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Effective communications Arendal, October 2001. What do you do? Collate and process best environmental information to inform –Governmental decision-makers.

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Presentation on theme: "Effective communications Arendal, October 2001. What do you do? Collate and process best environmental information to inform –Governmental decision-makers."— Presentation transcript:

1 Effective communications Arendal, October 2001

2 What do you do? Collate and process best environmental information to inform –Governmental decision-makers –intergovernmental decision-makers –civic society organisations –media –general public

3 Stakeholders Formal beneficiaries –Governmental decision-makers –intergovernmental decision-makers –civic society organisations –media –general public Informal beneficiaries –Staff –Funders

4 Your mission “GRID-Arendal provides environmental information, communications, and capacity- building services for information management and assessment. Established to strengthen UNEP, our focus is to make credible, science-based knowledge understandable to the public and to decision- making for sustainable development.”

5 Q: “What do we need to communicate well?” A: “Commitment and knowledge”

6 What awareness can breed... Personal awareness Personal committment Desire to convert Talk talk talk “Oh Gawd what a bore!” Failure

7 Communicating for change Personal awareness Personal committment Desire to convert Listen listen listen “You understand me so well! I want to trust you.” Learning

8 Inform vs. communicate “I have an issue and I want you to hear about it” “You have an issue and I want to help you with it”

9 Foundation for success Your commitment Values Awareness Knowledge Information Skills Resources Reputation... Their needs Primary: Better world Secondary: enlightenment Ignorance of issues Ignorance of solutions Apathy Hopelessness... Tertiary: systemic Resources Operational issues...

10 Your commitment Values Awareness Knowledge Information Skills Resources Reputation... ? Their needs Primary: Better world Secondary: enlightenment Ignorance of issues Ignorance of solutions Apathy Hopelessness... Tertiary: systemic Resources Operational issues...

11 Your commitment Values Awareness Knowledge Information Skills Resources Reputation... Relevance Their needs Primary: Better world Secondary: enlightenment Ignorance of issues Ignorance of solutions Apathy Hopelessness... Tertiary: systemic Resources Operational issues...

12 Aiming for relevance Your Objective Their need

13 Communications planning Communications planning is the process by which a core objective is matched to the needs of your audiences in order to develop a communications campaign that will lead to measurable change among those audiences

14 A planning framework CORE OBJECTIVE COMMUNICATION OBJECTIVES TACTICS AUDIENCES STRATEGIES MESSAGES NEEDS

15 What are core objectives? Sell more widgets Win funding for a project Get her to marry me Diminish the anthropogenic greenhouse effect They are your ultimate goals

16 Audiences Sell more widgets Suppose the widget is a moped Audiences: –Teenagers Boys Girls –Parents –Commuters Male Female –Retailers

17 Audiences Win funding for a project Audiences: –Your board (if the project is a radical departure from accepted activities) –Your manager (to win the right to prepare a proposal) –Your colleagues (to get their help) –Other staff (to get their support) –Professional contacts (to sing your praises) –The technical evaluators –The financial evaluators

18 Audiences Get her to marry me

19 Your commitment Values Awareness Knowledge Information Skills Resources Reputation... Relevance Their needs Primary: Better world Secondary: enlightenment Ignorance of issues Ignorance of solutions Apathy Hopelessness... Tertiary: systemic Resources Operational issues... Influencing audiences

20 Their needs Primary: Better world Secondary: enlightenment Ignorance of issues Ignorance of solutions Apathy Hopelessness... Tertiary: systemic Resources Operational issues... ? Your commitment Values Awareness Knowledge Information Skills Resources Reputation...

21 CORE OBJECTIVE COMMUNICATION OBJECTIVES TACTICS AUDIENCES STRATEGIES MESSAGES NEEDS T E S T

22 Audience needs Moped: –All Transport solution Good buy –Teenagers Street credibility fashionable –Parents Safe Reliable Good value Project –Employer use resources wisely grow the organisation enhance reputation mission-relevant –Funder Safe decisions Best return Be seen to get results mission-relevant secure future income

23 Most important audience management tool

24 Relevant communications objectives Sell more widgets –build brand awareness, link to current fashion, gain street credibility, recognition as most reliable, best quality... Win funding for a project –build reputational awareness, seriousness of procedures, originality of approach, value of consultants... Get her to marry me Diminish the anthropogenic greenhouse effect

25 Strategies Objectives Resources Insights

26 Strategies Moped –Standard three-wave campaign with refresher Wave 1: launch, style mags, reviews Wave 2: TV, style mags, sponsorships Wave 3: TV, style mags Refresher: Point of sale promotion Project –Endorser campaign Identify & enlist supporters

27 Messages Translate your communication objectives into audience-relevant messages Ensure messages fit strategic framework

28 CORE OBJECTIVE COMMUNICATION OBJECTIVES TACTICS AUDIENCES STRATEGIES MESSAGES NEEDS T E S T

29 Tactics The creative elements of your campaign The mix of tools you will use for your campaign: –Advertising TV, radio, online, daily, magazines? –Direct mail –Online –Viral marketing –Public relations –Media relations –Events –Sponsorships –Alliances –Etc.

