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Strategic communication

  • Ccourse
  • Bblog
  • Key subject:

    1. a. Why communication often fails

    1. About this Course1. a. Why communication often fails2. b. Understanding your goal and the role of communication3. c. Designing your change strategy4. d. Executing your change strategy5. e. Evaluating your change strategy6. f. Develop your own strategic communication project
Topics:
  • Would you change, just because we ask you to?
  • Neglecting to design a strategy
  • Neglecting stakeholders
  • Misunderstanding target audience behavior
  • Overestimating the power of communication
  • Neglecting barriers for communication

Neglecting to design a strategy

Focusing on an unrealistic Big Goal is a guarantee for failure

B Saving wild animals from the grill Check out his example of professionals fighting the illegal trade in wild meat in Ecuador. It's not an easy mission! Influencing demand is not enough, it's also crucial to... > Go to the full blog article

You know what your goal is. But most people make the mistake to focus on an unrealistic ‘Big Goal’. Strategy starts with breaking down your Big goal in doable realistic sub goals. And looking for a first step that will give you a decisive advantage.

OUR CASE OF SIMONA: Unrealistic goal causes communication to fail

Camping on Natura 2000 site

Simona had a clear picture in mind: people visiting beautiful park Boč should appreciate the value of nature, embrace the importance of biodiversity and should not damage nature with their activities. In other words: all visitors should always behave in the right way.

There were many threats to nature: illegal picking of mushrooms, hunting, camping in fragile meadows, motor biking, mountaineering, hunting, et cetera. And there were many people involved: the local community, the municipality, the police, the hunters, the mountaineers, holidaymakers.

Simona communicated about all problems, with all people. The result: everybody felt irritated, nobody listened. And nothing changed besides increased frustrations. The people involved started to blame each other for the damage to biodiversity.

What first step towards her bigger goal would give Simona a decisive advantage?

Starting with a small decisive step is key to success

To start with an unrealistic goal, is a guarantee for failure. Chances are high, your goal is too big to initiate the change process with a small but decisive first success.

CHECKLIST

Do you have a strategy? Did you:

  • Break up your Big Goal up in doable steps?
  • Identify a first decisive advantage?
  • Understand and involve stakeholders?
  • Listen to target audiences and know what drives them?
  • Understand what communication can do?
  • Design supporting actions?

Decisive advantage

Why is a first, decisive advantage on short term crucial for long term success?

< previous topic:
Would you change, just because we ask you to?
> next topic:
Neglecting stakeholders
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