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Visiting FellowVisiting Fellow and Casual Lecturer and Casual Lecturer
The Australian National Centre for Public Awareness of The Australian National Centre for Public Awareness of Science, The Australian National University, Canberra, Science, The Australian National University, Canberra,
More than 2,000 years ago, Sun Tzu—the Art of War More than 2,000 years ago, Sun Tzu—the Art of War taught:taught:
Strategy without tactics is the slowest Strategy without tactics is the slowest route to victory.route to victory.
Tactics without strategy is the noise Tactics without strategy is the noise before defeat.before defeat.
In other words, planning without action is futile, In other words, planning without action is futile, action without planning is fatal.action without planning is fatal.
(Source: Retrieved 18 June from (Source: Retrieved 18 June from www.newtactics.org)
Common problems with implementing a Common problems with implementing a communication strategycommunication strategy
Lack of strategic direction and advice to operational Lack of strategic direction and advice to operational staffstaff
Operational people not thinking strategically and Operational people not thinking strategically and restricted to a “fact sheet” and “newsletter” paradigmrestricted to a “fact sheet” and “newsletter” paradigm
Failure to think of the communication outcomes that Failure to think of the communication outcomes that will result from the investment in that tactic(s)will result from the investment in that tactic(s)
Inability to categorise the outcomes resulting in a long Inability to categorise the outcomes resulting in a long “shopping list” approach hampering prioritisation“shopping list” approach hampering prioritisation
Lack of agreed measures of success; establishing an Lack of agreed measures of success; establishing an agreed vision for what communication success would agreed vision for what communication success would be for each stakeholder groupbe for each stakeholder group
Inability to express the desired relationship that is to Inability to express the desired relationship that is to be supported by the communication investmentbe supported by the communication investment
Step 1: Outline available resourcesStep 1: Outline available resources
Assumed available Resources for the communication Assumed available Resources for the communication strategy strategy
Executive and management commitment to the APEX initiativeExecutive and management commitment to the APEX initiative Academic staff expertise and research centres of excellenceAcademic staff expertise and research centres of excellence Students – a great resource for evaluationStudents – a great resource for evaluation Well established and trusted industry ContactsWell established and trusted industry Contacts ““Volunteer” assistance (within Malaysia and international such Volunteer” assistance (within Malaysia and international such
as CPAS)as CPAS) Infrastructure and communication devices already existInfrastructure and communication devices already exist Specialist areas exist (TV, arts, print, photography, radio)Specialist areas exist (TV, arts, print, photography, radio) Arts faculties for expanding outreachArts faculties for expanding outreach Children and youth of students and lecturers (important for a Children and youth of students and lecturers (important for a
long term sustainability initiative)long term sustainability initiative)
Step 2: Organisation Structure Step 2: Organisation Structure for Communication Strategyfor Communication Strategy
APEX initiative – Senior APEX initiative – Senior
University ManagementUniversity Management Communication Strategy – Senior Communication Strategy – Senior
Working Group representative of Working Group representative of communication partner categoriescommunication partner categories
Tactical plan – to be determined, who Tactical plan – to be determined, who will really drive and own the selected will really drive and own the selected tacticstactics
AcknowledgementAcknowledgement of USM’s work on the of USM’s work on the APEX initiativeAPEX initiative
Willingness to Willingness to collaboratecollaborate TrustTrust that this work will make a difference that this work will make a difference Information sharingInformation sharing without constraints without constraints
Students and GraduatesStudents and Graduates AwarenessAwareness of the APEX initiative of the APEX initiative Pride Pride in thein the of the long term vision of the long term vision
of APEXof APEX APEX being a way to have a APEX being a way to have a
continued relationshipcontinued relationship with USM with USM Willingness to be Willingness to be active active
Step 5: Key Communication Step 5: Key Communication MessagesMessages
APEX is an initiative for a sustainable APEX is an initiative for a sustainable tomorrow based on excellence in education tomorrow based on excellence in education (with a focus on humanitarian issues)(with a focus on humanitarian issues)
USM is an acknowledged Regional Centre of USM is an acknowledged Regional Centre of Excellence for Sustainable Development Excellence for Sustainable Development based on humanity valuesbased on humanity values
USM sees education as a holistic process USM sees education as a holistic process incorporating science, arts and cultureincorporating science, arts and culture
There are seven areas that will be the focus There are seven areas that will be the focus of the APEX initiative: of the APEX initiative: The Future, The Future, Uniqueness, Sustainability, Humanity, Uniqueness, Sustainability, Humanity, Universality, Change and SacrificeUniversality, Change and Sacrifice
Step 6: Desired Communication Step 6: Desired Communication outcomesoutcomes
Tactics will segmented according to one of Tactics will segmented according to one of the three communication outcomes;the three communication outcomes;
In a group have you ever had problems In a group have you ever had problems with:with: wordsmithers ?wordsmithers ? procrastinators ?procrastinators ? dominant personalities ?dominant personalities ?
This technique will help you…This technique will help you…
Results of workshop 21 JuneResults of workshop 21 June
Over 60 participantsOver 60 participants 2 hrs duration2 hrs duration Facilitated by Lawrie Kirk Facilitated by Lawrie Kirk Purpose to look at tactics for the Purpose to look at tactics for the
APEX initiative for the next 6 monthsAPEX initiative for the next 6 months
NB: number of tactics followed by number of tactics impacted by risks; * success measures not completed; Group only prioritised tactics within Information Exchange outcome
90 tactics recommended and prioritised by 90 tactics recommended and prioritised by audience, outcome and impact of riskaudience, outcome and impact of risk
Focus recommended on Policy and Focus recommended on Policy and Funders and getting them involvedFunders and getting them involved
Followed by Internal and Malaysian Followed by Internal and Malaysian Community – involvement a key focusCommunity – involvement a key focus
Policy makers and funders have tactics Policy makers and funders have tactics that will be greatly impacted by the that will be greatly impacted by the nominated five key risks that might occur nominated five key risks that might occur over the next 6 monthsover the next 6 months
Next steps – Short term Next steps – Short term (within 1 month)(within 1 month)
Establish “mentors” within the Strategic Establish “mentors” within the Strategic Communication Unit for the three outcome Communication Unit for the three outcome categories and also success measurescategories and also success measures
Nominate people who know the partner Nominate people who know the partner categories and can assist with the nominated categories and can assist with the nominated relationship (5)relationship (5)
Establish success measures for each partner Establish success measures for each partner categorycategory
Complete an overarching Communication Complete an overarching Communication Strategy documentStrategy document
Look at effort and duration for all tacticsLook at effort and duration for all tactics Cost the top three in each outcome category for Cost the top three in each outcome category for
each partnereach partner Look for any synergies and linksLook for any synergies and links