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Strategic Comm, Campaigning and Advocacy

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on 26 November 2013

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Transcript of Strategic Comm, Campaigning and Advocacy

Communications Plan...
Strategic Communication, Campaigning and Advocacy
communication strategy vs. many events

how to use comm to ACHIEVE your goals

stick to your long-term goal

ASK: "What will success look like in X years' time?"

ASK: "How do I get there?"

Campaigning and Advocacy
* identify the cause
* identify SMART objectives
* identify target audiences
* figure out your message
* Ask: what outlets will you use
to reach your target?
* Ask: how to make an impact?

Campaigning vs. Advocacy
differences in:
You are the communications team at an NGO. Choose a cause/issue that your NGO is working on and create an action plan to raise awareness and public support around the issue.

* aims and objectives
* identification of stakeholders and audience
* content and frequency of messages
* use of media (new and traditional)
---make sure to include a video/movie element that you will be creating in the next 2 days---

Task #1
Why do we need a communication strategy?
* To be recognized in the community
* Extend your outreach for programs and services
* Attract staff, volunteers, supporters
* Attract donor support/funding
* Create a strong and positive reputation
* Get media attention

A successful communications strategy will be carefully tailored to your organization's character, mission, values, vision and working environment...

... but most of all, it must be crafted to meet your OBJECTIVES.
...with a successful communications plan
1. Identify your goals and objectives
2. Analyze the context
who are we? what is our mission? what's our story? how do people think about us?
Objectives need to be... SMART
Understand the political, social and economic context of country/city/community your organization is based in.
3. Define the Stakeholders

Focus in on all groups/individuals who might be involved in your activities

map them: allies, adversaries, neutral?
4. Identify target audiences
*A media campaign designed for
everyone is for no one in particular*

who do you wish were listening? how
can you reach them? who hears you now?
* reach out to more than the usual suspects!

* information flow is not a one-way street!
5. Identify supporters and critics
which individuals or groups support your work?

who are your critics, and why?

what is your response?

* word of mouth * critical mass *

6. Analyze the media
and information channels
Analyze who reads what?
who watches?

media is a key target audience
and stakeholder

engage with journalists

paid media vs. earned media
The good news is...

it's never been easier to create
media and to distribute messages..

now that we have...

7. Refine the key messages
clear statements of your values

true and fact-based


understandable language

8. Determine tactics
Website - educate and inform, create identity, campaign, call to action, influence people in power


press releases

focus groups

opinion essays
9. Prepare for a crisis
* what could happen? worst case?

* envision potential negative questions, then craft answers and practice

* have third parties ready to speak on your behalf
10. Evaluate results
set parameters for measuring the success of the strategy:

* # of articles in press?
* # of people attending your events?
* social media visibilty
* changes in public opinion

* consistent * targeted * clear *
concise * time-sensitive * holistic
inform, fundraise,
attract support
change policies, laws
general public
plain language
formal language
traditional & social media, events etc.
traditional media, panel discussions,
letters, petitions etc.
you have a cause...

What do you want to do with it?
* encourage public action?

* change public opinion?

* change government policy?
Make your campaign memorable!
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