Communication Skills for Managers (IPMP 510 01) International Development Program – Fall, 2012

Week 1 – Sept. 4, 2012

Professor: Leslie Hetherington, MBA, APR

Accredited Public Relations (APR) Practitioner 20+ years PR/Marketing Communications –

focus on integrated external communications Current: Director, Communications, Hardy Stevenson

and Associates Limited Prior: Director, Communications, Pet Valu

VP, Prof. Services & Technology, Maverick PR 2008/09 Past-president, International Assoc.

of Business Communicators/Toronto IABC & CPRS Awards for Media Relations MBA, PR & Communications Management,

Royal Roads University and PR Certificate, Humber College

My Background

1. By email: leslie.hetherington@humber.ca (for fastest response)

2. By Blackboard: Discussion area

3. By Face-to-Face:◦ In office, By appointment (Tuesdays, 2 – 3:15

pm)

Contacting Me…

What NGOs do you want to work in? Why? What do you feel you can accomplish?

What impact do you feel you can have?

Tell me about your Vision for your career

Draw numbers Move into your groups Develop group name List names, emails & contact numbers◦ For reference during course◦ Long-term, pending consent

Groups

In your groups, based on a recent international/ volunteer experience discuss:

1. An example of a kind of change you brought (or wanted to bring) to the work you did?

2. How did/would you propose change or an initiative of some kind to (one of the following): Those above me in the organization Those who I work with Those people I serve

3. What role did/would communications, marketing or fundraising play?

What is Impact?

1. How can you bring about change without communicating it?

2. How can people talk to you about the changes they want to see without communicating?

3. How do you talk to individuals, groups or a mass market?

4. How can you listen as individuals, groups and mass markets talk to you?

Communications to Foster Change

Creating ImpactDifferences between:

marketing/communications/fundraising

Flow of ideas/how to communicate clearly

What are the differences?Communications/Marketing/Fundraising

Audience

Scope

Goals

Cost

Audience: “Customer”◦Someone who wants to buy your good or service

Goal: Create transactions/exchanges

Marketing

Product (Service)

Price

Place (Distribution)

PromotionCustomer/

Client

Marketing

Marketing Tactics Innovative Package New Dist. Channels Pricing (Promos/Deals) Advertising Collateral Websites Social Media

Advertorials Direct Mail Special Events Branded Giveaways Videos Podcasts Contests Sponsorships

Audience: Various Stakeholders:1. Target audience(s)2. Influencers

◦Any person or group that can impact your organization

Goal: Inform, Advocate, Persuade

Communications/Public Relations

Communications/PR

ORGANIZATION

Employees/Volunteers:

Promise of Commitment

Employees/Volunteers: Threat of

Rogue Behaviour

Partners: Promise of

Collaborations

Partners: Threat of Defection

Customers: Promise of

LoyaltyCustomers:Threat of

Misunderstanding

Regulators: Promise of Favourable Regulation

Regulators: Threat of

Legal Action

Community: Promise of Legitimacy

Community: Threat of Illegality

Media: Promise of Favourable

Media Coverage

Media: Threat of Exposure

Activists: Promise of Advocacy Activists:

Threat of Boycott

Investors: Promise of

ValueInvestors: Threat of

Value

Public Relations Tactics News Releases Story Ideas/pitches to reporters

Letters to the Editor

Articles (business publications)

“Ghost Writing” Video Releases Newsletters Events Speeches Blogger Outreach

Social Media

Marketing (Promotions)

Communications

Marketing Communicatio

nsFocus, Audience,

Objective, Evaluation

Marketing Communications

Audience: Donor ◦Providing an opportunity for someone to

fund a change in the world

◦In return for: direct impact and change…plus other benefits

Goal: Raise funds

Fundraising

Donor

NGOProgram Building/Endowment to be Funded

Fundraising

Business Writing Basics

Business Writing Basics

as a means of = to at a later date =later at the present time =

now, to date with regard to = about the majority of = most for the purpose of =

to, for reliant = relies

in order to = to pertaining to = of,

about related to = of so as to = to utilize = use accordingly = so constitutes = forms,

makes up

1. Minimize Words & Use Simpler Words:

2. Follow Canadian Press Basics:◦ Spell-out numbers up to ten, and use numeric

figures for those 10 and higher◦ Always spell-out a number when it is the start of a

sentence

3. Words to avoid or remove:◦ Eliminate ‘that’ when possible◦ Avoid qualifiers, like very, rather... (Replace ‘very,’

if needed, with a stronger word)◦ Don’t add ‘ly’ to adverbs (first not firstly)

Business Writing Basics

Words to Avoid in Business Writing

Avoid: Possible Alternatives:Get generate, garner, fosterCheap cost-effective,

inexpensive, reasonableBit minimal, someA lot significant/large amountHe/She, His/Her they, theirMake it happen facilitate, enable, allowProblem challenge

