Internet notebook about my work: deep listening to facilitate positive change


Saturday 26 June 2010

Briefings for communication support

Large organizations tend to ask for external communication support to help them getting their messages out through websites, newsletters, press releases, posters, leaflets and brochures. In their briefings they mostly formulate their objectives as ‘to increase awareness, understanding, and support among stakeholders and the (interested) public, as the means for their further engagement’. Such ‘paper’ communication definitely contributes to access to information on policies and practices. It is questionable however whether it will create awareness and support of people in stakeholder groups and among the general public.
How to upgrade such ‘paper’ communication to ‘people’ communication? The first step is made when – in the briefing – you:
1. define the success of the policy or organization and the evolving needs of its audiences and position the added value of the transactions the policy or organization has to offer
2. segment the audience (identify those target groups that are key to the success of the policy or organization) and
3. quantify the objectives (SMART) per target group (often additional target group research is needed).
In the briefing you can then ask the communication support
1. to formulate short messages in the ‘language’ and ‘mind frame’ of the target group, that appeal to them, contain a promise and a proof that it is possible and make concrete what the target group can do contribute;
2. to make creative use of those media that are credible and effective sources of information for the audience, if possible by involving people and media from the target group itself;
3. to map out benchmarks to monitor the process, provide positive feedback and adapt the approach where necessary.
Read more about briefings.

No comments: