Presentation on theme: "Session Overview Why Communication Planning is Important? What is the Communications Feedback Loop? Who is your Audience? What are the Elements of a Communication."— Presentation transcript:
2 Session OverviewWhy 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 challengeREDBs are generally presented with too few communication opportunities not to take full advantage to get their messages out.
4 Why Organizations Communicate? Meet funding requirementsMeet legislative requirementsConduct Due-diligence (by-laws)Change behavior/attitudesBuild community supportRaise awarenessExchange 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 itLanguage 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 understandHighly emotional stateInappropriate medium for the situation / audienceExcessive “Noise”Limited access to decision-makers
7 Communication Feedback Loop MessageEncodeDecodeR /SenderReceiver / SMediumEncodeDecodeFeedback
8 Who is your Audience?Identify the target audiences for REDB communicationsDescribe these groups and note (1) the types of information they would expect to receive (2) how they would prefer to receive itConsider both external and internal audiences
9 External audiences often include: Who is your Audience?External audiences often include: BusinessesLocal municipalitiesRegional development associations (RDAs)Chambers of commerceCommunity business development corporationsSector and industry associationsLabour organizationsPost-secondary institutionsFederal/provincial departments and agencies
10 Internal audiences include: Who is your Audience?Internal audiences include:StaffBoard directorsVolunteersOther audiences might include:NLREDAOther 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. processSmall 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 PrinciplesFacts 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 & SEPTo protect and promote the REDB imageTo never knowingly communicate false informationRespect privacy and confidentialityDisclose information in the public interest
14 Key Challenges & Opportunities Outline two to ensure focus. For example: ChallengesFunders like to see more initiatives in the zoneREDB focus on planning vs. implementation impacting community levels of supportOpportunitiesREDB could form partnerships with Regional Council to gain direct access to senior officialsNew 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 MessagesIndicate 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 GoalsLong-term, desired outcomes that provide focus. For example:To protect and enhance the image of the REDBTo raise REDB profile within the regionTo 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 materialsRaise awareness of the REDB role among regional residents using open-line shows and a direct mail flyerEnsure information disseminated to REDB partners is accurate, timely and responsiveEstablish clear communication priorities for the Board, resulting in targeted use of limited resourcesRaise awareness in the local community of the Board’s economic development activitiesIncrease 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 conferencesPhoto opportunities/signing ceremoniesEditorial Boards/media briefings/interviewsLetters/memos to targeted publicsBulletin Boards/internet sitesPublic consultations /forums
21 Communication Activities (continued) Stakeholder meetings/letters to the editorNewsletter articlesSpeeches/Presentations to stakeholdersPrint materials (brochures, posters, business cards)Special eventsAdvertisingCall-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 hitsSurveysMedia monitoring
24 Monitoring and Evaluation This section should specify what information will be gathered and how. For example: ED reports on communications at board meetingCommunications objectives during the year (met /unmet) will be included in the annual reportREDB staff will track website hits monthlyQuestionnaires 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?