Promoting your organisation

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1 Prmting yur rganisatin Overview Welcme t this tlkit n prmting yur rganisatin. The aim f the tlkit is t help rganisatins t achieve their aims and bjectives using the active prmtin f their wrk as ne f their strategies. Civil sciety rganisatins get set up by peple wh feel cncerned enugh abut an issue t want t d smething abut it. Actively prmting their rganisatin in a planned way is usually far frm everyne s mind as they wrk intently and passinately n getting wrk dne and achieving their rganisatin s bjectives. Prmtin wrk is ften left ut. Yet it is vital. It helps deepen yur rganisatin s rts in the cmmunity r sectr in which it wrks be that lcal, reginal, natinal r internatinal. It gives yur rganisatin a public prfile. This helps strengthen yur rganisatin in many ways. We d prmtin wrk fr many reasns, fr example, t develp a prfile, fundraise, r recruit vlunteers. Yur prmtin plan and prmtin strategies ideally shuld emerge frm, and be guided by, yur rganisatin s verall strategic plan. This is because prmtin wrk is just ne strategy t help yur rganisatin achieve its aims. Prmtin wrk requires careful thught, creativity, detailed planning, and a budget. Mnitring and evaluatin must be built int yur plan, and help guide yu in future prmtin wrk. These ther CIVICUS tlkits shuld help yu in planning t prmte yur rganisatin: Strategic planning Mnitring and evaluatin Actin planning Overview f planning Budgeting Other CIVICUS tlkits that fcus n cmmunicatin and cmplement this tlkit are: Writing Effectively and Pwerfully Writings within yur rganisatin Handling the media Prducing yur wn media We refer t these tlkits and sectins within them thrughut this tlkit. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 1 f 65

2 Prmting yur rganisatin Site map: Tlkit fr prmting yur rganisatin Basic principles fr prmting yur rganisatin Acknwledgements and resurces (at the end f this tlkit) Intrductin Befre develping a prmtin plan When yu reach ut: develping and implementing a prmtin plan Prmting yur rganisatin: when peple reach in A wake up call What des it mean t prmte yur rganisatin? First things first Wh are yu? Develping a prmtin plan A cmmunicatin plan Prmting yur rganisatin s image Yur receptin area Why prmtin wrk is imprtant What d yu stand fr? What d yu d? Relating t the media Receiving peple Reasns fr ding prmtin wrk Des yur rganisatin need a prmtin plan? Yur rganisatin s identity Operating principles D yur hmewrk Key messages and audience Speech making Handling phne calls Handling s Mnitring and evaluatin Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 2 f 65

3 Prmting yur rganisatin Wh will find this site useful? This site will be useful fr all rganisatins that want t prmte themselves. It will be especially useful fr rganisatins that are new t prmtin wrk. It will als ffer fd fr thught and sme tips fr rganisatins that already have experience in prmtinal wrk. A brief descriptin f the tlkit This site ffers yu an pprtunity t think hard abut whether yur rganisatin needs t prmte itself. If yu decide yu need t, it ffers practical guidance n hw t d it. On this site yu will find: Intrductin Here we lk at why prmtin wrk is imprtant and what it means. We lk at different reasns fr ding prmtin wrk. We give yu a checklist t see whether yu think yu need t engage in prmtin wrk. Befre develping a prmtins plan Here we alert yu t imprtant things t lk at befre yu dive int a prmtin plan. We emphasise the imprtance f yur prmtin wrk emerging ut f yur rganisatin s strategic planning. We ffer yu guidelines and examples n hw t g abut establishing yur rganisatin s identity, and what its perating principles are. We give yu sme things t d as backgrund wrk yur rganisatin s hmewrk! When yu reach ut: develping and implementing a prmtin plan We g int develping a prmtin plan. We ffer steps and examples. Frm there we lk at what a cmmunicatin plan entails. Emerging frm this we lk at relating t the media. We highlight the imprtance f identifying key messages and wh yur target audience is fr different prmtin wrk. Finally, we ffer lts f suggestins fr nervus speechmakers. Prmting yur rganisatin: when peple reach in A large part f an rganisatin s wrk happens thrugh telephne cntact and with visitrs cming t yur ffice. If yu put peple ff with a negative attitude when peple phne in r visit, yu will prbably end up having an rganisatinal image nt t yur liking. S, we lk at prmting yur rganisatin s image in this cntext. We give ideas abut yur receptin area, hw yu receive peple, handling phne calls and s. And we end ff lking at hw yu can mnitr and evaluate yur rganisatin. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 3 f 65

