Clear communications strategy Julius Honnor: @juliushonnor Laura - - PowerPoint PPT Presentation

Clear communications strategy

Julius Honnor: @juliushonnor Laura Robertson: @laurazoee Contentious: @contentiousltd contentious.ltd

“There is surely nothing quite so useless as doing with great efficiency what should not be done at all.” Peter Drucker

• 1. Small charities, big opportunities
• 2. Strategy process, strategy document
• 3. Clear strategy, effective comms

Share your experience of strategic communication. sli.do #M786

1

Small charities, big opportunities

• 1. Agility
• 2. Specialism
• 3. Pitfall avoidance
• 4. Outward viewpoint
• 5. Authenticity
• 6. Being boutique

2

Strategy process, strategy document

Communications = all the messages and all the content.

Strategy = a master plan for how to get from where you are now to where you want to be.

Communications strategy = working out how comms can help you achieve your aims and then creating, delivering and managing them in an effective and sustainable way.

Just a document.

3

Clear strategy, effective communications

• 1. Map your landscape
• 2. Figure out your aims
• 3. Identify your audiences
• 4. Work out what people need and want
• 5. Plan your delivery
• 6. Measure your success

• 1. Map your landscape

What’s the state of: ○ your world? ○ your organisation? ○ your communications?

• 2. Figure out your aims

What’s your mission? What’s your organisational strategy? How can communications help? What are your objectives?

Mission statement says Communications strategy says SMART objective says Spreading ideas. Curate the best ideas and amplify the voices of a diverse range of people. Create 5 videos by 2019 that are shared by 200 people. Celebrating animals, confronting cruelty. To connect people through lending to alleviate poverty.

An example cascade

• 3. Identify audiences

Who do you want to talk to? Doers, amplifiers, influencers.

• 4. Work out what they want

and need

...which may not be hearing about your

• rganisation. Avoid marketingthink.

Listen; look; test; iterate.

As a < type of user >, I want < some goal > so that < some reason >.

• 5. Plan delivery

What needs to happen? Who do you need? What channels?

• 6. Measure success

Indicators of success. Beyond vanity metrics. Qualitative as well as quantitative.

Stick it all together! Think about your audience for the

• strategy. Cater to them.

Make it readable and visual and short.

Context Aims Objectives Audiences User needs Messages Content Channels Tactics Indicators Tools

Checklist

○ Does it reference the organisational strategy? ○ Does it tell a compelling story? ○ Does it include user voices? ○ Is it jargon-free? ○ Is it visual? ○ Is it trend-setting not fashion-following?

Some small gifts to take away

Content tips

contentious.ltd/subscribe

These slides

contentious.ltd/slides/clear-comms-strategy.pdf

digitalcharities.org

Digital Charities

Further reading (and watching)

What is strategy (and why should you care)? Kristina Halvorson: tinyurl.com/strategy-care Creating a content strategy at a non-profit, Josh Tong: tinyurl.com/josh-tong-cs Activists not parrots, Julius Honnor and Laura Robertson: contentious.ltd/activists-not-parrots Content in the zombie apocalypse, Karen McGrane: tinyurl.com/karen-zombie Good strategy, bad strategy, Richard Rumelt: tinyurl.com/good-bad-strategy Let’s talk about strategy, Sophie Dennis: tinyurl.com/lets-talk-strategy

Julius Honnor: @juliushonnor Laura Robertson: @laurazoee Contentious: @contentiousltd contentious.ltd

Thank you. And good luck!