Session Overview

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• Session Overview
• Why Communication Planning is Important?
• What is the Communications Feedback Loop?
• Who is your Audience?
• What are the Elements of a Communication Plan?
• What are Some Good Practices / Resources?

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• Why is Communication Planning Important?
• Regional Economic Development Boards (REDBs) have
  consistently identified communications as a
  significant challenge
• REDBs are generally presented with too few
  communication opportunities not to take full
  advantage to get their messages out.

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Why Organizations Communicate?

• Meet funding requirements
• Meet legislative requirements
• Conduct Due-diligence (by-laws)
• Change behavior/attitudes
• Build community support
• Raise awareness
• Exchange information

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• What is the Communications Feedback Loop?
• Language is essentially individual (no two people
  speak exactly the same way)
• The way I understand a word and its meaning is
  not necessarily the same way in which you will
  understand it
• Language varies based on profession,
  organization, gender, age, ethnicity and many
  other factors.

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• What is the Communication Feedback Loop?
• Communicating the same message in different ways
  increases the likelihood of it being understood.
  
• Examine the loop to see if anything is impeding
  good communication such as 
• Confusing Acronyms / words people dont
  understand
• Highly emotional state
• Inappropriate medium for the situation / audience
• Excessive Noise
• Limited access to decision-makers

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Communication Feedback Loop
Message
Encode
Decode
Receiver / S
R /Sender
Medium
Encode
Decode
Feedback
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• Who is your Audience?
• Identify the target audiences for REDB
  communications
• Describe these groups and note(1) the types of
  information they would expect to receive(2) how
  they would prefer to receive it
• Consider both external and internal audiences

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• Who is your Audience?
• External audiences often include  
• Businesses
• Local municipalities
• Regional development associations (RDAs)
• Chambers of commerce
• Community business development corporations
• Sector and industry associations
• Labour organizations
• Post-secondary institutions
• Federal/provincial departments and agencies

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• Who is your Audience?
• Internal audiences include
• Staff
• Board directors
• Volunteers
• Other audiences might include
• NLREDA
• Other REDBs

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Audience Details Point of View Desired Results
Area Business Large Employers (List specific businesses) Understand REDB Role See as link to Government Input into REDB planning process Participate in events Service on committees Event sponsorship Partner on key initiatives Drive opportunities coming out of O.M. process
Area Business Small employers (List types of business) Opinions of REDBs vary Feel to busy to engage with REDB Input into REDB planning process Participation in events Drive opportunities coming out of O.M. process (part of business networks or coops) Response to REDB surveys
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What are the elements of a communication plan?

• Communication Principles
• Facts do not speak for themselves.
• We select information, language used and when to
  communicate our messages.
• Communication principles should reflect the
  values of the REDB.

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• Communication Principles
• For example 
• Communicate to support the REDBs IBP SEP
• To protect and promote the REDB image
• To never knowingly communicate false information
• Respect privacy and confidentiality
• Disclose information in the public interest

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• Key Challenges Opportunities
• Outline two to ensure focus. For example  
• Challenges
• Funders like to see more initiatives in the zone
• REDB focus on planning vs. implementation
  impacting community levels of support
• Opportunities
• REDB could form partnerships with Regional
  Council to gain direct access to senior officials
• New ICSP could provide an opportunity to renew
  partnerships with municipalities

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• Key Communication Messages
• There are key messages that REDBs must
  communicate to be effective. A sample primary
  message might be
• The Board is the lead economic development agency
  in the Zone and coordinates partnerships with
  local municipalities, chambers of commerce, and
  development organizations.

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• Secondary Messages
• Indicate other messages to be delivered through
  REDB communications activities.
• Secondary messages might include the promotion of
  events or informing the public of board
  elections. For example
• The REDB is hosting a renewable resources
  conference on November 27th at Bobs Hotel in
  Badger Cove. The public is encouraged to
  participate.

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• Communication Goals
• Long-term, desired outcomes that provide focus.
  For example
• To protect and enhance the image of the REDB
• To raise REDB profile within the region
• To build credibility and trust within key
  stakeholder groups including municipalities,
  businesses, and government partners

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• Communication Objectives
• Outcomes supporting goals expressed as
  qualitative or quantitative statements that are
  specific and measurable. For example
• Promote REDB successes using news releases and
  newsletter. REDB will also document its most
  successful initiatives for inclusion in NLREDAs
  Top Twenty REDB Success Stories
• Collaborate with NLREDA and REDBs in joint
  communication activities wherever possible
  including the issue of joint news releases and
  the production of special joint newsletters

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• Communication Objectives (continued) For
  example
• Adopt the provincial REDB logo and include in all
  reports, letterhead, and promotional materials
• Raise awareness of the REDB role among regional
  residents using open-line shows and a direct mail
  flyer
• Ensure information disseminated to REDB partners
  is accurate, timely and responsive
• Establish clear communication priorities for the
  Board, resulting in targeted use of limited
  resources
• Raise awareness in the local community of the
  Boards economic development activities
• Increase public meeting participation by 20

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• Communication Activities
• Select activities based on target audience
  expectations and communications objectives.
  Consider key messages and analyze the situation.
  Activities include
• News releases/news conferences
• Photo opportunities/signing ceremonies
• Editorial Boards/media briefings/interviews
• Letters/memos to targeted publics
• Bulletin Boards/internet sites
• Public consultations /forums

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• Communication Activities (continued)
• Stakeholder meetings/letters to the editor
• Newsletter articles
• Speeches/Presentations to stakeholders
• Print materials (brochures, posters, business
  cards)
• Special events
• Advertising
• Call-in shows

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• It may be helpful to list communication
  activities and the budget on a Gantt Chart.

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• Monitoring and Evaluation
• You should explain how the REDB will monitor and
  evaluate the effectiveness of its communications.
• This could include
• Tracking website hits
• Surveys
• Media monitoring

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• Monitoring and Evaluation
• This section should specify what information
  will be gathered and how. For example 
• ED reports on communications at board meeting
• Communications objectives during the year (met
  /unmet) will be included in the annual report
• REDB staff will track website hits monthly
• Questionnaires circulated at events

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• Good Practices Discussion
• What communication processes and activities has
  your REDB found effective?
• What should others avoid?
• How do we leverage our Success Stories for
  maximum benefit?

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• The End
• Thank You!

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