Workshops, Seminars and Conferences

Workshop schedule


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

Monday, Oct 22nd

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