What is a Communication

Strategy?
„ It articulates, explains and promotes a
vision and a set of well-defined goals.

„ It creates a consistent, unified “voice”

that links diverse activities and goals in a
way that appeals to your partners or
stakeholders.

„ It differs from tactics, or the concrete

steps and techniques used in implementation
of communication goals. Tactics should be
chosen based on a pre-existing strategy.

Five Management Decisions

AUDIENCE
Who needs to be reached?

BEHAVIOR
What change in behavior is required?

MESSAGES
What messages will be appropriate?

CHANNELS
Which channels of communication will be
most effective in reaching your audiences?

EVALUATION
How will the success/failure of the
communication strategy be measured?

Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
 Multiple Channels

Internet
Stakeholders Media
•Control Content
•If mobilised •Adds Credibility
•Transfer can carry the and reach at
Distribution issue and be little cost
Costs vectors in the
•Don’t want to
•Requires community
and cannot
Marketing of the •Interpersonal control content
site contacts are
(communities of vital
practice)

Strategic Communication

“ Ultimate Goal of
Communication is to facilitate a
change in behavior….to achieve
Management Objectives.”
World Bank 2001

Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
 Audience Centered
Communication
• Guest is a better judge of
the meal than the cook
(Aristotle)
• Determine what your
audience knows, their
attitudes, feelings and
prejudices
• Construct your argument
for them
• Deliver it via a channel
that reaches them

Strategic Communication
• Who am I
speaking to ?
• For what
reason?
• what is the take
away message ?
• delivered
through?
• measure effect?

Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
 Messages
Messages
•Clear-No Jargon
•Concise-30 seconds or less
•Consistent-repeated often

•Convincing-data and stories

•Compelling-says something

Bridging

Weak
Nervous ®On Message
®Knows
Talkative
®Confident
Boring

Land of No Returns Win Win Situation

Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
 Establishing Credibility
• Rapport
– likable and
caring
• Communication
– short
sentences and
simple words
• Energy
– Voice Volume
and Tone
Tell truth and be yourself

Messages
• Use Position-Evidence Structure
for messages and stories
– State the Position
– Provide Evidence for that position
• Use Problem- Solution Model
– state the problem
– indicate the solution that is proposed

Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008
 Elements of a Good Message

• Problem
– Talk about the situation
• Solution
– Talk about the way you propose to make
things better
• Position of the Government or
Organisation
– Mention the position of your organisation, and
the name

Regional Workshop on promoting disability data collection through the 2010 Population and Housing Censuses
Bangkok, 8-10 April 2008