Podcast
Questions and Answers
Which of the following is NOT included in the 'CU CE' section of the communication strategy?
What is the primary purpose of the SWOT analysis in the communication strategy?
What format is recommended for presenting SMART KPIs in the strategy?
In formulating messages for target groups, what three characteristics should they have according to the CCC framework?
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Which aspect is least related to the 'CUI (si DE CE)' section of the communication strategy?
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What is the maximum length for the executive summary?
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Which elements are included in the context section? (Select all that apply)
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The 'CU CE' section covers internal and external resources.
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What does SMART stand for in the context of objectives?
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The KPI means _____ in the context of performance indicators.
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What percentage increase in trust is targeted by June 2025 according to the example given?
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What is a key characteristic of messages mentioned in the 'CE' section?
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What is included in the 'CUI' section?
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Study Notes
Communication Strategy Structure
- A comprehensive communication strategy document with multiple sections.
- The document includes context analysis, strategy objectives, target audience, communication channels, and resources.
Context Analysis
- Explores the political, economic, and social context influencing the communication strategy.
- Identifies allies and opponents, providing data and sources.
- Conducts a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.
- Defines communication drivers based on the SWOT analysis.
Strategy Objectives
- Outlines the vision, mission, and general objective of the communication strategy.
- May include core values or principles.
Target Audience
- Specifies target audience groups.
- Sets specific objectives for each target audience.
- Defines SMART KPIs (Specific, Measurable, Achievable, Relevant, Time-bound) for each audience group.
- Presents KPIs in a table format.
- Example KPI: "Increase trust in the chief negotiator by 3% by June 2025 (from 48% to 51%), measured through regular opinion polls."
Communication Channels
- Details communication channels, categorized by direct, multipliers, and networks.
- Lists communication instruments for each target audience.
- Presents tools for measuring communication impact in a table format.
Key Messages
- Defines key messages for each target audience.
- Categorizes messages, including testimonials, success stories, facts & figures in a table format.
- Emphasizes CCC message principles: concise (slogan-like), clear (simple language), customized (tailored to the audience).
Resources
- Identifies internal resources such as personnel and budget.
- Specifies external resources, including contractors, budget, and funding sources.
Action Plan
- Presents a detailed action plan in a tabular format.
- Outlines target audiences, objectives, instruments, actions, performance indicators, and required resources (human and financial).
- Uses SMART principles to define goals and objectives.
Communication Strategy Structure
- The document outlines a communication strategy framework.
- It emphasizes understanding the context, aligning with the organization's purpose, identifying target audiences, outlining communication methods, tailoring messages, and managing resources.
- The strategy covers various aspects, including: Political, economic, and social context, allied and opposing forces, strengths, weaknesses, opportunities, threats (SWOT), communication drivers, vision, mission, objectives, values, target audiences, specific objectives, Key Performance Indicators (KPIs), communication channels, communication tools, impact measurement, messaging, and resources planning.
- The document recommends a structured format with tables, focusing on clarity, simplicity, and target-audience customization.
- The "SMART" acronym underlines the need for measurable, achievable, and time-bound goals in the communication strategy.
Context Analysis
- Examines the political, economic, and social environment.
- Identifies allies and opponents, including relevant data and sources.
- Conducts a SWOT analysis to evaluate internal strengths, weaknesses, external opportunities, and threats impacting communication.
- Defines communication drivers, likely responding directly to the SWOT analysis.
Purpose
- Clearly states the organization's vision, mission, and general objectives.
- Includes values (optional) that guide the communication strategy.
Target Audience
- Identifies specific target groups.
- Defines distinct objectives for each target group, aligning with the overall strategy.
- Establishes SMART KPIs to measure communication effectiveness for each audience.
Communication Methods
- Outlines direct communication channels.
- Considers utilizing communication multipliers with their respective audiences.
- Leverages the potential of social networks for communication.
Communication Tools
- Specifies relevant communication instruments.
- Group tools based on specific target audiences for more effective delivery.
- Emphasizes the importance of measuring communication impact.
Key Messages
- Develops audience-specific messaging.
- Emphasizes concise, clear, and tailored communication.
- Suggests using testimonials, success stories, and data/facts aligned with each target group.
Resources
- Determines needed internal and external resources, including personnel and budget allocation.
- Identifies potential funding sources.
Action Plan
- Creates an action plan with a tabular format.
- Defines target groups, objectives, communication methods, and action steps.
- Includes performance indicators and resource allocation (human and financial) for each action.
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