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Communication Strategy

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by

besnik baka

on 24 July 2014

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Transcript of Communication Strategy

Objective
Increase media coverage and media presence related
to UN Women agenda.
Provide valuable and relevant knowledge, expertise and perspectives to the national/international media on gender issues in Albania
Mission:
Be a key reference source of information for journalists and reporters in covering gender issues and inter-governmental policies concerning women rights and equality
MESSAGES

Coordination of joint communication initiatives
Leading Vs. Supporting role
Sharing of resources
Sharing of responsibilities
Competition

Newsletter (monthly – Albanian)
Short electronic - printed reports in the framework of specific programs
Fliers (with current and new initiatives)
Direct meetings
Invitations in key events
Proper use of logo and branding criteria concerning visibility issues
Round-tables and/or other related public events
UNW presence in official events and media coverage
Facebook interaction
´Op Eds´ by UNW Director
Media interviews from senior staff
Daily articles for print media (based on a plan)

UNW standard banner to be visible in all events (direct or indirect involvement of UNW)
Quality design for all the products
Quality photographs – videos
Archive of past works and gallery of pictures / videos
Budget to cover related costs
Staff involvement and cooperation in identifying and developing key messages and information depending on the product / activity
Decide the DIMENSION! /Framework of communication
Set the date(s) - period for communication
Provide a Situation Analysis / Context
Decide specific Audiences / Target Groups
Decide Action & Channel & Tactics
Put forward specific Goal(s) / Objective(s)
Think about the Strategic Intention
Consider Allies Vs. Opponents
Establish and shape Key Message(s) to last
Consider Resources / Needed Infrastructure
Create some Indicators
Check the Status
STEPS FOR PLANNING
Produce articles in the framework of:
Daily papers
Blogs
Profiled media
Be active in Facebook with suggested posts and themes to cover
Be active in the electronic media as a key expert in field
Propose topics or tactics / channels to expand communications in different levels
Mission:
Constitute a widely recognized actor of influence and expertise concerning public policies
in the framework of
women empowerment and women rights.
Objective
UNW become a hub of expertise and knowledge for public institutions in shaping and implementing future policies in the framework of women rights and gender equality .

Objective
To raise visibility of UN Women and increase knowledge, understanding of gender issues in the donor community (ies).

Mission:
Provide timely and accurate information of interest to donors, concerning UN Women activities and portfolio as well as being a reliable hub for national/international organizations for assessing the state of gender equality in Albania.
UN Women Communication Mission
Newsletter (monthly-english) with key activities, products
Short printed reports in the framework of specific programs

Briefing Reports (research results)

Direct meetings
Invitations to participate in key events they support
Proper use of donors´ logo and branding criteria related to visibility
Facebook interaction with donors pages
Visibility and mentioning of donors in public events

MESSAGES
Style
:
Political, descriptive, technical, strategic, detailed, rich in figures and data, success stories,
framed in the context of donors interest
Content
:
Rich in statistics, technical data, illustration,
Quality
:
Expertise, in-depth perspectives,
attractive design
Length
:
Medium – Extensive
Frequency
:
Standard, timely, frequent
Primary Audience:
UN Agencies (history),
EU Presence,(history)
Governmental Bodies (International)
Others ... suggestions
Secondary audience



Presentation of the key communication
layers and objectives

Communication Strategy & Plans
UN WOMEN - ALBANIA

To support the positioning of women’s empowerment and gender equality as key issues on the (inter) national agenda and establish UN Women’s role as the global authority in this context.
(UN Women Communication Strategy 2013)
Engaging and participating in the public discourse in regards to women empowerment and gender policies
DIMENSION I:
DONORS & OFFICIAL ACTORS

STAFF ENGAGEMENT
Supporting communication in the framework of each program and UN Women framework
DIMENSION I:
COMMUNICATION WITH DONORS
COMMUNICATION WITH DONORS
DIMENSION II:
PUBLIC & JOURNALISTS

DIMENSION III:
UNITED NATIONS

APPROACH
Informing
the donors on related programs and projects and increasing UNW reputation in the donors´ community.
Influencing
the donors through understanding key needs and challenges concerning women rights, gender issues and therefore motivating donor agencies to support specific initiatives (UNW lead the agenda)
How the communications with the donors has happened in the past?
Main channels, resources and tactics. (TBD)
Perceptions of key ´donors´ about our organization.
External threats and opportunities that potentially affect our organization in communicating with these target groups, including those groups or individuals who may oppose or show support for our initiatives.
CONTEXT
BACKGROUND
AUDIENCE
AUDIENCE
COMMUNICATION WITH DONORS
TACTICS
CHANNELS
UNW standard banner to be visible in all events (direct or indirect involvement of UNW)
Quality design for all the products
Quality photographs – videos
Archive of past works and gallery of pictures / videos
Budget to cover related costs
Staff involvement and cooperation in identifying and developing key messages and information depending on the product / activity


