© Lawrie Kirk 2010 Strategic Communication Planning Lawrie Kirk Visiting Fellow CPAS ANU

© Lawrie Kirk 2010 GOAL FOR TONIGHT To illustrate how a strategic approach to communication can be delivered within a science communication context

© Lawrie Kirk 2010 Introduction and overview of process to be used for the workshop Communication planning needs to be: Relevant Relevant Simple Simple Practical Practical Sound Sound Repeatable Repeatable Provide clear delineation of responsibility Provide clear delineation of responsibility

© Lawrie Kirk 2010 What is a communication strategy ? “ It is not a slick advertising program developed by a Gucci suited, Versace clothed airhead metro sexual that has no product knowledge or passion for the topic they have been asked to review and assist with…. A Strategy is a practical people based plan that is an agreed road map for future action… ” A Strategy is a practical people based plan that is an agreed road map for future action… ” Kirk 2004 (a quote I allegedly made at a function after a few glasses of “ filtered ” water) Kirk 2004 (a quote I allegedly made at a function after a few glasses of “ filtered ” water)

© Lawrie Kirk 2010 What are some of the key aspects of a communication strategy? Lets list some of them..

© Lawrie Kirk 2010

Case Study presentation – World Bank Watershed Project, Rajasthan India Need for a new communication framework for major six year project Need for a new communication framework for major six year project Utilised MDBC model for basis for procurement of consultant Utilised MDBC model for basis for procurement of consultant Proved that relationship planning is a valid step in strategic planning Proved that relationship planning is a valid step in strategic planning

© Lawrie Kirk 2010 Rajasthan..

Step 1: Outline available resources Desired outcome: Clarify what resources are to be shared…NOT just $ !

© Lawrie Kirk 2010 Step 2-Outline Organisational Structure Desired outcome: Clarification of reporting structure that exists and organisational responsibility for communication activities, recognition of key staff Desired outcome: Clarification of reporting structure that exists and organisational responsibility for communication activities, recognition of key staff

© Lawrie Kirk 2010 Step 3 – Identify communication partners (broad categories no more than six) Desired outcome: Establishment of the broad “ target ” audiences that you need to communicate with

© Lawrie Kirk 2010 Communication partners Keep them broad for future allocation of responsibilities Keep them broad for future allocation of responsibilities Partners based on functionality not title Partners based on functionality not title Sub-division can occur at a tactical level Sub-division can occur at a tactical level Broad and generic Broad and generic

© Lawrie Kirk 2010 Example: MDBC partners Basin resource users and managers; Basin resource users and managers; Basin resource regulators or policy makers; Basin resource regulators or policy makers; Basin resource advisers and funders; and Basin resource advisers and funders; and Broader Australian Community. Broader Australian Community.

© Lawrie Kirk 2010 Example: Rajasthan Water policy makers Water policy makers Water User Groups/Associations Water User Groups/Associations Water users and managers Water users and managers National Community National Community International Community International Community

© Lawrie Kirk 2010 Step 4 – Define desired relationships Desired outcome: clarification of the relationship with each partner category forming the basis of future qualitative evaluation of the success of this new communication strategy Desired outcome: clarification of the relationship with each partner category forming the basis of future qualitative evaluation of the success of this new communication strategy

© Lawrie Kirk 2010 Think of the best communicator you know of – the person that when you hear they are speaking you stop, listen or attend.. What makes you do this…?

© Lawrie Kirk 2010 Relationships ???? A relationship can be defined as a particular kind of connection existing between people who are dealing with one another. A relationship can be defined as a particular kind of connection existing between people who are dealing with one another. What is the long term outcome you want with that communication partner? What is the long term outcome you want with that communication partner?

© Lawrie Kirk 2010 Step 5 – Create key communication messages Desired outcome: Agreed key communication messages – not to exceed 12 – that become the foundation for all communication activities Desired outcome: Agreed key communication messages – not to exceed 12 – that become the foundation for all communication activities

© Lawrie Kirk 2010 Key messages In developing the key messages consider the following three questions: In developing the key messages consider the following three questions: What does a partner want to know? (their current needs and perceptions); What does a partner want to know? (their current needs and perceptions); What do you want to get across? (your objectives); and What do you want to get across? (your objectives); and What could go wrong, unless you stress the correct information? (ensuring clarity). What could go wrong, unless you stress the correct information? (ensuring clarity). [THEY SHOULD GET YOU THROUGH A RADIO INTERVIEW!]

© Lawrie Kirk 2010 Simple messages

© Lawrie Kirk 2010 Simple messages based on a solid foundation

© Lawrie Kirk 2010 Step 6 – Define success measures and outcomes Desired outcome: Agreement on the key outcomes that will be used in a communication framework and performance indicators Desired outcome: Agreement on the key outcomes that will be used in a communication framework and performance indicators

© Lawrie Kirk 2010 Communication outcomes Information exchange Information exchange Communication networking Communication networking Involvement Involvement

© Lawrie Kirk 2010 Step 7 – Determine tactics Desired outcome: Agreement on the tactics to deliver the outcomes. Desired outcome: Agreement on the tactics to deliver the outcomes.

© Lawrie Kirk 2010 Evaluation What would success look like for each partner ? What would success look like for each partner ? Over a three year plan what contribution will that strategy or tactic play in reaching that result? Over a three year plan what contribution will that strategy or tactic play in reaching that result?

© Lawrie Kirk 2010 Step 8 – Prepare Communication Action Plan for approval Desired outcome: Selection of a process for development of an action plan that assigns responsibility, resources and timeline Desired outcome: Selection of a process for development of an action plan that assigns responsibility, resources and timeline

© Lawrie Kirk 2010 THE ACTION PLAN MATRIX INFORMATIONEXCHANGE COMMUNICATION NETWORKING INVOLVEMENT PERFORMANCE MEASURE PARTNER “A” PARTNER “B” PARTNER “C” PARTNER “D” BUDGET$$$

© Lawrie Kirk 2010 Developing an Action Plan in less than three hours! In a group have you ever had problems with: wordsmithers ? wordsmithers ? procrastinators ? procrastinators ? dominant personalities ? dominant personalities ? This technique will help you…

© Lawrie Kirk 2010

Step 9 – Implement the tactics Desired outcome: Desired outcome: Start implementing the plan! But in a controlled environment…

© Lawrie Kirk 2010 Step 10: Evaluation and reporting back to management Desired outcome: Implementing the Action Plan with ongoing evaluation and feedback to management.

© Lawrie Kirk 2010 Strategic communication planning provides: 1. CLARITY 2. CONFIDENCE 3. CONTROL