Building a communications strategy PASOS/OSI Workshop 24 May 2010 Peter Harrington

A good strategy is like a… Developing and implementing a communications strategy Peter Harrington

…soufflé Developing and implementing a communications strategy Peter Harrington

Simple, yet so hard It must be: Clear Realistic Measurable Time framed Developing and implementing a communications strategy Peter Harrington

"The essence of strategy is choosing what not to do.” Michael Porter Developing and implementing a communications strategy Peter Harrington

The ‘art’ of making a strategy… Where are you now? Where do you want to be? How do you get there? The importance of the right process. Like a good recipe… Developing and implementing a communications strategy Peter Harrington

It has a clear sequence Set out how you’re going to do it Establish where you are Set your overall objectives Develop your narrative and brand Define key messages, themes and facts Do audience breakdown and prioritise ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs Social media and community Engagement plan and internal strategy Capacity building Evaluation Developing and implementing a communications strategy Peter Harrington

Establish where you are Internally (this really matters) Resources Systems Culture Externally Reputation Media profile Online Developing and implementing a communications strategy Peter Harrington

It has a clear sequence Set out how you’re going to do it Establish where you are Set your overall objectives Develop your narrative and brand Define key messages, themes and facts Do audience breakdown and prioritise ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs Social media and community Engagement plan and internal strategy Capacity building Evaluation Developing and implementing a communications strategy Peter Harrington

Choosing your objectives Developing and implementing a communications strategy Peter Harrington

Choosing your objectives Clear: Become the best think tank in the world Realistic: Become the best think tank in [your country] Measurable: Become the most influential think tank in [your country] Time framed: Become the most influential think tank in [your country] in the next two years Developing and implementing a communications strategy Peter Harrington

It has a clear sequence Set out how you’re going to do it Establish where you are Set your overall objectives Develop your narrative and brand Define key messages, themes and facts Do audience breakdown and prioritise ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs Social media and community Engagement plan and internal strategy Capacity building Evaluation Developing and implementing a communications strategy Peter Harrington

Tell a story… A brand is difficult to build, and takes time Clear Concise Consistent HUMAN What is the question…? Developing and implementing a communications strategy Peter Harrington

It has a clear sequence Set out how you’re going to do it Establish where you are Set your overall objectives Develop your narrative and brand Define key messages, themes and facts Do audience breakdown and prioritise ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs Social media and community Engagement plan and internal strategy Capacity building Evaluation Developing and implementing a communications strategy Peter Harrington

Audience breakdown Developing and implementing a communications strategy Peter Harrington

It has a clear sequence Set out how you’re going to do it Establish where you are Set your overall objectives Develop your narrative and brand Define key messages, themes and facts Do audience breakdown and prioritise ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs Social media and community Engagement plan and internal strategy Capacity building Evaluation Developing and implementing a communications strategy Peter Harrington

The hierarchy… All flow upwards, and focus on relationships Organisational goals | Communications goals | Events goals Media goals Web goals Publishing goals | Tactics Developing and implementing a communications strategy Peter Harrington

Here’s one I made earlier Overall story Communications goals Media strategy Event strategy Network strategy Web strategy Social media strategy Design Measurable targets Developing and implementing a communications strategy Peter Harrington

Here’s one I made earlier Overall story Communications goals Media strategy Event strategy Network strategy Web strategy Social media strategy Design Measurable targets Developing and implementing a communications strategy Peter Harrington

It has a clear sequence Set out how you’re going to do it Establish where you are Set your overall objectives Develop your narrative and brand Define key messages, themes and facts Do audience breakdown and prioritise ‘Sub’ objectives – Media (+crisis), Events, Web, AV, Pubs Social media and community Engagement plan and internal strategy Capacity building Evaluation Developing and implementing a communications strategy Peter Harrington

The internal process That was the easy bit. This is the hard bit With the right process you’re half way there Be patient, and repeat the messages Repeat repeat repeat Developing and implementing a communications strategy Peter Harrington

Making it all happen Internal tools Early meetings - projects Grid Calendar Training Database Media database Timelines and trackers Media analytics Rules, DOL and Templates Budgets! External tools Press (proactive/reactive) Reports/briefings Newsletters Events Meetings Video/Audio Website Blog Social media Design Developing and implementing a communications strategy Peter Harrington

Making it all work, together Developing and implementing a communications strategy Peter Harrington

Money Making money out of comms is tricky… Try to build into budgets If you build a product, you can sell it or get it sponsored Be careful with your brand Developing and implementing a communications strategy Peter Harrington

If you remember 3 things… ahem 1. Your communications strategy is inseparable 1. The process matters as much as the outcome 2. Know your model, and have something to say 3. (It’s all about relationships) Developing and implementing a communications strategy Peter Harrington

"In preparing for battle I have always found that plans are useless, but planning is indispensable.” Dwight D. Eisenhower Developing and implementing a communications strategy Peter Harrington

Questions… Developing and implementing a communications strategy Peter Harrington