keynote presentation for communicate 2013

Understanding the importance of why and how you communicate with your stakeholders

Rachel BakerAmbassador for the Charity Sector

What is communication?

Why do we communicate?

• Inform• Persuade• Reinforce/reassure• Position

Inform

Persuade

Reinforce/reassure

Position

The concept of exchange in marketingTransactional Relational

• Focus on a single sale.• Orientation on product features.• Short time-scale.• Little emphasis on customer service.• Limited customer commitment.• Moderate customer contact.• Quality is primarily a concern of

production.

• Focus on customer retention.• Orientation to customer values.• Long time-scale.• High customer service emphasis.• High customer commitment.• High customer contact.• Quality is the concern of all.

Adapted from Payne (1995)

Who’s in your audience?Beneficiaries Supporters Stakeholders Regulators

• Clients• Students• Patients• Users• Purchasers• Local public• Members• Audiences• Patrons

• Donors• Volunteer

fundraisers• Voluntary service

workers• Advocates• Purchasers

• Donors• Volunteer

fundraisers• Voluntary service

workers• Advocates• Purchasers

• Charity Commission

• Local authorities (inspection)

• Local community• Industry-specific

e.g. CQC

Source: Bruce (2005)

Why build relationships?

As exchanges become more frequent, so the intensity of the relationship increases so that the focus is no longer on the product within the exchange, but on the relationship itself.

Source: Fill (2009)

The Pareto Principle

The law of the “vital few”

• Satisfaction• Expectations• Trust• Commitment• Loyalty

Media fragmentation

Source: www.webranding.org

Making sense of it all

• Degree of control required over the delivery of the message.

• Financial resources available.• Level of credibility of different channels.• Size and geographic dispersion of target

audiences.• What each communication tool is trying to

achieve (awareness, call to action etc.).

The single biggest problem in communication is the illusion that it has taken place.

George Bernard Shaw

Contactrachel.baker@stmonicatrust.org.uk

Twitter: Rachel M H BakerLinkedIn: Rachel Baker (nee Plues)

Chartered Institute of Marketingwww.cim.org.uk

www.cimsouthwest.co.uk