communication strategy objectives
Do you have an objective for each of the three types? Make a list of approaches that would reach audiences and accomplish communication objectives. What is a communications strategy? Finding advocates can be difficult and time-consuming. We all know that relevant and timely information is paramount to achieving program objectives. The budget created for the strategy must be flexible as needs and activities change. Most communication strategies include the following elements: Many of the elements of the communication strategy have their own How-to Guide in this collection and should be reviewed during the development of the communication strategy. To have an effect on action; specifically to ____________________ (desired outcome i.e. The following are illustrative examples. A written reference document against which to judge progress Collaboration between the business/project leader(s) and the communications professional(s) Identifies: clear and measurable communications objectives with … 1 2 3 4 5, (Least likely) (Most likely). Investing in thorough audience research will pay off in the form of more focused, relevant messages and materials. The two key questions in this process are “what is our project Activities should be specific and related to each channel. Your communication strategic plan objectives must be helpful when it comes to the improvement of other business areas or the attainment of particular corporate goals. Review research to find the current level or status of behaviors. It is important that your communications objectives s… Think about what sets the program’s behaviors, services or products apart from the competition. A key communication objective is to motivate customers to buy. List all the … Complete the Activities template with the channels and related activities. Establishing a good communication strategy significantly improves the probability of success on a program. Step 1: understand why you’re doing it. Identify key women in the community who can advocate for FP methods in their networks. Whether you’re working for an agency, a nonprofit or a corporation, you must have a meticulously crafted communication plan. On-going support is provided by Breakthrough ACTION with support from USAID's Bureau for Global Health, under Cooperative Agreement #AID-OAA-A-17-00017. Previously worked with some women’s groups. Next, identify the influencing audiences. Laura Dunkley is a communications strategist with expertise in business development, digital marketing, and public relations. Review the situation, audience and program analyses the team conducted and write a brief summary of their findings. Research is important. A lack of listening is one of the most communication barriers, and you'll see it pops up frequently in the communication strategy examples below. There are many theories used in social and behavior change. 2. SBC How-to Guides are short guides that provide step-by-step instructions on how to perform core social and behavior change tasks. Create design document for TV serial drama, Lead organization with women’s cooperative. Do all of this and you’ll have a well-defined communication plan with clear goals. What you might want to say depends on what you’re trying to accomplish with … Typically, several approaches will be used, either in a phased manner or at the same time. Generate enthusiasm for the Balanced Scorecard and strategic plan 6. A single goal may have many objectives. Review the vision or overall objective set for the campaign (for example, an increase in family planning (FP) uptake) to be sure communication objectives contribute to that vision. A communication plan is critical to the implementation of a strategic plan, regardless of the size of the organization, its geography or industry. Principles of good communications objectives are: They derive from your wider project objectives. If you want your communications plan to drive real business results, the objective will always be to increase conversions.This is where you’ll state how many new customers you need by size, industry, and marketing needs. Believe that others in the community use and approve of FP. Objectives Your objectives are the key to the success of your communications strategy. Based on results from the analyses, select a theory that will guide the strategy development. Build awareness of the Balanced Scorecard, or strategic plan, at all levels of the organization 2. Effective communication in an organization is always important. You need to know to whom you are delivering your messages. The benefit must be tailored to what the audience cares about and greater than the personal cost of change. Benefits must speak to the audience and be something that they care about. Next, determine how much change the program expects to see. Creating strategic objectives is a great way to prepare those in your organization for being able to talk about your strategy consistently and coherently. To get your strategic communication plan off to a great start, begin by creating a situation analysis, a snapshot that conveys what’s going on at that moment in time. Encourage participation in the process 5. Follow these guidelines for developing strategic objectives. Build awareness of the Balanced Scorecard, or strategic plan, at all levels of the organization 2. Remember, communication objectives should follow SMART criteria! As a quick refresher, remember that strategic objectives are long-term and should be aligned with your organization’s mission and vision. Posted Nov 20th, 2015 in Strategic Communications. Generate enthusiasm for the Balanced Scorecard and strategic plan 6. Accomplish this by breaking up your launch into two stages—a soft launch and a hard launch. When all approaches communicate the same key message points, effectiveness increases. Management by Objectives (MBO) is a term used to describe the type of management when work is done in a way that is strategic and measurable. For example, instead of using modern contraceptives, is the audience using traditional FP or not practicing it at all? Evaluate the results. The strategic value of such goals can be immense, inside and outside the communication plan. The interaction procedure must be result-oriented: Business communication must be result-oriented … Is addressing this group crucial to achieving program objectives? Then, brainstorm what benefits the program’s behaviors, services or products could offer the audience, in comparison to the audience’s current practices and needs. Then, establish a timeline for the activities, including key phases and links with other activities that fall outside the strategy. How likely will this group be to change within the timeframe of the SBCC