tricia
Uploaded by
12 SLIDES
301 VUES
130LIKES

Communications Strategy

DESCRIPTION

This guide outlines the essence of a successful communications strategy essential for creating impactful campaigns. It emphasizes the importance of saying the right things to the right people, consistently over time, and through various communication channels. The strategic process includes defining objectives, identifying target audiences, crafting compelling messages, and evaluating communication effectiveness. Organizations can achieve their communication goals by building awareness, shaping perceptions, and influencing behaviors towards the offered services.

1 / 12

Télécharger la présentation

Communications Strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

Playing audio...

  1. Communications Strategy Creating Effective Communications Campaigns

  2. The Bottom Line to Communications Strategy • Say the right things • to the right people • in the right way • at the right time, and • do it consistently over time and • across different ways of communicating.

  3. Sender The Communication Process Encoding Feedback Media Noise Message Noise Decoding Response Receiver

  4. II. Developing a Communications Plan

  5. 1. What do we want to happen? 2. Who should we talk to? Major Decisions 4. Where, when, and how often should we say it? 5. How will we know we succeeded? 3. What should we say? 6. How much should we spend?

  6. 1. Major Goals of Communications Build Awareness Create Associations Motivate to Act Increase acceptance of offered services (short term) Acceptance of Organization (long term)

  7. What can Communications Do? Establish awareness Maintain awareness Influence Awareness Establish an image for the services Modify relative service positioning Educate &/or change misconceptions Influence Perceptions Change trade-offs made by beneficiaries Change dimensions along which alternatives are evaluated Influence Preferences Develop an intent to avail of services Encourage behavioral changes Promote meeting occasions Encourage feed backs Influence Behavior Influence Partners Obtain cooperation Receive favorable attention/space

  8. Bottom Line Question Why are beneficiaries not welcoming our services/offers?

  9. 2. Selecting the Appropriate Target • Beneficiaries • Middlepeople • Competitors

  10. Plan a Message Strategy General Message to Be Communicated to Beneficiaries Messages Develop a Position and a Personality Focus on Intended Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Message Appeals Meaningful Believable Distinctive

  11. Start with a Positioning Statement • ________________ (service) • is _____________(unique & most important claim) • among all _____________(competitive frame) • for ___________________(segment) • because _____________________(support)

  12. Communications Program Evaluation 5. CampaignEvaluation Communication Effects Are we increasingly welcomed? Service Effects Are beneficiaries increasingly availing of services?

More Related