Community Capacity Building Program The Communications Planning Process.
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Transcript of Community Capacity Building Program The Communications Planning Process.
Community Capacity Building
Program
The Communications Planning Process
Agenda
• Icebreaker• Welcome & Overview• Agenda Review• Why Communicate• Communication Strategies• Types of Media• What to Communicate• Target Audience• Communication/Delivery Options• Establish a Communications Plan• Monitor and Evaluate Plan• Parking Lot• Discussion/Evaluation
Communications Planning
• Why communicate as an organization?
• Communication strategies• Media• What to communicate• Target audience• Communication/delivery methods• Communications plan• Monitor and evaluate plan
Why we communicate? - Exercise 1
• Discuss various reasons for your organization to communicate
Why communicate?
Why we communicate?
• Funding requirement• Legislative requirements• Due-Diligence (bylaws)• Change behaviors/attitudes• Build community support• Raise awareness• Exchange information
Why we communicate?
• Crisis/risk management• Build capacity• Advocacy• Improve volunteer and staff
morale• Recognize accomplishments
and achievements
Why we communicate?
Communications Planning - Exercise 2
• Identify various terms used by your organization to describe the communication activities
• What comprises public relations, marketing and advertising?
Communications Strategies
• Marketing• Overall plan to promote organization
• Advertising• Bring product to customer’s attention
• Public Relations• Ongoing activities for public image
• Promotion• Ongoing activities to create familiarity
Communications Planning - Exercise 3
Which media or distribution channels are used by your organization to communicate?
Media
• Newspapers• Radio• Television• Magazines• Industry/Community
Publications• Other
Social Media
• Facebook• Twitter• LinkedIn• MySpace• YouTube• Etc.Extremely useful tools for
interaction with a specific audience
Social Media
• Facebook – more “personal” – best for two-way interaction, photos, responding to comments
• Twitter – shorter, broader messages – best for frequent bursts of information
• Many social media accounts can be linked so that simultaneous posting is possible
• Popular platform for account linking: HootSuite
Social Media
• See additional resource for in-depth social media analysis
Communications Planning Exercise 4
What does your organization communicate?
What to communicate
• Good news• Best practices• Mission/mandate• Progress reports/achievement• New initiatives• Changes• Policy and opinions• Basic information and facts• Events • Research
Target Audience
• Internal• Staff• Volunteers• Committees
Target Audience
• External• Funding sources
• Governments• Business/foundations
• Partners• Governments• College/schools• Service clubs/volunteer organizations
• Elected officials• Others
• Media• Public
Tools to Reach Target Audience
• Social media -Presents effective method to reach
specific groups based on
interests/wants/needs/connections
• Facebook - Offers targeted ads based on search
patterns and “likes” of individual users
Communications Planning Exercise 5
• Who is your target audience?• Use small group discussion to
identify the various target audience(s) for the case studies
Communication/Delivery Methods
• Branding• News release• Public service announcement (PSA)• Brochure• Display/backdrop• Speeches/presentations
Communication/Delivery Methods
• Newsletters and circulars• General correspondence• Technology• Minutes• Reports• Sponsorships• Consultations
Communications Planning Exercise 6
• Write a public service announcement• Each participant to write their own
public service announcement• Identify which media you will use
Communications Planning Exercise 7
• Developing a communications plan• Identify the communication methods
that you would use to reach the target audience identified in Exercise 5.
• Record your responses on flipchart and report back to large group
Communications Planning
• Strategies and methods• Regular news releases• Regular speaking engagements• Submit articles to publications• Distribute annual report• Use website wisely• Arrange interviews with local media
Communications Planning
• Appoint official spokesperson• Ensures consistency and credibility• Provides consistent message and image• Provide person guidance and training
Communications Planning
• Budget• Develop budget for advertising• Develop budget for other
initiatives• Presentations• Printing• Special events
Communications Planning
• Interview Skills• Be prepared• Avoid “off the record” comments• Be eloquent• Be courteous• Tell the truth or don’t deny bad news• Ask for clarification• Be clear, brief and don’t chatter
Communications Planning Exercise 8
• Handling Media Interviews• Discuss media interviews• Role play a media interview
Monitor and Evaluate
• Implement continuous evaluation
• Determine some evaluation strategies or benchmarks, such as:• Brochure distribution• Website hits • Telephone inquiries• Types of inquiries • Media coverage• Attendance at events
• Prepare annual report
STRATEGY & PLANNING
RELATIONSHIP BUILDING
ORGANIZATIONAL SKILLS &
MANAGEMENT
CO-OPERATIVE DEVELOPMENT
Strategic Planning
Community Development
Organizational Governance
Basics of a Co-operative
Proposal Writing Public Participation
Board Orientation Co-operatives and the
Community Development
Process I
Project Management
Alternative Dispute
Resolution
Meeting Management Co-operative and the
Community Development
Process II
Opportunity Identification
Group Dynamics Leadership and Motivation
Opportunity Management
Interpersonal Communications
CommunicationsPlanning
Legal Issues
• Review objectives• Review any additional expectations• Review Parking Lot• Point out Certificates of Participation• Complete evaluation• Thank you!
Conclusion and Evaluation
Community Capacity Building Program www.intrd.gov.nl.ca/intrd/regionaldev/capacitybuilding.html