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EAF Steps

  • Consultation tools
  • Activity 1.1 - Initial process planning and determining stakeholder support
  • Activity 4.2 - Formalisation of the Management 'plan'
  • Activity 4.4 - Report, communicate and audit performance

Purpose

This tool will assist you develop a communication strategy by determining what is the best way of communicating with stakeholders. This will be based upon what message is trying to be communicated; who is the target audience and what level of resources and time are available.

Overview

This tool includes a template that can be used for developing a communications plan. This has been downloaded and adapted from the numerous templates available on the web. As the templates don’t vary much between different sectors it really doesn’t matter which one you choose.

A draft set of communication strategy objectives (see appendix) that could be used as a starting point to develop your own communications strategy has also been provided.

The appendix also includes a Stakeholder– Method matrix to help determine the best communication channel for getting information to the different types of stakeholders involved in EAF planning. This has been developed to assist managers understand which methods may be best to use by using what is known about the flows of information between key stakeholders.

EAF Tool Tips

It usually is best to discuss the communication plan with one or more communications experts. But they need to be informed very clearly which are the target groups. This may involve having to have a strategy that involves a number of different methods

EAF Tool Pedigree

Communications plans are used in most sectors

EAF Tool Synergy

It should be developed in conjunction with the other consultation tools that are being used. A SWOT analysis could also help to identify where the major threats and opportunities are to help focus the communications strategy.

EAF Tool Usage

Easy

Cost

Low, Moderate, High

The tool itself is relatively low cost to use but the actual communication could be very expensive depending upon which methods are chosen.

EAF Tool Capacity

Low – Moderate

The tool can be used by someone without much training in communications but the more experienced they are the more likely the plan will be successful. There is a large amount of material on communication tools and plans on the web.

Background Requirements

Low

Developing a communications plan does not require a large amount of background material.

Participation

Moderate - High

This tool is designed to communicate to the stakeholders who should then be able to increase their level of participation.

Time Range

Short

It should not take a long time to develop a communications plan- days to weeks.

Appendix

EAF-tool - Communications Plan Templates and Worksheets

Communications Plan Template

This template will help you to flesh out your communications strategy and outline your plan.

(Project Name) Communications Plan

Prepared by:

Date:

1. Project Focus

Summary (1-2 lines)

Focus area project objectives: sustainable stocks, food security

2. Communications Plan Objectives (no more than 7)

Objectives must be specific, measurable, achievable, results-centred and time-bound (S.M.A.R.T.)

There may be different objectives for different target audiences.

3. Context and Challenges Background

Pertinent details (less than 10 points)

Note relevant statistics, research, results, stakeholder or public opinions, expectations, trends that will have impact on the communications plan.

4. Communication Approach

Outline the practical approach to achieve the communication objectives listed above:

What is to be done to achieve the objectives? ie. advertising, stakeholder briefings, issues campaign, media campaign.

5. Key Relevant Target Audiences

List priority relevant audiences that will be contacted/used in this project plan. You may arrange audiences according to priority, project timing, internal/external.

6. Key Messages

Short key messages to be communicated to the target audiences (limit to around 5). You may arrange according to different audiences, or progression within the timeframe, ie. stage 1, stage 2.

7.1 Actions Tools / Budget / Timeframe / Responsibility

List each action or tool (event, promotional material, media stunt), the budget required or allocated, purpose (ie.generate commitment, sales, applications), timeframe for delivery and who is responsible. You may wish to set out different stages for your campaign.

7.2 Detailed implementation / Action plan

If necessary you can segment and expand details with milestones, budget into key stages and insert specific timing, tasks and responsibilities.

8. Evaluation

List tools, methodology that are relevant to project and objectives, practical, measurable, and who is responsible for collection, budget. This might be gathered throughout the project. List also how evaluation information will be used.

Possible Communication Strategy Objectives (starting point)

(i) To raise awareness, and understanding of the EAF concept and processes, in particular among:

  • Fishers
  • Other stakeholders
  • middle/lower level managers in fisheries and marine environmental agencies;
  • researchers in fisheries and marine environmental research institutes and universities;
  • undergraduate students taking part in fisheries, marine biology and marine planning courses at Australian universities; and
  • other policy managers and staff associated with marine planning who do not come from a fisheries environment or have a fisheries background.
  • Politicians

(ii) To increase involvement and support of stakeholder and community groups in, and of, the processes.