Generate coverage Raise funds Secure sponsorships Foster or forge relationships/alliances Recruit volunteers Garner support

Enable or facilitate a process (vs. allow)

Effective Terms (subs for “get”)

4. Best Practices:a) Write shorter sentences (30 or less words)b) Generally use 3rd person for documents 2nd

person for correspondence but….this is changing with social media

c) Format Counts – Use Sub-heads and bullet points (in business writing – including your Case Studies)

d) Use active voice, as much as possible

Business Writing Basics

5. Classic Challenges:1) An organization is ‘it’ (and its), not they/their2) When writing double plurals, make second word plural3) Use that when connected clause is mandatory for sentence;

use which for ‘add-on’ clauses/points4) Use ‘they’ instead of he/she5) Use fewer to describe a quantity you can count and less

to describe something you can’t countMore re stylistic (but useful):6) Use ‘more than’ & ‘less than’ for quantities

(vs ‘over’ & ‘under’)7) Don’t use ‘,’ with ‘and’ – one will do8) Avoid and/or – select one, if possible

Some Business Writing Tips

Several thousand people were killed by the earthquake

Spanish is to be spoken at the conference Sushi is being eaten by the guests The loan is facilitated by an MFI

Passive Sentences

Passive: It is recommended that communication be

improved to clarify that the purpose of the organization is to cyclically reinvest money in developing world initiatives

Active (revised – one of many options): A communications strategy will clearly

inform investors that XZY loans can be reinvested in developing world initiatives

Example..

Course Breakdown & Case Studies

Evaluation Grade %

Written Case Studies1, 2 & 3 (10% each) 30%Written Case Study 4 15%Strategic Tactic Presentation 10%Mid-Term Quiz 10%Final Exam 20%Team Peers Evaluation 10%Class Participation/Discussions 5%

Total: 100%

Course Evaluation

Task: Determine what organization requires – to best meet communication needs

No right answer but groups…◦ Expected to outline opportunities & challenges

each organization will face in fulfilling strategy◦ Need to justify expected results stemming from

recommendations

4 Case Studies ◦ Groups submit written summary for each of the 4

Case Studies

1. Background (1)2. Situation Analysis (2)3. Goal (1)4. Audience (1)5. SMOT or PEST Analysis (2)6. Strategy/Recommendations (3)Format: 2-3 pages, 1-1.5 spacing, 11-12 pt fontMarks deducted for spelling/grammar/punctuation

For Case 1:

What is the country? Who are the people? What is the context for this case that you will be talking about?

Example (fictional) – ◦ Pangnirtung is a small settlement in far north of

the Northwest Territories. ◦ Women of settlement have long made beautiful

garments of Inuit origin.

Background

What is the problem to be solved? (How can current marketing, fundraising or communications be improved?)

Define problem you are trying to solve

Example: Women of the collective feel they can produce enough garments to sell some in the south but problem is distance

They are very far from their market and don’t understand selling techniques that can help them penetrate southern markets

Have access to technological support and resources

Situation Analysis

What single outcome do you want to achieve? (What end will best fix this?)

What discipline will you focus on to do this? (communications, fundraising, marketing)

Summarize in a single sentence

Example: A communications strategy will be used to overcome the problem of distance and enable the women’s collective to market their clothing directly to people in the south.

Goal

Name your target audience for your plan

Example:◦ Prospective customers in south◦ Existing customers◦ Partners

Audience

SWOT Analysis

Opportunities (External)

Threats (External)

Strengths (Internal)

Weaknesses (Internal)

PEST AnalysisPolitical Factors

Economic Factors

Societal FactorsTechnological Factors

How will you use marketing, PR/communications or fundraising to resolve the problem?

Name the vehicles and outline the process What critical success factor(s) are there (if any)? Choose ‘one’ unified strategy

Example: The women’s collective can mitigate the problem of distance by using an internet marketing strategy to sell their clothing through a website and social media channels.

Training will be required to give them the online skills and southern sales techniques through partnerships

(Opportunity- availability of high speed internet in the region)

Strategy

Strategic Tactic PresentationsTeam Topic Presentation Date

1 Guerilla Marketing Sept. 252 Infographics Sept. 253 YouTube Sept. 254 Beta-Roll (B-Roll) Video Oct. 25 Letters to the Editor Oct. 26 Podcasting Oct. 237 Pinterest Oct. 238 Facebook Oct. 309 Opinion Editorials (OpEds) Oct. 3010 LinkedIn Oct. 3011 Direct Mail Nov. 1112 eNewsletters Nov. 1313 Blogs Nov. 2014 Twitter Nov. 2015 QR Codes Dec. 416 Contests/Gamification Dec. 4

Review Trial Case Study: NYT Women in India

Read: ◦Potential Development Communications

article◦Marketing the $100 laptop article

Start Case Study 1 – Kiva (on Blackboard)◦ Due Sept. 18 (all groups)

Next Week & Upcoming