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Reveal Course on Communication - Advanced This project has been funded with support from the European Commission. This publication reflects the views only.

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Presentation on theme: "Reveal Course on Communication - Advanced This project has been funded with support from the European Commission. This publication reflects the views only."— Presentation transcript:

1 Reveal Course on Communication - Advanced This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

2 Level: Advanced Subject: Communication Module 1: Public Speaking DU 1.1 Communication guidelines in public speaking during crisis management REVEAL Course Communication Advanced

3 Crisis communications have a lasting impact on institutional reputation and public support. Because of the emotions that usually accompany crises, images formed from crisis reporting are especially important in shaping long-lasting public impressions of the institution. The most important goal for this type of communication is to communicate with the public in ways that build, maintain or restore trust. The priority will be on maintaining timely and open communications with the media, providing complete and accurate information that has been confirmed about the emergency situation and the NGOs response to the crisis at hand. Module 1: Public Speaking REVEAL Course Communication Advanced

4 When we face a crisis we need to take into account that it occurs unexpectedly, it may not be in the organizations control, it requires an immediate response and it may cause harm to the organizations reputation, image, or viability. The content, form, and timing of the communication can help reduce and contain the harm or make the situation worse. To reduce the psychological impact of a crisis, the public must feel empowered to take actions that will help reduce their risk of harm. Physical and mental preparation may help relieve anxiety. An action message can provide people with the belief that they can take specific steps to improve a situation. Module 1: Public Speaking REVEAL Course Communication Advanced

5 People may receive, interpret, and act on information differently during an emergency than during a normal period. The role of the spokesperson in crisis communication is to deliver information taking into account public wants or needs. This information should empower people, build trust, and reduce the level of harm. The spokesperson should provide information according to the who, what, where, when, why, and how. Also, he/she must establish an appropriate level of concern and empathy; remain calm while acknowledging uncertainty and avoiding the tendency to over-reassure; show competence and consistency in responding to help build confidence and trust; demonstrate openness and transparency. Spokespersons dont just read a statement: they are the statement. Module 1: Public Speaking REVEAL Course Communication Advanced

6 Module 1: Public Speaking REVEAL Course Communication Advanced The following factors can help you process information during a crisis: Simplify messages. Use simple short sentences and avoid technical vocabulary. Use positive or neutral terms. Speed up your response. Tell it, and tell it early. Credibility and consistency. Make sure you are transparent and as accurate as you can be otherwise people will not trust you. Acknowledge peoples fears: Dont tell people they shouldnt be afraid. They are afraid, and they have a right to be so. Acknowledge the shared misery: Some people will be less frightened than they are miserable, feeling hopeless and defeated.

7 Module 1: Public Speaking REVEAL Course Communication Advanced The following factors can help you process information during a crisis: Give people things to do and give them a range of responses. Limit jargon and acronyms: Jargon impedes communication and may imply arrogance. Use humor with caution: Humor is a minefield during a crisis. Avoid one-liners, clichés, and off-the-cuff comments. Dont let reporters put words in your mouth. Always assume the microphone is on! Understand there is no such thing as off the record.

8 Level: Advanced Subject: Communication Module 2: Communication with external organizations DU 2.1 Guidelines for effective communication among NGOs REVEAL Course Communication Advanced

9 Marketing gets no consideration in the nonprofit world; it is often viewed as necessary evil. But this is the ugly truth: most people have never heard of your organization, and they probably dont care much about what you do. Strengthening your position defending your organizations reputation, the one irreplaceable asset of any nonprofit is the essence of branding. Building a brand can be difficult and very expensive, and the results are typically hard to measure or not immediately apparent. As a result, NGOs rarely invest the necessary resources to secure top- flight marketing talent, to produce outstanding marketing materials, to engage the media, to implement a consistent and appropriate visual identity system, and to do all the other supporting activities that fall under the heading of branding. But it is better to take the initiative and define yourself, before one of your enemies tries to define you. Module 2: Communication with external organizations REVEAL Course Communication Advanced

