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1 How to Become a Strategic Communicator
2 Building a Communications Strategy Beyond the status quo
3 Building a Communications Strategy Key Elements of a Communications Strategy Context Strategic considerations Objectives Target audiences Messages Tactics and tools Evaluation
4 Building a Communications Strategy The Context Economic, social, and political environment Media scan Trends in public opinion Historical context Corporate culture and goals
5 Building a Communications Strategy Strategic Considerations Anticipate change Risk analysis SWOT (strengths, weaknesses, opportunities and threats)
6 Building a Communications Strategy Objectives Set your goals Make them SMART: specific, measurable, attainable, realistic, timely)
7 Building a Communications Strategy Target Audiences Who do we need to talk to? Start local and go global Audience research
8 Building a Communications Strategy Messages Revisit objectives Three to five key messages Keep them succinct and simple The “sticky message”
9 Building a Communications Strategy Tactics and Tools Fit with the objectives Adapt for specific audiences
10 Building a Communications Strategy Reaching Government Decision-Makers Policy briefs Face-to-face Through media Through the general public
11 Building a Communications Strategy Evaluation Why What How Build in evaluation at the start A communications strategy is organic
12 Building a Communications Strategy In Brief Analyze the context Set objectives Think of your target audience Write succinct messages Determine tactics Evaluate
13 How to Become a Strategic Communicator And if you do that… Congratulations! You are a strategic communicator.
14 In Summary
1 How to Become a Strategic Communicator. 2 Topics Communications: The Big Picture Building a Communications Strategy.
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