Keep Calm & Lead

The Disrupted World

Communication Today
“If I was down to my last dollar, I would
spend it on public relations.”

– Bill Gates
Ways, Means, Products
Case: Communication Strategy
EUROPEAN INGO, NORTH ASIAN AUDIENCE
Case: Communicating A City

https://youtu.be/qMQpxDMxMR0

https://youtu.be/4SoetZp_qaE
https://www.brandhk.gov.hk/html/en/index.html
If you can measure it, you can manage it.
COMMUNICATIONS MEASURING A GLOBAL PROGRAM
BRAND
MEASUREMENT
COMPASS EXPOSURE
To what degree have
we created exposure with
our target audience?
Measured by positive and neutral
coverage volume with target media
STANDARD METRICS over time, message pull-through
and share of coverage compared to
competitors
Social and traditional
CUSTOM METRICS media impressions
ENGAGEMENT
Who is engaging and
interacting with our content
and to what extent?
Measured by social
community and brand health,
content consumption and
interaction with key influencers
Social engagement
metrics, including Likes,
shares, comments
INFLUENCE
Have we influenced
perceptions and attitudes
of our target audience?
Measured by changes in
awareness, opinions, and
level of knowledge about the
brand through custom surveys
or a continuous brand
measurement tool
Message pull-through
ACTIVATION ADVOCACY
What actions has our To what extent is our
target audience taken target audience willing and
(or will likely take) as capable to serve
a result of this exposure? as active brand
ambassadors?
Measured by self-reported Measured by behavior;
actions or behaviors, such willingness to recommend
as purchase, enrollment, to others and information
registration, etc. posted about by
consumers on social media
channels
Market-prep survey, Net promoter-and
benchmarking and scoring sentiment scoring
New technologies?

https://www.smrfoundation.org/research/publications/
Breaker Page
Why a social enterprise start-up needs an
External Communication strategy?

➢ Raising Awareness

➢ Gaining Supports from Key Stakeholders

➢ Fundraising

➢ Transparency & Accountability

➢ Advocacy & Influencing Policy

As an enterprise gets bigger, Internal
Communication becomes more important

➢ Cascading down the leadership’s vision

➢ Strengthening corporate culture

➢ Help breaking the silos

➢ Bringing up concerns to management

➢ Maintaining esprit de corps

Always be sure about these

Communicator Message

Channel Audience
Ground Rule:

Communication Strategy
has to be in line with
Business Objective
To Think About for Next Week

What Communications Strategies shall I have for my social

enterprise?
Discussion