2. Session Overview
Why Communication Planning is Important?
What is the Communications Feedback Loop?
Who is your Audience?
What are the Elements of a Communication Plan?
What are Some Good Practices / Resources?

3. Why is Communication Planning Important?
Regional Economic Development Boards (REDBs) have consistently identified communications as a significant challenge
REDBs are generally presented with too few communication opportunities not to take full advantage to get their messages out.

4. Why Organizations Communicate?
Meet funding requirements
Meet legislative requirements
Conduct Due-diligence (by-laws)
Change behavior/attitudes
Build community support
Raise awareness
Exchange information

5. What is the Communications Feedback Loop?
Language is essentially individual (no two people speak exactly the same way)
The way I understand a word and its meaning is not necessarily the same way in which you will understand it
Language varies based on profession, organization, gender, age, ethnicity and many other factors.

6. What is the Communication Feedback Loop?
Communicating the same message in different ways increases the likelihood of it being understood.
Examine the loop to see if anything is impeding good communication such as: 
Confusing Acronyms / words people don’t understand
Highly emotional state
Inappropriate medium for the situation / audience
Excessive “Noise”
Limited access to decision-makers

7. Communication Feedback Loop
Message
Encode
Decode
R /Sender
Receiver / S
Medium
Encode
Decode
Feedback

8. Who is your Audience?
Identify the target audiences for REDB communications
Describe these groups and note (1) the types of information they would expect to receive (2) how they would prefer to receive it
Consider both external and internal audiences

9. External audiences often include:
Who is your Audience?
External audiences often include:  
Businesses
Local municipalities
Regional development associations (RDAs)
Chambers of commerce
Community business development corporations
Sector and industry associations
Labour organizations
Post-secondary institutions
Federal/provincial departments and agencies

10. Internal audiences include:
Who is your Audience?
Internal audiences include:
Staff
Board directors
Volunteers
Other audiences might include:
NLREDA
Other REDBs

11. Audience Details Point of View Desired Results Area Business
Large Employers
(List specific businesses)
*Understand REDB Role
*See as link to Government
*Input into REDB planning process
*Participate in events
*Service on committees
*Event sponsorship
*Partner on key initiatives
*Drive opportunities coming out of O.M. process
Small employers
(List types of business)
*Opinions of REDBs vary
*Feel to busy to engage with REDB
*Participation in events
*Drive opportunities coming out of O.M. process (part of business networks or coops)
*Response to REDB surveys

12. What are the elements of a communication plan?
Communication Principles
Facts do not speak for themselves.
We select information, language used and when to communicate our messages.
Communication principles should reflect the values of the REDB.

13. Communication Principles For example:
Communicate to support the REDB’s IBP & SEP
To protect and promote the REDB image
To never knowingly communicate false information
Respect privacy and confidentiality
Disclose information in the public interest

14. Key Challenges & Opportunities
Outline two to ensure focus. For example:  
Challenges
Funders like to see more initiatives in the zone
REDB focus on planning vs. implementation impacting community levels of support
Opportunities
REDB could form partnerships with Regional Council to gain direct access to senior officials
New ICSP could provide an opportunity to renew partnerships with municipalities

15. Key Communication Messages
There are key messages that REDBs must communicate to be effective. A sample primary message might be:
The Board is the lead economic development agency in the Zone and coordinates partnerships with local municipalities, chambers of commerce, and development organizations.

16. Secondary Messages
Indicate other messages to be delivered through REDB communications activities.
Secondary messages might include the promotion of events or informing the public of board elections. For example:
The REDB is hosting a renewable resources conference on November 27th at Bob’s Hotel in Badger Cove. The public is encouraged to participate.

17. Long-term, desired outcomes that provide focus. For example:
Communication Goals
Long-term, desired outcomes that provide focus. For example:
To protect and enhance the image of the REDB
To raise REDB profile within the region
To build credibility and trust within key stakeholder groups including municipalities, businesses, and government partners

18. Communication Objectives
Outcomes supporting goals expressed as qualitative or quantitative statements that are specific and measurable. For example:
Promote REDB successes using news releases and newsletter. REDB will also document its most successful initiatives for inclusion in NLREDA’s “Top Twenty REDB Success Stories”
Collaborate with NLREDA and REDBs in joint communication activities wherever possible including the issue of joint news releases and the production of special joint newsletters

19. Communication Objectives (continued) For example:
Adopt the provincial REDB logo and include in all reports, letterhead, and promotional materials
Raise awareness of the REDB role among regional residents using open-line shows and a direct mail flyer
Ensure information disseminated to REDB partners is accurate, timely and responsive
Establish clear communication priorities for the Board, resulting in targeted use of limited resources
Raise awareness in the local community of the Board’s economic development activities
Increase public meeting participation by 20%

20. Communication Activities
Select activities based on target audience expectations and communications objectives. Consider key messages and analyze the situation. Activities include:
News releases/news conferences
Photo opportunities/signing ceremonies
Editorial Boards/media briefings/interviews
Letters/memos to targeted publics
Bulletin Boards/internet sites
Public consultations /forums

21. Communication Activities (continued)
Stakeholder meetings/letters to the editor
Newsletter articles
Speeches/Presentations to stakeholders
Print materials (brochures, posters, business cards)
Special events
Advertising
Call-in shows

22. It may be helpful to list communication activities and the budget on a Gantt Chart.

23. Monitoring and Evaluation
You should explain how the REDB will monitor and evaluate the effectiveness of its communications.
This could include:
Tracking website hits
Surveys
Media monitoring

24. Monitoring and Evaluation
This section should specify what information will be gathered and how. For example: 
ED reports on communications at board meeting
Communications objectives during the year (met /unmet) will be included in the annual report
REDB staff will track website hits monthly
Questionnaires circulated at events

25. Good Practices Discussion
What communication processes and activities has your REDB found effective?
What should others avoid?
How do we leverage our “Success Stories” for maximum benefit?

26. The End
Thank You!