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How to be a strategic communicator

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How to be a strategic communicator

  1. 1. How to be a strategic communicator Sarah Fitzgerald, Self Communications 20 June 2019
  2. 2. #1 Ditch the service team mindset
  3. 3. #1 Ditch the service team mindset • Communications is a strategic function • If you don’t set your own agenda, expect others to do it for you
  4. 4. #2 Make sure you know the bigger picture
  5. 5. #2 Make sure you know the bigger picture • What are the big challenges facing your charity? • What’s going on in the lives of your audiences? • How can communications help?
  6. 6. Exercise In pairs: Share the two or three big things that your charity will need to focus on in the next three years Talk about how communications can help – try to be specific
  7. 7. #3 Have conversations about priorities
  8. 8. Prioritising functions
  9. 9. Diamond 9 • Most important – top of Diamond 9 • Very important x 2 – 2nd level of Diamond 9 • Important x 3 – mid-level of Diamond 9 • Lesser importance x 2 – 2nd bottom level of Diamond 9 • Least important x 1 – Bottom level of Diamond 9
  10. 10. Exercise In groups: Note up to nine functions of communications for one of your organisations Prioritise them using the Diamond 9 grid
  11. 11. #4 Know your communications theory of change
  12. 12. #4 Know your communications theory of change • Be able to describe how communications helps make change happen • Draw a thread that connects what you’re doing today with a bigger purpose
  13. 13. A simple theory of change Designed for you Our approach is entirely bespoke and tailored to your needs. Because we don’t follow a fixed agency model, we can monitor and allocate resources as needed to best deliver what you need – particularly in the later stages. With you, for you Our approach is based on co-creation – a series of workshops where we use our expertise and insight to help you consider the big questions, and find answers together. This means you can bring staff onside, create internal brand champions, and find solutions that are right for you. Outputs ImpactInputs Outcomes e.g. targeted Facebook ads promoting information product to new audience e.g. click throughs, information downloads, enquiries received e.g. measurable knowledge change in new audience, brand metrics e.g. behaviour change among new audience, leading to improved quality of life
  14. 14. 14 Inputs Outputs Outcomes Impact
  15. 15. Exercise In groups: Create a communications theory of change Start at the end with your communications goal(s), then work backwards
  16. 16. #5 Be the link to the outside world
  17. 17. #5 Be the link with the outside world • Help your colleagues know what’s going on out there • Track audience, media and brand trends and package up your insights
  18. 18. selfcomms.co.uk Photo credits: Alex Martinez, Camille Chen, Chuttersnap, JEShoots and Oliver Schwenender on Unsplash
  19. 19. Getting ahead in your comms career 20 June 2019 London #CommsCareer
  20. 20. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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