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- STRATEGIC COMMUNICATIONS
- Introduction
- Audiences
- Channels & Vehicles
- Strategy
- Plan
Channels and Vehicles
Simplicity should be the guiding principle behind the delivery of communication and this should be in language with which the audience is comfortable. It is unwise to only use one mode of communication and multiple methods help reinforce messages or make them available to more people. We must recognise the strengths and weaknesses of different methods of communicating and use them accordingly. Many people still do not have internet access (some masons don’t even know you have a Provincial website)!
FACE TO FACE
One to one is the most valued form of communication, provided that any mutual understanding is checked. What brethren hear in the bar will plug gaps in their knowledge if face to face communication has not been comprehensive enough. Of course, ‘officially approved grapevines’ may also help fill some gaps.
The obvious example where face to face communication will excel, is in the relationship between the Mentor and Mentee, who may meet in a structured setting or more informally. E-mail or telephone between the individuals can suffice to maintain contact in between meetings and to reinforce messages already discussed.
An advantage of face to face communication is that feedback and response can be instant, as can the checking of understanding and absorption.
Face to face with groups requires supporting material (literature and audiovisual aids) especially as the groups become larger. Content is more likely to be focussed on news, education, training and developments. Many effective ‘road shows’ have been run this way.
The larger the group, the less effective communication becomes, interaction reduces and there is little scope for productive discussion. Information relayed must be worthwhile; - otherwise, such activities can become discredited among key audiences.
PRINT
Newsletters, Magazines, Newspapers, with the summons, on the summons, in the minutes... - the list is endless. Nevertheless, printed matter serves as an easily portable communication vehicle and can be a permanent record.
Many now communicate by email but will send printed versions to those without easy internet access and Lodges and Chapters often follow this pattern too.
Publications are an excellent way of ensuring important messages and news are stressed and elaborated. They also serve as support for face to face communications and can expand and explain particular points. They can serve as launch pads for initiatives. Non attending brethren can receive them and they can be read at leisure anywhere.
Printed literature comes with a financial and environmental cost.
BROADCAST
Communication can easily be enhanced with today’s digital video cameras and there is no reason why various messages can’t be streamed from the Provincial Web Site, either as Sound or Video and Sound files! Broadcast such as this can be exciting but needs to be adequately backed up with appropriate support material. Remember, the moving image is engaging.
UGLE is working on a DVD on Freemasonry for prospective Initiates and similar material is already available to help brethren in understanding the Grand Charity, for example.
EVENTS
Larger Provincial or Craft / Royal Arch meetings are ideal opportunities for the PGM and his Deputy / Assistant to convey information to the Brethren or public audiences. Other Events include celebratory banquets and fund raising events for the various festival in which we become engaged.
SOCIAL RESPONSIBILTY
The work that we do for charities, good causes and Grand Charity etc, is rarely rivalled and apart from the fundamental need for the brethren to be aware of our financial and personal commitments to these causes, this is a particular subject that in itself can be effectively used to change the perceptions of the outside world.
BRANDING
All published and electronic material should be easily recognisable as originating from your Province in terms of visual identity and content.
Consider ‘corporate’ business cards with their name, job title and contact details.
Also consider mouse mats, car stickers, book marks, paper weights, screen savers, desktop backgrounds, wallets, diaries, memory sticks, pens, collared tea shirts, sweatshirts, vests, signage and similar merchandising materials which would not only enhance our image and encourage questions but may also bring in revenue for communications.
THE INTERNET
The internet is becoming more widely available to an increasing audience size and is a vehicle that is used widely for external and internal audiences.
Screen based media are not as easy to read as print publications and this is particularly important with our diversely aged internal audience. To maintain interest content needs to be pared. All those reading a website receive the same message, but the web is impersonal, but not to the degree of the all encompassing publication. Therefore, a cost effective middle ground is opened to us by the internet. Indeed, email is often the main way Officers communicate with each other and is how many Provinces distribute general knowledge or targeted circulars (clearly saving £s).
EXTERNAL COMMUNICATION – CHANNELS AND VEHICLES
|
TRADITIONAL |
MASS MEDIA |
NEW TECHNOLOGY |
Newsletters |
Magazines/papers |
Websites |
|
FACE TO FACE |
Meetings/open days |
Press briefings |
|
AUDIO |
Phone calls |
Radio |
Voice mail |
AUDIO and VIDEO |
DVDs |
Television |
Videoconference |
COMPUTER |
Typed information |
|
Internet - www |
Various factors affect the choice of vehicle chosen – responsive to audience, appropriateness, effort, cost etc. By mixing and matching different vehicles, we are more likely to be able to provide information and deliver messages in a way an audience member most wants to receive it.
Issues tend to move through the media in a defined way:
• In house publications.
• Professional Journals.
• Newspaper business pages/back sections and websites.
• Editorial Pages.
• Front Pages.
• TV News.
• Other TV programmes.
LISTENING
“50 % of communication is listening. 100% of communication is ownership.
Communication is about developing relationships.”
Communicating like mad is all very well but the most brilliant publication and internal website will be worthless if there is no one reading them, or keying into them. Hence, feedback mechanisms are imperative to assess who is paying attention and to offer the opportunity for listeners to engage and express opinion, relay understanding and make suggestions.
BLOCKAGES
Within our multilayered Order there can exists many poor communicators or poor selection of channels that block effective communication or distort the message coming downwards in a negative way. Blocks also include issues such as age, disability, religion, overactive grapevine, previous history, distrust, too much of the same old thing and District geographic and cultural differences.
KNOWLEDGE AND SKILLS
Some are good at thinking and planning, some at execution and delivery. Some are good at both, some at neither. Selection of Communicators in our voluntary environment will, of necessity, require some training, coaching, development, support and direction giving.
Communicators will need to be:
• Influential and diplomatic
• Good at listening and not dictating
• Passionate and driven
• Creative and literate
• Charismatic and motivational
They will need to avoid:
• Ignoring others views
• Relying on the ‘Rulers’ to make it happen
• Failing to engage all parties
• Inappropriate communication
• Accepting work that they don’t have time to do
• Communicating ad hoc rather than in a planned way
Your Communications plan should include training key communicators in:
• Masonic communication systems and protocol
• Communicating face to face and presenting
• Writing, editing and designing
• External communication and handling the media
To STRATEGY