Transcript Lk anu Feb 11 - cpas

Strategic Communication
Planning
Lawrie Kirk
Visiting Fellow
CPAS
[email protected]
ANU
© Lawrie Kirk 2010
GOAL FOR TONIGHT
To illustrate how a strategic
approach to
communication can be
delivered within a science
communication context
© Lawrie Kirk 2010
Introduction and overview of
process to be used for the workshop
Communication planning needs to be:
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Relevant
Simple
Practical
Sound
Repeatable
Provide clear delineation of responsibility
© Lawrie Kirk 2010
What is a communication strategy ?
“ It is not a slick advertising program developed by a
Gucci suited, Versace clothed airhead metro sexual
that has no product knowledge or passion for the
topic they have been asked to review and assist
with….
A Strategy is a practical people based plan that is an
agreed road map for future action…”
Kirk 2004 (a quote I allegedly made at a function after a
few glasses of “filtered” water)
© Lawrie Kirk 2010
What are some of the key
aspects of a
communication strategy?
Lets list some of them..
© Lawrie Kirk 2010
© Lawrie Kirk 2010
COMMUNICATION PLANNING
10. Evaluation
and reporting
back to
management
1. Outline
available
resources
9. Implement
the tactics
2. Outline
organisational
structure
TACTICAL
3. Identify
communication
partners
8. Prepare
Comm.
Action plan
for approval
STRATEGIC
4. Define
desired
relationships
7. Determine
tactics
6. Define
success
measures
and outcomes
© Lawrie Kirk 2010
5. Create
key
communication
messages
Case Study presentation –
World Bank Watershed Project,
Rajasthan India
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Need for a new communication
framework for major six year project
Utilised MDBC model for basis for
procurement of consultant
Proved that relationship planning is a
valid step in strategic planning
© Lawrie Kirk 2010
Rajasthan..
© Lawrie Kirk 2010
Step 1: Outline available resources
Desired outcome:
Clarify what resources are to be
shared…NOT just $ !
© Lawrie Kirk 2010
Step 2-Outline Organisational
Structure
Desired outcome: Clarification of
reporting structure that exists and
organisational responsibility for
communication activities, recognition
of key staff
© Lawrie Kirk 2010
Step 3 – Identify communication
partners (broad categories no
more than six)
Desired outcome: Establishment of the
broad “target” audiences that you
need to communicate with
© Lawrie Kirk 2010
Communication partners
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Keep them broad for future allocation
of responsibilities
Partners based on functionality not
title
Sub-division can occur at a tactical
level
Broad and generic
© Lawrie Kirk 2010
Example: MDBC partners
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Basin resource users and managers;
Basin resource regulators or policy
makers;
Basin resource advisers and funders;
and
Broader Australian Community.
© Lawrie Kirk 2010
Example: Rajasthan
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Water policy makers
Water User Groups/Associations
Water users and managers
National Community
International Community
© Lawrie Kirk 2010
Step 4 – Define desired
relationships
Desired outcome: clarification of the
relationship with each partner
category forming the basis of future
qualitative evaluation of the success
of this new communication strategy
© Lawrie Kirk 2010
Think of the best communicator
you know of – the person that
when you hear they are speaking
you stop, listen or attend..
What makes you do this…?
© Lawrie Kirk 2010
Relationships ????
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A relationship can be defined as a
particular kind of connection existing
between people who are dealing with one
another.
What is the long term outcome you want
with that communication partner?
© Lawrie Kirk 2010
Step 5 – Create key
communication messages
Desired outcome: Agreed key
communication messages – not to
exceed 12 – that become the
foundation for all communication
activities
© Lawrie Kirk 2010
Key messages
In developing the key messages consider
the following three questions:
 What does a partner want to know? (their
current needs and perceptions);
 What do you want to get across? (your
objectives); and
 What could go wrong, unless you stress
the correct information? (ensuring clarity).
[THEY SHOULD GET YOU THROUGH A
RADIO INTERVIEW!]
© Lawrie Kirk 2010
Simple messages
© Lawrie Kirk 2010
Simple messages based on a solid
foundation
© Lawrie Kirk 2010
Step 6 – Define success
measures and outcomes
Desired outcome: Agreement on the
key outcomes that will be used in a
communication framework and
performance indicators
© Lawrie Kirk 2010
Communication outcomes
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Information exchange
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Communication networking
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Involvement
© Lawrie Kirk 2010
Step 7 – Determine tactics
Desired outcome: Agreement on the
tactics to deliver the outcomes.
© Lawrie Kirk 2010
Evaluation
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What would success look like for
each partner ?
Over a three year plan what
contribution will that strategy or
tactic play in reaching that result?
© Lawrie Kirk 2010
Step 8 – Prepare Communication
Action Plan for approval
Desired outcome: Selection of a
process for development of an action
plan that assigns responsibility,
resources and timeline
© Lawrie Kirk 2010
THE ACTION PLAN MATRIX
INFORMATION
EXCHANGE
COMMUNICATION
NETWORKING
INVOLVEMENT
PARTNER “A”
PARTNER “B”
PARTNER “C”
PARTNER “D”
BUDGET
© Lawrie Kirk 2010
$
$
$
PERFORMANCE
MEASURE
Developing an Action Plan in
less than three hours!
In a group have you ever had
problems with:
 wordsmithers ?
 procrastinators ?
 dominant personalities ?
This technique will help you…
© Lawrie Kirk 2010
© Lawrie Kirk 2010
© Lawrie Kirk 2010
© Lawrie Kirk 2010
Step 9 – Implement the tactics
Desired outcome:
Start implementing the plan! But in a
controlled environment…
© Lawrie Kirk 2010
Step 10: Evaluation and
reporting back to management
Desired outcome:
Implementing the Action Plan with
ongoing evaluation and feedback to
management.
© Lawrie Kirk 2010
Strategic communication planning
provides:
1.
2.
3.
CLARITY
CONFIDENCE
CONTROL
© Lawrie Kirk 2010