Michael Moruzzi, head of communications planning, Which? 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

1. Planning for Comms Success
Michael Moruzzi, Feb 2016

2. Perception of Which?

3. What we used to be known for

4. Comms reflects the breadth of our brand

5. How can we plan our comms?
1. Setting the right strategy
2. Identifying priorities
3. Making the best use of channels

6. One Which? Strategy
THE COMMUNICATIONS GOAL:
WHICH? RECOGNISED AS THE TRUSTED
VOICE OF THE CONSUMER
INFORMATION AND ADVICE
Helping people with complex
choices
CAMPAIGNS
Making unfairness
impossible to
ignore
NEW SERVICES
Connecting
you with a
service you
can trust
OUR MISSION:
WHICH? EXISTS TO MAKE PEOPLE AS POWERFUL AS THE ORGANISATIONS THAT
AFFECT THEIR LIVES.

7. Spontaneous awareness of Which? at
highest level
Spikes in awareness driven by PR
PR making positive contribution to
overall revenue
Impact so far

8. Integrated Communications
Closer integration of all comms activity is vital to
success.
Paid
media
Earned
media
Owned
media
Maximum impact when
all work in tandem

9. Comms
Planning
Press
Office
Social
Media
Email
Online
Campaigns
Marketing
Publishing
Events
Integrated Communications

10. Core tools
• Internal & external intelligence
Grid
• Strategic approach for key bits of activity
Comms Plans
• Plotting activity for each channel to
ensure timings fit with the overall plan
Channel plans

11. Grid
January 2016 Mon 18th Tues 19th Wed 20th Thurs 21st Fri 22nd Sat 23rd Sun 24th
MAIN STORIES
EXTERNAL NEWS
STAKEHOLDER
RELATIONS
EVENTS
DIGITAL
STILL TO BE
SCHEDULED

12. Example of a completed grid
2016 Mon 18th January Tues 19th January Wed 20th January Thurs 21st January Fri 22nd January Sat 23rd Jan Sun 24th Jan
MAIN STORIES
W? Mag Week
W? Mag: Annual Energy survey
W? TT: Reading town roll-out
(regional press) (SW)
W? Mag: Cover Story: Car emissions
story
Interview on: ITV Tonight
Supermarket investigation, 1930-
2000
Which? Mag published
Which? Money
published
W? Money news
story: One week to
self- assessment tax
returns deadline & W?
things people dread
inc tax returns (print)
(MB/NGH)
EXTERNAL NEWS
NHS cold weather
warning (14-22 Jan)
-Blue Monday
-R4: Woman’s Hour: women &
pensions guests inc Paul Lewis
-DWP Select Ctte: Baroness
Altmann on new State Pension,
HoC, 1545
-Energy BIll, Second Reading, HoC
-Stats: CBI Quarterly Financial
Services Survey
-Petitions Ctte debate on e-
petitions relating to the exclusion
of Donald Trump from the UK,
Westminster Hall, 1630 onwards
-Lisa Nandy, Shadow Energy Sec
speaks at the future of local
energy & the UK’s Green
agenda, Nesta think tank, inc
launch of report on future of
local energy in an age of
austerity by Nesta, London,
1600
-Stats: ONS CPI, 0930
-Chx: Treasury Orals, HoC, 1130
-HoC Labour debates inc cost of
public transport (Lab)
-CMA: announces revised timeline
for energy market investigation
(final report due in June not April)
-Treasury Ctte: oral evidence on the
decision not to proceed with a review
into the culture of banking by FCA
John Griffith-Jones & Tracey
McDermott, HoC, 1415
-Food Standards Scotland will publish
a report on dietary monitoring in
Scotland inc recommendations around
regulation and taxation of certain
foods (MK)
-Davos opens (20-23)
-Stats: ONS: CPI: UK labour market
-David Cameron: speech on UK
Prime Minister delivers address on
reform of the European Union,
Davos, 1300
-DCMS Orals, HoC, 0930
-ASA & Ofcom joint report:
advertising of broadband prices is
likely to mislead consumers, 000
-Litvinenko Inquiry report
findings made public & published,
HoC, 0935
-Stats: Society of Motor
Manufacturers & Traders: 2015 year
end UK car production figures
-BBC1: Question Time, Belfast
-Outcome of TfL Uber consultation
(report back) press released
-DECC: departmental
mid-year review
published
-Davos (20-23)
-Private Members
Bills:
Second Reading: Sugar
in
Food and Drinks
(Targets,
Labelling and
Advertising)
Bill, Geraint Davies
MP,
Railways Bill (Caroline
Lucas, Green)
-Davos closes (20-23)
-R4, MoneyBox, 1204-
1230
-Scotland: Burns
NIght
-BBC 1: Andrew
Marr programme
inc political leader
interview with
Nicola Sturgeon
expected
STAKEHOLDER
RELATIONS
-XY meets Bank
-YX meets John Smith MP
-
EVENTS - Internal Comms -Breakfast briefing (Bristol) -
ONLINE -Blog on energy survey -News story on social care -Blog & social media on fuel emissions -Reviews on mobile security -Blog on financial advice -Members e-
newsletter
-
STILL TO BE
SCHEDULED

13. Comms Plans
Audience
Strategy
Objectives
Messaging
Hook

14. Week 1
CAMPAIGN
LAUNCH
Week 2 Week 3
ANNOUNCEMENT
EXPECTED
Week 4
Press Office Press release to
national media
Reactive moment:
spokespeople
available
Social Media Twitter poll
Promoted post
on Facebook
(acquisition)
Twitter activity
asking people to
share
experiences
Facebook post on
reactive moment.
Website Online news
story to launch
One week on,
initial reaction.
News story with
our position
Email Supporter email
with social share
Second email with
new action.
Events Campaigns team
in Manchester
Campaigns team
in Glasgow
Campaigns team in
Birmingham
Summit event
with key
stakeholders
Public affairs /
Corporate
affairs
Briefing issued to
target
stakeholders
Meeting
scheduled with X,
Y, Z
Meeting with A,B,C
Channel Plan

15. Example: Which? Rail Refunds campaign
• Commuters
• ORR (regulator)
• Train operators
Audience
• Apply pressure to the regulatory by targeting commuters and highlighting poor
performance of Train Operating Companies . Use social media as a key channel to
generate noise from rail passengers.
Strategy
• Get #RailRefunds trending
• National broadcast coverage on morning of launch
• MPs on commuter routes to publicly back the campaign
Objective
• Commuters are getting a raw deal from their train operator
• Rail operators need to do much more to treat their customers fairly
• Passengers want to see action taken to make rail delay refunds easier
Messaging
• New research revealing worst Train Operators for delays + financial results of
company that runs 3 rail franchises.
• One month before the conclusion of our Super Complaint to the regulator.
Hook

16. Results

17. Timing is key
Meanwhile, Brown was forced to admit that Go-Ahead’s
train services in London need to improve – as the
company reported a 17% rise in statutory pre-tax profits.
With delicious timing, the consumer group Which?
released a survey on the morning of the results that
showed Southeastern and Thameslink have the worst
customer satisfaction scores in the country, with
Southern not far behind.
“Centrica and Go-Ahead battle it out for title of most-hated business
in Britain” The Guardian, 19 February 2016

18. Summary
Big or Small – planning is essential
Don’t try to be too prescriptive
Bring colleagues with you: COLLABORATE
Reflect, evaluate, refine your approach

19. 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

20. Conference
25 February 2016
London
#integratedcomms
Integrated campaigns:
planning, delivering and
evaluating
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@goodagencyldn