STRATEGIC COMMUNICATION

With strategic communication we can increase understanding between people and cultures, influence policy decisions, create possibilities for dialogue and democratic development.

GLOBAL REPORTING WHAT IS STRATEGIC COMMUNICATION? Strategic communication is communication that is planned. By planned we mean that you have selected a message (a main idea) that you want to send to specific target groups (that you’ve analyzed and segmented) to achieve specific goals (for example, inform, seek their agreement, persuade them about something, move them to action, etc,) using one or more types of channels, arenas or methods of communication. (one of aproximately 3,110 definitions found on the web)

GLOBAL REPORTING STRATEGIC COMMUNICATION CAN BE USED IN MANY DIFFERENT CONTEXTS To achieve development goals To facilitate dialogue To support management processes To strengthen democracy To increase respect for human rights To increase transparency To create a dialogue with civil society To facilitate relation with the media

GLOBAL REPORTING Empowerment through communication Global Reporting views communication as a part in achieving development goals and fighting poverty. Correctly used, communication is a vital tool to strengthen democracy and increase the respect for human rights. By letting more people participate and by strengthening the information between all stakeholders the development process will be improved.

GLOBAL REPORTING STRATEGIC COMMUNICATION MEANS BEING PROACTIVE The image of an organisation is decided by media, civil society and the public The organisation that is proactive influences its own image The tool to influence your image is strategic communication

GLOBAL REPORTING EVERYTHING AND EVERYONE COMMUNICATES

GLOBAL REPORTING EVERYTHING COMMUNICATES Message Architecture Tone Who Communicates Information channels Clothes Suppliers Culture Employees Language Silence Body language Inventories Context Reception Product/service Choice of words Associates

GLOBAL REPORTING EVERYTHING AND EVERYONE COMMUNICATES Only 7-10 percent of an organisation’s total communication can be derived from the information department. Conclusion: Communication must be integrated in all activities.

GLOBAL REPORTING STRATEGIC COMMUNICATION MEANS BEING PROACTIVE The image of an organisation is decided by media and other means of communication The organisation that is proactive influences its own image The tool to influence your image is strategic communication

GLOBAL REPORTING ONE WAY INFORMATION MODEL SENDERMESSAGECHANNELRECEIVER

GLOBAL REPORTING TWO-WAY COMMUNICATION MODEL SENDER MESSAGE CHANNEL RECEIVER EFFECT

GLOBAL REPORTING WHO IS THE SENDER? TRADITIONAL SENDER MODEL TARGET GROUP SENDER

GLOBAL REPORTING WHO IS THE SENDER? MEDIATOR MODEL TARGET GROUP COMMUNICATOR - media - “communication ambassadors” SENDER

GLOBAL REPORTING THE STRATEGIC COMMUNICATION PROCESS 1. Analysis - investigation 5. Monitoring, follow-up 4. Implementation 2.Deciding communication goals, target groups, message 3.Deciding a strategy and an action plan

GLOBAL REPORTING WORKING MODEL Situation today Vision = long -term future goal Monitoring Implementation Action Plan Strategy Objectivs Analysis Internal communication External communication

GLOBAL REPORTING THE COMMUNICATION PLAN Analyse the communication problem Define communication goals Define target groups Formulate a strategy including methods/arenas/channels, message, communicators etc Define methods for monitoring, follow-up and evaluation in relation to the communication goals Set up an action plan where each activity is specified

GLOBAL REPORTING THE ACTION PLAN

GLOBAL REPORTING TRADITIONAL MODEL FOR MASS COMMUNICATION SENDER Isolated individual

GLOBAL REPORTING STRATEGIC MODEL FOR MASS COMMUNICATION SENDER Individual in contact with opinion leader Opinion leader

GLOBAL REPORTING ADVANCED STRATEGIC MODEL FOR MASS COMMUNICATION SENDER Individual in contact with opinion leader Opinion Leader

GLOBAL REPORTING BUILDING RELATIONS WITH KEY TARGET GROUP MUST BE IN FOCUS ONE-WAY COMMUNICATIONDIALOGUERELATION FolderMeetingContinuous contacts

GLOBAL REPORTING TRUST IS A PRECONDITION FOR SUCCESFUL COMMUNICATION Transparency Strategic communication Trust Image

GLOBAL REPORTING STRATEGIC COMMUNICATION CAN Create interest Raise awareness Transmit knowledge Improve relations Change attitudes Change behaviours

GLOBAL REPORTING CHECKLIST FOR STRATEGIC COMMUNICATION Why do we need to communicate? What do we want to achieve with our communication? What do we want the target groups to know, to feel, to think or to do after the communication effort? With whom do we want to communicate? Who do we formulate my message? What channels/arenas/methods should we use? Who should be the communicators? What obstacles can we preview? How do we know that we have reached our communication goals? What methods should we use for monitoring and follow- up?

GLOBAL REPORTING KEYS TO SUCCESS Communication must be designed to support the general goals of the organisation. Research your target groups. Get to know them! Involvement all relevant stakeholders in the communication planning Review related experiences Learning-by-doing – combine theory and practice Set a good example and visualise it in the media

GLOBAL REPORTING KEYS TO SUCCESS Focus on the opinion leaders Provide platforms for stakeholders/target grops for dialogue at all levels Integrate communication in all activities Monitor and evaluate all communication activities

GLOBAL REPORTING How can we use strategic communication?