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Towards a corporate communications strategy

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1 Towards a corporate communications strategy
Deborah Hart Director of Communications and Policy Royal College of Psychiatrists

2 Towards a corporate communications strategy
Who are you? (Mission & Vision) What are your strengths, weaknesses, challenges & opportunities? (SWOT) Who do you want to communicate with? (Defining your audience) Where do you want to be in 3-5 years time? (Strategic Plan) Working out how to get there and what you need to do (Staffing, priorities and finances)

3 Towards a corporate communications strategy

4 What is a Mission Statement?
A Mission Statement is a statement of the purpose of a company, organisation or person, its reason for existing. The Mission Statement should guide the actions of the organisation. A Mission Statement talks about the present.

5 What is a Mission Statement?
Cruse Bereavement Care Scotland We seek to help anyone experiencing bereavement to understand their grief and cope with their loss. We work primarily through volunteers, providing free care to bereaved people. We also train and educate individuals and organisations who may in turn be able to contribute to the well-being of bereaved people.

6 What is a Vision Statement?
When developing a Vision Statement , think about What do we want to do going forward? When do we want to do it? How do we want to do it? Will it draw people into your organisation? Does it give hope for a better future? Will it inspire people?

7 What is a Vision Statement?
A Vision Statement is short phrases or sentences that convey your hopes for the future. A Vision Statement should be easily understood, inspiring, uplifting, and easy to communicate.

8 What is a Vision Statement?
Cruse Bereavement Care Scotland exists to promote the well-being of bereaved people in Scotland

9 Mission & Vision Statements
Which comes first? When setting up an organisation, the Vision Statement will guide the Mission Statement. ....and The Strategic Plan

10 Towards a corporate communications strategy
SWOT Analysis Strengths Internal challenges (weaknesses) Opportunities External challenges (threats)

11 Towards a corporate communications strategy Define your audiences
For instance for the RCPsych our audiences are: Internal Members, Trainees Staff External Government Mental Healthcare Professionals Patients, Carers and Mental Health Organisations Public and Media (national and international)

12 Towards a corporate communications strategy
Different communication tools are dependent on your audiences Internal (your members and observers) External (wider audience) Do you have a database of members? How do you currently communicate? The organisation Your reports

13 Towards a corporate communications strategy
A Strategic Plan “is a document used to communicate with the organisation the organizations goals, the actions needed to achieve those goals and all of the other critical elements developed during the planning exercise.”

14 Towards a corporate communications strategy
Website: needs to be redesigned to include Vision and Mission statements Conferences/workshops across Europe: to disseminate your reports. Get key dates and agree a programme alerts: to members, observers and database linking to reports on website. eNewsletter/newsletter: need only be quarterly

15 Towards a corporate communications strategy
Press releases to relevant European media & medical publications Social Media: Facebook Twitter Linked In: can set up a Forum Forum Important that these are maintained and regularly used – should be organisational rather than individual

16 Towards a corporate communications strategy
Whatever you decide to do is dependent on: Your agreed priorities and plan of action Staffing needs to take these forward Finances

17 Towards a corporate communications strategy
Deborah Hart Director of Communications and Policy Royal College of Psychiatrists


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