Building a communications
strategy
PASOS/OSI Workshop
24 May 2010
Peter Harrington
A good strategy is like a…
Developing and implementing a communications strategy
Peter Harrington
…soufflé
Developing and implementing a communications strategy
Peter Harrington
Simple, yet so hard
It must be:
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Clear
Realistic
Measurable
Time framed
Developing and implementing a communications strategy
Peter Harrington
"The essence of strategy is choosing what
not to do.”
Michael Porter
Developing and implementing a communications strategy
Peter Harrington
The ‘art’ of making a strategy…
• Where are you now?
• Where do you want to be?
• How do you get there?
The importance of the right process.
Like a good recipe…
Developing and implementing a communications strategy
Peter Harrington
It has a clear sequence
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Set out how you’re going to do it
Establish where you are
Set your overall objectives
Develop your narrative and brand
Define key messages, themes and facts
Do audience breakdown and prioritise
‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs
Social media and community
Engagement plan and internal strategy
Capacity building
Evaluation
Developing and implementing a communications strategy
Peter Harrington
Establish where you are
Internally
(this really matters)
• Resources
• Systems
• Culture
Developing and implementing a communications strategy
Externally
• Reputation
• Media profile
• Online
Peter Harrington
It has a clear sequence
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Set out how you’re going to do it
Establish where you are
Set your overall objectives
Develop your narrative and brand
Define key messages, themes and facts
Do audience breakdown and prioritise
‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs
Social media and community
Engagement plan and internal strategy
Capacity building
Evaluation
Developing and implementing a communications strategy
Peter Harrington
Choosing your objectives
Developing and implementing a communications strategy
Peter Harrington
Choosing your objectives
Clear: Become the best think tank in the world
Realistic: Become the best think tank in [your country]
Measurable: Become the most influential think tank in
[your country]
Time framed: Become the most influential think tank in
[your country] in the next two years
Developing and implementing a communications strategy
Peter Harrington
It has a clear sequence
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Set out how you’re going to do it
Establish where you are
Set your overall objectives
Develop your narrative and brand
Define key messages, themes and facts
Do audience breakdown and prioritise
‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs
Social media and community
Engagement plan and internal strategy
Capacity building
Evaluation
Developing and implementing a communications strategy
Peter Harrington
Tell a story…
A brand is difficult to
build, and takes time
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Clear
Concise
Consistent
HUMAN
What is the question…?
Developing and implementing a communications strategy
Peter Harrington
It has a clear sequence
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Set out how you’re going to do it
Establish where you are
Set your overall objectives
Develop your narrative and brand
Define key messages, themes and facts
Do audience breakdown and prioritise
‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs
Social media and community
Engagement plan and internal strategy
Capacity building
Evaluation
Developing and implementing a communications strategy
Peter Harrington
Audience breakdown
Developing and implementing a communications strategy
Peter Harrington
It has a clear sequence
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•
Set out how you’re going to do it
Establish where you are
Set your overall objectives
Develop your narrative and brand
Define key messages, themes and facts
Do audience breakdown and prioritise
‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs
Social media and community
Engagement plan and internal strategy
Capacity building
Evaluation
Developing and implementing a communications strategy
Peter Harrington
The hierarchy…
All flow upwards , and focus on relationships
Organisational goals
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Communications goals
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Events goals
Media goals
Web goals
Publishing goals
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Tactics
Developing and implementing a communications strategy
Peter Harrington
Here’s one I made earlier
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Developing and implementing a communications strategy
Overall story
Communications goals
Media strategy
Event strategy
Network strategy
Web strategy
Social media strategy
Design
Measurable targets
Peter Harrington
Here’s one I made earlier
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Developing and implementing a communications strategy
Overall story
Communications goals
Media strategy
Event strategy
Network strategy
Web strategy
Social media strategy
Design
Measurable targets
Peter Harrington
It has a clear sequence
•
•
•
•
•
•
•
•
•
•
•
Set out how you’re going to do it
Establish where you are
Set your overall objectives
Develop your narrative and brand
Define key messages, themes and facts
Do audience breakdown and prioritise
‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs
Social media and community
Engagement plan and internal strategy
Capacity building
Evaluation
Developing and implementing a communications strategy
Peter Harrington
The internal process
That was the easy bit. This is the hard bit
• With the right process you’re half way there
• Be patient, and repeat the messages
• Repeat repeat repeat
Developing and implementing a communications strategy
Peter Harrington
Making it all happen
Internal tools
External tools
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Early meetings - projects
Grid
Calendar
Training
Database
Media database
Timelines and trackers
Media analytics
Rules, DOL and Templates
Budgets!
Developing and implementing a communications strategy
Press (proactive/reactive)
Reports/briefings
Newsletters
Events
Meetings
Video/Audio
Website
Blog
Social media
Design
Peter Harrington
Making it all work, together
Developing and implementing a communications strategy
Peter Harrington
Money
Making money out of comms is tricky…
• Try to build into budgets
• If you build a product, you can sell it or get it
sponsored
• Be careful with your brand
Developing and implementing a communications strategy
Peter Harrington
If you remember 3 things… ahem
1. Your communications strategy is inseparable
1. The process matters as much as the outcome
2. Know your model, and have something to say
3. (It’s all about relationships)
Developing and implementing a communications strategy
Peter Harrington
"In preparing for battle I have always
found that plans are useless, but
planning is indispensable.”
Dwight D. Eisenhower
Developing and implementing a communications strategy
Peter Harrington
Questions…
Developing and implementing a communications strategy
Peter Harrington