Communication Team Strategy. Moving the Message Forward
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- Octavia Dulcie Lester
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1 Communication Team Strategy Moving the Message Forward
2 3 Elements To design an effective communications strategy, we looked at the following three categories: 1. Presenting a Business Case 2. Creating the Communication Roadmap 3. Information Technology
3 1. Presenting a Business Case Our communication has to present a business case for the new economic paradigm based on GNH values and pillars. The four suggested components are: Justice: Economic, Social, Environmental Survival of the Planet Profitability of business Personal wellbeing, health, happiness
4 2. Roadmap: Planning the Drive We need to put in place a roadmap to design, identify, create and disseminate effective communication. This roadmap should have two components: Framework Communications Strategy Relationship with Permanent Secretariat
5 About That Framework Framework Communications Strategy: We need to frame our message to our various target groups, identify media outlets, identify the content already out there, structure the content to know what we still need to create, and finally disseminate in the right way
6 Did I Mention the Framework? Framework is comprised of: Values- Clarify value for engagement - utilize GNH principles, proposed resolution, media ethics, transparency, guidelines, etc. Target Audiences (stakeholders) Identify target audiences (8 so far identified), understand their perceptions, customize messages accordingly. Messages Framing - Need clear definitions. Issues management: Identify key (negative) frames and resistance re: happiness (it s trivial, anti-growth, etc) and reframe as needed (profoundly relevant, all about real growth). Channels - Identify ways to engage with different media (20+ so far) Structures/Resources Identify structural, resource needs for longterm communication sustainability
7 Taking A Talking Point Out for a Spin Example: You are speaking before a governmental and intergovernmental target group. Here are suggested talking points: U.N. resolution Happiness and well-being dovetails with your mission Give examples of what you plan to do? Examples from elsewhere Each country defines happiness for itself Sustainability is part of Happiness and wellbeing Happiness and wellbeing is good PR, who can object? Happiness and wellbeing leverages citizen action
8 Hang on, Still Spinning Promote local initiatives & improvements, even if small Participation improves happiness If you are associated with this, you look good.
9 Permanent Secretariat For optimal success, we need a direct relationship with & full support of the to-be-established Permanent Secretariat in Bhutan Secretariat to oversee technical teams, communication, messaging, etc We envision the communication team to be the international arm of the Office of the Secretariat
10 3. Information Technology The successful and broad dissemination of information will be paramount to the success of an international GNH movement and we suggest the Communication Media team: Create technical products Partner a technical team and/or leader here with counterpart in Bhutan: new Secretariat Coordinate and plan technical projects and communication Create and manage technical products: Facebook, website, Twitter, You Tube, Vimeo, Flickr, Pinterest, Ted talks, blogs Content Acquisition and Management Photos, video, music, writing Marketing and advertising campaigns
11 Exciting Future Options A few ideas for some exciting future communication offerings: Livestreaming of Rio summit on Facebook from a GNH slant Worldwide Happiness Skill Training via Skype Wellbeing events with musicians, education, video GNH YouTube Channel
12 In Summary Communication Team will coordinate with other GNH teams to obtain, produce, and manage messaging using new and traditional communication tools, thus contributing to greater understanding of the options for Happiness and Wellbeing worldwide, and creating bridges between the GNH community and the larger community.
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