Strategic Communication Planning Lawrie Kirk Visiting Fellow CPAS ANU lawrie.kirk@anu.edu.au
GOAL FOR THIS COURSE To illustrate how a strategic approach to can be delivered within a science context
Introduction and overview of process to be used for the workshop Communication planning needs to be: Relevant Simple Practical Sound Repeatable Provide clear delineation of responsibility
What are some of the key aspects of a strategy? Lets list some of them..
COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Case Study presentation World Bank Watershed Project, Rajasthan India Need for a new framework for major six year project Utilised MDBC model for basis for procurement of consultant Proved that relationship planning is a valid step in strategic planning
Rajasthan..
Step 1: Outline available resources Desired outcome: Clarify what resources are to be shared NOT just $! COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Step 2-Outline Organisational Structure Desired outcome: Clarification of reporting structure that exists and organisational responsibility for activities, recognition of key staff COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Step 3 Identify partners (broad categories no more than six) Desired outcome: Establishment of the broad target audiences that you need to communicate with COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Communication partners Keep them broad for future allocation of responsibilities Partners based on functionality not title Sub-division can occur at a tactical level Broad and generic 9. Implement the tactics COMMUNICATION PLANNING 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Example: MDBC partners Basin resource users and managers; Basin resource regulators or policy makers; Basin resource advisers and funders; and Broader Australian Community. COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Example: Rajasthan Water policy makers Water User Groups/Associations Water users and managers National Community International Community
Step 4 Define desired relationships Desired outcome: clarification of the relationship with each partner category forming the basis of future qualitative evaluation of the success of this new strategy COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Think of the best communicator you know of the person that when you hear they are speaking you stop, listen or attend.. What makes you do this?
Relationships???? A relationship can be defined as a particular kind of connection existing between people who are dealing with one another. What is the long term outcome you want with that partner?
Step 5 Create key messages Desired outcome: Agreed key messages not to exceed 12 that become the foundation for all activities
Key messages In developing the key messages consider the following three questions: What does a partner want to know? (their current needs and perceptions); What do you want to get across? (your objectives); and What could go wrong, unless you stress the correct information? (ensuring clarity). [THEY SHOULD GET YOU THROUGH A RADIO INTERVIEW!]
Simple messages
Simple messages based on a solid foundation
Step 6 Define success measures and outcomes Desired outcome: Agreement on the key outcomes that will be used in a framework and performance indicators COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages Lawrie Kirk
Communication outcomes Information exchange Communication networking Involvement
Step 7 Determine tactics Desired outcome: Agreement on the tactics to deliver the outcomes. COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Evaluation What would success look like for each partner? Over a three year plan what contribution will that strategy or tactic play in reaching that result?
Step 8 Prepare Communication Action Plan for approval Desired outcome: Selection of a process for development of an action plan that assigns responsibility, resources and timeline COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
THE ACTION PLAN MATRIX INFORMATION EXCHANGE COMMUNICATION NETWORKING INVOLVEMENT PERFORMANCE MEASURE PARTNER A PARTNER B PARTNER C PARTNER D BUDGET $ $ $
Developing an Action Plan in less than three hours! In a group have you ever had problems with: wordsmithers? procrastinators? dominant personalities? This technique will help you
Step 9 Implement the tactics Desired outcome: Start implementing the plan! But in a controlled environment COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages Lawrie Kirk
Step 10: Evaluation and reporting back to management Desired outcome: Implementing the Action Plan with ongoing evaluation and feedback to management. COMMUNICATION PLANNING 9. Implement the tactics 10. Evaluation and reporting back to management 1. Outline available resources 2. Outline organisational structure TACTICAL 8. Prepare Comm. Action plan for approval STRATEGIC 3. Identify partners 7. Determine tactics 4. Define desired relationships 6. Define success measures and outcomes 5. Create key messages
Strategic planning provides: 1. CLARITY 2. CONFIDENCE 3. CONTROL