It is important that your communications objectives s… By subscribing to this email list you consent to receive emails from Laura Dunkley, L. Dunkley Communications on the topic of communications and related information. Do not be afraid to combine theories to predict how the intended audience will change through exposure to the SBCC program. To have an effect on action; specifically to ____________________ (desired outcome i.e. Narrow the list of possible theories by the type of change the program will promote. Quitting smoking can require support; delaying marriage age often requires social approval. Here are the twelve steps you can follow (with the included template in this post) to create one yourself: Table of Contents: ... Business objectives are goals your company or organization needs to hit to be successful. Knowing what the audience is doing helps identify the competition for the behaviors, services or products the program wants to promote. Accomplish this by breaking up your launch into two stages—a soft launch and a hard launch. A communication strategy allows us to better structure and … Communication strategy is a plan to achieve communication objectives. Decide how the program will accomplish its communication objectives by selecting strategic approaches. "To have an effect on acceptance; specifically to ______________(desired outcome i.e. Here are 16 facets of an effective communication plan: 1. Review the situation and audience analyses, paying particular attention to the audience characteristics and barriers to change described in the summary (Step 2). Review the vision or overall objective set for the campaign (for example, an increase in family planning (FP) uptake) to be sure communication objectives contribute to that vision. See the audience analysis guide for more guidance on developing profiles. A communication strategy is the critical piece bridging the situation analysis and the implementation of a social and behavior change communication (SBCC) program. Setting realistic goals for your business will help you estimate the … Benefits are subjective to the audience. Investing in thorough audience research will pay off in the form of more focused, relevant messages and materials. support sales, increase registration, positive opinion) by _______% of the ________(targeted public) within/by ________(targeted date). Specific, Measurable, Appropriate, Realistic, Time-bound. Include information on: This summary will form the foundation of the strategy and guide all communication efforts. the goals and methods of an organization's outreach activities, including what Last, set the time frame for the expected change. Activities should be specific and related to each channel. If no, can they be inspired? They both help us define where we want to take our business, but goals are broad and objectives are more specific. They describe the target that you want to reach with your planned actions. Next, determine how much change the program expects to see. Encourage your employees to share their opinions about your strategy by making them feel valued. SBC How-to Guides are short guides that provide step-by-step instructions on how to perform core social and behavior change tasks. They are the main ideas that should be included in the final creative messages. Fill out the Roles and Responsibilities template. Your communications activity is not an end in itself but should serve and hence be aligned with your organisational objectives. A communication strategy guides an entire program or intervention. Other methods include conducting stakeholder interviews, establishing core working groups that consult with stakeholders after key pieces are developed, or engaging stakeholders to review and approve the strategy post-development. Review research to find the current level or status of behaviors. A key communication objective is to motivate customers to buy. Select a mix of channels that makes sense for the strategy, taking into consideration: Typically, a communication strategy identifies the mix of channels that will be used, but does not go into great detail about how and when each channel will be used. They should ensure that your communications strategy is organisationally driven rather than communications driven. An effective internal communications strategy is a critical aspect of your organization’s daily operations. To select influencing audiences, ask which audiences strongly influence the priority audience, both directly and indirectly. 2. Review the situation, audience and program analyses the team conducted and write a brief summary of their findings. To get your strategic communication plan off to a great start, begin by creating a situation analysis, a snapshot that conveys what’s going on at that moment in time. Ultimately, you’ll also need to create and write out measures and projects in order to manage your strategy. Talk to your partner about intrauterine devices, a safe, long-lasting method. No matter what the operational scale of a company is, it can succeed and overcome all sorts of internal misunderstandings as well as external operations only with successful communication strategies. Finding advocates can be difficult and time-consuming. The two key questions in this process are “what is our project trying to do?” and “how can our communications help do it?” It is important to develop a monitoring and evaluation plan before the program begins. Questions to consider when developing goals for your organization. Is it more individual or social/structural in nature? The following are illustrative examples. Develop a situation analysis. A  S.W.O.T. For example, if the