Brown Communicators Group February 21 2018 Cass Cliatt VP for Communications I thought it would be nice to include Lets try this Communications I cant imagine not including ID: 1017471
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1. Developing Your Strategic Communications PlanBrown Communicators GroupFebruary 21, 2018Cass CliattVP for Communications
2. “I thought it would be nice to include …”“Let’s try this” Communications“I can’t imagine not including …”“It would look good if we had …”“Why don’t we try …”“I like how X University does it like this …”
3. Case Study 1Elevating Brown Research(OVPR-OUC Partnership)
4. Request: Help to launch a new research magazineWe interviewed 60 people across campus (in-depth discovery)We have a designerWe have a table of contents (arranged by type of content rather than types of stories)We’re getting printing quotesWe’re working on the right nameElevating Brown Research
5. Initial stated goal: Help to launch a new research magazineEveryone wants the same thing: “Visibility”“Show the work of Brown research as a mosaic”Include a list of all the books published in a year.Make sure it feels like a true magazineElevating Brown ResearchInitial Mission: Express the dramatic accomplishments and the range an aspirations of all the research being done at Brown, regardless of school or discipline.
6. OUC encourages you to consider:This is process, but to achieve what goal?This is the “what we’ll do,” but what is the “why?”(Re)Start the Conversation
7. Instead, we encourage you to consider:How can you help me deliver this product?How can you help me find a solution to meet my goals?How can you help me distinguish between?: goals tactics desired outcomesHow can you help me deliver on the tactics (the products)?(Re)Start the Conversation
8. What were the findings of your discovery?What is the mission of the magazine?How are you defining research?Who are your primary audiences?What do you hope to accomplish with these audiences?And then, what are the tactics to accomplish that?(Re)Start the Conversation
9. Think of your discovery through a new lensThere are challenges and issues to addressFragmentation and lack of awareness within and outside of BrownTargeting desired audiencesDesired reach to those audiences (e.g., print is limited, Web is wide)Persistence and sustainability(Re)Start the Conversation
10. Build understanding ofgoals vs. tactics
11. (Re)Start the Conversation
12. New Articulated Goal: Elevate Brown’s reputation as a leading research university making an impact.Draft Mission: Vision for meeting the goal“Through [communications vehicles], we demonstrate the unexpected dividends of fundamental research and how Brown is having a strong impact on complex societal challenges and contributing to a better world.”Elevating Brown Research
13. Passive: “To raise awareness.”Active:Make people pay attention to Brown research.Make people care about Brown research. Shift the Tactical Framing
14. Framing questions to determine tactics:What do we want people to know about research at Brown?Our audiences and stakeholders don’t know enough about research at Brown, but why?What types of research are well known generally?What gains traction and what makes people care?What kind of research garners recognition?What is the desired outcome?Shift the Tactical Framing
15. TitleShould reflect the mission and the goal — active vs. passiveTools/Distribution of informationShould address the issues and the challengesContentShould reflect the mission and address challengesEach content element should directly connect with at least one goalIdentify Tactical Elements
16. Key Performance Indicators =Checks and balancesDo the tactics align with the desired outcomes?
17. So what are the primary desired outcomes? (recognizing you can’t do everything)Improved public positioning around research (manifested as reputational scores, citations, etc.) Improved positioning among government agenciesImproved positioning among corporate entities and foundationsImproved hiring of top researchersGoals Informed by Discovery
18. Cont.Increased understanding among alumni of research’s importance to undergraduate educationGoals Informed by Discovery
19. Cont.Positioning that optimizes secondary outcomes:Increased fundraisingEncouraging faculty to increase their research activityConveying the benefits of entrepreneurshipIncreased appreciation of research among alumni, especially older alumniGoals Informed by Discovery
20. New next stepsFinalize the missionReconsider the title within the context of the new mission Reconsider the content, directly aligning each content piece with a goal(Re)Start the Conversation
21. OUC Helps (Re)Start the Conversation“What you’re saying seems so obvious, but for some reason we couldn’t think of this ourselves...”
22. Case Study 2Helping Department X Recalibrate Its Strategic Communications Plan
23. Department XHired a new communications administrator (OUC advised on position description and participated on hiring committee)Established the goal of unifying communications among multiple sub-unitsEstablished the goal of developing its first communications planAdvising on Communications Planning
24. Department X’s Initial PlanOutlined fragmentation of communications within the departmentDetailed a plan for improving communications service to the departmentOutlined “infrastructure” and systems for providing communications to the departmentOutlined process for unifying messagingAdvising on Communications PlanningWhat’s missing?
25. What’s missing?What are the goals of the communications?What are the audiencesWhat are the desired outcomesWhat tactics align with goals, audiences and desired outcomesWhat resources will be deployed to get there?Advising on Communications Planning
26. OUC’s advice to Department XConsider the initial document an internal work plan for building an effective communications operationShare it with the head of the department rather than the entire departmentDevelop a communications plan that supports the strategic goals of the unitsStrategiesMessagingTacticsAdvising on Communications Planning
27. Questions?
28. Thank you.
29.