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Communication Skills for Managers (IPMP 510 01) International Development Program – Fall, 2012
Week 1 – Sept. 4, 2012
Professor: Leslie Hetherington, MBA, APR
Accredited Public Relations (APR) Practitioner 20+ years PR/Marketing Communications –
focus on integrated external communications Current: Director, Communications, Hardy Stevenson
and Associates Limited Prior: Director, Communications, Pet Valu
VP, Prof. Services & Technology, Maverick PR 2008/09 Past-president, International Assoc.
of Business Communicators/Toronto IABC & CPRS Awards for Media Relations MBA, PR & Communications Management,
Royal Roads University and PR Certificate, Humber College
My Background
1. By email: [email protected] (for fastest response)
2. By Blackboard: Discussion area
3. By Face-to-Face:◦ In office, By appointment (Tuesdays, 2 – 3:15
pm)
Contacting Me…
What NGOs do you want to work in? Why? What do you feel you can accomplish?
What impact do you feel you can have?
Tell me about your Vision for your career
Draw numbers Move into your groups Develop group name List names, emails & contact numbers◦ For reference during course◦ Long-term, pending consent
Groups
In your groups, based on a recent international/ volunteer experience discuss:
1. An example of a kind of change you brought (or wanted to bring) to the work you did?
2. How did/would you propose change or an initiative of some kind to (one of the following): Those above me in the organization Those who I work with Those people I serve
3. What role did/would communications, marketing or fundraising play?
What is Impact?
1. How can you bring about change without communicating it?
2. How can people talk to you about the changes they want to see without communicating?
3. How do you talk to individuals, groups or a mass market?
4. How can you listen as individuals, groups and mass markets talk to you?
Communications to Foster Change
Creating ImpactDifferences between:
marketing/communications/fundraising
Flow of ideas/how to communicate clearly
What are the differences?Communications/Marketing/Fundraising
Audience
Scope
Goals
Cost
Audience: “Customer”◦Someone who wants to buy your good or service
Goal: Create transactions/exchanges
Marketing
Product (Service)
Price
Place (Distribution)
PromotionCustomer/
Client
Marketing
Marketing Tactics Innovative Package New Dist. Channels Pricing (Promos/Deals) Advertising Collateral Websites Social Media
Advertorials Direct Mail Special Events Branded Giveaways Videos Podcasts Contests Sponsorships
Audience: Various Stakeholders:1. Target audience(s)2. Influencers
◦Any person or group that can impact your organization
Goal: Inform, Advocate, Persuade
Communications/Public Relations
Communications/PR
ORGANIZATION
Employees/Volunteers:
Promise of Commitment
Employees/Volunteers: Threat of
Rogue Behaviour
Partners: Promise of
Collaborations
Partners: Threat of Defection
Customers: Promise of
LoyaltyCustomers:Threat of
Misunderstanding
Regulators: Promise of Favourable Regulation
Regulators: Threat of
Legal Action
Community: Promise of Legitimacy
Community: Threat of Illegality
Media: Promise of Favourable
Media Coverage
Media: Threat of Exposure
Activists: Promise of Advocacy Activists:
Threat of Boycott
Investors: Promise of
ValueInvestors: Threat of
Value
Public Relations Tactics News Releases Story Ideas/pitches to reporters
Letters to the Editor
Articles (business publications)
“Ghost Writing” Video Releases Newsletters Events Speeches Blogger Outreach
Social Media
Marketing (Promotions)
Communications
Marketing Communicatio
nsFocus, Audience,
Objective, Evaluation
Marketing Communications
Audience: Donor ◦Providing an opportunity for someone to
fund a change in the world
◦In return for: direct impact and change…plus other benefits
Goal: Raise funds
Fundraising
Donor
NGOProgram Building/Endowment to be Funded
Fundraising
Business Writing Basics
Business Writing Basics
as a means of = to at a later date =later at the present time =
now, to date with regard to = about the majority of = most for the purpose of =
to, for reliant = relies
in order to = to pertaining to = of,
about related to = of so as to = to utilize = use accordingly = so constitutes = forms,
makes up
1. Minimize Words & Use Simpler Words:
2. Follow Canadian Press Basics:◦ Spell-out numbers up to ten, and use numeric
figures for those 10 and higher◦ Always spell-out a number when it is the start of a
sentence
3. Words to avoid or remove:◦ Eliminate ‘that’ when possible◦ Avoid qualifiers, like very, rather... (Replace ‘very,’
if needed, with a stronger word)◦ Don’t add ‘ly’ to adverbs (first not firstly)
Business Writing Basics
Words to Avoid in Business Writing
Avoid: Possible Alternatives:Get generate, garner, fosterCheap cost-effective,
inexpensive, reasonableBit minimal, someA lot significant/large amountHe/She, His/Her they, theirMake it happen facilitate, enable, allowProblem challenge
Generate coverage Raise funds Secure sponsorships Foster or forge relationships/alliances Recruit volunteers Garner support
Enable or facilitate a process (vs. allow)
Effective Terms (subs for “get”)
4. Best Practices:a) Write shorter sentences (30 or less words)b) Generally use 3rd person for documents 2nd
person for correspondence but….this is changing with social media
c) Format Counts – Use Sub-heads and bullet points (in business writing – including your Case Studies)
d) Use active voice, as much as possible
Business Writing Basics
5. Classic Challenges:1) An organization is ‘it’ (and its), not they/their2) When writing double plurals, make second word plural3) Use that when connected clause is mandatory for sentence;
use which for ‘add-on’ clauses/points4) Use ‘they’ instead of he/she5) Use fewer to describe a quantity you can count and less
to describe something you can’t countMore re stylistic (but useful):6) Use ‘more than’ & ‘less than’ for quantities
(vs ‘over’ & ‘under’)7) Don’t use ‘,’ with ‘and’ – one will do8) Avoid and/or – select one, if possible
Some Business Writing Tips
Several thousand people were killed by the earthquake
Spanish is to be spoken at the conference Sushi is being eaten by the guests The loan is facilitated by an MFI
Passive Sentences
Passive: It is recommended that communication be
improved to clarify that the purpose of the organization is to cyclically reinvest money in developing world initiatives
Active (revised – one of many options): A communications strategy will clearly
inform investors that XZY loans can be reinvested in developing world initiatives
Example..