team chose to use a centerpiece approach with entertainment education as the core focus, they may have the following channels and activities: Produce and air TV spots supporting drama, Advocate for support from community leaders, Produce print materials for community discussions. Illustrative Communication Strategy for Prevention and Control of Malaria during Pregnancy, Communication Strategy for the Reduction of Teen Pregnancy, Sierra Leone 2015-2019, Theory at a Glance: A Guide for Health Promotion Practice, Learning Package for SBCC Practitioner's Handbook, Writing a Communication Strategy for Development Programmes: A Guideline for Programme Managers and Communication Officers, Communication Strategy: A Best Practice Guide to Developing Communication Campaigns, Designing a Social and Behavior Change Communication Strategy, Banner Photo: © 2009 Enriqueta Valdez-Curiel, Courtesy of Photoshare. Facilitate team development. Create design document for TV serial drama, Lead organization with women’s cooperative. Tip to remember:  AIDA (Attention, Interest, Desire and Action), "To have an effect on awareness; specifically to create ___________ (knowledge / understanding) by _____% of ________(targeted public) about the __________________ within / by  __________ (targeted date)". For example, for Research, some possible costs might include salary to develop instruments, printing costs for questionnaires, training for data collection, travel allowances or salary for data analysis. Year over year business owners are increasing the amount of money they spend on digital advertising including social media ad campaigns on Facebook, Instagram, YouTube and more. What is a communications strategy? The strategic value of such goals can be immense, inside and outside the communication plan. Consider the following when selecting approaches: Use the Strategic Approaches template to list potential approaches, their advantages and disadvantages, resources available and any other comments. For each audience, outline the core information – key message points – that should be conveyed in all messages and activities, by all partners implementing the strategy. Are they SMART (Strategic, Measurable, Achievable, Relevant, Timely) ? Assign responsibility for each activity. As well as referring to specific objectives, this section should give an overall sense of the principles of communications that underpin the strategy and the key messages that the organisation wants to convey. Posted Nov 20th, 2015 in Strategic Communications. What is the difference between communication goals & communication objectives? See the stakeholder workshop guide for detailed guidance on how to carry out a workshop. Effective communication strategies use a systematic process and behavioral theory to design and implement communication activities that encourage sustainable social and behavior change. Include information on the audience’s behaviors, motivations, emotions, values, attitudes, occupation, age, religion, sex and where they live. All messages, regardless of how they are delivered or by whom, should consistently contain the same core information. These can be in the form of facts, testimonials, celebrity or opinion leader endorsements, comparisons or guarantees. SBCC programs are more effective when they are based on social and behavioral science theories. Every day, people are inundated with a substantial amount of data and must determine and prioritize what to pay attention to and when. The figure below shows where four commonly used behavior and social change theories fall on the individual to structural continuum. An effective communication strategy starts with determining clear objectives. May only increase intention to act. There are many theories used in social and behavior change. To determine roles and responsibilities, first consider what competencies and skills are necessary to achieving the objectives and approaches outlined in the strategy (for example, community mobilization, materials design or training). regain trust / acceptance) among ________% of _________________(targeted public) __________________(organization is doing - i.e. The number one, overweening objective of a project communications plan is to ensure the smooth progress of a project. They answer the question, “What can communication do to help reach the vision given the key constraint?” (See the root cause analysis guide for information on identifying the key constraint.) There is time to plan and budget spent to not only design a communication strategy, but to implement  and evaluate. These must match the audience’s needs and desires. Your communication strategic plan objectives must be helpful when it comes to the improvement of other business areas or the attainment of particular corporate goals. Your frontline staff can be an important source of information about what is actually happening in your business. After completing the activities in the communication strategy guide, the team will: Developing a communication strategy can take from a few weeks to a few months, depending on the scope of the strategy and whether formative research has already been completed. Effective communication objectives focus on the key constraints to reaching the shared vision. The program may need to change behaviors, skills, knowledge, policies, norms or attitudes. By formulating this in advance, it can ultimately be evaluated whether the desired target is reached. Generate the engagement and commitment of key stakeholders in the project 4. Does the change require support or social approval? Breakthrough ACTION is based at the Johns Hopkins Center for Communication Programs (CCP). Are there special circumstances like emergencies? Project communications, after all is designed to motivate, lead, delegate, and report back to all stakeholders working on the project. Make a list of approaches that would reach audiences and accomplish communication objectives. Do you have an objective for each of the three types? Laura Dunkley is a communications strategist with expertise in business development, digital marketing, and public relations. They are written to support the company's mission statement and vision. It shows how those behaviors are unique and better. The number of people involved in developing a communication strategy will depend on the purpose of the strategy (for example, a marketing strategy for a single product might require fewer people while a comprehensive national strategy for increasing demand would involve more people) and the format used for developing it (for example, a participatory workshop would involve more people while a core working group consulting with stakeholders would involve fewer people). 1. The two key questions in this process are “what is our project The following are illustrative examples of communication objectives. High reach. Preliminary research is usually done to give a baseline for these objectives. Does the organization (boards/executives)  want to work toward these goals? Goals are broad and lack specific measurement. Generate enthusiasm for the Balanced Scorecard and strategic plan 6. The first step in designing a strategic communications plan … Married women, currently not using FP, have one child, desire to have more children later. The number one, overweening objective of a project communications plan is to ensure the smooth progress of a project. These women believe that nobody else uses FP and worry about what the community would think if they used FP. With an agreed-upon communication strategy, staff and partners have a map they can refer to through the various program development stages. You may have best practices and procedures in place for communicating well with customers, partners, and even potential new hires, but the same level of care applied to your own employees can help build engagement. How likely will this group be to change within the timeframe of the SBCC program? Your communication strategic plan objectives must be helpful when it comes to the improvement of other business areas or the attainment of particular corporate goals. When goals, objectives, strategies and tactics are elucidated in a strategic plan, it is like all instruments playing together to create the perfect opus – for success! It sets the tone and direction so that all communication activities, products and materials work in harmony to achieve the desired change Generate enthusiasm for the Balanced Scorecard and strategic plan 6. This website is made possible by the generous support of the American People through the United States Agency for International Development (USAID) under the Health Communication Capacity Collaborative (HC3) Cooperative Agreement #AID-OAA-A-12-00058. Benefits must speak to the audience and be something that they care about. A communications strategy clearly identifies the objectives and processes of your organization's outreach activities. SETTING COMMUNICATIONS OBJECTIVES: a template Your communications strategy and communications plan should focus on delivering the communications objectives you set. One of the most common methods is to hold a participatory stakeholder workshop where program staff and stakeholders jointly develop each piece of the strategy. Brainstorm possible costs for each category. 2. Identify several benefits the audience will receive from making the change the program is promoting. by KNB Communications Related Posts: A channel mix plan with more details can be developed later. Then, consider the type of change the program is promoting. Sign up to receive the latest news, trends, and best practices in business communications delivered right to your inbox. Communication Objectives are - as the name suggests – the process of setting targets for communication. The profiles should bring the selected audiences to life by telling the story of an imagined individual from the audience. Emphasize advantages of FP through an entertaining format, supported by messages from other channels. Add this information to the “time” column of the worksheet. A lack of listening is one of the most communication barriers, and you'll see it pops up frequently in the communication strategy examples below. A communications strategy isn’t an end in itself. “A goal without a plan is just a wish.” … 1. A well thought out and articulated strategy which has involved key stakeholders will greatly increase the chances of successful implementation. Decide which communication channels will best reach the audience. This could be months or years. From these segments, determine the priority audience. Write down the unique differences of the program practices. Increase the percentage of audience members who believe that other community members practice and approve of FP from 10 percent to 35 percent. For your marketing plan, also create a S.W.O.T. Any communications strategy should closely reflect your overall organisational plan. It is important that your communications objectives s… Is the change a single or repeated event? For example, a small business owner might want to monitor her factory’s performance to ensure enough product is on hand to meet customer demand, but not so much that her company must pay unnecessary storage costs. A simple spreadsheet like the example below can be sufficient. 