© Lawrie Kirk 2011 APEX Tactical Planning Workshop Results Lawrie Kirk Visiting Fellow and Casual Lecturer The Australian National Centre for Public Awareness of Science, The Australian National University, Canberra, Australia 21 June 2011

© Lawrie Kirk 2011 GOAL OF WORKSHOP To illustrate an approach to plan communication tactics... (using the APEX initiative as an example)

© Lawrie Kirk 2011 Strategy vs. Tactics More than 2,000 years ago, Sun Tzu—the Art of War taught: Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. In other words, planning without action is futile, action without planning is fatal. (Source: Retrieved 18 June from (Source: Retrieved 18 June from

© Lawrie Kirk 2011 Common problems with implementing a communication strategy Lack of strategic direction and advice to operational staff Lack of strategic direction and advice to operational staff Operational people not thinking strategically and restricted to a “fact sheet” and “newsletter” paradigm Operational people not thinking strategically and restricted to a “fact sheet” and “newsletter” paradigm Failure to think of the communication outcomes that will result from the investment in that tactic(s) Failure to think of the communication outcomes that will result from the investment in that tactic(s) Inability to categorise the outcomes resulting in a long “shopping list” approach hampering prioritisation Inability to categorise the outcomes resulting in a long “shopping list” approach hampering prioritisation Lack of agreed measures of success; establishing an agreed vision for what communication success would be for each stakeholder group Lack of agreed measures of success; establishing an agreed vision for what communication success would be for each stakeholder group Inability to express the desired relationship that is to be supported by the communication investment Inability to express the desired relationship that is to be supported by the communication investment

© Lawrie Kirk 2011 © Lawrie Kirk 2010

© Lawrie Kirk 2011 Proposed time period Communication Strategy – 2 years Communication Strategy – 2 years Tactical Plans – 3 over this period; first one 6 months duration Tactical Plans – 3 over this period; first one 6 months duration Review period of strategy just before completion of 2 year period Review period of strategy just before completion of 2 year period

© Lawrie Kirk 2011 Step1: Available resources? What are the resources we can access to fund the strategic planning needed What are the resources we can access to fund the strategic planning needed To fund the tactics To fund the tactics To make the communication budget SELF sustainable To make the communication budget SELF sustainable

© Lawrie Kirk 2011 Step 1: Outline available resources Assumed available Resources for the communication strategy Executive and management commitment to the APEX initiative Executive and management commitment to the APEX initiative Academic staff expertise and research centres of excellence Academic staff expertise and research centres of excellence Students – a great resource for evaluation Students – a great resource for evaluation Well established and trusted industry Contacts Well established and trusted industry Contacts “Volunteer” assistance (within Malaysia and international such as CPAS) “Volunteer” assistance (within Malaysia and international such as CPAS) Infrastructure and communication devices already exist Infrastructure and communication devices already exist Specialist areas exist (TV, arts, print, photography, radio) Specialist areas exist (TV, arts, print, photography, radio) Arts faculties for expanding outreach Arts faculties for expanding outreach Children and youth of students and lecturers (important for a long term sustainability initiative) Children and youth of students and lecturers (important for a long term sustainability initiative)

© Lawrie Kirk 2011 Step 2: Organisation Structure for Communication Strategy APEX initiative – Senior APEX initiative – Senior University Management University Management Communication Strategy – Senior Working Group representative of communication partner categories Communication Strategy – Senior Working Group representative of communication partner categories Tactical plan – to be determined, who will really drive and own the selected tactics Tactical plan – to be determined, who will really drive and own the selected tactics

© Lawrie Kirk 2011 Step 3: Suggested Communication partner categories Internal staff Internal staff International Bodies International Bodies Policy makers and funders Policy makers and funders Students and graduates Students and graduates Malaysian community Malaysian community Note “Partners NOT targets” TARGET AUDIENCES

© Lawrie Kirk 2011 Step 4: Desired Relationships Internal staff Support for the APEX initiative Support for the APEX initiative Understanding of the implications for their area of interest Understanding of the implications for their area of interest Willingness to be ambassadors for the APEX initiative Willingness to be ambassadors for the APEX initiative Active contributors to the APEX initiative Active contributors to the APEX initiative

© Lawrie Kirk 2011 Desired Relationships (cont’d) International Bodies Acknowledgement of USM’s work on the APEX initiative Acknowledgement of USM’s work on the APEX initiative Willingness to collaborate Willingness to collaborate Trust that this work will make a difference Trust that this work will make a difference Information sharing without constraints Information sharing without constraints

© Lawrie Kirk 2011 Desired Relationships (cont’d) Policy makers and Funders Endorsement of the value of the APEX initiative Endorsement of the value of the APEX initiative Trust to continue to invest Trust to continue to invest Opportunities to input into policy/funding decisions Opportunities to input into policy/funding decisions Commitment to taking a long term sustainable approach Commitment to taking a long term sustainable approach

