1. © World Scout Bureau Inc. / • Design by WSB Geneva

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

3. Programme of the session

4. Why a Strategy?

5. Why a strategy?
Chapter 6
Page 40

6. The cycle of your strategy
Page 123
Section 2

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

8. 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

9. 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

10. Step 4, Determining targets
Page 61
Section 8

11. 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? .

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

13. 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

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

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

16. 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

17. Step 9, Planning
Page 74
Section 15

18. 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

19. 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

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

21. Thank you for your attention!
Communications & Partnerships
June 2018

22. 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 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.