Transcript Developing your communication strategy

Developing your
communication strategy
And planning a communication
campaign
Paul Mundy
www.mamud.com
Planning your communication strategy
1. Decide who your audience is
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If you have more than one audience, prioritize
Decide what your objectives are
Select your messages
Choose your media
Produce the media materials
Implement the strategy
Evaluate after 12 months
Plan programme for Year 2
Paul Mundy
www.mamud.com
Creating a communication workplan
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Base your annual workplan on your
communication strategy
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Media materials (eg, press releases, video,
annual report, newsletter, campaign…)
Number of materials planned, timetable for
completion
Staff responsible
Budget
Boss’s approval of plan, resources and budget
Paul Mundy
www.mamud.com
Running a communication campaign
Campaign = focused effort for a short time
to achieve a communication goal
Examples
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Advertising campaign to sell fizzy drinks
Political campaign before election
A campaign may be part of your
communication strategy
Paul Mundy
www.mamud.com
Running a communication campaign
1. Decide who your audience is
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2.
3.
4.
5.
6.
If you have more than one audience, prioritize
Decide what your objectives are
Select your messages
Choose your media
Create a work plan
Set a target for the campaign
Paul Mundy
www.mamud.com
Running a communication campaign
7. Set the budget
8. Design the individual components
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Video, meetings, posters, handouts, field visits…
9. Produce the media materials
10. Pretest the media materials
11. Implement the campaign
12. Evaluate at end of campaign
13. Plan programme for future
Paul Mundy
www.mamud.com