4 Prmting yur rganisatin Intrductin Here we lk at what it means t prmte yur rganisatin, and why rganisatins d this. A wake-up call Yu wrk fr a literacy rganisatin. Yu wake up ne mrning and as usual tune int yur favurite early mrning current affairs radi prgramme. Being interviewed is a dynamic educatr frm a natinal literacy rganisatin. She explains the wrk they d in alleviating illiteracy, and hw successful their unique teaching methds are. She is articulate and passinate abut her wrk. The interviewer is impressed. Other listeners must be t. And s are yu. Yu are impressed abut the wrk they d (which is nt dissimilar t what yur rganisatin des), and impressed that they managed t get natinal expsure this way. It gets yu thinking. Yu wnder if any funders are listening. What ther spin-ffs will this three-minute interview at prime time have fr that rganisatin? Dynamic members f yur rganisatin cme t mind they can als talk inspiringly abut yur rganisatin s wrk. As yu get dressed, yur mind buzzes. Why n earth has yur rganisatin nt thught f practively prmting itself like this? It culd bst yur drive fr crprate learner-spnsrship. It culd make yur learners feel prud t be assciated with yur rganisatin it culd. Yu arrive at wrk with a new item fr yur rganisatin s mrning agenda! What des it mean t prmte yur rganisatin? When yur rganisatin decides t raise awareness and campaign arund the issues it tackles, then yu are invlved in lbbying and advcacy. Yu will jin frces and create netwrks r alliances with ther rganisatins t achieve yur aim. But when yur rganisatin decides t prmte itself, then yu have decided t raise yur public prfile and raise awareness abut yur rganisatin, what it des and what it has achieved. Yu may have ne r mre reasns fr ding this we include sme ideas a little later in the sectin called Reasns fr ding prmtin wrk. This tlkit fcuses n prmting yur rganisatin and what this means. Why prmtinal wrk is imprtant This is a questin that yu are best placed t answer fr yur sectr. When yu reflect deeply abut yur cntext, yu will prbably discver a range f reasns t prmte yur rganisatin. We suggest yu think abut yur rganisatin first within the big picture glbally and/r natinally. Then lk at the general cntext. And finally lcally, where yu wrk. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 4 f 65

5 Prmting yur rganisatin Fr demcracy t flurish and human rights t be enjyed, civil sciety rganisatins need t exist. They need t express themselves and be able t engage with brader sciety and its frces. The visibility f civil sciety rganisatins is imprtant in this cntext. Which is why prmtin wrk is imprtant. The big picture The big picture is imprtant because everyne is part f the glbal cmmunity. Glbalisatin has led t increased and easy: Netwrking and infrmatin sharing between civil sciety rganisatins. Visibility the pssibility fr even small, remte rganisatins t becme knwn internatinally. Websites and have helped accelerate this. Exchange f infrmatin within the funding cmmunity. There has been an increase in internatinal cnferences and ther sharing frums that specifically address issues f cncern t civil sciety. Mre and mre linkages are being frged. Glbal scial mvements are being frged. But glbalisatin has als brught with it prblems fr prer cuntries, and especially fr the prest peple within them. Many peple argue that glbalisatin has verwhelmingly benefited rich natins at the expense f the pr thrugh, fr example, new Wrld Trade Organisatin agreements. Civil sciety is mbilising, thrugh scial mvements, against the negative effects f glbalisatin. There is an increasing need t be cnnected t thers t strengthen these mvements, since many f the rganisatins we wrk with, and fr, see t the needs f the pr. Hence the imprtance f rganisatins raising their prfile and frging links and alliances and prmtin wrk is ne way t d this. The general cntext Scial, plitical and ecnmic cntexts vary frm rganisatin t rganisatin, reginally and natinally. Yur cntext wuld be different if yu are wrking in a small cmmunity-based rganisatin in a deep rural area, r a natinal urban-based nn-gvernmental rganisatin. Here are sme things t think abut with general cntext. There is greater awareness and recgnitin f the vital rle that civil sciety rganisatins play in sciety. Fr example, in mnitring and expsing causes f pverty, unsustainable crprate envirnmental explitatin, damage t the envirnment, keeping the prest f the pr alive, and prmting and mnitring human rights issues like gender-based vilence and child labur Media f different kinds increasingly bmbard peple. There is increased cmmunicatin and infrmatin technlgy, like cellular phnes and the Internet with and websites. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 5 f 65

