Scotland Communications

1
Scotland Communications Campaigns Committee
Campaign Planning
2
The boring bit - infrastructure
Scotland Communications Campaigns Committee
Campaign Planning
Branch communication system Do you have one?

• How do you do it?
• Who does it?
• What is the system used for?
• Does it need more resources?

3
Choose your campaign
Scotland Communications Campaigns Committee
Campaign Planning

• About PEOPLE
• Likely success?
• Deep and wide concern can you get members to
  identify with it?
• Involves members and potential members - RECRUIT
• Worth the time and effort
• Easily understood
• How will we know we have won?

4
Create the campaign theme
Scotland Communications Campaigns Committee
Campaign Planning

• Analyse the issue
• Identify your aim
• Keep it clear and simple
• How will we put this across?
• To members
• to the public/ user groups
• to decision-makers

5
Strengths and weaknesses
Scotland Communications Campaigns Committee
Campaign Planning

• Arguments
• How will it affect PEOPLE?
• Which do we need to promote most?
• Prepare for the question we dont want to be
  asked
• Listen and modify. Be prepared to change tactics

6
Strengths and weaknesses
Scotland Communications Campaigns Committee
Campaign Planning

• Organisation
• Who is going to do what?
• What resources do we need?
• people, officers, stewards, staff, members
• materials BUT a leaflet is NOT a campaign
• Where are the gaps?

7
Select targets and allies
Scotland Communications Campaigns Committee
Campaign Planning

• Direct targets (employers, politicians etc)
• Indirect targets (media, user groups? etc)
• Allies (other unions, user groups? politicians?)
• What methods/tactics for each?

8
Build a strategy
Scotland Communications Campaigns Committee
Campaign Planning

• Workplace based
• Use public support
• Political action
• Using/ researching information to support
• Media and Social Media
• Remember your arguments for and against!! Prepare
  responses/rebuttals.

9
Build a timeline
Scotland Communications Campaigns Committee
Campaign Planning

• Use existing/known deadlines and dates (eg
  council meetings, events)
• When to use media which, who, how
• Social Media, who, when, how
• Map out phases review each
• Add tactics at appropriate points

10
Getting our message across
Scotland Communications Campaigns Committee
Campaign Planning

• Positive. Try to be For not Against.
• If we want the public to notice our campaign our
  campaign, it has to be about the public.
• Talking about services is better than talking
  about jobs
• Be prepared to repeat the message over and over
  again (especially social media)

11
Remember
Scotland Communications Campaigns Committee
Campaign Planning

• Think about campaign when creating policy
• Set aims, targets, timeline and reviews
• Involve members in the campaign
• Play to strengths
• Prepare to defend weaknesses
• Keep people at the centre