Course Breakdown & Case Studies
Evaluation Grade %
Written Case Studies1, 2 & 3 (10% each) 30%Written Case Study 4 15%Strategic Tactic Presentation 10%Mid-Term Quiz 10%Final Exam 20%Team Peers Evaluation 10%Class Participation/Discussions 5%
Total: 100%
Course Evaluation
Task: Determine what organization requires – to best meet communication needs
No right answer but groups…◦ Expected to outline opportunities & challenges
each organization will face in fulfilling strategy◦ Need to justify expected results stemming from
recommendations
4 Case Studies ◦ Groups submit written summary for each of the 4
Case Studies
1. Background (1)2. Situation Analysis (2)3. Goal (1)4. Audience (1)5. SMOT or PEST Analysis (2)6. Strategy/Recommendations (3)Format: 2-3 pages, 1-1.5 spacing, 11-12 pt fontMarks deducted for spelling/grammar/punctuation
For Case 1:
What is the country? Who are the people? What is the context for this case that you will be talking about?
Example (fictional) – ◦ Pangnirtung is a small settlement in far north of
the Northwest Territories. ◦ Women of settlement have long made beautiful
garments of Inuit origin.
Background
What is the problem to be solved? (How can current marketing, fundraising or communications be improved?)
Define problem you are trying to solve
Example: Women of the collective feel they can produce enough garments to sell some in the south but problem is distance
They are very far from their market and don’t understand selling techniques that can help them penetrate southern markets
Have access to technological support and resources
Situation Analysis
What single outcome do you want to achieve? (What end will best fix this?)
What discipline will you focus on to do this? (communications, fundraising, marketing)
Summarize in a single sentence
Example: A communications strategy will be used to overcome the problem of distance and enable the women’s collective to market their clothing directly to people in the south.
Goal
Name your target audience for your plan
Example:◦ Prospective customers in south◦ Existing customers◦ Partners
Audience
SWOT Analysis
Opportunities (External)
Threats (External)
Strengths (Internal)
Weaknesses (Internal)
PEST AnalysisPolitical Factors
Economic Factors
Societal FactorsTechnological Factors
How will you use marketing, PR/communications or fundraising to resolve the problem?
Name the vehicles and outline the process What critical success factor(s) are there (if any)? Choose ‘one’ unified strategy
Example: The women’s collective can mitigate the problem of distance by using an internet marketing strategy to sell their clothing through a website and social media channels.
Training will be required to give them the online skills and southern sales techniques through partnerships
(Opportunity- availability of high speed internet in the region)
Strategy
Strategic Tactic PresentationsTeam Topic Presentation Date
1 Guerilla Marketing Sept. 252 Infographics Sept. 253 YouTube Sept. 254 Beta-Roll (B-Roll) Video Oct. 25 Letters to the Editor Oct. 26 Podcasting Oct. 237 Pinterest Oct. 238 Facebook Oct. 309 Opinion Editorials (OpEds) Oct. 3010 LinkedIn Oct. 3011 Direct Mail Nov. 1112 eNewsletters Nov. 1313 Blogs Nov. 2014 Twitter Nov. 2015 QR Codes Dec. 416 Contests/Gamification Dec. 4
Review Trial Case Study: NYT Women in India
Read: ◦Potential Development Communications
article◦Marketing the $100 laptop article
Start Case Study 1 – Kiva (on Blackboard)◦ Due Sept. 18 (all groups)
Next Week & Upcoming