6 Prmting yur rganisatin There is greater cmpetitin fr scarce resurces, like funding, cmmitted vlunteers and staff, and skilled bard members. Funders require mre sphisticated reprts frm beneficiary rganisatins they als want prf f gd gvernance and clear utputs. Lcally What is yur lcal cntext with: Other civil sciety rganisatins d yu cmplement each ther r cmpete? Funding? Netwrks? Yur members, vlunteers, staff, bard members? What is yur relatinship t yur beneficiary cmmunity? Are yu achieving yur aims? Are yu well-knwn? Fr a mre detailed analysis f yur rganisatin s cntext, g t the CIVICUS tlkit Overview f planning and t ding a SWOT analysis in the Planning tls verview part. And finally Yu ve thught abut the big picture, the general cntext and yur lcal cntext. D yu think yu have reasn t prmte yur rganisatin? If yes, why? If n, why? Reasns fr ding prmtins wrk Here are sme reasns why rganisatins put time, energy and resurces int prmtins. They may want t: be visible launch r re-launch have a clear identity in their cmmunity r sectr increase cmmunicatin with stakehlders increase membership have mre vlunteers have mre beneficiaries d mre wrk lcate themselves plitically get mre funding d marketing. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 6 f 65

7 Prmting yur rganisatin Des yur rganisatin need a prmtin plan? Many civil sciety rganisatins are ver-stretched. They perate n a task-ttask, day-t-day basis. Often, it is hard enugh keeping ur rganisatins ging let alne having t find extra time t prmte them. This apprach, althugh perfectly understandable, is nt ideal. It culd even lead t rganisatins clsing dwn. Time, creativity, energy and resurces invested in prmting yur rganisatin nw may well be what helps t sustain it fr years t cme. If yu are wndering whether yur rganisatin needs t prmte itself, then have a lk at this activity. Activity: D we need a prmtin plan fr ur rganisatin? When smene asks us what we d, and we tell him r her which rganisatin we are invlved in, d they say: Oh, that s interesting. Never heard f it. D we tend t d prmtins in an ad hc, knee jerk way? D we have limited resurces bth in time and mney? D we smetimes miss imprtant pprtunities t prmte ur rganisatin? Are we a relatively new rganisatin that nt many peple knw abut? Have we changed what we d since we began but nt really cmmunicated this bradly? D we perate in an increasingly cmpetitive envirnment? Are there ther nn-gvernmental r cmmunity-based rganisatins ding similar wrk and getting mre secure funding than us? D we generally feel that prmtin wrk is a waste f time we shuld rather get n with real wrk? D we d wrk that mre peple shuld be aware f? D we have a prfile ut there? Is there a pssible beneficiary gruping that is largely unaware that we exist? D we need t raise funds? D we need t attract mre vlunteers? D we need t attract mre members? D we need t attract apprpriate bard members? D we need t shw accuntability fairly bradly? D we have a negative image that we need t turn arund? N Yes Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 7 f 65

8 Prmting yur rganisatin If yu have answered yes t any f these questins, then it is time t put a prmtin plan in place. Of curse, a vital questin t ask is: If we are successful, will we cpe? Any prmtin plan must include hw yu will handle any extra demands n yur rganisatin, and yur rganisatin must anticipate these. But there are sme imprtant things t think abut befre yu start n this. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 8 f 65

