The Communication is intended goals and strategy: to develop and communicate your association!
Building a communication strategy
To develop a communication strategy must implement the following steps:
• set the strategic direction of the association;
• identify the target audiences;
• define its identity and its work triangle image;
• build its reputation;
• select its communication objectives. Example: recruiting and keeping volunteers, get grants, get to know the media, find sponsors, ensure consistency, face a crisis ...;
• formulate messages to convey;
• develop tools or actions based on messages;
• make an assessment of actions and tools.
Consider the fundamental association
To establish the communication strategy of your association, so they need to clearly identify its objectives:
• how is your association?
• Who are you?
• What is your audience?
• Where do you go?
• What is your policy development?
The strategy is based on a series of essential questions for you: who? What? When? How? Why? How many (budget, human resources)?
Paradoxical as it may seem, the first step before communicating to others is to think about your association. Why was it created? What are its concrete achievements, projects? How does your association stands does other structures that have a similar activity? What is your legitimacy? These questions will seem simple and obvious answers. More reason to respond. The association project evolves over time. Take a moment to think collectively is certainly not a useless exercise. You will realize quickly during a short meeting that everyone has a different opinion about the identity and goals of the association. More answers will be clearer, your image will be stronger and more communication will be easy.
Identify target audiences
We must identify the audience you want to reach.
• What geographic area? A college student association is not limited necessarily to a campus or site.
• Which people? You want to talk to students of a die, campus, university, academy, the press, government ...?
Thus you will determine the extent of communication actions to implement and show you more efficient by avoiding you disperse. Know your audience, but also know how to listen, knowing his habits, he uses the words ... For each category of person, you will seek to raise their concerns for better able to respond.
Define the identity and image of the association
The identity of the association that is what it is (ISSUE). To define the identity of your organization, you must know its structural components (its vocation, its industry, its territory of action, its staff, budget, funding sources) and its cultural components (history of the association, its values, projects).
The image of the association, that is what is perceived (RECEPTION). The image of the association is a qualitative perception felt by the public, which is different for different filters, the codes, the political, cultural and social individual. The picture varies depending on the actions, commitments, services of the association. It is more difficult to earn points positive image than losing. The image of the association works.
The Triangle images.? The image of the association is a combination of three images: the real image, the acquired image and the desired image.
Of course, between the three images of your association, the differences may be larger or smaller. This is why it is often necessary to challenge the image is thought to have its association and what others perceive truly. Communication can help you optimize your triangle image by acting on different targets.
Build its reputation of the association
Awareness is the degree of recognition of your association. This is branding. This knowledge may be spontaneous or assisted. Example: ask someone to give you an association against cancer. It will often satisfy the CRA. In this case it is a spontaneous awareness. Another example: ask someone to tell you which of these associations is responsible for the fight against cancer: Telethon - AFM, AIDS, ARC. We will answer ARC. In this case it is an aided awareness. The visual identity (logo) and sound (the name) contributes to the reputation of the association.
What do you mean?
In the life of your association, there are moments that can justify acts of communication as well:
• during the creation of the association: why is it made? To meet what requirements? What are its means, its ambitions?
• the general assembly: it can be an opportunity to take stock of past actions, to define future plans, conduct tests, take positions on issues or issues;
• throughout the life of the association, you can communicate depending on its size and the public: organize a party, a sports tournament, a symposium, a concert, an act of solidarity, a breakfast, a pot season ... so many good opportunities to talk about you.
When you want to get information, first identify clearly the message you want to communicate. The public will retain a vague impression if you go too many ideas at the same time. So choose a single message.
There are two types of messages:
• Informative: it comes to delivering information. It is a neutral message, real and raw. The informative message must issue the most important information first, then the most up schedules. Time taken: present tense, active voice.
• Argumentative: this is a message that aims to convince. For this we must develop arguments with examples. The aim is to challenge for the receiver to react or think.
Choosing tools
The tool is the communication media (posters, leaflets, newspapers, radio, press releases). For choosing the right tool, one must ask the following questions:
• the tool is adapted for the initial objectives, the target, the nature of the message? ;
• Is the budget appropriate to the imperatives of speed and time of dissemination of information? ;
• the symbolic value of the tool is it consistent with the message that the association wants to deliver?
