Workshops, Seminars and Conferences

Workshop schedule

Facilitators

PW – Patrick Worms	FT – Frank Thevissen
JB – John Bennett	ND – Nickolai Denisov
MW – Morten Wasstol	VY – Valentin Yemelin

Monday, Oct 22^nd

When	Setting min.	Format	Who	What	Why
9:00	Plenary 10	Address	ND	Introduction	Welcome, introduction of facilitators & setting the objectives of the workshop
9:10	Plenary 45	PowerPoint presentation	PW	Communicating for change	Introduction to the basics of communications thinking (business objective ‚ audiences communications objectives ‚ strategy messages ‚ tactics)
9:50	Plenary 5	presentation	JB	introduction	Communication from journalist’s perspective
9:50	Plenary 40	presentation	FT	introduction	Impact, effect and efficiency of a communication strategy: guidelines, concerns, definitions, criteria-setting
10:40	Open 20			Coffee-break
11:00	Plenary 10	Explanation	MW	Introduction to local transport exercise	Introduce exercise, explain process of interaction between working groups and plenary sessions
11:10	Plenary 15	Guided exploration	PW	What is our business objective?	What do we aim to achieve (e.g. “ensure x% more people use public transport in the next y years”)
11:25	Plenary 15	Guided exploration	PW	What are our audiences?	Use this to show use of audience segmentation, e.g. families with kids, young active adults, local politicians, media, older people…
11:40	Plenary 10	Division into groups	VY	Create 3 working groups	These groups will each spend the rest of the afternoon looking at the concept through the prism of a particular king of audience, such as policy-makers, consumers or the media.
11:50	3 working groups 40	Guided exploration	PW, JB, FT	For each class of audience, what are our communications objectives?	We’ll ask each group to look at the communications goals they want to achieve to reach a particular class of audience. Communication objectives could be “fewer cars means my kids have less chance of getting run over when they play in the streets” or “if I give my constituents clean air, I’ll be reelected”). Use this to highlight difference between information and communication, and to show role of emotional bonding in behavioural change programmes
12:30	Open 45			Lunch
13:15	Plenary 25	Sharing	3 groups VY	Groups report back on findings, communication objectives are agreed	Groups will in all likelihood come up with similar objectives – but interesting differences will arise. These can be used to highlight role of different perspectives in crafting programmes.
13:40	Plenary 10	Explanation	FT	What is a communications strategy? How is it developed?	There is often a confusion between strategy (e.g. what kind of above/below mix do we use, how many action waves etc) and tactics (which events, media etc). Groups are also given a fictional budget indication – since resources realities tend to limit strategic flights of fancy…
13:50	3 working groups 30	Guided exploration	PW, JB, FT	Developing a communications strategy	Create the broad framework that will guide their communication campaign for each audience group
14:20	Plenary 30	Sharing and conclusion	3 groups VY	Groups report back. Linkages between strategies are explored.	Audience-specific strategies must be coordinated to ensure the campaign operates within a practical framework – and to benefit from the synergies available
14:50	Open 20	Coffee break
15:10	Plenary 10	Explanation	PW	messages	Explain role that messages play in audience bonding (for ex, the Crispin Porter Bogusky anti-smoking campaign – or Ogilvy’s own anti-smoking campaign)
15:20	3 working groups 50	Guided exploration	PW, JB, FT	Developing key messages	Groups must learn to empathise with their audiences to develop the messages that will carry the day
16:10	Plenary 30	Sharing and conclusion	3 groups VY	Groups report back.	Core messages defined
16:40	Plenary 10	Explanation	FT	Tactics	Bearing in mind audiences, messages, strategies and resources, what are the best tactics to be used? How shall we measure their success?
16:50	Plenary 40	Guided exploration	PW, JB, FT	Developing tactics, timetable and success indicators	Whole group agrees on tactics, execution plan and success indicators
17:30	Close

Tuesday, Oct 23nd

When	Setting	Format	Who	What	Why
9:00	Plenary	Discussion	All	What did we
	30			learn yesterday?
9:30	Plenary 30	Presentation	PW, JB,FT	Groups will develop plans for 3 issues, using the tools learned yesterday. Forms will be provided, and the 3 facilitators will move from group to group to ensure full sharing of perspectives	The issues: Poverty, climate change and biodiversity. Reason: • Poverty: link to environment essential, but adds complicating factors (the poor are politically powerless, people tend to be selfish, and in some cultures you’ll be accused of being ‘dirty commies’ for caring about the poor) • Climate change: huge issue, flogged to death, potentially distant – yet essential for planet to achieve lasting behaviour changes • Biodiversity: essential but largely unknown global issue, can be localised to all countries (since ecosystem loss is a glocal phenomenon), highlights potential conflict between immediate and long-term gains
10:00	3 groups	Group work	JB, FT, PW	Look at goals, audiences, and comms objectives	Learn to think and decide communications policies independently.
12:00	Open			Lunch
12: 45	Open	Bazaar	GRID + guests	Presentation of case studies & information products	Let everyone celebrate achievements together
13:45	3 groups	Group work	JB, FT, PW	Develop strategies, messages and tactics	Learn to think and decide comms policies independently.
15:45	Open			Coffee break
16:00	Plenary	Commented presentations	Groups and a panel of JB, FT, PW	Groups report back, panel comments	Constructive critique of work done
17:30				Close ND