9 Prmting yur rganisatin Befre develping a prmtin plan First things first Befre yu prmte yur rganisatin yu have t be clear abut what yur rganisatin is all abut, what it stands fr, what it des and what its identity is. That is why we pay great detail t these in this sectin. If yu d prmtinal wrk in a scattered, n the spur f the mment way, yu will be less effective. Can yu affrd t waste resurces n hasty bits and pieces f prmtin wrk withut a thught fr impact r implicatins r hw it fits in with yur rganisatin s strategic plan? A prmtin plan and its strategies shuldn t be a gal in itself. Yur prmtin plan must emerge frm yur rganisatin s visin, values, missin, verall gal and immediate bjectives. S, t be effective, yur prmtin plan shuld be an integral part f yur rganisatin s strategic planning. If yur rganisatin has nt dne a strategic plan, we recmmend that yu g t the CIVICUS tlkit called Strategic Planning fr a strategic planning prcess. Yu will find infrmatin and a practical guide there. The verview f Planning tlkit is als very useful. Wh are yu? Yes, wh are yu? What d yu tell thers s they can easily understand wh yur rganisatin is? Here s an example: readwrite is a nn-gvernmental rganisatin that prmtes literacy, numeracy and a culture f reading amngst adult members f the twn f Hatha. Hw wuld yu explain wh yur rganisatin is in everyday language t an interested passer-by? Think abut it and write yur explanatin dwn. See if ther members f yur rganisatin agree. What d yu stand fr? What d yu d? If yu have nt thught thrugh these vital elements f yur rganisatin s existence, visit ur CIVICUS tlkit called Strategic Planning. It takes yu thrugh a step-by-step prcess. Yu will find this in the sectin called Defining the strategic framewrk. Here we take yu thrugh what ges int answering the questins What d yu stand fr and what d yu d? We d this thrugh using an example. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 9 f 65

10 Prmting yur rganisatin Visin Visin in this cntext is abut the future. When yu state yur rganisatin s visin, yu say what yur rganisatin believes sciety culd r shuld be like in the future. Of curse yu knw yur rganisatin will nt be able t achieve this visin n its wn. But yu believe that if enugh prjects and rganisatins share the visin and wrk twards it, it culd be achieved. Yur visin guides yur rganisatin in its wrk. Here is an example f readwrite s visin: We strive t cntribute t a sciety where every citizen has equal access t educatinal and jb pprtunities. Fr help in wrking n yur visin, g t the Visin sectin in the Strategic Planning tlkit. It ffers yu an exercise fr develping a visin statement. Values Yur rganisatin s values underpin the wrk yu d they are yur perating principles. They help guide yu in yur wrk. Yu return t and remind yurselves f yur perating principles when making decisins abut hw t g abut yur wrk, bth at the macr and micr levels. It is wrth writing up yur values as a pster in yur ffice as a cnstant reminder t yurselves and yur beneficiaries. Yur values: Help guide yu in making decisins. A cmmunity newspaper culd use its values t help it decide n whether t have cigarette r alchl advertisements. Or whether t accept crprate spnsrship frm a cmpany knwn fr expliting child labur. Help guide yu n wh t wrk with, and yur methd f wrking. If yu value participatry demcracy, then yu wuld structure yur rganisatin and its peratins in a way that will facilitate this. Help guide yu n what t spend mney n. Fr example, if yur rganisatin is pr-pr peple then yu wuld nt chse t raise funds t buy luxury cars fr yur rganisatin s senir staff members. Literacy rganisatin ReadWRITE culd have values like: We will have beneficiary participatin in ur decisin-making. (As an perating principle, they wuld then include learners n their management cmmittee). We will nly accept funding frm labur-friendly crpratins. We will cnduct c-perative rather than cmpetitive relatinships with likeminded rganisatins. Fr help in wrking n yur visin, g t the sectin called Values, which is in ur CIVICUS tlkit called Strategic Planning. There yu will find an exercise fr develping cnsensus arund yur values. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 10 f 65

11 Prmting yur rganisatin Missin Yur missin tells f the special way that yur rganisatin intends t make a cntributin t its visin cming true. Develping yur missin helps yu t cncretise things. Yur missin describes: What yur rganisatin is. What yur rganisatin aims t d r achieve. Wh the wrk is aimed at, and wh it is dne with. Bradly hw yur rganisatin des its wrk (like the methds it uses). Fr example, readwrite s missin might read smething like this: We are a nn-gvernmental rganisatin wrking in the twn f Hatha. We aim t increase literacy, numeracy and prmte a culture f reading amngst adults in ur twn. We als aim t prmte learners emplyability. We will d this by ffering literacy and numeracy classes, by writing and publishing reading material fr newly literate peple, and by helping t resurce and prmte the twn library with material aimed at ur learners. Fr help in wrking n yur missin, g t the sectin n Missin, which is in ur CIVICUS tlkit called Strategic Planning. It ffers yu an exercise t help yu develp a missin statement. Overall gal Yur verall gal emerges frm the significant prblem yu have identified that yur rganisatin is wrking n. It is derived frm yur visin and directly related t yur missin. Fr example, the significant prblem readwrite identified culd be: readwrite identified that levels f literacy and numeracy are extremely lw amngst adults in Hatha. readwrite fund that there was a chrnic shrtage f apprpriate reading materials. Thrugh research, it fund that histrically and currently many families culd nt affrd basic educatin. This hinders adults access t jb pprtunities and therefre incme earning ptential. Yu need t state yur verall gal very clearly. It states what yu want yur rganisatin t achieve. Fr example, readwrite s verall gal culd be: Within five years, 90% f adults in the twn f Hatha will have literacy and numeracy skills, and will have easy access t apprpriate reading materials. Emplyment levels amngst previusly illiterate adults will have increased. Fr help in wrking n yur verall gal, g t the Overall gal sectin in the CIVICUS tlkit called Strategic Planning. It ffers yu an exercise t help yu develp yur verall gal. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 11 f 65

