Wikimedia Foundation/Communications/Resource center/Capacity building/Building a communications strategy

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Building a communications strategy

Presentation slides for "Building a Communications Strategy" at Wikimedia Conference 2016

Disclaimer

• Each area of the world is different
• Contact Wikimedia Foundation Communications team for regional help
• There are ways to do communications as a volunteer group

Why have a communications strategy or plan?

• Prioritize "core" vs. "strategic" communications work
• Better prepared to handle "surprises"
  • Clarity on roles and process
• Opportunity to learn and improve
  • Takes abstract concept of "communications" and makes it more measurable

What topics are covered in a communications strategy or plan?

• Timeline
• Channels
• Audience
• Smart goals
• Evaluation
• Team (but individual capacities too)

Timeline

Things to include:

• Wikimedia events
• Outside events
  • Global events
• Organization development
• Product / program announcements
• Planned issues

Communications audit

• Review goals for past year
• Assess press coverage and impact
  • Assess media channels
• Assess marketing efforts and impact
• Identify common narratives or questions
• Opportunity to identify focus areas for upcoming year

Developing resources

• Press kit
• Web page for press releases
• Blog
  • Clear objective
  • Audience
  • Timely
  • Outreach
  • Support disseminating
• Social media presence
• Press release template
• Communications team mailing list

Movement resources and networking

• Communications Resource Center
• Wikimedia Foundation Communications
• Communications Committee
• Social Media
• Wikimedia movement affiliates