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The Role of Strategic Communications in
Brand Building
What is Strategic Communications?
The messages and means linked to
communicating our strategy and strategic
initiatives.
Includes our values, who we are, what we do and
why we do it.
Helps us to get and interpret evidence and
feedback that helps us shape our policies
(research and listening).
Strategic Communications Commission
President Hansen showed vision and leadership in
creating Strategic Communications Commission.
IOC created a Strategic Communications
Commission about the same time.
IAAF has created a Strategic Communications
Advisory Group.
1st meeting (November 2015)
Defining strategic communications.
Defining our mission.
Finalising our “Your Sport for Life” manifesto.
2nd meeting (April 2016)
Delving down into 3 key issues
Initial recommendations to the Council.
Analysing our crisis communications
Our response to the doping/corruption scandals.
Membership & Meetings
First meeting
Your Sport for Life – Communicating the European
Athletics brand
Our Manifesto - a written declaration of the intentions, motives and
views of the organisation.
Foundation for shared understanding of
Who we are, what we believe in, what we are doing, what we
are aiming to achieve, how we communicate.
Constant reminder about speaking “with one voice.”
Basis and guide for all that we do.
Approved by the Council.
First meeting: Key issue and recommendation
We must
Consistently communicating and getting across our “Your Sport for
Life” message,
Internally and externally
Second meeting: Key issues
European Championships (2018 & bidding for 2022)
“Innovation Project”
Running for All
All are important initiatives designed to increase
relevance, awareness, image of the sport,
to appeal to newer and younger audiences.
European Championships – key recommendations
We understand the
strategic importance of this
concept for future brand
building of sport.
We recommend the
Council & Commission to
proactively and positively
communicate benefits of
EA Championships
inclusion in this multi-sport
event to MFs.
European Championships – key recommendations
Many MF are still unaware
of the positives of the
concept. The Strategic
Communications
Commission will work to
communicate these
effectively to our Members.
We shall take lead in
communications for EC
2018 and within a
professional structure for
2022.
European Championships – key recommendations
Commission members will
act as ambassadors
for the European Athletics
Championships and its part
in the multi-sport
championships event.
The EA Head Office shall
follow closely European
Championships communications for 2018
and be integrated into a
professional
communications structure for 2022.
“Innovation Project” – key recommendations
Our Commission understands the strategic importance of this
concept for the future brand building of athletics.
It is an exciting step in the right direction that builds on the
President’s Leading Change manifesto
It is exactly in line with one of our organisation’s key values –
Innovation.
It is exactly in line with our communication department’s social- and
digital-first philosophy moving forward.
“Innovation Project” – key recommendations
Our Commission will be ready for Innovation Project and all new
initiatives/products that come out of this.
Our communications department will work closely with the
Innovation project team on all initiatives to ensure a strategic
approach to communications surrounding the project.
Running for All – key recommendations
Essential Commission works to ensure MFs, its staff and people within
our sport understand why this initiative is so important within our twin-
pillar strategy.
We must tailor our communications against different challenges
country to country.
Running for All – key recommendations
We must use the positive messages of Running for All in times of crisis.
We will work closely with the Member Federation Development
Commission to ensure their initiatives in this area are well-promoted.
Case study: Our approach to recent issues
An analysis of the case study made by
commission.
The first example of our planning was
ahead of the publication of the 2nd
part of WADA report in January.
There was proactive management of
recent “crises” related to doping and
corruption.
Strong coordination and planning
between President’s Cabinet,
Communications Department, and
outside advisors.
Case study: Our approach to recent issues
Careful construction of messaging:
• Position statement distributed to
the press ahead of publication
of WADA report in January.
• Media engagement plan for
build up to WADA report
created.
• Briefing Paper developed and distributed to Council and
Strategic Communications
Commission.
Outcome
Consistent position in
dealings with media and
other stakeholders.
Firm but fair voice from
the President
strong and unwavering
position showing leadership
and clever way that has
given credibility to our
communications.
President received very
positive media coverage.
Examples of coverage
Future of the Commission
Recommendations on work of
Head Office staff, based on
careful study of what is done.
Interpretation of feedback from
conferences, MF Leaders
Forums. (we’ve collected this for a
number of years but now we have a
body that filters and analyses).
Oversight and conduct of
research both qualitative and
quantitative (on European level but
might also be able to give assistance
and advice at national level).
Commission’s long-term aim
A system of communications that promotes both the
athletics brand and the European Athletics brand.
Next meeting:
In Dubrovnik
In September
Balkan example – brand
building through competition