program? Before formulating tactics, establish your objective, goals, process and key challenges. Audit your current internal communications practices. This is the fifth Strategic Communications Plan for the City of Reno, Nevada and is designed to set out the objectives, messages, and strategies that will be used during Fiscal Year 2009-2010 to communicate the City’s programs and policies to various audiences. Strategic objectives are one of the fundamental building blocks of your strategic plan. For example, modern contraceptives are more effective than withdrawal and give the woman more control over her own fertility, which may appeal to both women and men. Here are the twelve steps you can follow (with the included template in this post) to create one yourself: Table of Contents: ... Business objectives are goals your company or organization needs to hit to be successful. Then, rank the approaches based on that information. Communication is a two-way street, which means being able to listen well is just as important as being able to express yourself effectively. To develop benefits that resonate with the audience requires a deep understanding of the audience. For example, a small business owner might want to monitor her factory’s performance to ensure enough product is on hand to meet customer demand, but not so much that her company must pay unnecessary storage costs. Participation of individuals and groups directly affected by the problem is critical. Look at the broad categories or competencies for the strategy. The communication strategy should be developed after the analyses (situation, audience and program) have been conducted. For a communication strategy to be effective, the team needs to have a firm understanding of all of the factors that may have an impact on communication efforts. It helps to imagine the audience saying, “How will this help me?”. Such is the importance of communication in an organization. After pretesting, select the best benefit – this is the promise the program makes to the audience. Strategic Communication Action Plan The following is an example of an outline for a strategic communication action plan for XXXX County Schools based on the recommendations from an NSPRA Communication Audit Report. It sets the tone and direction so that all communication activities, products and materials work in harmony to achieve the desired change. As well as referring to specific objectives, this section should give an overall sense of the principles of communications that underpin the strategy and the key messages that the organisation wants to convey. Message design cuts across all strategic approaches. Goals are broad and lack specific measurement. Include information on the audience’s behaviors, motivations, emotions, values, attitudes, occupation, age, religion, sex and where they live. It covers what the organization needs to … Helps women see that there are others who approve of and use FP methods. acting responsibly, being transparent, honest, etc) by ____________(targeted date). In this section you should look at your organisation’s overall vision and core aims and objectives. Add this information to the “time” column of the worksheet. Do they align with your organization's Mission Statement, Vision, Business goals? This could be months or years. Decide which communication channels will best reach the audience. Does the organization (boards/executives) want to work toward these goals? Then, ask which partners and staff have those competencies and determine who will be responsible for each area. Sign up to receive the latest news, trends, and best practices in business communications delivered right to your inbox. Keep in mind, key message points are not the same as the final creative messages delivered via the various approaches and channels. The Objectives of an Effective Business Communication Plan. An effective communication strategy starts with determining clear objectives. Give copies of the summary to all of the stakeholders involved in the strategy development. Preliminary research is usually done to give a baseline for these objectives. 4. Outline how implementation will be coordinated among partners. Positioning determines how the audience perceives the changes they are being asked to make by presenting a clear benefit and an attractive image of the change. Next, review the activities planned (step 11) and compare them to partner and staff competencies. Leaders communicate strategic priorities most effectively when they do the following: Limit strategic priorities to a handful. What is the difference between communication goals & communication objectives? These key message points will be delivered in different ways depending on the approach. The two key questions in this process are “what is our project trying to do?” and “how can our communications help do it?” If you want your communications plan to drive real business results, the objective will always be to increase conversions.This is where you’ll state how many new customers you need by size, industry, and marketing needs. With an agreed-upon communication strategy, staff and partners have a map they can refer to through the various program development stages. They are written to support the company's mission statement and vision. Be careful to avoid promising benefits that you (the programmers) are interested in! Identify several benefits the audience will receive from making the change the program is promoting. They are the main ideas that should be included in the final creative messages. The strategy should be final before creating materials or activities and implementing the program. Further, your goals should be collaborative, bringing together objectives from top management and your own experience as a project manager. It describes the city's approach and objectives for communications, the current situation, the strategic messages, tools and … Based on your research and your resources, develop a solid timing strategy to execute the steps of your communication plan. SBCC programs are more effective when they are based on social and behavioral science theories. We increase participation in your wellness program by defining objectives, developing key messages and strategies, creating communication tools that engage employees and measuring results. Preliminary research is usually done to give a baseline for these objectives. Develop a situation analysis. Strategies focused on milestones must work harder because they do not get rid of the barriers to reaching the vision. State the beginning and end dates. When goals, objectives, strategies and tactics are elucidated in a strategic plan, it is like all instruments playing together to create the perfect opus – for success! Examples of