12 Prmting yur rganisatin Immediate bjectives Yur immediate bjectives are directly related t the causes f the prblem that yu have identified. T set yur immediate bjectives fr yur rganisatin, yu need t restate the prblems as psitive statements. Here is an example f hw readwrite might state sme f its immediate bjectives: Within ne year we will have trained twenty vlunteer literacy and numeracy teachers in the Freire methd. Within six mnths we will have designed curricula and prduced materials fr literacy and numeracy learners and teachers. Within fur mnths there will be an effective prmtin plan with strategies aimed at ptential learners, funders and the twn s businesses. Within six mnths there will be a psitive wrking relatinship with the twn s librarians. Within 18 mnths there will be high quality literacy and numeracy classes available t adults at times cnvenient t them. Learners will be assisted with finding jb pprtunities; the curriculum will include writing a CV and handling jb interviews. Fr help in wrking n yur verall gal, g t the sectin called Immediate bjectives which is in ur CIVICUS tlkit called Strategic Planning. It ffers yu an exercise t help yu develp immediate bjectives. Yu culd then mve n t the sectin called Key result areas. Nw that yu have wrked thrugh the vital issues f what yu stand fr and what yu d, yu are ready t start wrking n yur rganisatin s identity. Once yu have dne this yu can mve n t planning yur rganisatin s prmtin strategy. Yur rganisatin s identity What is identity? At a persnal level, yur identity is what ges int making yu unique. It culd include: yur values and beliefs, yur skin clur and race, yur hair and eye clur, yur size and shape, yur hme language, yur cultures and traditins, what yu d, where yu were brn, and where yu went t schl. In an rganisatinal cntext, an rganisatin s unique identity is built and shaped by a wide range f things, sme f them similar t persnal identity, like rganisatinal culture and traditins, and what yu d. The crprate wrld uses the term branding t describe identity, which is made up f the cmpany name and lg, its reputatin and its prduct. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 12 f 65

13 Prmting yur rganisatin Here we lk in detail at what ges int building a civil sciety rganisatin s identity. This includes: The type f civil sciety rganisatin yu are fr example, cmmunity-based rganisatin, nn-gvernmental rganisatin. The sectr yu wrk in, fr example literacy, peace and justice, agriculture, gender equality, pverty-relief, research. Yur rganisatin s visin, values and missin. Yur rganisatin s culture, like custms and traditins, like an annual celebratry fcus day, r perhaps annual affirmatins f staff and vlunteers Yur rganisatinal structure and perating principles. D yu, fr example, have hierarchical r demcratic decisin-making? Is there an eths f transparency? Is teamwrk is encuraged? Yur wrk envirnment. Fr example, is staff, vlunteer, r bard members skills develpment actively encuraged? D senir peple keep their distance r des mixing acrss hierarchy happen? D yu have an infrmal r frmal wrk envirnment? What is yur rganisatin s dress cde? Yur rganisatin s symbls, lk and style. This has t d with the way yur rganisatin s name is printed, what image yur lg prjects as a symbl f yur rganisatin, yur slgan, the clurs yu use and the meaning given t them, the style f yur media. Yur reputatin, like the quality and reliability f yur wrk, and hw yu treat yur beneficiaries and stakehlders. S many different things g twards making up yur rganisatin s identity. But all f the elements that make up identity shuld cmplement each ther. Fr example, if yu are a literacy rganisatin then yur publicatins shuld be written in everyday language. Yu can test yur rganisatin s identity by asking What image d I have f this rganisatin? As yu answer, yu will be able t see whether the image matches up t the identity. Yu culd ask beneficiaries, What image d yu have f ur rganisatin? If part f yur rganisatinal identity is cllective leadership but a beneficiary s experience is that ne persn runs the shw, then yur utside image des nt match up t yur identity. Next we ffer yu an activity called Guiding questins: establishing ur rganisatin s identity fr help in establishing (r checking) yur rganisatin s identity. Yu will bviusly want t rewrk it fr yur needs. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 13 f 65

