Speakers in the EU Communication Strategy
- 2. Communication Strategy • A Communication Strategy allows you to: “Be more proactive and strategic rather than consistently reacting to the exisiting environment.” “Deploy resources more effectively and strategically by highlighting synergies and shared opportunities” “Have consistent messages that will be more engaging and give the impression of professionalism”
- 3. WHAT IS IN A COMMUNICATION STRATEGY?
- 4. Main Components • • • • • Aims and Objectives Target Groups and Audiences Key Messages Methods of Communications Measuring and Evaluating
- 5. Aims and Objectives • Aims, objectives, mission, outcomes, outputs etc. etc. • What will communications achieve? • What will change as a result of the communication? • How will communications change attitudes or behaviours? • How will you measure the outcomes?
- 6. Target groups and Audiences • The target groups are the people which will directly be affected by the communications • The audiences do not necessarily need to be direct beneficiaries but need to be considered • Prioritisation is important
- 7. Key Messages • The routes of all communication should come from key messages • What do you need to say to your target groups to achieve your objectives? • Clarity in language, must be straight to the point
- 8. Methods of Communication • What methods of communication will help you promote your key messages to the target audience to achieve your objectives? – – – – – – – Websites and Social Networks Memes and viral videos/images E-mail Flyers and postcards Banners Guide books and Tool kits Logo / Tag lines / Campaign ideas
- 9. Measuring and Evaluating • What do you need to do to measure the success of the strategy? • How will you evaluate the strategy with qualitative data?
- 10. Successful Campaigns • BE HEARD! – What is your biggest issue of concern? – What change would you like to see? – 15% of all local young people – 90% response rate – Budget of €2,000 • Nowhere to go, Nothing to do • Places to go, Things to do
- 11. Do you have examples? • Please share them!