keynote presentation for communicate 2013
TRANSCRIPT
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
Twitter: Rachel M H BakerLinkedIn: Rachel Baker (nee Plues)
Chartered Institute of Marketingwww.cim.org.uk
www.cimsouthwest.co.uk