Transcript Effective Communications - GRID

Effective communications
Arendal, October 2001
What do you do?
• Collate and process best
environmental information to inform
– Governmental decision-makers
– intergovernmental decision-makers
– civic society organisations
– media
– general public
Stakeholders
• Formal beneficiaries
– Governmental decision-makers
– intergovernmental decision-makers
– civic society organisations
– media
– general public
• Informal beneficiaries
– Staff
– Funders
Your mission
“GRID-Arendal provides environmental
information, communications, and capacitybuilding services for information
management and assessment. Established
to strengthen UNEP, our focus is to make
credible, science-based knowledge
understandable to the public and to decisionmaking for sustainable development.”
Q:
“What do we need to communicate
well?”
A:
“Commitment and knowledge”
What awareness can breed...
Personal awareness
Personal committment
Failure
Desire to convert
“Oh Gawd what a bore!”
Talk talk talk
Communicating for change
Personal awareness
Learning
“You understand me so well!
I want to trust you.”
Personal committment
Desire to convert
Listen listen listen
Inform vs. communicate
“I have an issue and I want you to hear
about it”
“You have an issue and I want to help
you with it”
Foundation for success
Your commitment
• Values
• Awareness
• Knowledge
• Information
• Skills
• Resources
• Reputation
• ...
Their needs
• Primary:
• Better world
• Secondary: enlightenment
• Ignorance of issues
• Ignorance of solutions
• Apathy
• Hopelessness
• ...
•Tertiary: systemic
• Resources
• Operational issues
• ...
Your commitment
• Values
• Awareness
• Knowledge
• Information
• Skills
• Resources
• Reputation
• ...
Their needs
• Primary:
• Better world
• Secondary: enlightenment
• Ignorance of issues
• Ignorance of solutions
• Apathy
• Hopelessness
• ...
•Tertiary: systemic
• Resources
• Operational issues
• ...
Your commitment
• Values
• Awareness
• Knowledge
• Information
• Skills
• Resources
• Reputation
• ...
Their needs
• Primary:
• Better world
• Secondary: enlightenment
• Ignorance of issues
• Ignorance of solutions
• Apathy
• Hopelessness
• ...
•Tertiary: systemic
• Resources
• Operational issues
• ...
Aiming for relevance
Your Objective
Their need
Communications planning
Communications planning is the
process by which a core objective is
matched to the needs of your
audiences in order to develop a
communications campaign that will
lead to measurable change among
those audiences
A planning framework
CORE OBJECTIVE
AUDIENCES
NEEDS
COMMUNICATION
OBJECTIVES
STRATEGIES
MESSAGES
TACTICS
What are core objectives?
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Sell more widgets
Win funding for a project
Get her to marry me
Diminish the anthropogenic
greenhouse effect
They are your ultimate goals
Audiences
• Sell more widgets
Suppose the widget is a moped
• Audiences:
– Teenagers
• Boys
• Girls
– Parents
– Commuters
• Male
• Female
– Retailers
Audiences
• Win funding for a project
• Audiences:
– Your board (if the project is a radical departure from
accepted activities)
– Your manager (to win the right to prepare a proposal)
– Your colleagues (to get their help)
– Other staff (to get their support)
– Professional contacts (to sing your praises)
– The technical evaluators
– The financial evaluators
Audiences
• Get her to marry me
Influencing audiences
Your commitment
• Values
• Awareness
• Knowledge
• Information
• Skills
• Resources
• Reputation
• ...
Their needs
• Primary:
• Better world
• Secondary: enlightenment
• Ignorance of issues
• Ignorance of solutions
• Apathy
• Hopelessness
• ...
•Tertiary: systemic
• Resources
• Operational issues
• ...
Your commitment
• Values
• Awareness
• Knowledge
• Information
• Skills
• Resources
• Reputation
• ...
Their needs
• Primary:
• Better world
• Secondary: enlightenment
• Ignorance of issues
• Ignorance of solutions
• Apathy
• Hopelessness
• ...
•Tertiary: systemic
• Resources
• Operational issues
• ...
CORE OBJECTIVE
AUDIENCES
NEEDS
COMMUNICATION
OBJECTIVES
STRATEGIES
MESSAGES
TACTICS
Audience needs
• Moped:
– All
• Transport solution
• Good buy
– Teenagers
• Street credibility
• fashionable
– Parents
• Safe
• Reliable
• Good value
• Project
– Employer
•
•
•
•
use resources wisely
grow the organisation
enhance reputation
mission-relevant
– Funder
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Safe decisions
Best return
Be seen to get results
mission-relevant
secure future income
Most important audience management tool
Relevant communications objectives
• Sell more widgets
– build brand awareness, link to current fashion,
gain street credibility, recognition as most
reliable, best quality...
• Win funding for a project
– build reputational awareness, seriousness of
procedures, originality of approach, value of
consultants...
• Get her to marry me
• Diminish the anthropogenic greenhouse
effect
Strategies
Objectives
Resources
Insights
Strategies
• Moped
– Standard three-wave campaign with
refresher
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Wave 1: launch, style mags, reviews
Wave 2: TV, style mags, sponsorships
Wave 3: TV, style mags
Refresher: Point of sale promotion
• Project
– Endorser campaign
• Identify & enlist supporters
Messages
• Translate your communication
objectives into audience-relevant
messages
• Ensure messages fit strategic
framework
CORE OBJECTIVE
AUDIENCES
NEEDS
COMMUNICATION
OBJECTIVES
STRATEGIES
MESSAGES
TACTICS
Tactics
• The creative elements of your campaign
• The mix of tools you will use for your campaign:
– Advertising
• TV, radio, online, daily, magazines?
