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Planning a Communication Strategy Conceiving the Strategic Plan By the World Scout Bureau, Communications and Partnership

Programme of the session

Why a Strategy?

Why a strategy? Chapter 6 Page 40

The cycle of your strategy Page 123 Section 2

Step 1, The analysis of the situation Page 54 Section 5

Step 2, The vision of the organization Example “To ensure high quality image of an organisation that is modern and rooted in its values, but which responds to current needs, is able to accept new elements and is prepared to respond to changes in society”. Page 60 Section 8

Step 3, Identify the priorities You can have various priorities corresponding to specific areas of work They may help you face your challenges They may help you envisage the direction to go Page 60 Section 7

Step 4, Determining targets Page 61 Section 8

Step 5, Formulating communication objectives Communication objectives are developed from the priorities in order to communicate what Scouting is about. Questions to ask in order to formulate the objectives How can we reach the targets that we have defined? How can express the NSO´s strategic objectives through the various communication objectives? How should we respond to the conclusions of the analysis? .

Step 5, Formulating communication objectives Priority 1 Priority 2 Priority 3 Objective 1 Objective 2 Objective 3 Target 1 Target 2 Target 3

Step 5, Formulating communication objectives Example To create awareness of, and promote Scouting’s values To change the media’s perception regarding the Scout Movement To set up a media plan for the jamboree Page 62 Section 9

Step 6, Examining strength & weaknesses Threats Opportunities Page 64 Section 6

Step 7, Communication axes The axe is the direction that links the theme to the target. It leads the message. Page 68 Section 13

Step 8: Adapting messages The content of the messages is developed by going from the theme to the target along the selected communication axis. Page 69 Section14

Step 9, Planning Page 74 Section 15

Step 9, Planning Priority 1 Priority 3 Priority 2 Objective 1 Target Audience 1 Target Audience 2 Target Audience 3 Starting date Deadline Page 74 Section 15

Step 10, Choosing the means and action Priority 1 Priority 3 Priority 2 Objective 1 Objective 2 Objective 3 Target Audience 1 Target Audience 2 Target Audience 3 Starting date Deadline Means and actions Page 74 Section 16

Thank you. You’re now equiped to start your job. Good luck! Thank you for your attention!

Thank you for your attention! Communications & Partnerships June 2018

Thank you for your attention! The slideshows are produced by the Communications and Partnership Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm Concept and writing: Richard Amalvy Photos: Archives of the World Scout Bureau © World Scout Bureau, June 2018 All rights are reserved concerning the reproduction and translations for national scout organisations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author.