Case study: How to define an online communications strategy
A few weeks ago, I facilitated a communications workshop
for the Challenge Program on Water and Food (CPWF), a research program from the
CGIAR, the global partnership of nonprofit agricultural research centers.
CPWF’s research concentrates on “How to manage water more
equitably, efficiently and sustainably”.
We locked ourselves up for a week, to realign the
organisation’s key communications messages and tools, and to integrate an
online communications strategy, as a key component of a strategic communication
approach.
This case study summarizes the process we followed, from
a redefinition of an overall communications strategy, into the online web
presence, and further down to practical workplans, reach/impact measurement and
risk mitigation.
Each part gives a generic summary of “the theory” with an
example how we translated this “theory” in practical terms.
Step 1: Define your general communications strategy
1.1: Identify your key messages
1.2: Identify
your target groups
1.3: Identify
your communications tools
1.4: Identify
your messages and tools for each target group
Step 2: Identify and improve your core content
2.1: Identify
existing and needed core content
2.2: Improving
web usability
Step 3: The practical planning
3.1: Define
your workplans
3.2: Measure
progress, reach and impact
3.3: Define
quality control and risk mitigation
While this case study is, of course, geared to the work
of CPWF, the process we followed can be used in many other cases.
The CGIAR Challenge Program on Water and Food (CPWF)
kindly allowed me to use examples and extracts from our communications strategy
workshop.
All examples attributed to CPWF in this case study,
should be read as draft ideas. I published them in their raw format which
doesn’t necessarily reflect the final and approved versions.
With a sincere thanks to the CPWF staff in the workshop:
Alain Vidal, Amanda Harding, Tonya Schultz, Michael Victor and Ilse Pukinskis.
Michael and Ilse also contributed large parts to this
post and were crucial in the success of the workshop.
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