Improving your communication starts with learning how to position your organization. The first step was a two hour session with the leadership of the organization. We discussed in pairs and plenary the following questions: who are you? why do you exist? what is your dream? who has to change? What is the message? It gave them a new perspective on the role of communication. They then wrote a first positioning statement. In a second one hour session they recognized it was too long and too much jargon for a positioning statement. They felt they needed more information. We are now at step three: diving deeper into positioning and branding. They are answering the usual list of questions (see illustration), adapted to the NGO situation.
Thursday, 17 March 2011
Communication basics in 3 steps
Improving your communication starts with learning how to position your organization. The first step was a two hour session with the leadership of the organization. We discussed in pairs and plenary the following questions: who are you? why do you exist? what is your dream? who has to change? What is the message? It gave them a new perspective on the role of communication. They then wrote a first positioning statement. In a second one hour session they recognized it was too long and too much jargon for a positioning statement. They felt they needed more information. We are now at step three: diving deeper into positioning and branding. They are answering the usual list of questions (see illustration), adapted to the NGO situation.
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