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Strategic communication

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    3. c. Designing your change strategy

    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
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Designing your objectives

Going from abstract to concrete: your goals and your objectives

Goals are invaluable for your mission: they show you where you want to GO. But they are too general. You need objectives to design concrete coordinated and planned actions.

Objectives describe the results you want to accomplish. Objectives are concrete and precise. They steer your actions with clear timelines, budgets and personnel needs.

 

CHECKLIST

So in most cases you need:

  • A Big Goal illustrating your long term ambition and guiding your long term efforts
  • A doable sub goal to achieve a first short term success with the stakeholders and people involved
  • Objectives to plan coordinated actions aimed at realizing your first sub goal.

Which objectives can you design which will guide you to your first sub goal?

OUR CASE OF SIMONA: Big Goal, doable sub goal and objectives

Simona’s Big Goal: all park visitors should care about biodiversity and protect it. Her first sub goal: develop and implement joint event management for the 1st May celebrations:

Bus service for visitors

Bus service for visitors

-To stop damage to the Pulsatilla Grandis on the fragile mountain meadows on the 1st of May.

-To build trust among stakeholders and create good working relations which are a jumping point to reach next sub goals.

Her objectives were:

-To develop an event management plan with coordinated actions of the Protected Area, Municipality, police, local pub, hunters and mountaineering club.

-To stop traffic on the mountain meadow by closing all mountain roads, supervising and directing traffic by police, free parking and bus shuttle to Boč meadow.

-To provide new facilities for visitors by enlarging the capacity of the Boč inn, creating a special area for camping and one for games.

Communication objectives

Communication objectives describe the desired results in terms of:

  • attitude
  • knowledge
  • behavior of stakeholders & target audiences

OUR CASE OF SIMONA: Communication objectives

Road blocks to direct traffic

Road blocks to direct traffic

Simona designed her communication objectives:

Attitude change:

-Stakeholders change from seeing each other as ‘enemies’ to seeing each other as partners.

-Target audiences change from ‘indifferent to rules and nature’ to ‘caring for rules and nature’.

-Target audiences are not only proud of their Boč mountain meadow, but especially of the Pulsatilla grandis, a species of European importance, that grows there.

Knowledge change:

-Stakeholders increase their knowledge about event management. They know what they should do to create a physical environment on the 1st of May that helps change behavior of target audiences.

-Target audiences know what they can expect when they visit nature park Boč the 1st of May.

-Target audiences know that the Boč mountain contains sites with natural species of European importance. They know it is part of the Natura 2000 network.

Behavior change:

-Stakeholders implement event management for the 1st May celebrations.

-Target audiences stop driving and camping on the mountain meadow and start using the new facilities.

Take the quiz

Designing your objectives

Which of the following objectives is best suitable to guide actions:

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Designing your change strategy
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Designing communication messages
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