14 Prmting yur rganisatin Activity: guiding questins n yur rganisatin s identity Yu can wrk thrugh these questins in an individual, reflective way. Or yu culd facilitate a wrkshp, and have yur rganisatin wrk in grups and reprt back. It is usually gd t include vlunteers and bard members if yu can. We suggest yu use thinking and writing tls, like freewriting and mindmaps t wrk with these questins. Yu will find these in ur CIVICUS tlkit called Writing Effectively and Pwerfully. Hnesty frm everyne is vital when ding this activity, especially fr the value-based questins. Yu can expect t find different perspectives frm peple in yur rganisatin. Perspectives are nt right r wrng. What type f civil sciety rganisatin are we? What sectr r sectrs d we wrk in? What are ur rganisatin s visin, values and missin? What is ur rganisatin s culture? What custms and traditins d we have, if any? What kind f rganisatinal structure and perating principles d we have? What kind f wrk envirnment d we have? D we have a cherency with symbls, lk and style? What is ur reputatin with ur beneficiaries and ther stakehlders? Once yu have wrked thrugh all f these questins, ask: Des ur rganisatin have a cherent identity? If yes great! If n, what is ut f synch? Elements f identity In this sectin we lk at sme elements that g int building rganisatin identity. Of curse, everything yu d bth verbal and nn-verbal must supprt yur rganisatin s identity. Here we lk at just sme f the elements: Lg Yu use a lg as a symbl thrugh which yu prmte yur rganisatin. It tells peple smething abut yur rganisatin. It shuld capture and prmte the main value/s that yur rganisatin hlds dear. It can be verbal r nn-verbal. Fr example, readwrite s lg culd reflect that they believe every adult has the right t be able t read and write. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 14 f 65

15 Prmting yur rganisatin What makes lgs wrk? Stp fr a mment. Visualise sme lgs. They culd be frm the civil sciety sectr, frm gvernment r business. What is it abut thse lgs that help yu t recall them? Was it: an evcative symbl? because it was bld and clear? because it was simple? the clur/s? the shape? the way the writing was used? because yu have seen it s many times? because f smething yu assciate it with? Make sure that yur lg is effective. When yu wrk n yur lg, try it ut n yur beneficiaries t get feedback n what kind f identity they think it gives yur rganisatin. Where can lgs g? Apart frm letterheads, yu can think f putting yur lg n: Other statinery, like fax cver sheets, press releases, mems, envelpes, writing paper, flders, address labels, business cards, invitatins, cards (curtesy, festive seasn, year end, any ccasin). Presentatin materials, like n verhead transparencies, handuts, files. Prmtinal gear, like clths, scarves, caps, t-shirts, badges, bags, ties, curtains, table clths, cushin cases, mugs, flags. Any media yu prduce, like brchures, pamphlets, all reprts, bklets, psters, banners, web sites, s. If yu have cmputers, as screen savers and n muse pads. Yur building at the entrance, n yur ffice drs, ntice bard. Sme tips with lgs Only have ne versin f yur lg s that yu create a cnsistent lk. Keep yur lg simple and yet pwerful. Let it stand ut with uncluttered space arund it. A cmplicated lg can be difficult t reprduce by hand nt things like banners. Yur lg culd be yur rganisatin s name written in an interesting way. Make sure yur lg des nt make any f yur stakehlders feel excluded r insulted in any way. If yu are nt a wealthy rganisatin, try t stick t a ne-clur lg. The mre clurs yu have, the mre cstly t reprduce it. Try t encurage the printing cmpany that yu use (especially if yu use it quite a lt) t either print sme f yur requirements fr free, r at least at a discunt. Yu culd try and print sme irn-n versins f yur lg, s that yu can put it n t clthing. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 15 f 65

