Cebu Smart Chart

8/2/2019 Cebu Smart Chart

1/60

SMART

COMMUNICATION

PLANNING

July 23-25, 2008Golden Prince Hotel, Cebu City


2/60

Its fun to be SMART

Strategic communication decisions

are the key to any successfulcommunication effort

STRATEGY drives TACTICS not the

other way around


3/60

Program Decisions

Context

Strategic Choices

CommunicationObjectives

Tactics


4/60

Cat wisdom If you dont know

where youre

going, it doesntmatter what road

you take.

-- the Cheshire cat to

Alice in Wonderland


5/60

Goal,Mission &Objectives

GOALBig, audacious statementabout the world you aretrying to create.

MISSION

Statement of why (and

sometimes how) yourorganization does itswork in pursuit of yourvision.

OBJECTIVE Element of incrementalprogress you will use toadvance your mission.


6/60

Step 1: Program Decisions

CommunicationObjectives

What do you want to achieve?

A GOAL is measurable andrepresents a definitive plan of action

Two categories: Behavior changeand Policy change


7/60

Communication ObjectiveOne Communication Objective =

one Communication Plan

Achievable in 12 -18 months


8/60

Communication Objective

examplesORGANIZATIONAL MISSION:

To save the Philippine tarsier

COMMUNICATION OBJECTIVE:

To secure and declare as protected

areas three known habitats of tarsiers

by 2007


9/60

Communication Objective

ExampleORGANIZATIONAL MISSION:

End cervical cancer

COMMUNICATION:

To get 200 top corporations for

women to offer information

and socialized screening for their

women employees


10/60

Program Decisions

DECISION MAKERWho makes your GOAL a reality?

Whoever ultimately votes for orcan change a policy is theDECISION MAKER

If the goal is behavior change,the decision maker may be aspecific group


11/60

Program Decisions

MEASUREMENTS OFSUCCESS

How will you know are

nearing/achieving your Goal?


12/60

Program Decisions

Charting your progress is a way to

make sure your goal is specific

Identify both quantifiable and

anecdotal ways to measure success


13/60

Program DecisionsWith a specific Goal, one or two

indicators may be enough. (ex.policy)

Specific impact measurements provideevidence for knowing if you are getting

closer to or farther from achieving set

Goals.

Qualitative measures may also be set.

(ex.behavior, knowledge)


14/60

ExampleGOAL:

To get 200 top corporations to offer their womenemployees information and socialized screeningfor cervical cancer.

IMPACT INDICATORS (This is how you willknow that you have achieved success):200 top corporations establish socializedscreening for cervical cancer

X% increase in number of women working in

corporations getting screened and treated forcervical cancer

X% reduction of cases of cervical cancer in the

top 200 corporations


15/60

Try this out

Which one is the proper measurementor indicator of impact?

GOAL:

Pass a Reproductive Health bill into law

in the province of Cavite.

A. Bill is passed

B. Increase in number of men and

women demanding reproductive health

services by 20% by end of 2008


16/60

Example: Decision

Maker

Well, what will I do if

my partner has HIV?Discuss this questionwith the staff at thenearest VCT center.


17/60

Step 2: Context

INTERNAL SCAN

What are the assets and challengesof your organization that may

impact on this plan?


18/60

Internal ScanThink SWOT about

Organizational capacity

Human resourcesFinancial resources

System and internal culture

Existing partnersTime

Facilities and available technology


19/60

Context

EXTERNAL SCAN

What is already happening outside

your organization that may impact

on this plan?


20/60

External Context

Think aboutWhat do people who-know anddont-know think of your party?

Identify other players,misconceptions, debate, opposition

People do not operate on what-you-think but on what-THEY-think and feel


21/60

External Context

Opposition Box

Opposition onOpposition

What they say about

their organization

Opposition on You

What they say

about you

You on

Opposition

What you say

about their

claim/s

You on You

What you say about

your organization


22/60

Context

DEFINE YOUR POSITIONHow will you position yourmessage?


23/60

Framing your message

Fortify and amplifyPromote an already acceptableposition

FrameLittle or no knowledge. Need to doresearch and develop messages to giveaudience a perspective

ReframeTalking about your issue in a newway. Provide a new way of looking atan issue. Not contradicting orcontinuing to amplify


24/60

Step 3: Strategic Choices

AUDIENCE TARGETWho must you reach to achieve

your goal?


25/60

Strategic Choices

VALUES and CORECONCERNSWhat EXISTING beliefs can you tap

into your audience?( list top 5)


26/60

Strategic ChoicesAPPROACH

What is your overall strategy?


27/60

Strategic Choices

What is the theme of your

audiences core values?

Try to connect the theme with

what your goal


28/60

Strategic Choices

MESSAGEWhat key points do you want to

make with your target audience?


29/60

The earth is warming at a rate

1000%btimes faster than last year,

reminiscent of the paleozoic era,and as Aptenodytes patagonicius we

need to ponder this.