(iii) To promote EAF Plannning Team’s leadership of the various projects and this issue at the local, national level and potentially international level.

(iv) What is happening in EAF and Fisheries nationally

(v) Provide a method for communicating the work that is being done on EAF in the fisheries context

(vi) Facilitate the linkages to all activities on EAF in all industry sectors, jurisdictions, programs

(vii) Maximise synergies amongst the various EAF projects and thereby the efficiencies for funding options

(viii) Promote work being done by sub-program

(ix) Provide tools etc for use by jurisdictions

Some advantages and disadvantages of common tools

ToolAdvantagesDisadvantages
Newspapers
  • Selectivity of geographical markets
  • Reaches many relevant groups
  • Range of options - editorial, ads, giveaways
  • Can directly engage with journalists
  • Ease of changing advertising copy
  • Ease of scheduling advertisements
  • Relatively low cost
  • High cost for wide coverage
  • Editorial may not use your message
  • Shortness of message life
  • Waste circulation
  • Differences of size and formats
  • Sometimes poor reproduction
Magazines
  • Selectivity of audience
  • Reaches more relevant customers
  • Range of options - editorial, ads, giveaways
  • Can directly engage with journalist
  • Offers prestige to an advertiser
  • Pass-along readership (long life)
  • Ads complete reproduction
  • Often duplicate circulation
  • Usually can't dominate local markets
  • Long closing dates
  • No immediacy of message
  • Sometimes high production costs
Radio
  • Selectivity of geographical markets
  • §Good saturation of local markets
  • Ephemeral, immediate, minimal access limitations
  • Can be interactive with audience via talkback
  • Ease of changing radio ads

 

  • Message limited by restricted time segments
  • Constraints for consumer referral to message
  • No visual appeal
  • Waste coverage
Direct mail
  • Ideally extremely selective
  • Message can be personalised
  • Needs to be attractive to generate response
  • May have competition with other communications
  • Easy to measure the effect
  • Provides easy means for action
  • Often has poor image
  • May get lost in 'intray' or go to wrong person
  • Time consuming to maintain valuable mailing lists
  • If via email, be mindful of potentially spamming your audience
Point of purchase displays
  • Presents message at point-of-sale ('impulse' purchasing)
  • Great flexibility for creativity
  • Good colour reproduction
  • Repetitive value
  • Store apathy in installation
  • Long production period
  • High unit cost
  • Space problems

 

Outdoor posters/banners
  • Broad audience reach by location
  • High visibility value
  • Varying physical size
  • Depending upon size and location relatively low cost
  • Message must be short
  • Waste circulation
  • Wide coverage can be expensive
Brochures
  • Offer your precise detailed message
  • Supplement a personal presentation
  • Can have long life
Effectiveness difficult to measure
Email
  • Time efficient, quick distribution
  • Low cost
  • Targeted audience
  • Able to send attachments or links
  • Able to track response
  • Recipient overload
  • May be considered spam
  • May be lost in system
  • Have to maintain database
Websites
  • Wide audience, including international
  • 24 hour daily access
  • Interactive if set up functions
  • Self navigation
  • Supplies large amounts of information
  • Capacity to track visitation
  • Capacity to create a database
  • Not all people have website access or will visit your site
  • Self selecting audience
  • Time consuming to update content
  • Sites are passive unless include links and interactivity

 

Stakeholder – Communication Method Matrix

Stakeholder GroupGeneral PublicCommercial FishersRecreational FishersIndigenous Conserv.Fish. ManagersScientistsEnv AgenciesPoliticians
Communication Method         
Web- Page         
Text alerts         
Twitter         
Articles         
Newspaper         
Commercial magazine         
Recreation Magazine         
Newsletters         
Scientific Papers         
Reports         
Conferences         
presentations         
posters         
Workshops         
Interviews         
TV         
One - On - One         
Extension          
          
KEY - Effectiveness of methodMinimalSome FairBest     
 0123     

Communication Strategy matrix

Communication Strategy
WhoWhyWhatHowWhen WhomCost
Who is the target audienceWhat are the objectives for sending the messagesWhat content to be sentWhat methods are to be usedTimeframe for completing the activitiesWho is responsible for these activitiesEstimated Costs

 
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