Communications Strategy
Day 2
Slide 1
Communications
Communications
Strategy
Strategy
Planning Planning
Slide 2
What is communications?
• Is not an “anyone can do it if you have to” task.
• An ongoing exchange of information (iterative
process):
relevant to audiences
integral to the stages of the policy process
conducted on a formal or informal basis
Slide 3
What is a communications strategy?
• A well thought out or carefully devised plan for
broadcasting differences
• A means of elaborating how we network,
participate & interact with the world (e.g. to
influence policy)
• Is not an optional or fringe plan to be left to
junior personnel or consultants (out-sourced)
Slide 4
What if there is no communication strategy?
• Difficult to measure activities not planned and
organised
• More reactive than proactive communication
• Random activities not well thought out
• Duplicating efforts
• Mis/un-targeted messaging
Slide 5
Internal and external
communications
Slide 6
Internal communications
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Keeps everyone in the know.
Allows sharing of ideas.
Synchronising messages.
Singing the same song / speaking the same
language.
• Easy when it comes to handing over.
Slide 7
External communications
• Key messages for communication
• Audiences/Stakeholders/Key people
(segmentation)
• Activities to carry out
• Requires a communications strategy*
• 5Ws & H – the Who, What, When, Why, Where &
How.
*Communications strategy can cover both internal and
external communications.
Slide 8
Communications strategy steps
What are the essential elements / steps of a
communications strategy?
Slide 9
Organise a committee
Steps in a
communications
strategy
Analyse the situation
Develop objectives
Identify audiences
Build partnerships
Develop messages
Select channels
Develop action plan
Evaluate
Slide 10
Step 1: Establish a communications committee
Committee members could include:
– Staff from main implementing agency
– Researchers
– Members of relevant professional associations
– Members of partner organizations
– Members of the audience you are trying to reach
(news media, religious leaders, etc)
Slide 11
Step 2: Analyse the situation
Analyse the situation carefully to
understand the message &
provide solid rationale for sharing.
Slide 12
Step 3: Develop Objectives
*What do we want our communications to achieve?
Are our objectives SMART?
• Policy communication objective
– Raise awareness among policymakers about
need for increased resources of ICT equipment.
• Program objective
– Increase the number of rural users of ICT or
increased use of ICT by rural health workers…
Slide 13
Develop Objectives and expected
outcomes
• Help journalists better understand the benefits ICT
in poverty reduction, or its use amongst rural
health workers .
• Quantity and quality of news coverage about ICT
use by rural health workers
Slide 14
Step 4: Identify the audience
• Primary
– Who can directly
affect policy on your
issue?
• Secondary
– Who can influence
those policymakers?
– Who can stop being
an obstacle?
Slide 15
Who are possible audiences?
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Political leaders
Governemnt officials
Programme managers
Private sector
Educators
Business/Civic leaders
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News media
Donors
Religious leaders
Professional
associations
• Women’s groups
* This is not an exhaustive list...
Slide 16
Know your audiences
• Who do they listen to?
• What do they know about your topic?
• Are they interested in your topic?
• What are the best ways to reach them?
(formats and channels)
Slide 17
Step 5: Build partnerships
• Enlist relevant organisations and individuals to join
the advocacy movement to:
– Augment the numbers
– Strengthen the talent pool
• Forming partnerships can be challenging!
– Put into place participatory mechanisms
– Identify roles and leadership structure
Slide 18
Step 6: Developing messages
• Start with the data and analysis
• Present two to three points maximum
• Tailor the message to fit the audience
• Deliver through a credible source
• Avoid technical jargon
Slide 19
Step 7: Communication channels and activities
• Face-to-face (Interpersonal):
– Workshops, seminars
– Conferences, meeting
– Press briefings
• Mass media
– Press
– Broadcast (Radio and TV)
– New Media: Internet websites
*Select formats that are most appropriate for your audiences.
Slide 20
Step 8: Action plan
Key Questions
 For whom
 When
 By what means
 By whom
 How often
 How many
Slide 21
The devil is in the details
Specify:
– Advocacy activities - outline a detailed work
plan
– What resources are needed (human and
financial)
– Be alert to opportunities! Are there any
upcoming events that will support your
objective? Brainstorm on opportunities.
Slide 22
Step 9: Evaluation
• Performance
– Were all the activities implemented, delivered
and on time?
• Impact
– Did activities bring about the desired
change?
Slide 23
Effective communication strategies rely on:
• Audience-centered approach
• Ongoing communications activities
• Disseminating information at the right time, for the
right length of time
Slide 24
If well designed
• Communications activities and materials can
create demand
More requests for information
More influence over policy
Slide 25
Key aspects of a communications strategy:
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Objectives
Target individuals/organisations
Activities
Responsible people/person
Timeline
Budget
Monitoring and evaluation
Slide 26
Keep It Simple : the Good and the Bad
“The last time we did an advocacy
strategy and plan, it was 80 pages and
took six months.”
Communications specialist
- CERPOD, Bamako, Mali
Slide 27
Task: Identify 3 to 5 communication objectives
and consider how you will achieve them
Objective 1
Target group/organisation/person
Interventions/activities
Responsible person
Timeframe
Budget
Monitoring and evaluation:
 Expect to see
 Like to see
 Love to see
Summary:
Communications Strategy
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Why a communications strategy is important
Internal and external communications
Steps in a communications strategy
Learn from others: good and bad strategies
Be both proactive and reactive in
communications
Slide 29