10 The primary objectives are to define and then defend an organizations position, and move it closer to success in its mission. Marketing answers the following questions: How is our program distinctive? What do we want to be known for? Why is our work relevant? These are absolutely critical considerations for every NGO. Module 2: Communication with external organizations REVEAL Course Communication Advanced

11 Effective marketing generally starts from the point of view of the audience, or customer, and seeks to anticipate and address their needs. That is why lots of marketing pieces tend to start with the word you. Marketing appeals to the heart. Communications, on the other hand, typically appeal to the head. Representing the institutional perspective, sentences in communications materials usually start with the word we or else the organizations name; look at any NGO annual report for a case in point. Ideally, NGOs combine the best aspects of both these approaches, and appeal to both the heart and the head. Dont just communicate. Module 2: Communication with external organizations REVEAL Course Communication Advanced

12 In order for a message to be effective it must respond to the following questions: What is your target audience and what do you know about them? Why do you believe this is the best way to reach that person? What is the shelf life of this piece? What else could you spend this money on? The real guts of a high-quality marketing and communications plan follow directly from the goal. Module 2: Communication with external organizations REVEAL Course Communication Advanced

13 As long as its aimed at a measurable result, the Holy Trinity formula audience, message, vehicle is effective for good communication among NGOs. Audience: Which individuals or institutions do you need to reach and/or influence to achieve your goal? Can they be identified according to demographic, geographic, personality or lifestyle characteristics? Are they already aware of your issue and organization? And remember: there is no such thing as the general public. NGO marketing often aims at behavior change, and social marketing was made to do just this. But in order to make your audience react, first of all you have to catch their attention by knowing who they are and what they like. This means that your mission and audience should drive your marketing. Message: What message will motivate each of your target audiences to take the desired actions? NGOs often believe that the message should be about them. But it most definitely is not: messages should be designed to motivate people to go beyond awareness and take action. Messages have to speak directly to the needs, desires, and aspirations of the audience, and they should be short and simple. Vehicle: What is the best means of delivering the message to the target audience? What combination of tools and channels work best? While personal meetings, printed material, media and advertising remain important in many cases, increasingly the core of an effective marketing strategy is no longer offline, but online. The best web sites have evolved from being simple online brochures to gateways to larger networks. Blogs offer an opportunity to send and receive more sophisticated messages, especially to those who interested in and follow your issues. And email systems are becoming so cost effective that organizations can now do the sort of differentiated marketing and information exchanges with large groups. Module 2: Communication with external organizations REVEAL Course Communication Advanced

14 Level: Advanced Subject: Communication Module 3: Basic use of IT in communication DU 3.1 SEO and Positioning strategies applied to volunteering field REVEAL Course Communication Advanced

15 Website positioning or Search Engine Optimization (SEO) is the process of modifying elements of a website to achieve optimal rankings within search engines for specifically selected keywords and search phrases. There is no single independant element of Search Engine Optimization that really makes a website rank higher, but rather the combined effect of many elements working together to improve how a website is positioned on the search engines in order to get your target market directly to your website. Good website positioning is key to increasing your website traffic, online lead generation and/or sales. Module 3: Basic use of IT in communication REVEAL Course Communication Advanced

16 Here are the some steps to improve your search engine positioning: Choosing Keywords: You must choose your keywords. This is perhaps the most important step of the process as incorrectly targeting phrases can result in traffic that is not interested in your product. Keyword density or frequency should be around 2-6% of total text, but natural writing is the best way to go, as search engines have got much better at identifying unnatural writing patterns and factoring in the words that are typically associated to a topic/keyword. Constructively and proactively use keywords in your home page content; make sure it reflects the content. Site Content: Even before starting optimizing websites get a good deal of new content, since it can be helpful in that it can reveal potential additions to your website that you may not have considered (a forum or blog for example). Site Structure: A solid site structure is very important. Creating a site that is easily read and traversed by the search engines crucial. To adequately structure your website you must "think like a search engine spider" which is not as difficult as it may sound. A search engine spider reads your web page like you would read a book. It starts at the top left, reads across, and then moves down. Priority must be given then, to what you place near the top of your page. Module 3: Basic use of IT in communication REVEAL Course Communication Advanced

