Strategic Communication for Diplomats

Strategic Communication for Diplomats

Strategic Communication Ultimate Goal of Communication is to facilitate a change in behavior.to achieve Management Objectives. World Bank 2001

Audience Centered Communication Guest is a better judge of the meal than the cook (Aristotle) Determine what your audience knows, their attitudes and feelings Construct your argument for them Deliver it via a channel that reaches them

Strategic Communication Who am I speaking to? For what reason? what is the take away message? delivered through? measure effect?

Advocacy Advocacy is a continuous and adaptive process of gathering, organizing and formulating information into arguments to be communicated through various interpersonal and media channels, with a view to raising resources or gaining political and social leadership acceptance and commitment for a development program, thereby preparing society for acceptance of the programme. (Source : Communication Handbook for Polio Eradication and Routine EPI, UNICEF, WHO, USAID, Basics April 2000)

The Seven C s of Effective Communication Enter-Educate Serial Drama Creation Principles - Johns Hopkins University, Population Communication Services and Center for Communication Programs The Seven C s of Effective Communication 1. Command attention 50% 2. Cater to the heart and the head 3. Call to action 4. Clarify the message 5. Communicate a benefit 6. Create trust 7. Convey a consistent message Source: Esta de Fossard, How to: Design and Produce Radio Serial Drama for Social Development - A Program Manager s Guide Center Publications: November 1998, pages 4-5

Who do we want to reach? Through what media? What do we want them to do 5 management decisions What messages? How to evaluate results?

Strategic Framework

Developing the Message The key to a pro-active relationship with your audience Does anyone have any questions for my answers? Henry Kissinger

The Message and the Messenger Both the message and the messenger are equally important

Messages Messages Clear-No Jargon Concise-30 seconds or less Consistent-repeated often Convincing-data and stories Compelling-says something

Framing the Message Based on Experiences Prejudices Alliances Interests Knowledge

Messages The competition for messages is intense Messages should be designed with audience s interest or self interest in mind Readers and Viewers must immediately recognize the story as being important to them.

Framing the Message Lens through which we see things Changing the lens, changes how the message is perceived

Messages Use Position-Evidence Structure for messages and stories State the Position Provide Evidence for that position Use Problem- Solution Model state the problem indicate the solution that is proposed

Elements of a Good Message Problem Talk about the situation Solution Talk about the way you propose to make things better Position of the Organization Mention the position of your organization, and the name

Interviews Skills that are needed to handle interviews with effectiveness

Before the Interview { Ask what is the deadline { Negotiate Ground Rules with the reporter { Ask what angle the reporter is covering for the story { Prepare a simple message

Before the Interview { Understand the journalist s agenda { Anticipate the questions based on current news { Practice with short captivating sentences

Before the Interview k Asking for the questions in advance k Imposing conditions k Say anything that you do not want to see in print k Go off the record k Accepting the interview right away

Reporter s Question Trick,Fuzzy,Nasty,Loaded,Provocative,Banal 1 Honest Answer, Turn it around and get it to your side 2 3 Get your message out, and do not let yourself be interrupted use the evidence End with a memorable punch line or visual image (word picture) 20-30 sec

During the Interview } Give sound bites that are consistent with your message } Make sure to have eye contact with both reporter and camera. } Show enthusiasm for the subject } Don t be angry or defensive

During the Interview } Use simple colorful language } In a live interview vary the presentation of your message } In a taped interview repeat it in every answer } Avoid insider language spell out acronyms } Use bridges to get back to the subject of your message Be Memorable!!!

During the Interview } Do not overload with a lot of technical material especially in an edited interview } Possible to be misinterpreted, taken out of context

Bridging Weak Nervous Talkative Boring On Message Knows Confident Land of No Returns Win Win Situation

Bridging Question: Sexual Abuse of Refugees in West Africa Question: Credibility of the UN post 9-11 This may not be the real issue The real issue is or Let s look at it from this point of view

Establishing Credibility Rapport likable and caring Communication short sentences and simple words Energy Voice Volume and Tone Tell truth and be yourself

Ten Ways to Empower What is the deadline? If it is a taped interview, how much time do you need? Pause before you answer. Give yourself plenty of time to consider the question and its implications.

Ten Ways to Empower Show Compassion. In your remarks communicate concern for those affected by the issue, especially in a crisis.

Ten Ways to Empower If the Question is Tough, Ask a Question. This buys time to frame your answer. Achieve Credibility, by being likable and caring; using short words and simple sentences and an appropriate energy level.

Empowering Approaches Stay on Message. No matter what the question, bridge back to your most important points. Repeat them in every answer in a taped interview. Vary them in a live interview. Provide depth in a print interview

Empowering Approaches Use word picturesvisuals that explain what you are trying to say. Record what you are saying. You will increase the likelihood that your statements will be used accurately and in context.

Empowering Approaches Stay on the record. Do not give the reporter the idea that there is more to the story than what you want to or can disclose. You both want an interesting story that will appear in the press.

Empowering Approaches The Interview is not Over when its over. The interview is still on until the reporter has physically left or has hung up the phone. Be careful of off the cuff remarks.