Effective communication is critical to your organisation’s success. Many corporate and government organisations are excellent at taking action, but less confident about communicating with their various audiences.
A communication strategy is a critical piece bridging the situation analysis and the implementation of a social and behavior change communication (SBCC) program. It is a written plan that details how an SBCC program will reach its vision, given the current situation. Effective communication strategies use a systematic process and behavioral theory to design and implement communication activities that encourage sustainable social and behavior change.
After completing the activities in the communication strategy guide, the team will:
Determine how their program wants to engage stakeholders and partners in strategy development
Apply communication strategy best principles to develop their own strategy
Identify roles and responsibilities for implementing their communication strategy
Determine which media will provide you with the best chance of reaching your audience
Craft your message to heighten its impact and produce maximum results
Develop effective strategies for measuring each element of your total communications plan
Establish timelines for the implementation of your communications plan
Review your communications plan for future success
Developing an effective communications plan that fits your organisation’s strategic plan
Understanding your corporate identity and establishing the goals
Identifying target audiences and the necessary communication channels to reach them
What should be included in your communications plan?
Deciding on and incorporating the various communication channels
Ensuring flexibility can be maintained
Developing a communications plan to strengthen and protect your company’s reputation
Effectively identifying your target markets Once you have established your goal, determine who you need to reach with the message.
Accurately defining your target audiences
Consumer, business to business, and government audiences
Understanding your full range of stakeholders
Matching markets with the most suitable communication channels
Using research to measure results: When, how and who?
Determining the most effective communication channels
Deciding on the right communication channels for your plan
Channels for getting the most bang for your advertising bucks: Print, TV, radio, cinema
Mixing channels to reach your target audience
Positioning against competition
Coordinating your internal and external communications to improve awareness of your services The communication of information is the lifeblood of any organisation. Whether the information is shared internally - or presented as a release externally, it is essential that all members of the executive team deliver a consistent and aligned message.
Understanding the internal communications process
Realising and raising an organisation’s communication capacity
Protecting the domain of the communications professional: Aligning the organisational message across executives within the organisation
Improving the quality of service through effective internal communications
Measuring and evaluating the impact of your organisation’s strategic communications plan Assessing your plan’s effectiveness is critical for its continued success - evaluate your plan and revise it, if necessary. In this session, we focus on measures that can be used to evaluate the contribution of your Strategic Communications Plan to company objectives.
Developing measurable objectives and establishing benchmarks
Advertising Value Equivalents
Using feedback, interviews, focus groups, surveys and e-surveys to offer evaluation possibilities beyond the media
Ensuring that the information gathered results in better business decisions
Measuring the impact of specific campaigns
Building your corporate brand Effective branding is of critical strategic importance. The brand serves as a focus for consumer and customer loyalties and captures the promotional investment put into it.
Understanding the value of brands and branding: corporate and not-for-profit
Discovering a framework for developing and managing strong brands
Learning how to develop and sustain the competitive advantage of your brand
Assessing brand value
Incorporating strategic public relations into your plan This session examines the strategic issues that lie behind successful public relations planning.
Establishing a public relations strategy to support your marketing and corporate objectives
Elevating the profile of public relations to ‘reputation management’ in your organisation
How public relations activities can be aligned to the strategic objectives and cultures of your organisation
Instant ‘reputation killers’ that impact negatively on the culture of an organisation
Techniques for designing a public relations and communications campaign
Techniques for using sponsorship to maximum effect
Execution: Putting your plan to work A Strategic Communications Plan is a living document that can be modified and updated as systems change, projects are completed and goals evolve. Successful implementation will ensure that your plan will help to achieve company goals and objectives.
Successful techniques for informing staff of the strategic communications plan
How do you launch your company to a new audience?
Preparing a comprehensive press kit
Getting your timing right for implementing the plan