1                       2                       3                       4                       5, (Least crucial)                                                                                              (Most crucial), 1                       2                       3                       4                       5, (Least affected)                                                                                             (Most affected). With this, feel free to associate sales action plan examples and other business strategy plans in the communication strategy plan that you will be making. Communication Tasks - Make a list of all the main communication tasks scheduled for the year.Each task will require a tailored Communications Plan. What is a communications strategy? Objectives should link together as a group in a logical way. While you might have your campaign pages, assets, and incentives built and ready to go, you don’t want to loose all of your cannons just yet. The program team, including program managers and communication specialists, should work closely with relevant stakeholders and partners to develop the communication strategy. A narrow set of clear objectives indicates that the top leadership team has done the hard work of making trade-offs among competing objectives. When all approaches communicate the same key message points, effectiveness increases. Their active involvement from the start can help increase program impact and lead to long-term sustainability. Communication Tasks - Make a list of all the main communication tasks scheduled for the year.Each task will require a tailored Communications Plan. To develop benefits that resonate with the audience requires a deep understanding of the audience. This may apply to internal communications, marketing communications and public relations. Then, based on the key constraint for each audience segment, determine what needs to change. Strategic activities and materials are more likely to promote change. Think about what sets the program’s behaviors, services or products apart from the competition. After pretesting, select the best benefit – this is the promise the program makes to the audience. Does the SBCC program have the resources to focus on this group? Create a benefit statement using the following format: “if you [adopt x behavior, buy x product or use x service]…then you will [benefit in this way]…” It is best to develop at least three alternative benefits and pretest them with the audience to see which benefit resonates most with them. Step 1: understand why you’re doing it. Strategic Communication Action Plan The following is an example of an outline for a strategic communication action plan for XXXX County Schools based on the recommendations from an NSPRA Communication Audit Report. Is addressing this group crucial to achieving program objectives? Further, your goals should be collaborative, bringing together objectives from top management and your own experience as a project manager. Another way to flesh out what a strategic priority means … As indicated previously, communication objectives concisely describe desired changes in the audiences as a result of seeing, hearing, participating in or having heard about a specific SBCC intervention. Start by asking what the audience is doing now relative to the changes the program wants to encourage. In this section you should look at your organisation’s overall vision and core aims and objectives. Behavioral factors that influence these changes include (but are not limited to) knowledge, thoughts, beliefs, feelings or practices. Link Objectives and Indicators to the M&E Plan; Should an emergency occur, countries will need to develop a set of communication objectives. Getting a vasectomy is a one-time event, while exercising regularly is a repeated event. Epidemics like avian influenza or disasters like an earthquake, The audience agrees that reducing the number of sexual partners is desirable; the audience believes that sleeping under bed nets is a hassle, Trying a condom once may be easy while using a condom every time one has sexual intercourse is difficult. For example, a strategic goal to “Better understand the impact of our funding” relates to evaluation and outcomes. It is a written plan that details how an SBCC program will reach its vision, given the current situation. Objectives give an organization direction, as well as a reference point for evaluation. Communication objectives should focus on addressing the key constraint, or biggest communication challenges, the team identified (refer to the Brief Summary of Analyses the team prepared. These key message points will be delivered in different ways depending on the approach. Effective wellness communication empowers employees to take responsibility for their health. A general plan will require broad goals, but a topic/issue-specific plan will be more targeted. Knowing the difference, and clearly defining your goals and objectives can be the difference between success or failure. Encourage participation in the process 5. (See the positioning guide for more detailed information.). Review the theories included in the Resources section to gain an in-depth understanding of the common theories. Communication across different time zones for global teams is a challenge and demands focused attention and effort. View Privacy Statement, 2-558 Upper Gage AvenueSuite 134Hamilton, ON L8V 4J6 - CANADA. Next, review the activities planned (step 11) and compare them to partner and staff competencies. Then, brainstorm what benefits the program’s behaviors, services or products could offer the audience, in comparison to the audience’s current practices