Community Capacity Building Program The Communications Planning Process

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

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

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

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

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

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

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

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

Media Newspapers Radio Television Magazines Industry/Community Publications Other

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

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

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

Communications Planning Exercise 4 What does your organization communicate?

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

Target Audience Internal Staff Volunteers Committees

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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