Developing a Communications Strategy

Transcription

1 Developing a Communications Strategy Lin Lin Yeoh Global Director, Communications & External Relations 16 th Africa Scout Conference, 2015 Kampala, Uganda

2 Know the Organisation s strategy

3 A Strategy is A strategy is a solution to move from where you are now (A) to where you want to be (B) it is WHAT you want to happen to achieve at the end.

4 A Strategy is (cont.) For example: World Scouting hopes to: Grow its membership from 40 million (now) to 100 million Scouts (by 2023) Be the leading educational youth movement by 2023 HOW? by contributing to the education of young people, through a value system based on the Scout Promise and Law, to help build a better world where people are self-fulfilled as individuals and play a constructive role in society.

5 What is a Communications Strategy? A communications strategy is designed to help the organisation communicate effectively and meet core organisational objectives

6 Communications Strategy Statement of Purpose This communications strategy shows how effective communications can: help us achieve our overall organisational objectives engage effectively with stakeholders demonstrate the success of our work ensure people understand what we do change behaviour and perceptions where necessary."

7 The Current Situation SWOT Analysis Understand the current situation/background Outline what the organisation does What is its main functions Do a SWOT analysis on the organisation Internal Strengths Weaknesses External Opportunities Threats

8 Organisational Objectives and Communications Objectives Vision 2023: By 2023 Scouting will be the world s leading educational youth movement, enabling 100 million young people to be active citizens creating positive change in their communities based on shared values. Organisational Objectives Be the leading educational youth movement by 2023 Grow the membership from 40 million (now) to 100 million by 2023 Communications Objectives Ensure that the Youth Programme, which offers a nonformal learning environment, is widely- and well-understood by Scouts and non-scouts

9 Stakeholders / Target Audiences Who are our Internal and External audiences? Internal: WSF, WSCommittee, Staff, Volunteers, NSOs External: Local Communities, Partners, Government, Parents, Scouts, Non-Scouts, Media Who are our Primary and Secondary audiences Prioritise against the criteria that are important to your organisation

10 Communications Messages Audience What they need to know Communications Messages Messages must be consistent and reiterated at every opportunity. What is the key message we want the target audience to know? What is the perception we want to create among the target audience? What are the actions we want from the target audience?

11 Communications Tactics External Web/Online Media: scout.org, blog Social Media: Facebook, Twitter, Instagram... Traditional Media (print, broadcast): press releases, interviews, site trips, Op-eds Thought Leadership: Speaking Engagements, Op-eds Influence: Conferences, Workshops, Face-to-Face Engagements Government Relations Community Engagements

12 Communications Tactics (cont) Internal Circulars Intranet on scout.org Audience Non-Scouts Communications Message Scouting develops the capacity of young people through non-formal learning methods Communications Channels Blogs, Media interview/feature stories

13 Communications Timeline and Budget No flash in the plan planned and consistent communications programme

14 Communications is both a science and an art Internal Strengths Weaknesses External Opportunities Threats Organisationa l Objectves Comms Objectives Audience Comms Message Comms Channels Timeline (w-2-w / m-2-m)

15 Summary of the Role of Communications Right messages delivered by the right people through the right channels at the right time to the right audiences to achieve the desired results

16 Thank you!

17 Develop Your NSO Communications Strategy Internal Strengths Weaknesses External Opportunities Threats Organisationa l Objectves Comms Objectives Audience Comms Message Comms Channels Timeline (w-2-w / m-2-m)