© Lawrie Kirk 2011 Desired Relationships Students and Graduates Awareness of the APEX initiative Awareness of the APEX initiative Pride in the of the long term vision of APEX Pride in the of the long term vision of APEX APEX being a way to have a continued relationship with USM APEX being a way to have a continued relationship with USM Willingness to be active participants Willingness to be active participants

© Lawrie Kirk 2011 Desired Relationships Malaysian Community Understanding of the importance of USM being an advocate for APEX Understanding of the importance of USM being an advocate for APEX Recognition that USM is a leader in the APEX initiative Recognition that USM is a leader in the APEX initiative Ownership of the APEX initiative and sharing/collaboration of activities Ownership of the APEX initiative and sharing/collaboration of activities

© Lawrie Kirk 2011 Step 5: Key Communication Messages APEX is an initiative for a sustainable tomorrow based on excellence in education (with a focus on humanitarian issues) APEX is an initiative for a sustainable tomorrow based on excellence in education (with a focus on humanitarian issues) USM is an acknowledged Regional Centre of Excellence for Sustainable Development based on humanity values USM is an acknowledged Regional Centre of Excellence for Sustainable Development based on humanity values USM sees education as a holistic process incorporating science, arts and culture USM sees education as a holistic process incorporating science, arts and culture There are seven areas that will be the focus of the APEX initiative: The Future, Uniqueness, Sustainability, Humanity, Universality, Change and Sacrifice There are seven areas that will be the focus of the APEX initiative: The Future, Uniqueness, Sustainability, Humanity, Universality, Change and Sacrifice

© Lawrie Kirk 2011 Step 6: Desired Communication outcomes Tactics will segmented according to one of the three communication outcomes; Information exchange Information exchange Communication networking Communication networking Involvement Involvement

© Lawrie Kirk 2011 Step 7: Determining Tactics In a group have you ever had problems with: wordsmithers ? wordsmithers ? procrastinators ? procrastinators ? dominant personalities ? dominant personalities ? This technique will help you…

© Lawrie Kirk 2011 THE ACTION PLAN MATRIX INFORMATIONEXCHANGE COMMUNICATION NETWORKING INVOLVEMENT PERFORMANCE MEASURE PARTNER “A” PARTNER “B” PARTNER “C” PARTNER “D” BUDGET$$$

© Lawrie Kirk 2011

Step 8: Preparing Action Plan for approval

© Lawrie Kirk 2011

Results of workshop 21 June Over 60 participants Over 60 participants 2 hrs duration 2 hrs duration Facilitated by Lawrie Kirk Facilitated by Lawrie Kirk Purpose to look at tactics for the APEX initiative for the next 6 months Purpose to look at tactics for the APEX initiative for the next 6 months

© Lawrie Kirk 2011 Overview of suggested tactics

© Lawrie Kirk 2011 Summary 90 tactics recommended and prioritised by audience, outcome and impact of risk 90 tactics recommended and prioritised by audience, outcome and impact of risk Focus recommended on Policy and Funders and getting them involved Focus recommended on Policy and Funders and getting them involved Followed by Internal and Malaysian Community – involvement a key focus Followed by Internal and Malaysian Community – involvement a key focus Policy makers and funders have tactics that will be greatly impacted by the nominated five key risks that might occur over the next 6 months Policy makers and funders have tactics that will be greatly impacted by the nominated five key risks that might occur over the next 6 months

© Lawrie Kirk 2011 Example of tactics

© Lawrie Kirk 2011 Example of tactics

© Lawrie Kirk 2011 Next steps – Short term (within 1 month) Establish “mentors” within the Strategic Communication Unit for the three outcome categories and also success measures Establish “mentors” within the Strategic Communication Unit for the three outcome categories and also success measures Nominate people who know the partner categories and can assist with the nominated relationship (5) Nominate people who know the partner categories and can assist with the nominated relationship (5) Establish success measures for each partner category Establish success measures for each partner category Complete an overarching Communication Strategy document Complete an overarching Communication Strategy document Look at effort and duration for all tactics Look at effort and duration for all tactics Cost the top three in each outcome category for each partner Cost the top three in each outcome category for each partner Look for any synergies and links Look for any synergies and links

© Lawrie Kirk 2011 Next steps – Medium term (within 3 months) Start on top #1 tactics in priority partners Start on top #1 tactics in priority partners Undertake baseline evaluation of relationships (1 weeks solid work) Undertake baseline evaluation of relationships (1 weeks solid work) Establish the Tactical Working Group Establish the Tactical Working Group Project Management training for Strat Comm staff using APEX as a reference point Project Management training for Strat Comm staff using APEX as a reference point

© Lawrie Kirk 2011 Next steps – Longer term (within months) Review status of tactics Review status of tactics Revise current tactical plan for release 2.0 Revise current tactical plan for release 2.0 Review Risk mitigation actions Review Risk mitigation actions Review overall tactical implementation risks and issues Review overall tactical implementation risks and issues Provide second tactical plan for Steering Committee approval Provide second tactical plan for Steering Committee approval