksRaise other people’s awareness

To achieve such results communication should be:

Professional (well-desvised, planned and organized)

Clear Constant Integrated Targeted Internally and externally oriented

Thge following items lie at the basis of communication:

The mission (our identity and goals) The vision (where we would like to be in 3-5

years time) The strategy (how we intend to move from

mission to vision) The guiding values (what shared values we

intend to apply in the implementation of the strategy)

INTERNAL INTERNAL COMMUNICATIONCOMMUNICATION

An effective internal communication should:

InformMake others aware of goals, the direction to

achieve them and the role of people working towards them

Promote listening and dialogueEncourage feedback and participationUrge for motivation and sense of belongingEncourage to action

Being infomed to….. act!

INFORMATION

UNDERSTANDING

ACCEPTANCE

WILL

GOAL-ORIENTED ACTION

On the basis of which parameters should a medium be

selected? Accessibility Speed Attractiveness/expressive power Feedback Persistency Flexibility Cost

EXTERNAL EXTERNAL COMMUNICATION COMMUNICATION

Mainstreaming Horizontal mainstreaming

it is embodied in the transfer of good practices between players/operators on the same hierachical level

Vertical mainstreaming

intends to have an impact on local, regional and national planning and legal framework

As a general rule it encourages the integration of equal opportunities for women and men within the framework of all national and EU policies

External audience

Partner institutionsOther organizations: more in particular

those operating in our field and participating in the incoming and outgoing flow of information

Users/beneficiaries Journalists

How to communicate with Institutions

Information letter or material (if the association was just started or councilor and mayor are newly elected

Invitation to events and conferences (as audience or speakers to disseminate the project

Tools to reach external partners

Press office and related activities Event Extension material (brochures, cds,

newsletters) Radio or TV commercials Site External relationships

Parameters for the selection of a medium

Accessibility Speed Attractiveness/expressive power Feedback Persistency Flexibility Cost