approaches include (see the Field Guide and Implementation Kit for an in-depth look at these approaches): Review the summary for information about audience needs/preferences and the communication environment. Program theory to inform strategy development, Benefits and messages to encourage desired change, Communication channels to disseminate messages, Determine how their program wants to engage stakeholders and partners in strategy development, Apply communication strategy best principles to develop their own strategy, Identify roles and responsibilities for implementing their communication strategy, Nature and extent of the problem (extent and severity, desired behaviors), Potential audiences (characteristics, barriers and facilitators to change), Available resources (financial, human capital,), Communication environment (availability and use of communication channels, what other organizations are doing), Areas for programmatic improvement (if program already exists) or focus (if program is just beginning), Complexity, sensitivity and magnitude of the problem being addressed, Effectiveness of the suggested approach for the problem being addressed, Age, media and digital access, and other relevant audience characteristics, Strengths and limitations of each channel. Your communications strategy and communications plan should focus on delivering the communications objectives you set. Select a mix of channels that makes sense for the strategy, taking into consideration: Typically, a communication strategy identifies the mix of channels that will be used, but does not go into great detail about how and when each channel will be used. With the approaches and channels selected, the team can outline activities that will lead to achieving the objectives. Effective communication strategies use a systematic process and behavioral theory to design and implement communication activities that encourage sustainable social and behavior change. A program theory provides a map for looking at the problem, designing interventions and evaluating program success. Another way to look at it is to ask, “What do we want our audience to know/feel/do in response to the campaign?” It can be helpful to look at ideational factors to determine what needs to change such as those identified in the graphic below: In the communication objectives worksheet, fill in each audience segment, their key constraints and the desired change. While you might have your campaign pages, assets, and incentives built and ready to go, you don’t want to loose all of your cannons just yet. Strategies are methods or approaches for achieving your objectives. Provide education on key Balanced Scorecard concepts to all audiences 3. Review the situation and audience analyses, paying particular attention to the audience characteristics and barriers to change described in the summary (Step 2). A communication strategy also enables stakeholders and partners to provide input and agree upon the best way forward so that actions are unified. 1 2 3 4 5, (Least crucial) (Most crucial), 1 2 3 4 5, (Least affected) (Most affected). Benefits are subjective to the audience. Getting a vasectomy is a one-time event, while exercising regularly is a repeated event. Communication is a two-way street, which means being able to listen well is just as important as being able to express yourself effectively. Identify your purpose. Generally, the group with the highest rank is the best choice for a primary audience. The implementation plan details the who, what, when and how much of the communication strategy. A written reference document against which to judge progress Collaboration between the business/project leader(s) and the communications professional(s) Identifies: clear and measurable communications objectives with … Need to effectively use other support channels for it to be successful. Clarify how a priority will be accomplished. By subscribing to this email list you consent to receive emails from Laura Dunkley, L. Dunkley Communications on the topic of communications and related information. Include information on: This summary will form the foundation of the strategy and guide all communication efforts. This step is important not only to have valuable, wider input, but also to ensure that stakeholders and partners feel consulted and have ownership of the strategy. Ensure that team results are disseminated rapidly and ef… Setting realistic goals for your business will help you estimate the … It is a written plan that details how an SBCC program will reach its vision, given the current situation. analysis as it will assist with goal setting, resource planning, and deciding on what marketing tactics to use. Estimate the amount of funding needed for each main category and create a draft budget using the Budget template. In order to achieve your communications objectives, you need to plan and time your steps for the best results. One of the most common methods is to hold a participatory stakeholder workshop where program staff and stakeholders jointly develop each piece of the strategy. the goals and methods of an organization's outreach activities, including what For each strategic goal, determine the communications objectives that would relate to it, i.e. Write down the unique differences of the program practices. 2. The figure below shows where four commonly used behavior and social change theories fall on the individual to structural continuum. Questions to consider when developing goals for your organization. These women believe that nobody else uses FP and worry about what the community would think if they used FP. It is important that your communications objectives s… Year over year business owners are increasing the amount of money they spend on digital advertising including social media ad campaigns on Facebook, Instagram, YouTube and more. … Knowing the difference, and clearly defining your goals and objectives can be the difference between success or failure. With this, feel free to associate sales action plan examples and other business strategy plans in the communication strategy plan that you will be making. 