communication strategy memo example This is a topic that many people are looking for. khurak.net is a channel providing useful information about learning, life, digital marketing and online courses …. it will help you have an overview and solid multi-faceted knowledge . Today, khurak.net would like to introduce to you Elements of communication strategy – YouTube. Following along are instructions in the video below:
“My name is petra and in this video. I ll be telling you how to to design a good communication strategy for your project. I have several elements that i like to talk about during this presentation first we ll talk about the basic elements of a communication strategy. Then i will say something about the principles that our program decided to adapt after that i ll say something about some communication activities that you need to consider when planning your strategy and finally.
I will tell you how to put all these points. Into your application form. So let s start with the key elements of a good communication strategy. So you might ask yourself why communication for our program.
And for your projects communications. Should really be the tool to make your project. A success. So your communication strategy should help you reach the project objectives.
You can ask yourself how to really define an objective. Well objective is a specific result. That project partners want to achieve within a given time frame and with available resources. This sounds probably very theoretical.
So let s give it some color. You ve probably heard about setting goals that are smart sm. A r t. Well.
What does it really mean these goals. These objectives need to be specific measurable attainable..
Ask yourself whether you are in a position. Actually to reach that goal. They also have to be relevant do they really fit into the program. You re applying for and finally they need to be time bound this still might be a little bit theoretical for you so let s go for an example.
I have an example for you from a project that is focusing on smes so for example. An objective of such a project can be increased rate of business creation by 15 percent on average among young people and participating regions by 2019 through modifying policy instruments. Addressing that issue well you see all the color codes. So the green increase rate of business creation shows that this is something that you can actually reach that you can attain as an institution.
That is dealing with business creation by 15 percent on average. This is the measurable part you give it a number that you will measure at the end among young people. This is the part that shows you that your objective is specific by 2019. Gives it the time limit the time bound.
That you need for your objective. And the blue part the fact that you want to modify policy instruments. That is what is relevant for our program. Now what about communication.
What does communication have to do with this well objectives of communication are slightly different communication wants to inform we want to persuade or engage people. But all this needs to be done so that the objectives of a project can be put in place. So if i translate this again into a specific example you can say that a communication. Objective for that specific project can be for example to persuade policymakers that youth entrepreneurship is still a political priority and they really need to sign the action plans that you will be developing by a certain date.
And you give it again the time and the measurable element that means for example you ask yourself or you set a goal that you want to have for action plans signed by 2019. But you can ask yourself who are these people that s the target groups you need to think about the specific groups..
The specific people that you want to talk to that you need to inform that you want to persuade that you want to engage these people for your projects need to be those somehow linked the decision making processes those people that are involved in policy implementation or you can think about the end users who you really put in your application. And in your communication strategy. Then depends on the objective of your project on the policy instruments and policies that you are addressing also on your regional context. But apart from that it s very important what resources you have available and what you can use so think about the value of money of you re communicating.
Do you communicate with the right. People do you use the money wisely to spread the messages that you need to so before selecting your target groups analyze them. And how do you do that well the first step of this target group mapping is to list all those important people all those who are involved in decision. Making all those who can have some effect on policymaking on implementation of the policy also of those who are the end users because they if you don t include them.
They may affect whether you will be successful in implementing your policies change. So you list them and then you think about their interest in your topic and their influence on it and you will use a very simple matrix you can rate from let s say one to five how interested they are in your area. So you give them one if it s very low you give them five if their interest is very high and you do the same thing for the same group in terms of their influence in terms of their power on that specific policy. If they are the policy makers.
If there are those who are making the decisions their influence is very high. So you probably give them five. If they re not you give them a low influence and based on these ratings. You just put them in the grid and wherever they fall that s how you pick who you focus on so for you the key group is really in the right hand side corner.
That s the group that you need to manage closely you need to be in very close contact inform them persuade them engage them in your activities. So that your project objectives are reached at the end of your project or afterwards on the other side. There is the group that doesn t reach is not really interested or it doesn t have any influence over your policy area you still need to monitor them a little bit. Because you want to avoid any bad surprises.
If some of them start negative campaign against your goals or your objective. So monitor them check what they are doing..
But don t spend too much resources on that group then a very important group is in the left hand side corner. Those are people with very high influence. But not such those people that are not that interested in what you re doing you should really keep them satisfied. Because you don t want anyone who s very influential going against you keep them satisfied and even try to bring them into the corner.
That s next to them among the key group increase their interest or at least try and the final group that you might consider and you probably should consider bringing in are those who are very interested. But maybe not that influential check with them your ideas. Consult with them a sense surveys among them and see what they think about your suggested changes because they might have very good ideas how to bring your policy change. Forward now.
We have a little tool for you that s called target group engagement table and here if you fill it in with all. The information that you have just put together with your selected target groups. It will be the basis for your communication strategy. So just always put in the first column.
The target group that you selected next to them develop the specific message that you want to send to them so that you bring them into on board of your project. Then think about engagement technique or about the activities that will inform them persuade them or even engage them in your project. And then give it some time that means schedule. When the activities will happen and not never forget to assign the responsible person.
Because there needs to be clear responsibility for all the activities you are doing fill in this table. And you re almost done with your strategy. But never forget that you need to evaluate your performance you set your objectives at the beginning. But you have to check how you are actually doing with them at the end we in our program are very focused on read results.
So become one of us and focus on results. Too..
We know that cooperation works. And it s up to you and after your communication strategy to show it to demonstrate it so whenever you re communicating be very clear about it that european corporation is doing good things to various and users of your policies also will be very happy if you always include communicating about what you are doing in the different territories in different regions to evaluate your objectives you need to set yourself. Indicate. Some indicators.
I have good news for you because with this new program that we have at the moment. We improved on the indicator side. We used to have 210 indicators that all our projects needed to follow just on the communication side. But now it dropped just to 2.
They are not the demanding on you and i will talk about them a little later. But two indicators are probably not enough to follow or to evaluate fully the performance of your communication strategy. We believe that different projects have different communication strategies different approaches to communicating to different target groups. That means.
That also each project. Probably will define a different communication strategy and needs to also define different set of indicators. That will evaluate performance of such a strategy. So we give you a certain level of flexibility in this respect.
But define your indicators. Follow them you don t need to tell us how you re doing we ll be very happy to hear about it what we will monitor will be two of them you ” ..
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Interreg Europe, project development