Making the business case for communications
15
Communication s on a Shoestring Conference 27 June, 2012, London #shoestringcomms
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Transcript of Making the business case for communications
Communications on a Shoestring
Conference
27 June, 2012, London
#shoestringcomms
Making the case for communications
Common complaints
Everyone thinks they are communications
experts
there is less money
We’re involved too late – once decisions have
been made
Communications isn’t seen as essential as
operations or fundraising
They don’t understand what
we do
There’s a lack of joined up thinking
Recurring themes
• Communications not valued • No credit to the specialist skills and knowledge• Lack resources to make a big impact • Impact of recession • Lack of support or understanding • Lack of co-operation • Lack of strategic planning • A focus on the short term
Charitycomms benchmark survey 2012, Amazon PR Get heard report 2011, Media Trust Marketing and Communications Needs of Charities 2009
Charity brand index 2011 Third Sector / PR Week
Top 125 charity brands
Do what you do best…
• Know your organisation strategy
• Understand your audience
• Develop your case for support
• Sell it in
• Monitor, evaluate, feedback
• Listen, adapt and evolve
Know your strategy
Understand your audience
Develop your case for support
Photo: Garry Knight
Sell it in
And do it all…
• Monitor, evaluate and feedback
• Listen, adapt and evolve