RESOURCES
NEEDS
APPROACH
Informing
the public institutions on the importance of related programs to ensure collaboration and success. (neutral approach)
Influencing
the public officials about key needs and challenges concerning women rights and therefore motivating and pressuring them to support these initiatives (friendly approach)
Changing
policies – Aware of the authority and reputation of UN Women, the organization may be openly positioned or engaged and publicly request change or transformation of the existing policies (aggressive approach)

Style
: Political, descriptive, technical
Content
: Rich in statistics, numbers, technical data
Quality
: expertise, in-depth, provide background
Length
: Medium – Extensive
Frequency
: standard, timely, frequent

MESSAGES
Primary Audience:
Representatives of governing institutions,
International Organizations
Partners
Secondary audience
Representatives of Civil Society Organizations,
Media, Universities etc.
Others
DIMENSION I:
COMMUNICATION WITH OFFICIAL ACTORS

Past relations with different institutions
Perceptions of officials about our work
Expectations of P.O
Analysis of what went good / bad in the past
External threats and opportunities that potentially affect our organization in communicating with these target groups, including those groups or individuals who may oppose or show support for our initiatives.
CONTEXT
BACKGROUND
AUDIENCE
AUDIENCE
TACTICS
CHANNELS
RESOURCES
NEEDS
Objective
Reach various audiences and the general public with key messages on gender equality, women empowerment and rights.
Mission

Consolidate itself as the most important international organization in Albania with influence and authority in the field of women rights and women empowerment
• Fliers (with a specific focus or topic)
• Presence and input of UNW staff in popular daily TV shows.
• Utilization of events (celebrations, gatherings, marches etc) for generating public participation
• Facebook interaction (including FB Ads!)
• Celebrities or V.I.P involvement
• Use of radio programs (in the remote areas)
• Proper use of UNW logo and branding criteria concerning visibility
• Media coverage of public events
• Creating and utilizing key messages, we want to remain ...

• Articles from UNW staff concerning issues that are relevant, ongoing and in coherence with the public debate.
• Articles that aims to bring a new perspective in the public discourse

MESSAGES
Style
: simple and understandable for a large audience, illustrative with examples, human perspective covered, grassroots approach, short, attractive, witnessing impact and successes.
Content
: Rich in photos, human stories, generalized information, showing grass roots impact and outcomes
Quality
: attractive design and quality pictures and videos, utilization of simple personal stories that represent the community and everyday struggles,
Length
:
Medium - short
Frequency
: timely, occasional and frequent (depending on the event)
Primary Audience:
Women (various ages and status)
Men (various ages and status)
Communities
Profiled audience
...

Secondary audience
Students,
civil society representatives
general public
DIMENSION II:
COMMUNICATION WITH THE PUBLIC
COMMUNICATION WITH THE PUBLIC
Informing
(and educating) the public on key issues concerning women rights and gender equality.
Influencing
the public perceptions in adopting gender values in their
Changing
mindsets and mentality – Through a more aggressive approach UNW may strive to change public behavior, mentality and mindsets through adopting different tools of communication.
Communications with the public
was conducted through the direct interaction with the media, campaigns, promotional and informational materials, growing social media.
The perceptions of the public
for UNW as a key organization in the framework of protection of women rights are growing but yet UNW has to consolidate and in the same time detach itself from the umbrella of other UN organizations with history in Albania
CONTEXT
BACKGROUND
AUDIENCE
AUDIENCE
COMMUNICATION WITH THE PUBLIC
TACTICS
CHANNELS
UNW standard banner to be visible in all events (direct or indirect involvement of UNW)
UNW special banner (referring to the initiative)
Quality design for all the products
Quality Photographs
Media monitoring concerning daily coverage of gender issues
Archive of past works and gallery of pictures
Budget to cover related costs
Staff involvement and cooperation in identifying and developing key messages and information depending on the product / activity
RESOURCES
NEEDS
CHANNELS
• Short electronic / printed reports in the framework of specific programs
• Fliers (with new initiatives)
• Direct meetings
• Formal / informal partnerships with news organizations
• Interviews
• Database of journalists
Developing a close relationship with specific journalists who have distinctive interest and expertise in the field of gender equality and women rights.
• Proper use of logo and branding criteria concerning visibility issues
• Including journalists in public discussions and roundtables
• Media presence and coverage of all key events
• Facebook interaction with journalists

