Designing an effective communication strategy

Department of Human Services

How does communication work?

What people think

What we want them to think

How does communication work?

What people think

Its not what advertising does to people Its what people do with our advertising

What we want them to think

So how can communications help?

Perception is reality Telling aint selling Manage stakeholders Forces you to get clear what your key message is Unite behind a common message Stay on message

The six steps

1. 2. 3. 4. 5. 6. What is the issue? Who is the key target audience? What do they currently think? What do we want them to think? Say what we need to say Monitor and review

1. What is the issue?

2. Who is the target audience?

3. What do they currently think?

4. What do we want them to think?

5. Say what we need to say

6. Monitor and review

Summary
The six steps are about process Effectiveness is about the thinking that goes into the process Its about them, not us A helicopter view the most important skill to develop

Questions?