Elevators, Airbags

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Elevators, Airbags FM Radio

• Communication Planning
• Innovation and Next Practice Division (DEECD)
• Design Teams Professional Development Workshop
• February 2008

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Today

• Communication Promotional Planning
• The Biggest Message of All
• Stakeholders
• Challenges
• Communication Deliverables, Timelines and Feedback

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Going Up

• The Elevator Pitch

Communication Message Mode Feedback
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Communication Planning

• A Communication and Promotional Plan provides the
  framework to effectively
• craft our message
• identify our audience(s)
• set out the most appropriate mode(s)
• schedule activities
• define resource requirements
• establish and activate feedback loops
• Objective connection, co-ordinated, concise,
  consistent

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Building a Communications Plan

• Mapping the overall success measures for the
  project
• 2) Determining the key messages and supporting
  proof points
• 3) Understanding the key project milestones,
  deliverables and timing
• 4) Identifying the universe of stakeholders  and
  assessing their individual communication needs
• 5) Developing a schedule of communication and
  promotional activities and an overall calendar
•  6) Establishing resourcing requirements and
  monitoring / evaluation options

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Process
When working in teams a collaborative development
process using a model such as T-C-D is
recommended
(T) Thinking (C) Creating (D) Doing
Individual Pre-Work - Guided Independent
Thinking
Thinking
Collective Dialogue Collaborative Agreement
Synthesis Distilling and Structuring
Crafting
Feedback Review Refine
Finalisation Issue Execute
Doing
Listening Learn Leverage
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BMOA - The Biggest Message of All

• Is the synthesis of the most important thing we
  want to communicate.
• Forms the basis and touch point for all
  messaging
• Every communication needs to reference and
  re-enforce the biggest message
• Should be based on our identified key success
  factors

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What does success look like ?

• For your project
• What is a successful outcome ?
• What is the vision for the project ?
• What is the mission for the project ?
• What is the biggest message of all ?

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The Outputs

• Biggest Message
• Innovation is a creative and collaborative
  process with an objective to increase the
  responsiveness of teaching and learning to the
  needs of individuals, impact positively on
  specified learning outcomes and build community
  engagement
• Success
• A proven model to support the development of
  school and network based innovation
• Vision
• Practitioner led innovation creates next practice
  in education
• Mission
• Teams of teachers work with experts to design and
  share innovative ways of learning and teaching

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Tips for Messaging

• Keep it simple and short
• Avoid jargon
• Build a set of supporting proof points that
  support the biggest message
• Focus on benefits not features

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The thing about Airbags

• Feature

• Benefit

8 airbags
Improved collision safety
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Team Exercise

• Brainstorm and capture.
• What is a successful outcome for the project?
• What is the vision for the project?
• What is the mission for the project?
• What are the key messages and the biggest message
  of all?

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When framing a response remember

• Keep it simple and short
• Avoid jargon
• Build a set of supporting proof points that
  support the biggest message
• Focus on benefits not features

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Stakeholders

• Stakeholder (audience) identification is a key
  task in ensuring that communication is effective

Who are the stakeholders for your project?
Understanding the differences (in terms of their
needs expectations) between stakeholder groups
is very important to deliver the correct
messaging and the most appropriate mode of
communication
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The Importance of Duality

• WII FM

WII FE
What is in it for me
What is in it for everyone
Seek to personalise the context - each
stakeholder group will have a different balance
Try to craft a story that is relevant and
meaningful
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Modes
The mode in which you choose to provide your
communication can make all the difference to
effectively connecting Individual stakeholder
group(s) may respond better to certain
methods Multiple approaches are typically
required for any audience
What are the most appropriate modes for your
stakeholder(s)?
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Challenging Audiences

• Some stakeholders present unique challenges in
  terms of connection
• Must closely understand what their issues are
• Need to build bridges into these groups
• May need to enlist advocates and champions to
  work for you

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When little things make a big difference

• Gladwell asserts that finding connectors
  individuals who are respected, networked and have
  the power to influence within specific groups is
  a key to spreading idea viruses

Who are the connectors that you may need to
enlist to assist connecting to your
stakeholder(s)?
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Team Exercise

• Brainstorm and capture.
• Who are your key stakeholder?
• Identify any challenging audiences?
• Who are the connectors, champions and advocates
  within your project frame?

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Resources

• Once the elements of the plan are established it
  is vital to understand what resources will be
  required to deliver the communication
• Who is going to do it?
• What external assistance may be required?
• What production/technology requirements are
  there?
• Key Issues
• Can we do it? do we have the time / budget?
• Must be realistic achievable

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Feedback Refinement

• Effective communication is underpinned by taking
  a continuous improvement approach
• Should build in opportunities for formal and
  informal feedback to gauge effectiveness
• Also forms the basis of input of refinement of
  message and mode

What are our options for receiving feedback ?
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Pulling it all together

• Documenting the communication plan consolidates
  thinking and provides the blueprint for future
  activities
• Should include all key elements and a timeline /
  calendar of events
• The timings of communication often coincide with
  new news therefore need to consider key
  project milestones

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This year is a Leap Year

• The timeline summary provides a ready reckoner on
  key milestones, communications focus and modes

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The Biggest Messages of All

• A communication plan underpins effective
  messaging
• Spend time on synthesising your success factors
  and biggest message
• You BMOA is the foundation for all communication
  every message should support and re-enforce

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The Biggest Messages of All

• Keep it simple
• Focus on the benefits
• Identify your stakeholders and their unique needs
  
• Understand the correct mode for each audience
• Leverage connectors, advocates and champions

Avoid jargon Consider duality
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