Week 1 Intro to Strategic Communications Notes.pdf - 1...

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1.Goals of the course: (1) To understand what strategic communications entails and how it helps nonprofitsachieve their missions and programmatic goals; (2) To analyze environments and audiences nonprofitstarget and develop related messages; (3) Apply course themes in a servicelearning project writing astrategic communications plan for a real nonprofit organization.2.This is a brand new course at Northeastern. I welcome feedback in realtime about course structure andactivities.
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We did an activity at the start of class where everyone wrote on the board what they needed in order to beable to best learn. These were all of our answers.
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Most of the time when we hear “communications,” we think about tactics – the final product of what people see andhear about us / the mechanisms we use to reach people, things like social media, newsletters, etc. But strategiccommunications is all of the plans and activities we do to (1) explain our mission and values; (2) move people to action;and (3) build trust. It is also the process and research that helps us arrive at those decisions.
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Mission: an organization’s “calling,” the reason it is compelled to exist and what it hopes to change about the world.When applying strategic communications, everything generates first from mission and then moves through the processabove –MISSIONto setting a specificGOAL,to assessing the internal and externalENVIRONMENTthe organizationexists in,to determining and researching yourAUDIENCES,to writing a persuasiveMESSAGE,and then finally to selectingdissemination strategies orTACTICSthat are informed by everything that comes before.Nonprofits commonly go the other direction and start by thinking about what tactics they want to employ (i.e. get apiece in the media.) This is not strategic.
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Three factors help make communications strategic. They are:1.INTEGRATED:

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