1 Objectives SOCO Module D 1 2 Module objective By the end of this module you should be able to Describe why it is important to look at communication outcomes when setting objectives D ID: 827035
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1 | Setting Communication Objective
1 | Setting Communication Objectives: SOCO Module D12 | Module objective By the end of this module, you should be able to: ●Describe why it is important to look at communication outcomes when
setting objectives ●Describe the c
setting objectives ●Describe the components of a Single Overarching Communication Outcome (SOCO) ●List building blocks for stakeholder/audience analysis 3 | We are not always clear WHY we
speak or write or make a presentation
speak or write or make a presentation Challenge 1 Image credit: http://thenakedlistener.wordpress.comIf communication was easy, everyone would be able to do it well4 | Tip 1: get a SOCO S
ingle Overarching Communication
ingle Overarching Communication Outcome 5 | A SOCO is ●Outcome or change you want to see as a result of communicating The SOCO is not your message 6 | ▪Step 1: What is
your issue? ▪Step 2: Why do yo
your issue? ▪Step 2: Why do you want to focus on this issue and why now? ▪Step 3: Who needs to change behaviour (target audience)? ▪Step 4: What is the change that you want to see
in your audience as a result of your c
in your audience as a result of your communications (THIS IS YOUR SOCO) Developing a SOCO 7 | SOCO example Issue Antimicrobial resistance (AMR) is increasing New information Lack of coord
inated and comprehensive action to com
inated and comprehensive action to combat AMR has worsened the problem Change you want Comprehensive, coordinated action decreases AMR in next 5 years. NOT a SOCO: Resistance to antimicrobials of micro
bes that cause illness in humans is rap
bes that cause illness in humans is rapidly increasingSOCOImage: http://www.who.int/drugresistance/en/8 | Practice Developing a SOCO cont. Complete this sentence… The change I want to see is _____
______. X to make aware
______. X to make aware X to inform X to tell √ to influence √ to prevent √ to raise resources √ to build confidence/trust √ to reassure √
to change behaviour √ to convinc
to change behaviour √ to convince √ to change √ to change policy 9 | Experts (including heath experts)are trained to be: – logical – complete – accurate – fear
being misunderstood Image credit: ht
being misunderstood Image credit: http://www.helpingyouharmonise.com/sites/default/files/images/challenge.jpgChallenge 2 10 | Scientists and experts speak like this! Main message11 | Tip 2: G
et to the point! Main message12 |
et to the point! Main message12 | We tend to concentrate on what we know We don't always think of WHY our message is important to listeners NOW Image credit: http://www.carolecgood.com/listen-
2.pngChallenge 3 13 | A new age
2.pngChallenge 3 13 | A new age Today a person is subjected to more information in a day than a person in the middle ages entire life! Image credit: http://4.bp.blogspot.com/-dAZSZSIgSK8/Tkf
iLn5QsDI/AAAAAAAABmE/67VbtcgdSps/s1
iLn5QsDI/AAAAAAAABmE/67VbtcgdSps/s1600/information_overload.jpg14 | Tip 3: The audience is always thinking… Image credit: https://justbelowthelaw.files.wordpress.com/2011/10/vey-simple-q
uestions.jpgWhy is this important for m
uestions.jpgWhy is this important for me? Why should I care? How will this benefit me and my family? 15 | Stakeholder or audience analysis 16 | Stakeholder or audience analysis Champions (Act
ive Supporters) 17 | Champions (
ive Supporters) 17 | Champions (Active Supporters) Silent Boosters (Passive Supporters) Stakeholder or audience analysis 18 | Champions(Active Supporters)Silent Boosters(Passive Supporters)
Avoiders (Passive Resisters) Stakeh
Avoiders (Passive Resisters) Stakeholder or audience analysis 19 | Champions(Active Supporters)Silent Boosters(Passive Supporters)Avoiders(Passive Resisters)Blockers (Active Resisters) Stakeh
older or audience analysis 20 | Re
older or audience analysis 20 | Reminder Before starting your communication intervention ●Think of the outcome you want to see for your communication ●Ask yourself what is the single overarching
communication outcome you want to achi
communication outcome you want to achieve ●Map out your audiences on the basis of the audience analysis matrix ●Your communication strategy should –Actively engage with champions –Try to s
hift blockers to avoiders –Try to s
hift blockers to avoiders –Try to shift avoiders to silent boosters –Try to shift silent boosters to champions Image: http://bitsage.com/championsclub/wp-content/uploads/2015/05/Champions-C