16 Prmting yur rganisatin Creative lgs Yu may like t think f ding smething special with yur lg. Yu culd: Msaic yur lg in a prminent place either as a temprary r permanent feature. D a wall mural with yur lg n it. Yur mural culd capture yur rganisatin s visin and values, as well have yur lg n it. Dne bldly, it can make a pwerful impressin n visitrs. D the same as abve but n a large clth it is mbile and can be taken t events. Get peple tgether t embrider yur lg nt clth. Screen yur lg nt a flag, and set it up n a flagple, prminently displayed. Putting these ideas int actin need nt be cstly. With a bit f initial expertise and planning, it is an ideal prject fr vlunteers with the ptential spin-ff f rganisatin building. Every cmmunity has creative, artistic peple t draw n. Slgan It is useful t have a slgan because yu can use it in yur prmtinal wrk like n stickers. Yur slgan shuld capture yur values, visin and missin in sme way. Big crpratins have wrked hard at getting cnsumers t assciate certain values with their prducts. S, fr example, they prmte the idea that a certain fizzy drink will prmte friendship. Or getting gals assciated with prducts wearing certain shes will help yu achieve yur dream. And s n. We suggest yu creatively capture yur rganisatin s values, visin and missin in ne main slgan. Yu culd als have additinal slgans that yu think f and use at particular times f the year as part f yur cmmunicatin plan. Slgans shuld ideally cnsist f as few wrds as pssible. Fr example, as a literacy rganisatin, readwrite might think abut slgans like: It is yur right t write (raising awareness, prmting activism, it is part f readwrite s missin t teach peple t read and write) Literacy. Jbs. Empwerment. (captures readwrite s missin) Half f Hatha s adults cannt read this. (raising awareness f the prblem f illiteracy in the cmmunity part f a campaign) Reading and writing tls fr transfrmatin. (captures sme f readwrite s visin) Widen yur wrld. Read. (suggesting what being able t read can ffer an individual. Captures part f readwrite s missin) Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 16 f 65

17 Prmting yur rganisatin Lk and sund Please als see the sectin later called Prmting yur Organisatin: when peple reach in. It fcuses n the message peple get abut yur rganisatin when they call in, cmmunicate thrugh the Internet, r visit. Yur rganisatin can decide hw prfessinal lking it wants t g. S we ffer these as issues t think abut. A style guide A style guide is smething that yur rganisatin can develp ver time. It is useful in helping yur rganisatin t prmte an image f unity and purpse. If all the pamphlets r infrmatin sheets that yu prduce lk like they culd have cme frm different rganisatins, then yu are nt giving yur rganisatin the credit it is due. Yu are lsing ut n building its identity. When we talk abut develping a style, we are nt suggesting that all yur media shuld sund and lk the same. That wuld be far t bring. We are suggesting that yu develp a style guide that will give yu scpe fr creativity whilst building and prmting yur rganisatin s unique identity. Yur style guide wuld include things like: Identifying and prfiling yur target audience fr yur varius regular publicatins, like pamphlets, newsletters and annual reprts. Yur members might be yur primary audience fr the newsletters, but funders may be yur primary audience fr yur annual reprts. Visit ur CIVICUS tlkit called Effective and Pwerful Writing, especially the sectin Knw yur audience t think abut this mre. What kind f language, style and tne t use fr the different publicatins. Yu may decide yu want all yur publicatins written in everyday language. Yur annual reprts, fr example, may have a mre frmal style and tne than yur newsletter, which culd be quite chatty. Yu wuld prbably want a plicy n jargn, like nt using it r making sure it is explained every time it is used, r nly using technical terms if yu knw yur audience will understand them. Yu ll find sme basic guidelines n style in ur CIVICUS tlkit Effective and Pwerful Writing, especially the sectin called Edit fr effectiveness. Fr example, as a literacy rganisatin, readwrite might say its style wuld be, amngst thers, t cmmunicate: in simple, everyday language with imaginatin in learners hme languages Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 17 f 65

