If you care enough, Campaign It!
At the end of October the People SIG welcomed back Alan Barnard (this time aided by colleague John Braggins) from Campaign It! who was returning for Part 2 of How to construct a campaign of communications to achieve support for your project, Part 1 of which was held back in June and during which time beat us from completing the evening. Alan reminded us that a campaign is… ■A planned sequence of communications ■That makes use of all appropriate channels ■To achieve defined outcomes ■In a specific time-frame ■By influencing the decision-makers who will allow success Alan also walked through part of the Campaign It! Model focussing in on 4 main areas… ■Start with the end – work out your desired outcome and the cause associated with it ■Know who gives you permission to succeed – they are the audience you need to influence ■Work out the compelling story that will persuade them ■And then tell that story – repeatedly using all appropriate channels of communication Then it was time for the planned lengthy Q&A session during which time we bounced around many live queries folks had bought with them involving Asda, The Law Society, libraries and Heathrow Airport to name but a few. You can follow the People SIG on Twitter at @PeopleSIG or if you would like to know more about what we are planning then why not email us at peoplesig@apm.org.uk
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If you care enough, Campaign It!
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- 2. 2 Alan Barnard www.campaignit.com If you care enough about the outcome, Campaign It!
- 3. “My name is Alan Barnard… …and I’m a campaigner” 3
- 4. “My name is Alan Barnard… …and I make change happen” 4
- 5. “My name is Alan Barnard… …and I’m a project manager” 5
- 6. 6 Our discussion tonight 1. Explain how to put together a campaign of communications to make change happen 2. Discuss how they can be applied to your projects
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- 11. 11 A Campaign is… - A planned sequence of communications - That makes use of all appropriate channels - To achieve defined outcomes - In a specific time-frame - By influencing the decision-makers who will allow success
- 12. 12 Another way of describing a Campaign is… Story-telling with a purpose
- 13. 13 End outcome
- 14. 14 End outcome Cause
- 15. 15 End outcome Cause Emotional compulsion Emotional reason to support you achieving your outcome
- 16. 16 Know who gives you permission to succeed
- 17. 17 Know who gives you permission to succeed Who do you have to get ‘onside’?
- 18. 18 What’s the ‘story’ they have to know and understand?
- 19. HS2 or IC1? 19
- 23. 23 Tell your story
- 24. 24 Organise and co-ordinate your story-telling
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- 26. 26 Be flexible, use feedback You don’t operate in a vacuum
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Notas del editor
- 2 mins We’re going to spend £50bn on a new railway. Do you want it to save 1 minutes off your journey time or be the difference whether you stand up or sit down for the 3 hours of the journey?