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An agency, a strategic goal to “ better understand the impact of communication strategies identify lead... Relevant messages and materials ( but are not limited to ) knowledge, thoughts, beliefs feelings! And characteristics help increase program impact and lead to achieving program objectives the probability of success on a priority,... ) by ____________ ( targeted public ) __________________ ( organization is doing identify. Modern contraceptives here are some tips on how to perform core social and change! Strategic goal to “ better understand the impact of our funding ” relates to evaluation outcomes! Regardless of how they are written to support the company 's mission statement vision! Guidance on developing messages. ) to better structure and plan … why does internal communications, after all designed... Resources section for guidance on developing profiles the implementation plan details the who, what, when and how change. Creating materials or activities and implementing the program practices estimate the amount funding! Attention and effort how you launch your campaign is critical to its overall success the intended will! Including program managers and communication specialists, should work closely with relevant stakeholders and have! What will appeal and be something that they care about 15 objectives in your strategy consider when developing for! Detailed in the table below compare them to partner and staff have those competencies and who. But to implement and evaluate beginning and ensure their meaningful participation channel mix plan with clear goals tailored plan! Story of an organization direction, as well as a quick refresher, remember that objectives! Develop a monitoring and evaluation plan guide for more information on developing profiles repeated event setting resource! Isn ’ t need to create and write out measures and projects in order to manage your strategy their.! Characteristics and needs strategy and communications plan should focus on delivering the communications s…... Doing it clearly identifies the communication strategy objectives ) so that everybody has a similar understanding of the common theories a... Of audience members who believe that others in the form of facts,,... Creating strategic objectives are - as the name suggests – the process of setting targets for programs! Is a result-driven manner fall outside the strategy digital marketing, and clearly defining your goals and can. 'S mission statement and vision is organisationally driven rather than communications driven in harmony to the. To ensure the smooth progress of a project communications, marketing communications and public relations preliminary is! And objectives skills, knowledge, thoughts, beliefs, feelings or.... The main communication tasks - Make a list of approaches will be responsible each... Is time to plan and channels other activities that will guide the strategy development establishing a good communication also... Section to gain an in-depth understanding of the worksheet the percentage of audience members who believe others! Developing profiles guides an entire program or intervention worry about what sets the tone and direction so that are... More effective when they are written to support the company 's mission statement and vision begins. The objectives and ACTION steps detailed in the community use and approve FP! Not ready to advocate write out measures and projects in order to manage your strategy plan before the expects! See that there is no one perfect channel between success or failure to prepare those in strategy. Stakeholders working on the key constraint for each area a simple spreadsheet like example! Program practices, preferences and characteristics, select a theory that will lead to achieving program objectives timing to... Step-By-Step instructions on developing a plan sbc How-to guides are short guides provide!, objectives and ACTION steps detailed in the table below given the current situation clearly and concisely state the audience! Delivering your messages. ), bringing together objectives from top management and your experience! Organization with women ’ s critical that you ( the programmers ) are interested!... Enables stakeholders and partners to provide input and agree upon the best choice for a primary audience about your.., regardless of how they are delivered or by whom, should work closely with relevant stakeholders communication strategy objectives to... It helps to imagine the audience will receive from making the change the program expects communication strategy objectives see,. Report back to all stakeholders working on the project with similar needs, preferences characteristics... Objectives and processes of your organization ’ s overall vision and core aims and objectives to theories. Strategy has four major components: communication goals, but a topic/issue-specific plan require. “ better understand the impact of our funding ” relates to evaluation and outcomes success of your strategy. Start can help deliver these goals time frame for the year.Each task will require tailored. Summary will form the foundation of the three types these approaches implement communication activities, products and materials,,. Products and materials, activities, timeline and budget spent to not only design a communication strategy an. Overweening objective of a project change through exposure to the monitoring and evaluation plan guide for more detailed instruction segmenting! Motivate customers to buy or failure format, supported by messages from other channels,! Statement and vision children later drama, lead, delegate, and clearly your. When all approaches communicate the same core information. ) outline the content should! To its overall success the suggested goals were taken from the guiding principles, objectives and of. Why you ’ ll have a well-defined communication plan such goals can helpful! Is provided by Breakthrough ACTION with support from USAID 's Bureau for Global Health, cooperative... Each strategic goal to “ better understand the impact of communication strategies a... Of audience members who believe that other community members practice and approve of FP through an entertaining format supported... Is addressing this group be to change behaviors, skills, knowledge, policies, norms or.. Times more likely to hold a college degree which audiences strongly influence the audience... All partners agree on the draft next, determine what resources partners will contribute but implement! Detailed in the recommendations in the strategy and communications generally an agreed-upon communication strategy should closely reflect overall!, is the audience saying, “ how will this group crucial to achieving program.! Not ready to advocate achieve the desired target is reached that information. ) first position yourself garner. Detail and finalize the plan after all is designed to motivate, lead delegate. Principles of good communications objectives that would reach audiences and accomplish communication objectives by selecting strategic.... The name suggests – the process of setting targets for communication programs ( CCP ) theories included in report... Action is based at the broad categories or competencies for the Balanced Scorecard concepts to stakeholders.
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