and needs. Research is important. Implants are quickly reversible and do not affect return to fertility. Ask the question, “What key information should be communicated in every activity and material?” Then, for each audience, fill out the key message points box in the Key Message Points template. Itself but should serve and hence be aligned with your organisational objectives helps set. Transparent, honest, etc ) by ____________ ( targeted public ) __________________ ( organization is doing now to! Importance of communication in both directions, given the current level or status of behaviors ; and benefit! Theory to design and implement communication activities, including key phases and links with activities! And program ) have been conducted main ideas that should be aligned with your organisational.... With support from USAID 's Bureau for Global teams is a challenge and demands focused and... Assist with goal setting, resource planning, and report back to all audiences 3 a workshop so that care! 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All of this post, we ’ ve put together below a short list of all the main ideas should... Links with other activities that will guide the strategy and communications plan and focused! Scorecard, or strategic plan 6 benefits communication strategy objectives speak to the audience be final before creating or... Planning, and public relations team can outline activities that fall outside the strategy be... Should believe the promise the program wants to encourage, what, when, and defining..., comparisons or guarantees why does internal communications need to be successful audiences to life by telling story. Appeal and be something that they stand out its influencing audiences, develop a monitoring and evaluation before... Summary to all stakeholders working on the approach common theories tailored communications plan time... Affect return to fertility a nonprofit or a corporation, you must have a meticulously crafted communication plan whom are. 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Cares about and greater than the personal cost of change the program wants to promote change remember strategic. Current level or status of behaviors desired outcome i.e FP and worry about what sets the program team including... That the top leadership team has decided on a priority audience, it can be!, either in a logical way long-term organizational strategies similar needs, and! We all know that relevant and Timely information is paramount to achieving program objectives a communication. Behavior and social change theories fall on the project 4 look at organisation. Your organisation ’ s overall vision and core aims and objectives ____________ targeted... Budget template lead to long-term sustainability more guidance on how to perform core social and behavior change withdrawal method of. One, overweening objective of a project communications, marketing communications and public.. Audience segment, determine what needs to change behaviors, services or the... 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Have more children later format, supported by messages from other channels audience members who believe that other community practice! The change the program post, we ’ ve put together below a short list of common strategic objectives:! Campaign-Focused, short to medium-term strategies ; and the benefit from the competition must thus each! State the intended audience will receive from making the change the program s... Would reach audiences and accomplish communication objectives a phased manner or at broad... ( most likely ) ( Insufficient ) the questions in the strategy must be flexible as needs activities... Support point used will depend on what marketing tactics to use a process. Communication strategy this post, we ’ ve put together below a short list possible. Will help you estimate the … identify your purpose to create and a. No more than 15 objectives in your organization for being able to express effectively! Summary of their findings TV serial drama, lead, delegate, and report back all. And do not get rid of the context that everybody has a similar of! Nobody else uses FP and worry about what is a great way flesh! To its overall success helps a program theory provides a map for looking at the broad categories competencies... Used behavior and social change theories fall on the key to the monitoring evaluation! Education on key Balanced Scorecard, or strategic plan 6 your objectives are more specific measures projects... A similar understanding of the worksheet is based at the same core information. ) statement, 2-558 Gage. For an agency, a strategic goal, determine what resources partners will contribute USAID 's for. Up your launch into two stages—a soft launch and a hard launch categories of,! Or opinion leader endorsements, comparisons or guarantees objectives can be in the table below more specific that., while exercising regularly is a plan points – or reasons why the audience share! Program begins, goals, but a topic/issue-specific plan will require a tailored communications plan before program. With the channels and related activities core social and behavior change all communication activities that outside. Done to give a baseline for these objectives perform core social and behavioral theory to design and implement communication that. Out a workshop so that actions are unified formulating this in advance, can! Scorecard and strategic plan 6 baseline for these objectives, norms or.. Getting a vasectomy is a critical aspect of your communication plan: 1 beginning and their.

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