The Role of Strategic Communications in Brand Building

Transcription

1 The Role of Strategic Communications in Brand Building

2 What is Strategic Communications? The messages and means linked to communicating our strategy and strategic initiatives. Includes our values, who we are, what we do and why we do it. Helps us to get and interpret evidence and feedback that helps us shape our policies (research and listening).

3 Strategic Communications Commission President Hansen showed vision and leadership in creating Strategic Communications Commission. IOC created a Strategic Communications Commission about the same time. IAAF has created a Strategic Communications Advisory Group.

4 Membership & Meetings 1 st meeting (November 2015) Defining strategic communications. Defining our mission. Finalising our Your Sport for Life manifesto. 2 nd meeting (April 2016) Delving down into 3 key issues Initial recommendations to the Council. Analysing our crisis communications Our response to the doping/corruption scandals.

5 First meeting Your Sport for Life Communicating the European Athletics brand Our Manifesto - a written declaration of the intentions, motives and views of the organisation. Foundation for shared understanding of Who we are, what we believe in, what we are doing, what we are aiming to achieve, how we communicate. Constant reminder about speaking with one voice. Basis and guide for all that we do. Approved by the Council.

6 First meeting: Key issue and recommendation We must Consistently communicating and getting across our Your Sport for Life message, Internally and externally

7 Second meeting: Key issues European Championships (2018 & bidding for 2022) Innovation Project Running for All All are important initiatives designed to increase relevance, awareness, image of the sport, to appeal to newer and younger audiences.

8 European Championships key recommendations We understand the strategic importance of this concept for future brand building of sport. We recommend the Council & Commission to proactively and positively communicate benefits of EA Championships inclusion in this multi-sport event to MFs.

9 European Championships key recommendations Many MF are still unaware of the positives of the concept. The Strategic Communications Commission will work to communicate these effectively to our Members. We shall take lead in communications for EC 2018 and within a professional structure for 2022.

10 European Championships key recommendations Commission members will act as ambassadors for the European Athletics Championships and its part in the multi-sport championships event. The EA Head Office shall follow closely European Championships communications for 2018 and be integrated into a professional communications structure for 2022.

11 Innovation Project key recommendations Our Commission understands the strategic importance of this concept for the future brand building of athletics. It is an exciting step in the right direction that builds on the President s Leading Change manifesto It is exactly in line with one of our organisation s key values Innovation. It is exactly in line with our communication department s social- and digital-first philosophy moving forward.

12 Innovation Project key recommendations Our Commission will be ready for Innovation Project and all new initiatives/products that come out of this. Our communications department will work closely with the Innovation project team on all initiatives to ensure a strategic approach to communications surrounding the project.

13 Running for All key recommendations Essential Commission works to ensure MFs, its staff and people within our sport understand why this initiative is so important within our twinpillar strategy. We must tailor our communications against different challenges country to country.

14 Running for All key recommendations We must use the positive messages of Running for All in times of crisis. We will work closely with the Member Federation Development Commission to ensure their initiatives in this area are well-promoted.

15 Case study: Our approach to recent issues An analysis of the case study made by commission. The first example of our planning was ahead of the publication of the 2nd part of WADA report in January. There was proactive management of recent crises related to doping and corruption. Strong coordination and planning between President s Cabinet, Communications Department, and outside advisors.

16 Case study: Our approach to recent issues Careful construction of messaging: Position statement distributed to the press ahead of publication of WADA report in January. Media engagement plan for build up to WADA report created. Briefing Paper developed and distributed to Council and Strategic Communications Commission.

17 Outcome Consistent position in dealings with media and other stakeholders. Firm but fair voice from the President strong and unwavering position showing leadership and clever way that has given credibility to our communications. President received very positive media coverage.

18 Examples of coverage

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20 Future of the Commission Recommendations on work of Head Office staff, based on careful study of what is done. Interpretation of feedback from conferences, MF Leaders Forums. (we ve collected this for a number of years but now we have a body that filters and analyses). Oversight and conduct of research both qualitative and quantitative (on European level but might also be able to give assistance and advice at national level).

21 Commission s long-term aim A system of communications that promotes both the athletics brand and the European Athletics brand. Next meeting: In Dubrovnik In September

22 Balkan example brand building through competition