Communication Strategy - Workshop to Obtain Stakeholder Input

Project Communication StrategyWorkshop to Obtain Stakeholder Input

Dr John Mauremootoo

www.InspiralPathways.com

To obtain stakeholder input into a Communications and Awareness-raising Plan

Workshop Objective

Workshop Structure• Outline project objectives• Discuss why a communication strategy is needed• Outline a communication strategy framework• Discuss key aspects of communication• Define your target audiences• Define desired Knowledge Attitude and Practice

changes• Define communication objectives• Define key communication messages• Explore communication approaches• Now what? – next steps in the production of a Project

Communication Strategy

ACTIVITYOutline Project Objectives

ACTIVITYDiscuss why a communication

strategy is needed

ACTIVITYOutline a communication strategy

framework

The framework of a communication strategy

The situation today and why change is needed

Project/ProgrammeObjectivesWhat the projectseeks to achieve

ACTIVITYDiscuss key aspects of

communication

Some

Key

aspects of

Communication

1. Communication is not

one aspect of the game -

it is the game

We are always communicating

2. We must come down from

the mountain

First to reach the top of Mount Everest?

Tenzing Norgay & Edmund HillaryIn 1952

Or George Mallory & Andrew IrvineIn 1924

We will never know if Mallory or Irvine made itBecause they never came down

We must

come down

from the

mountain…

And learnTo

C-O-P-E

3. Create

Once

Publish

Everywhere

The only man who behaves sensibly is my tailor; he takes my measurements anew every time he sees me, while all the rest go on with their old measurements and expect me to fit them.

~ George Bernard Shaw

But not always in the same form

4. A picture is worth a

thousand words

The rise of infographics

From Cool InfographicsBy Randy Krum

Examples of Infographics

5. Individuals give events their

meaning

Feelings

Behaviour

RESULTS

To produce our individual

maps of the world

6. The meaning of communication…

…is the response that we get

7. Communication is not a one-way street…

…We need to understand the messages we transmit and how they are received

• Communication cuts across all project activities• We must come down from the mountain• Let’s learn to C-O-P-E but…• Also learn from the tailor –one size does not fit all• Let’s get visual: remember the picture superiority effect• We need feedback on our communication activities

In Summary

The framework of a communication strategy

The situation today and why change is needed

Project/ProgrammeObjectivesWhat the projectseeks to achieve

1. Define your Target Audiences

Who you communicate with

Know who your partners are and how they interface with the project

Sphere of

interest/concern

Sphere of

influence

ProjectSphere of

Control

Project

Project’s Direct Partners

Partners of the Project’s

Direct Partners

Your partners have partners

ACTIVITYDefine your Target Audiences

2. Define Desired KAP

What we would like the target audience to know, feel and do

Knowledge

Practice

Attitude

ACTIVITYDefine desired Knowledge

Attitude and Practice changes

3. Communication objectives

Desired changes in target audiences

ACTIVITYDefine communication objectives

4

Information to be communicated to our target audience

Communication

Messages

ACTIVITYDefine communication messages

5. Approaches

Ways in which we will achieve our communication objectives

Field visits

Networking

Meetings Interviews

Examples of products the project can use or adapt

Photographs

Scripts

Logos / posters

Books

6. Types of communication products

available

ACTIVITYExplore the degree to which:• Common communication

approaches and products can be used for multiple targets, objectives and messages.

ACTIVITYNow What?• Outline of next steps - Further

consultation needed and activities to be undertaken for the remainder of the activity.

Acknowledgements2

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1. The Thinker by Doug Wheller (CC BY-NC-SA)2. Anon (Public Domain)3. Jamling Tenzing Norgay (CC BY-SA)

4. Mount_Everest_as_seen_from_Drukair2 (CC BY-SA 2.0)5. 1921 Everest expedition by Alexander Frederick Richmond Wollaston

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6. Adam Barlow & Christina Greenwood7. Public Domain8. Getty Images

9. From Cool Infographics by Randy Krum10. GMO Answers.com11. World War I Uncle Sam recruiting poster (Public Domain)

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Acknowledgements

Acknowledgements

12. Plan-international.org13. Map Collection. Collection of interesting and artistic maps14. Natalietok2011's Blog

15. HSBC Bank16. Feeling considered by Martin Whitmore (CC NC-SA)

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17. Transactional Model of Communication by Jason S Wrench (CC BY 3,0)

18. View of the earth at night by NASA (Public Domain)19. Knowledge Cat by PieWie

20. Cute pug by Kinjeng Submiter (CC-BY)21. U.S. Air Force Photo by Josh Plueger. Postwork by Dove (Public

Domain)22. Practice (CC BY-NC-SA)

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Acknowledgements

Acknowledgements

23. Networking by David King (CC BY-NC-SA 2.0)24. Nozomu Endo/AP25. Radio Interview by TANZICT Project (CC BY-SA 2.0)

26. David Brewer (CC BY-SA 2.0)27. stopstocking.cowyafs.org28. ILRI: Information gathering and dissemination (CC BY-NC-SA 2.0)

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Acknowledgements

29. Africa Invaded by the Global Invasive Species Programme30. Graphics adapted from Outcome Mapping Learning Community

Resources

Other images produced or adapted by John Mauremootoo (CC BY-NC-SA)

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