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Community Capacity Building Program The Communications Planning Process.

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Presentation on theme: "Community Capacity Building Program The Communications Planning Process."— Presentation transcript:

1 Community Capacity Building Program The Communications Planning Process

2 Agenda Icebreaker Welcome & Overview Agenda Review Why Communicate Communication Strategies Types of Media What to Communicate Target Audience Communication/Delivery Options Establish a Communications Plan Monitor and Evaluate Plan Parking Lot Discussion/Evaluation

3 Communications Planning Why communicate as an organization? Communication strategies Media What to communicate Target audience Communication/delivery methods Communications plan Monitor and evaluate plan

4 Why we communicate? - Exercise 1 Discuss various reasons for your organization to communicate

5 Why communicate? Why we communicate? Funding requirement Legislative requirements Due-Diligence (bylaws) Change behaviors/attitudes Build community support Raise awareness Exchange information

6 Why we communicate? Crisis/risk management Build capacity Advocacy Improve volunteer and staff morale Recognize accomplishments and achievements Why we communicate?

7 Communications Planning - Exercise 2 Identify various terms used by your organization to describe the communication activities What comprises public relations, marketing and advertising?

8 Communications Strategies Marketing Overall plan to promote organization Advertising Bring product to customer’s attention Public Relations Ongoing activities for public image Promotion Ongoing activities to create familiarity

9 Communications Planning - Exercise 3 Which media or distribution channels are used by your organization to communicate?

10 Media Newspapers Radio Television Magazines Industry/Community Publications Other

11 Social Media Facebook Twitter LinkedIn MySpace YouTube Etc. Extremely useful tools for interaction with a specific audience

12 Social Media Facebook – more “personal” – best for two-way interaction, photos, responding to comments Twitter – shorter, broader messages – best for frequent bursts of information Many social media accounts can be linked so that simultaneous posting is possible Popular platform for account linking: HootSuite

13 Social Media See additional resource for in-depth social media analysis

14 Communications Planning Exercise 4 What does your organization communicate?

15 What to communicate Good news Best practices Mission/mandate Progress reports/achievement New initiatives Changes Policy and opinions Basic information and facts Events Research

16 Target Audience Internal Staff Volunteers Committees

17 Target Audience External Funding sources Governments Business/foundations Partners Governments College/schools Service clubs/volunteer organizations Elected officials Others Media Public

18 Tools to Reach Target Audience Social media -Presents effective method to reach specific groups based on interests/wants/needs/connections Facebook - Offers targeted ads based on search patterns and “likes” of individual users

19 Communications Planning Exercise 5 Who is your target audience? Use small group discussion to identify the various target audience(s) for the case studies

20 Communication/Delivery Methods Branding News release Public service announcement (PSA) Brochure Display/backdrop Speeches/presentations

21 Communication/Delivery Methods Newsletters and circulars General correspondence Technology Minutes Reports Sponsorships Consultations

22 Communications Planning Exercise 6 Write a public service announcement Each participant to write their own public service announcement Identify which media you will use

23 Communications Planning Exercise 7 Developing a communications plan Identify the communication methods that you would use to reach the target audience identified in Exercise 5. Record your responses on flipchart and report back to large group

24 Communications Planning Strategies and methods Regular news releases Regular speaking engagements Submit articles to publications Distribute annual report Use website wisely Arrange interviews with local media

25 Communications Planning Appoint official spokesperson Ensures consistency and credibility Provides consistent message and image Provide person guidance and training

26 Communications Planning Budget Develop budget for advertising Develop budget for other initiatives Presentations Printing Special events

27 Communications Planning Interview Skills Be prepared Avoid “off the record” comments Be eloquent Be courteous Tell the truth or don’t deny bad news Ask for clarification Be clear, brief and don’t chatter

28 Communications Planning Exercise 8 Handling Media Interviews Discuss media interviews Role play a media interview

29 Monitor and Evaluate Implement continuous evaluation Determine some evaluation strategies or benchmarks, such as: Brochure distribution Website hits Telephone inquiries Types of inquiries Media coverage Attendance at events Prepare annual report

30 STRATEGY & PLANNINGRELATIONSHIP BUILDING ORGANIZATIONAL SKILLS & MANAGEMENT CO-OPERATIVE DEVELOPMENT Strategic PlanningCommunity Development Organizational GovernanceBasics of a Co-operative Proposal WritingPublic ParticipationBoard OrientationCo-operatives and the Community Development Process I Project ManagementAlternative Dispute Resolution Meeting ManagementCo-operative and the Community Development Process II Opportunity Identification Group DynamicsLeadership and Motivation Opportunity Management Interpersonal Communications Communications Planning Legal Issues

31 Review objectives Review any additional expectations Review Parking Lot Point out Certificates of Participation Complete evaluation Thank you! Conclusion and Evaluation Community Capacity Building Program

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