17 Here are the some steps to improve your search engine positioning: Metatags: Metatags are located in the HTML source code of a web page that detail administrative information about a web site/page. Some information is also scanned by portals, directories, and search engines and is also listed in the web site´s description, such as and Title metatag: Displayed in the top line of a browser, and often duplicated in listings of search engines, etc. Description metatag: Employs keywords thet reflect content. It should be consistent for all submissions, including: directories, search engines, portals. It should also be descriptive, not hyped: the Open Directory Project (ODP) rejects sites with promotional descriptions. Keyword metatag: Generally obsolete but still necessary: Google does not index the metatag for keywords. Add metadata to images: with the tag and include/reinforce keywords. Module 3: Basic use of IT in communication REVEAL Course Communication Advanced

18 Here are the some steps to improve your search engine positioning: Optimization: Once you have your keyword targets, your content created and your site structure established you must now move on to the most obvious step, the optimization of your content. As noted above, a spider places importance on what it reads highest on the page and so beginning with a sentence that includes your targeted phrase only makes sense. That said, stuffing in keywords in the hope that it will add weight to your page generally doesn´t work. The term "keyword density" refers to the percentage of your content that is made up of your targeted keywords. The rule is: put your keywords in the content as much as you can while keeping it readable to a human visitor. Internal Linking: To ensure that your website gets fully indexed you have to make sure that the spiders have an easy path through your website. Text links make the best choice as the anchor text (the actual words used to link to a specific page). Add relevancy to that page for the words used to link to it. Make sure you create a sitemap to all your internal pages and link to it from your homepage in order to increase indexing. Human Testing: So now you have your site, it´s optimized and you have your navigation in place. The next step is to put it past someone who has never seen your site. What in your content is valuable to your audience? Ask them to find specific information and see how long it takes. Ask someone else to just surf your site and watch which links they click and ask them why they chose those ones. You´ve spent hours working through the content at this point and are probably not the least biased of its readers. Create intuitive and obvious navigation, by doing the following: enable multiple topical "entry points", clearly present current content, published research and items of interest, establish credibility with the credentials of authors and list awards, include a few items of personal interest (humanize),remove gimmicks or gratuitous technology or distracting graphics that have no purpose to that of the website, facilitate contacts and feedback, make it simple! Module 3: Basic use of IT in communication REVEAL Course Communication Advanced

19 Here are the some steps to improve your search engine positioning: Submissions: Submit to directories (both general and topic-specific) and to a few topical search engines but most important of all submit to Google, Yahoo!, MSN, Bing, and the other major search engines. Even though major search engines are spidering search engines, which means they will follow links to wherever they go. Simply having sites that are spidered by the major search engines linking to you will get your site found. Link Building: All of the major search engines give credit to sites that have quality links pointing to them. The first place to seek links is with general and topic-specific directories. After that you may find websites that you believe your site visitors would genuinely be interested in and you´ve probably found a good link partner. You want to find links from sites that are related to yours. Monitoring: You will have to monitor the major search engines for your targeted phrases. Also, you will need to review your stats to see where your traffic is coming from and what search terms are being used to find you. Reward Yourself: So you´ve done it. It´s taken many hours of work but your rankings are doing well. What you´ve created is a solid position that will stand the tests of time provided that you continually revisit the above noted steps and ensure that your website is always one step ahead of your competition. You´ve got a lot of work to do to maintain and build on these rankings but the hardest part is over. Congratulations! Module 3: Basic use of IT in communication REVEAL Course Communication Advanced

20 Thank you! This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.


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