Building a communication strategy
To develop a communication strategy must implement the following steps:
• set the strategic direction of the association;
• identify the target audiences;
• define its identity and its work triangle image;
• build its reputation;
• select its communication objectives. Example: recruiting and keeping volunteers, get grants, get to know the media, find sponsors, ensure consistency, face a crisis ...;
• formulate messages to convey;
• develop tools or actions based on messages;
• make an assessment of actions and tools.
Consider the fundamental association
To establish the communication strategy of your association, so they need to clearly identify its objectives:
• how is your association?
• Who are you?
• What is your audience?
• Where do you go?
• What is your policy development?
The strategy is based on a series of essential questions for you: who? What? When? How? Why? How many (budget, human resources)?
Paradoxical as it may seem, the first step before communicating to others is to think about your association. Why was it created? What are its concrete achievements, projects? How does your association stands does other structures that have a similar activity? What is your legitimacy? These questions will seem simple and obvious answers. More reason to respond. The association project evolves over time. Take a moment to think collectively is certainly not a useless exercise. You will realize quickly during a short meeting that everyone has a different opinion about the identity and goals of the association. More answers will be clearer, your image will be stronger and more communication will be easy.
Identify target audiences
We must identify the audience you want to reach.
• What geographic area? A college student association is not limited necessarily to a campus or site.
• Which people? You want to talk to students of a die, campus, university, academy, the press, government ...?
Thus you will determine the extent of communication actions to implement and show you more efficient by avoiding you disperse. Know your audience, but also know how to listen, knowing his habits, he uses the words ... For each category of person, you will seek to raise their concerns for better able to respond.
Define the identity and image of the association
The identity of the association that is what it is (ISSUE). To define the identity of your organization, you must know its structural components (its vocation, its industry, its territory of action, its staff, budget, funding sources) and its cultural components (history of the association, its values, projects).
The image of the association, that is what is perceived (RECEPTION). The image of the association is a qualitative perception felt by the public, which is different for different filters, the codes, the political, cultural and social individual. The picture varies depending on the actions, commitments, services of the association. It is more difficult to earn points positive image than losing. The image of the association works.
The Triangle images.? The image of the association is a combination of three images: the real image, the acquired image and the desired image.
Of course, between the three images of your association, the differences may be larger or smaller. This is why it is often necessary to challenge the image is thought to have its association and what others perceive truly. Communication can help you optimize your triangle image by acting on different targets.
Build its reputation of the association
Awareness is the degree of recognition of your association. This is branding. This knowledge may be spontaneous or assisted. Example: ask someone to give you an association against cancer. It will often satisfy the CRA. In this case it is a spontaneous awareness. Another example: ask someone to tell you which of these associations is responsible for the fight against cancer: Telethon - AFM, AIDS, ARC. We will answer ARC. In this case it is an aided awareness. The visual identity (logo) and sound (the name) contributes to the reputation of the association.
What do you mean?
In the life of your association, there are moments that can justify acts of communication as well:
• during the creation of the association: why is it made? To meet what requirements? What are its means, its ambitions?
• the general assembly: it can be an opportunity to take stock of past actions, to define future plans, conduct tests, take positions on issues or issues;
• throughout the life of the association, you can communicate depending on its size and the public: organize a party, a sports tournament, a symposium, a concert, an act of solidarity, a breakfast, a pot season ... so many good opportunities to talk about you.
When you want to get information, first identify clearly the message you want to communicate. The public will retain a vague impression if you go too many ideas at the same time. So choose a single message.
There are two types of messages:
• Informative: it comes to delivering information. It is a neutral message, real and raw. The informative message must issue the most important information first, then the most up schedules. Time taken: present tense, active voice.
• Argumentative: this is a message that aims to convince. For this we must develop arguments with examples. The aim is to challenge for the receiver to react or think.
Choosing tools
The tool is the communication media (posters, leaflets, newspapers, radio, press releases). For choosing the right tool, one must ask the following questions:
• the tool is adapted for the initial objectives, the target, the nature of the message? ;
• Is the budget appropriate to the imperatives of speed and time of dissemination of information? ;
• the symbolic value of the tool is it consistent with the message that the association wants to deliver?
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