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CharityComms: What does a good communications strategy look like?

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Ben Matthews
Ben Matthews

Presentation from the "Creating Powerful Communications Strategies" CharityComms seminar.

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What does a good communications strategy look like?   19 January 2011
“ Remember, we may live in a new world, but the old rules still apply. Powerful communications has  always  been about getting people to pay attention and take action.” - Fard Johnmar
1. What resources do you have? 2. What are your goals? 3. Who is your target? 4. Who is your audience? 5. What is your frame? 6. What is your message? Six questions you must answer before you even begin to implement your media tactics:
1. What communications infrastructure do you have? ,[object Object],[object Object],[object Object],[object Object],The answers to these questions are the foundation from which your comms activity will thrive or fail. 1. What communications infrastructure do you have? ,[object Object],[object Object],[object Object],[object Object],[object Object],The answers to these questions are the foundation from which your communications activity will thrive or fail.
2. What are your goals? ,[object Object],[object Object],[object Object],[object Object]
3. Who is your target audience? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. What is your frame? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Describe the issue in a way that resonates with the values and needs of your audience, and is also interesting to the media
5. What is your message? Problem: Introduce your frame. Describe how your issue affects your audience and its broader impacts. Solution: Speak broadly about the change you wish to see. Speak to peoples’ hearts with values-rich language and images. Action: Call on your audience to do something specific. Make sure key people in your organization buy into this message, craft your message to be appealing to journalists and convincing to your target audience, and brainstorm soundbites that expresses your message in a few seconds
6. What tactics will you employ? Now that you know what you want to say and why, it’s time to figure out how you’re going to broadcast your message. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Putting it all together
Create a Timeline of Activity
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Monitor and Measure Everything
[object Object],[object Object],[object Object],[object Object],Evaluate, Iterate, Implement
Be proud of your work - It’s making the world a better place! Celebrate
Any Questions?
the volunteer-run comms agency for the third sector Thank you.

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CharityComms: What does a good communications strategy look like?

  • 1. What does a good communications strategy look like?   19 January 2011
  • 2. “ Remember, we may live in a new world, but the old rules still apply. Powerful communications has  always  been about getting people to pay attention and take action.” - Fard Johnmar
  • 3. 1. What resources do you have? 2. What are your goals? 3. Who is your target? 4. Who is your audience? 5. What is your frame? 6. What is your message? Six questions you must answer before you even begin to implement your media tactics:
  • 4.
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  • 8. 5. What is your message? Problem: Introduce your frame. Describe how your issue affects your audience and its broader impacts. Solution: Speak broadly about the change you wish to see. Speak to peoples’ hearts with values-rich language and images. Action: Call on your audience to do something specific. Make sure key people in your organization buy into this message, craft your message to be appealing to journalists and convincing to your target audience, and brainstorm soundbites that expresses your message in a few seconds
  • 9.
  • 10. Putting it all together
  • 11. Create a Timeline of Activity
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  • 14. Be proud of your work - It’s making the world a better place! Celebrate
  • 16. the volunteer-run comms agency for the third sector Thank you.