30 Some examples

31 Preventing a merger Client: Deloitte Touche Tohmatsu Objective: prevent big 6 mergers Audience: EU and US competition authorities Needs: respect for decisions Comms objectives: these mergers will be anti- competitive Strategy: Enlist CFO opposition Message: “will you be audited by your competitors?” Tactic: CFO market research, media placement in press read by Van Miert and Kantor

32 Raising public awareness Client: Tacis Objective: raise environmental awareness of general public Audience: general public Need: high quality TV escapism Comms objective: combat apathy Strategy: help TV programmers source cheap programmes Message: “you can change things” Tactic: source, dub and distribute specially selected films through network of video libraries

33 Marrying Mammon and Greenery Client: Unilever Zhongguo Objective: best position to sell in Chinese hinterland once villagers have money (est. timescale 3-6 years) Audience: non-coastal Chineses public Need: help with “great leap forward” consequences Comms objective: Unilever cares for China Strategy: Support tree-planting efforts in eroding watersheds Message: “Green mountains for clear water” Tactic: working with CEPA and SSB to source and plant 100,000s of Unilever-labelled seedlings

34 Marrying Mammon and health Client: Smithkline Beecham Objective: sell more nicotin-replacement therapy products Audience: smokers aged Need: a good reason to quit Comms objective: cigarettes have immediate drawbacks to your sex life Strategy: 360° campaign highlighting link between smoking and impotency, infertility etc. Messages: “Can you still get it up?” Tactics: sexy celebrities, boomerang cards, alliances, free condoms with NRT packs...

35 For example…industrial automation (!) COMMUNICATIONS OBJECTIVES CORE OBJECTIVE AUDIENCES STRATEGIES/ MESSAGES Increase sales Build brand awareness Establish best-in-class reputation Serious, reliant on objective data points and analysis Productivity-boosting business consultants Operation, IT & plant managers Senior executives Engineers & eng. mgmt TACTICS Competitive advantage Proven best in class Productivity-enhancing Biggest change in mftg in decade Supported by research (sponsored) Senior RA exec contacts Senior partners Biz press Events (WEF etc) RA exec events 3rd party endorsers Sector-specific expertise: consultant reports Productivity Reliability Integration Support Sponsored research Reliability Maintenance Installation Control Support Peer contacts Biz press Partners Trade press Trade shows Seminars VFT 3rd party endorsers Sector-specific collateral Trade shows Trade press Sales force Partners Training events Demo visits 3rd party endorsers Sales force & SSG sales Significant evolution/ radical change Integrated business solution Best-in-class Sector-focussed training “Consultant” development Sector-specific collateral Online chat & support

36 So, in practice Communications team: Project manager Creative Traffic controller And,if needed,specialists –Media buyers, schedulers, copywriters, etc.

37 The salesman’s tricks Reciprocation - “A present? Thanks! Now I owe you something.” Consistency - “I promised you something. I must keep my word.” Social validation - “what is that fool doing?” versus “Oh. I wonder what all these people are doing.” Liking - “gee, we have the same birthday!” or “he complimented me on my tie” or “he worries about my environment” Authority - that tie… Scarcity - the rarer the item, the more people want it. Exclusivity…

38 A planning framework CORE OBJECTIVE Reduce the transport footprint in Arendal COMMUNICATION OBJECTIVES Freedom & independ. Options Unique environment satisfies citizens and attracts unique people - ensure transoprt strategy preserves this Safety and opportunity TACTICS Indirect (media, mkt research) direct lobbying (expl., site vists) create activist coalition Mkt research & media (developers) direct (maps (bus/bikes/foot)) accessibility guidance (real estate agents) Hard data (univ) study tours ed campaign media relations ecolabel AUDIENCES yr olds families Politicians For-profits (retailers, transporters, employers) STRATEGIES Support bikes, night buses etc Demand access Enlist CoC Lobby Educate biz Increase user demand MESSAGES “do you want your mom to pick you up?” Keep A attractive for the best workers & tourists centre good for biz clean transport too NEEDS Accessibility Get re-elected Keep jobs & status in A Make money EVALUATION European Common indicators per capita, weighted by demographic info Transpor satisfaction survey map impact survey Survey on biz awareness Cost-benefit analysis

39 Thank you 33 rue du Progrès B Waterloo Tel Fax


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