30/60

Sa samahan, maasahan ka ng

kaibigan mo. Sa problema,

maasahan ang tulong mo. Eh sapagpapahalaga mo sa mga mahal

mo s abuhay? Kaya mo kaya?

Sa Trust Classic ka na!


31/60

The picture says it all


32/60

Strategic ChoicesMessage Box

Value

Misconception

Knowledge gap

Ask

Vision


33/60

Strategic Choices

Value

VALUE means what people

find relevant in their lives. Itmay not have anything to do

directly with your cause

You may express VALUE

without saying it directly


34/60


35/60

Strategic Choices

Misconception/ Info-GapAcknowledge if there is aMISCONCEPTION or concern

Fill a knowledge gapprovide moreor new information to break thebarrier of indecision

The message should build into yourASK slice.


36/60


37/60

Strategic Choices

Ask

What do you want your

audience to DO?

Make it clear, simple and

doable

Ask one thing at a time


38/60


39/60

Strategic ChoicesVision

Bring audience to whereyou want them to be

Make it a position ofempowerment


40/60


41/60

Work today is hard to find and keep. Thecompetition is tough and must always beprepared when the opportunity presents itself.

Being prepared is a choice. This means one mustplan to improve ones skills, be physically fitand care for ones well-being in general. Caringfor ones health is now easier than most peoplethink. Vitamin pills are quick a way to get allthe nutrients you need. It is cheap, convenientand effective.

Taking a vitamin pill everyday can give you theprotection and boost that you need each day asyou work to achieve your personal andprofessional goals one day at a time.


42/60

Being remembered even beyond ones term ispriceless. It is the culmination of all the yearsyou devoted to public service.

One basic health need overlooked and neglected isaccess to Reproductive Health care andservices. Boholanos, statistics show are amongthose who have expressed a need for

reproductive health services and information.

Passing a law to address the reproductive healthneeds and concerns ofBoholanoswould support

their rising standard of living and improvequality of life. A clear statement to a legislatorsvisions for her/his constituents. A legacy youcan call your own.


43/60

Messaging TipsKeep It Short and Simple (KISS)

No information overload

Use narrative stories

One message per audience at a time

Repetition and consistency


44/60

Thought to action

spectrumShare knowledge that makes

sense to your audience and why

change should happen

Build audience will to do it

Take a political coverBe a champion

Everyone is doing it

Act now and see benefit now


45/60

Thought to action

spectrumSpur action to do it

Linked to something they care about in

a credible way (knowledge sharing)Given reason why action will be good

PUSH!


46/60

Mind your tenor: Whatsyour audience like?

Early adopters

Want to be seen as leaders and

innovatorsThe herd

Want to be seen as mainstream

ContrariansYour message does not work here


47/60

Strategic Choices

MESSENGERSWho has the best chance ofresonating with your audience?

People listen to people more thaninstitutions

Messengers should havecredibility, personality with theaudience


48/60

Step 4: Communication

Activities

How are you going to get yourmessage to your audience?


49/60

Step 4: Communication

Activities

The Communication Objectives are themajor communication activities you have

to do to get your Message across to yourAudience.

It is important to track your activities to

ensure that you and your team areimplementing the plan properly.


50/60

Communication Activities

Example key words:

Strengthen

Educate

Introduce

Establish

Recruit

Organize


51/60

Communication Activities

Comm. Goal Output Outcome


52/60

Step 5: Tactics/Tools

In picking your TACTIC

consider your:

GOAL

INTERNAL and EXTERNAL

SCANS

TARGET AUDIENCE

MESSAGE


53/60

Example: Tactics/Tools

COMMUNICATION OBJECTIVE:Educating managers on the

importance of RH in the

workplace.TACTICS and TOOLS:

a) conducting in-office presentations

b) developing infokits for managersc) developing an AVP to introduce

issue featuring a captain of

industry


54/60

Tactics

Screener Questions

Think about

Who will the TACTIC reach?

How does it support GOAL?

What is the anticipated OUTPUT?

What is the anticipatedOUTCOME?


55/60

Chart your Progress

Comm.

Goal

Tactics Output Outcome


56/60

Tactics

Remember:

If you cant easily answer these

questions rethink your TACTICRun each potential TACTIC

through the screener questions

You can change or add TACTICS asyour campaign moves forward


57/60

Reality Check

DoableLook for inconsistency

Test assumptions

Integrate into overall plan

Review progress regularly


58/60

SMART COMMUNICATION

PLANNING means

Being very specific and

pursuing your GOALS

EFFECTIVE use of limited

resources


59/60

SMART COMMUNICATION

PLANNING means

ANALYZING your data well

Being COMMITTED to your

GOAL and plan

Constantly MONITORING and

making the necessary

changes


60/60

Plan toSUCCEED.

No shortcuts.

Cebu Smart Chart

Documents

Transcript of Cebu Smart Chart