MESSAGES
Style
: descriptive-political, illustrative, human perspectives embedded, politic.
Content
: Rich in statistics and data, background information available, technical data present (when needed), references to reliable sources and possibility for further inquiry,availability for follow up
Quality
: fulfill news values, expertise, attractive, quality images (pics/videos), illustrative
Length
: Short (to attract) Medium (to describe and provide information) Extensive (for journalists who have knowledge and interest in the field)
Frequency
: standard, timely, frequent, responsive to requests and follow ups
Primary Audience
Editors, journalists and reporters in the national electronic and print media.
Profiled women mediums (magazine, TV shows)
Secondary Audience
:
Local TV stations, independent reporters, alternative media representatives (online media channels),
DIMENSION II:
COMMUNICATION WITH JOURNALISTS
COMMUNICATION WITH JOURNALISTS

Informing
the journalists on key events, products of UN Women, providing accurate & timely information on UNW agenda.
Influencing
the media agenda and journalists to increase the quality of reporting and provide accurate picture of women rights and gender issues in Albania.
´
Changing
´ the media agenda – Through a more direct and intentional communication, UNW may aim to change media discourse agenda and framework concerning women rights.

Main hubs of communication with the media has been generally through press releases, interviews and media coverage of key events
Mostly the media perceives UNW as an important UN entity, nonetheless its role in the gender issues should be indispensable and develop its identity as the leading UN organization in this field.
SUPPORTERS VS. ENEMIES
CONTEXT
BACKGROUND
AUDIENCE
AUDIENCE
COMMUNICATION WITH JOURNALISTS
TACTICS
UNW standard banner to be visible in all events (direct or indirect involvement of UNW)
UNW special banner (referring to the initiative)
Quality design for all the products
Quality Photographs
Media monitoring concerning daily coverage of gender

Updated database of journalists and media representatives
Archive of past works and gallery of pictures
Budget to cover related costs
Staff involvement and cooperation in identifying and developing key messages and information depending on the product / activity
RESOURCES
NEEDS
Objective
Consolidate itself as the leading entity within UN responsible for governmental policies, and working to develop the public discourse concerning women rights and gender equality.
Lead UN organizations joint initiatives regarding women rights
Mission:
In the framework of communication “Delivering as One”, UNW is the leading organization within UN concerning information, expertise and policies related to women rights and gender equality
CHANNELS
• Newsletter (monthly-english) with key activities, products
• Short printed reports in the framework of specific programs
• Fliers (with current and past initiatives)
• Articles published in UN Women official website
UN Women Facebook Account interaction with others
• Direct meetings
• Proper use of logo and branding criteria
concerning visibility issues
• Close coordination and consultation with fellow communication staff in other UN Agencies
Style
: contextualizing the message to fit to the UN format, political, descriptive, strategic
Content
: Rich in statistics, technical data, background information
Quality
: expertise, in-depth,
Length
: varying
Frequency
: standard, timely, frequent
Primary Audience
UNDP,
other UN Agencies (TBD)



DIMENSION III:
COMMUNICATION WITH UNITED NATIONS
COMMUNICATION WITH U . N
Informing
the UN Agencies on related programs and projects.
Influencing
the UN Agencies to embrace and extend the activity in the gender related programs
CONTEXT
BACKGROUND
AUDIENCE
AUDIENCE
COMMUNICATION WITH U . N
TACTICS
UNW standard banner to be visible in all events (direct or indirect involvement of UNW)
Sharing and coordination of resources with other agencies
Staff involvement and cooperation in identifying and developing key messages and information depending on the product / activity
RESOURCES
NEEDS
Support communication related tasks in the framework of each project/program
Provide input and expertise in communication related products
Check for relevance of information
Develop strategically key messages to different audiences
HOW
DETAILED PLAN IN ADVANCE & COMMIT TO IT
ORGANIZE & PREPARE IN ADVANCE
CONSIDER LIMITATIONS AND POTENTIAL SETBACKS
PAY ATTENTION TO LITTLE DETAILS
COMMUNICATION IS CONDUCTED AND IMPLEMENTED JOINTLY
SUPPORT THE PROCESSES AS MUCH AS YOU CAN
COORDINATE, CONSULT CLOSELY WITH THE MEDIA EXPERT
BE REALISTIC IN WHAT WE WANT TO ACHIEVE
Full transcript