Strategy and communication
IT Platform Managers’ Training
Barcelona, 10 April 2013
Oriol Barba | Alfons Segura
www.usuds.com
Communication and Strategy: two topics that walk together
INSIDE THE CITY:
OUTSIDE THE CITY:
Communication to put the
city in the global world
Communication to extend the
bases of the consensus and
agreement
Communication to attract
donors and ensure the
viability of the strategy
The USUDS IT Platform is not a new channel, but an instrument for the integration of all existing channels
IT Platform Managers’ Training
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Inside the city: communication oriented to the consensus (in the analysis)
and the agreement (in the action)
Adding up sectors, institutions and persons to the strategic
development of the city
To build a shared vision of the city
Generating
“city
patriotism”
To orient the particular efforts of each actor to the attainment of
convergent objectives
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Outside the city: Communication to put the city in the global world (in the
mind of the decision-makers)
“How do
we want
them to
see us?”
• Coherence between the general
objective (mission - vision) and
the set of strategies and projects
Constructing a transversal message addressed to a universal target
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Outside the city: Economic feasibility of the strategy
Focalized
in key
issues and
projects
• Image of professionalism,
coherence and clarity of
objectives
Constructing several (but coherent) messages for each target public
IT Platform Managers’ Training
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Don’t forget: communication must be on line…….. and off line
ON LINE COMMUNCATION
OFF LINE COMMUNCATION
•
Presence in the media
•
Meetings (workshops, consultative
and steering committees…)
•
Flyers, brochures
•
Assignments of scientific documents
and papers
•
(…)
•
Presence in social networks
•
Blog / Newsletter
•
On-line and direct contact whit target
public
•
Global diffusion through social
networks
of
stakeholders
and
partners
•
(…)
The information must be oriented towards the themes of interest of the strategy, not about the plan it self
IT Platform Managers’ Training
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Presence in social networks requires to build an “2.0 Strategy”
•
To take the maximum benefit of social networks:
-
Speaking and….
Listening
•
Orientated to pick up and maintain the maximum possible number of persons
informed about the strategic plan and their objectives
•
Generalist information about activities, events, deliveries…
•
Possible forums or public debates but… be careful!
•
Most focalized and professional information
•
Tags utilization
•
Analyze the possibility (and opportunity) of several accounts (issues, targets…)
•
Debates are spontaneous: take the opportunity
•
Information about the strategic issues, not about “the strategy”
•
Information about the relevant events in the city, not only the events of the plan
•
Focused on projects and accomplishments
•
No debates, but collaborations of stakeholders and partners are welcome
IT Platform Managers’ Training
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The role of the Platform in communicating the strategy: the city page
• The city page has been conceived as a “hub” to integrate the different
communication elements related to the Strategy.
• It is fed mostly “automatically” with other areas of the Platform: agenda, past
events, documents, RSS, …
• When a given web content is empty, it just does not appear in the website.
The city page is a webpage for the city which can give it more or less importance in accordance to the
whole city communication strategy.
IT Platform Managers’ Training
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The role of the Platform in communicating the strategy: the city page (I)
City
presentation
Integration of
social networks
Latest news
and documents
related to the
Strategy
Upocoming
events
Past events
Best practices
of the city
Other documents
IT Platform Managers’ Training
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The role of the Platform in communicating the strategy: the city page (II)
Other
documents
Best practices
of the city
RSS
Other interesting
projects of the city
Videos
IT Platform Managers’ Training
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The importance of a communication strategy
• Communication is not a banal matter: build an communicational strategy (at
least, think about it…)
• Not everything serves for everything: Every target public requires its
message, each message requires its channel, each channel arrives to a
different target public
What wants to communicate
To whom you want to communicate
How wants to communicate it
When wants to communicate it
IT Platform Managers’ Training
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ÀREA METROPOLITANA DE BARCELONA (BARCELONA-SPAIN)
FUNDACIÓN CIEDES (MÁLAGA-SPAIN)
MUNICIPALITÉ DE SFAX (SFAX-TUNISIE)
URBAN COMMUNITY OF AL FAYHAA (TRIPOLI-LEBANON)
LARNAKA MUNICIPALITY (LARNAKA-CYPRUS)
MUNICIPALITÉ DE SOUSSE (SOUSSE-TUNISIE)
SAIDA MUNICIPALITY (SAIDA-LEBANON)
Associated partners:
Oriol Barba
[email protected]
Alfons Segura
[email protected]
www.usuds.org
This document has been produced with the financial assistance of the
European Union. The contents of this document are the sole
responsibility of USUDS Network and can under no circumstances be
regarded as reflecting the position of the European Union.