18 Prmting yur rganisatin When writing in English, decide whether t use United States r United Kingdm spelling. It gives an incnsistent feeling fr yur readers when yu mix these. It is best if yur rganisatin makes a decisin n ne r the ther which everyne sticks t fr all rganisatinal writings. Give guidance n what languages certain media shuld be published r cnducted in. If yu are translating, make sure yu use peple wh are skilled at translatin preferably the persn translating shuld be ding s int his r her first language. It will be mre expressive this way. Suggestins n the use f nn-sexist, nn-racist, nn-class discriminatry language. Instead f fireman, yu can use fire-fighter, fr example. Yu culd include in yur style guide examples f what culd cause ffence, be dergatry, r biased against a grup. If yu have a Web site yu are writing fr, bear in mind that reading frm a cmputer screen is tiring. Peple prefer t read shrt pieces that d nt stretch t lng acrss the screen. Present everything simply and make it easy t read. Yu need t present infrmatin in shrt sentences, shrt chunks, use sub-headings and paragraphs. Have links that yur site visitrs can click n t get mre detailed infrmatin. Frmatting standards, fr example: Align all text t the left margin, and have a ragged right (as this tlkit is). Use a particular lettering, fr example Times New Rman 11 pint fr the bdy f yur text and Arial 12 pint bld fr yur headings and sub-headings. Yu may vary this accrding t whether yu are prducing a cnversatinal pamphlet r yur annual reprt. We advise yu nt t use mre than tw r three different kinds f lettering in ne publicatin therwise it can get a bit messy. Of curse, if yur newsletter has special adverts r annuncements, yu may want t g a bit jazzier with yur different lettering. But uppermst: d nt create a publicatin that lks t busy, and keep it easy t read. Fr mre ideas arund design and layut, have a lk at that sectin in ur CIVICUS tlkit called Prducing yur wn media. Yur rganisatin s lg, address, cntact details and cntact peple shuld appear n yur media. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 18 f 65

19 Prmting yur rganisatin Service What service are yu clearly identified as ffering? Yu need t make this very clear in yur prmtinal wrk. Smetimes rganisatins find that they have started t perfrm services that they have gne int withut thinking abut whether ding them will help the rganisatin achieve its stated aims and bjectives. Or whether they need t rethink their missin. Here is an example f stating services ffered. Fr example, readwrite ffers: Literacy and numeracy classes Reading material fr newly literate peple Reading resurces fr newly literate peple at the twn library Training fr vlunteer teachers Overall image What verall image des yur rganisatin want t prject? Frm all yur rganisatin s thinking abut its visin, values, missin, verall gal and immediate bjectives, yu are in a psitin t say what verall image yu want t prject abut yur rganisatin. This is smething that everybdy in yur rganisatin needs t be part f deciding, and respnsible fr uphlding. Fr example, the image we want readwrite t prject is that f a visinary literacy rganisatin that delivers effectively and efficiently n its prmises. Yur rganisatin will need t mnitr whether the image yu aim t prject is the same image that yur beneficiaries and ther stakehlders have f yu. The image yu want t prject will help guide yu when yu prmte yur rganisatin. Operating principles Here are sme things t think abut befre yu decide yu hw yu will prmte yur rganisatin. Be hnest One f the values t uphld when yu prmte yur rganisatin is hnesty. Assume peple are intelligent. And assume peple will get t hear bth the gd and bad abut yur rganisatin. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 19 f 65

20 Prmting yur rganisatin If yur rganisatin has been in terrible difficulties and yu are asked abut it there is n pint in denying it. News leaks ut thrugh the tiniest f cracks. Part f yur strategy here wuld be t wrk ut the best way f explaining what went wrng and what yu are ding abut it. See ur CIVICUS tlkit called Handling the media, especially the sectin abut handling a crisis. Be sensitive Obviusly yu supprt yur wn rganisatin and its causes, therwise yu wuld nt be invlved in it. But nt everybdy yu want t reach might feel the same way. Fr example, nt everyne supprts the right fr wmen t chse t terminate a pregnancy. Nt everyne believes the girl child has equal right t educatinal pprtunity as bys. Nt everyne believes that gay peple shuld be allwed t marry. Knwing yu d nt have cnsensus shuld nt dilute yur rganisatin s values. But it shuld influence yur strategies arund prmting yur issues. Sensitivities include: faith/religin language beliefs pwer relatins age sexuality gender race ethnicity class disability plitical beliefs traditins culture D yur hmewrk Befre yu develp a detailed prmtin plan, it is a wise and a cnstructive use f resurces t: 1. Understand yur cntext thrugh an envirnmental scan. 2. Understand perceptins abut yur rganisatin. 3. Understand yur rganisatin s internal strengths and weaknesses, and external pprtunities and threats. Prmting yur rganisatin by Karen Hurt (Fr feedback, please cntact: tlkits@civicus.rg) Page 20 f 65