Communication
Strategies
Communication Strategies
• Does it matter
what we say?
• To whom?
• When?
• How?
Communication Strategies
• So, problems can arise when communication
within an organisation is not co-ordinated
• Co-ordinating what you say, to whom, when
and how you say it are all part of a
communication strategy
• Ineffective for different people within an
organisation to give inconsistent message
Communication Strategies
• Lots of documents on the internet to help
• Some are clearer than others
• Look at some of them in the toolkit
• Will now look at what a strategy includes
Communication Strategies
The Process
History
Evaluation
Objectives
Implementation
Audience
Channel/Tools
To begin at the beginning…
• Where are you now?
• You need to know what has
been achieved so far
• How effective were those
communications?
• This is useful for both a project campaign and
overall strategy
What do you want to achieve?
• What are your objectives/messages?
• Are you trying to inform, educate,
change behaviour, consult etc?
• Is this for a project, strategy,
programme etc?
What do you want to achieve?
SMART(ER) objectives
Create SMART(ER) objectives
This should help you work out how you will actually achieve
each of them
•
•
•
•
•
Specific
Measureable
Achievable or Agreed
Realistic or Relevant
Timed
• Evaluated, or Ethical or Ecological
• Reviewed or Rewarded
Objectives
All your goals/objectives should link back to your
organisational objectives.
Why?
Check that they do!
Audience
• Who is the message aimed at?
• What do you know about this
target audience?
For example, children would be one
audience. And we know that many of
them are familiar with using IT.
Channels/Tools
• Must be appropriate for the audience
• What kinds of communication media,
channels or tools do you think there are?
Your skills
• Audience
plus
• Type of communication
plus
• Media/Tools/Channels
equals
You may need to be a …
• Public speaker
• Report writer
• Children’s entertainer
• Facilitator
• Blogger
• Interpreter
• Website designer
• …
Management/Implementation
• Your next step is to consider the practicalities
of your chosen technique.
• A prime-time TV advert may work well, but do
you have the budget?
• Don’t forget your timescales
• Refer back to your objectives, which should
have this information.
Measurement & Evaluation
• Has the communication worked?
• How do you know?
• Your objectives should have been written so
you can check this.
Communication Strategies
The Process
History
Evaluation
Objectives
You and
Your Skills
Implementation
Audience
Channel/Tools
And finally…
• There is lots of information on the internet
• This is just a brief outline
• Some have more detailed stages or place
them in slightly different order
• Use whichever ones suit your purposes