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–
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–
–
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–
–
Direct mail
Online
Viral marketing
Public relations
Media relations
Events
Sponsorships
Alliances
Etc.
Some examples
Preventing a merger
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Client: Deloitte Touche Tohmatsu
Objective: prevent big 6 mergers
Audience: EU and US competition authorities
Needs: respect for decisions
Comms objectives: these mergers will be anticompetitive
• Strategy: Enlist CFO opposition
• Message: “will you be audited by your
competitors?”
• Tactic: CFO market research, media placement in
press read by Van Miert and Kantor
Raising public awareness
• Client: Tacis
• Objective: raise environmental awareness of
general public
• Audience: general public
• Need: high quality TV escapism
• Comms objective: combat apathy
• Strategy: help TV programmers source cheap
programmes
• Message: “you can change things”
• Tactic: source, dub and distribute specially
selected films through network of video libraries
Marrying Mammon and Greenery
• Client: Unilever Zhongguo
• Objective: best position to sell in Chinese
hinterland once villagers have money (est.
timescale 3-6 years)
• Audience: non-coastal Chineses public
• Need: help with “great leap forward”
consequences
• Comms objective: Unilever cares for China
• Strategy: Support tree-planting efforts in eroding
watersheds
• Message: “Green mountains for clear water”
• Tactic: working with CEPA and SSB to source and
plant 100,000s of Unilever-labelled seedlings
Marrying Mammon and health
• Client: Smithkline Beecham
• Objective: sell more nicotin-replacement therapy
products
• Audience: smokers aged 18-35
• Need: a good reason to quit
• Comms objective: cigarettes have immediate
drawbacks to your sex life
• Strategy: 360° campaign highlighting link between
smoking and impotency, infertility etc.
• Messages: “Can you still get it up?”
• Tactics: sexy celebrities, boomerang cards,
alliances, free condoms with NRT packs...
For example…industrial automation (!)
CORE OBJECTIVE
COMMUNICATIONS
OBJECTIVES
AUDIENCES
STRATEGIES/
MESSAGES
TACTICS
• Increase sales
• Build brand awareness
• Establish best-in-class reputation
• Serious, reliant on objective data points and analysis
• Productivity-boosting business consultants
Senior executives
Operation, IT & plant
managers
Engineers & eng.
mgmt
Sales force & SSG
sales
• Competitive advantage
• Proven best in class
• Productivity-enhancing
• Biggest change in mftg
in decade
• Supported by research
(sponsored)
• Productivity
• Reliability
• Integration
• Support
• Sponsored research
• Reliability
• Maintenance
• Installation
• Control
• Support
• Significant
evolution/ radical
change
• Integrated business
solution
• Best-in-class
• Senior RA exec contacts
• Senior partners
• Biz press
• Events (WEF etc)
• RA exec events
• 3rd party endorsers
• Sector-specific
expertise: consultant
reports
• Peer contacts
• Biz press
• Partners
• Trade press
• Trade shows
• Seminars
• VFT
• 3rd party endorsers
• Sector-specific collateral
• Trade shows
• Trade press
• Sales force
• Partners
• Training events
• Demo visits
• 3rd party endorsers
Sector-focussed
training
• “Consultant”
development
• Sector-specific
collateral
• Online chat &
support
So, in practice
• Communications team:
• Project manager
• Creative
• Traffic controller
• And,if needed,specialists
– Media buyers, schedulers, copywriters,
etc.
The salesman’s tricks
• Reciprocation - “A present? Thanks! Now I owe
you something.”
• Consistency - “I promised you something. I must
keep my word.”
• Social validation - “what is that fool doing?” versus
“Oh. I wonder what all these people are doing.”
• Liking - “gee, we have the same birthday!” or “he
complimented me on my tie” or “he worries about
my environment”
• Authority - that tie…
• Scarcity - the rarer the item, the more people want
it. Exclusivity…
A planning framework
CORE OBJECTIVE
AUDIENCES
NEEDS
Reduce the transport footprint in Arendal
Politicians
Get re-elected
Keep jobs & status in A
Unique environment satisfies
citizens and attracts unique
COMMUNICATION
people - ensure transoprt
OBJECTIVES
strategy preserves this
STRATEGIES
Enlist CoC
Lobby
Keep A attractive for the best
MESSAGES
workers & tourists
TACTICS
•Indirect (media, mkt
research)
•direct lobbying (expl., site
vists)
•create activist coalition
16-18 yr olds
families
For-profits (retailers,
transporters, employers)
Accessibility
Make money
Freedom & independ.
Options
Support bikes, night buses etc
Demand access
“do you want your mom to
pick you up?”
•Mkt research & media
(developers)
•direct (maps (bus/bikes/foot))
• accessibility guidance (real
estate agents)
Safety and opportunity
Educate biz
Increase user demand
centre good for biz
clean transport too
Hard data (univ)
study tours
ed campaign
media relations
ecolabel
Cost-benefit analysis
EVALUATION
•European Common
indicators per capita,
weighted by demographic
info
•Transpor satisfaction survey
• map impact survey
•Survey on biz awareness
Thank you
[email protected]
33 rue du Progrès
B - 1410 Waterloo
Tel +32 495 24 46 11
Fax +32 2 545 6610