|
Gellis has developed a number of tailor made, top notch tools to better plan, implement and evaluate your communications.
Communications LogFrame Gellis uses the Logical Framework (logframe) Matrix for the planning of comprehensive communication actions. The logframe consists of a matrix with four columns and four (or more) rows, which summarise the key elements of a communication programme.
A logframe has numerous functions, including: - Supporting preparation of an appropriate communications plan with clear objectives, measurable results, a risk management strategy and defined levels of management responsibility.
- Providing a summary record of what was planned (objectives, indicators and key assumptions), and act as a basis for performance assessment.
Objective Tree Gellis uses Objective Trees while developing communication strategies. An Objective Tree helps: - Clarify the objectives and to translate them into a hierarchy of expected effects so that they can be evaluated;
- Suggest evaluation questions about these effects; and
- Assess the internal coherence of the intervention.
Problem Tree The Problem Tree analyses a situation by identifying the major problems and what they are caused by. This exercise helps understand the interrelationship of problems, and how to solve them. A Problem Tree: - Identifies related problems by asking the question “WHY”
- Establishes a hierarchy of cause and effect, with problems which directly contribute to the starter problem being placed below it, and problems which are direct effects of the starter problem, being placed above it
- Groups causes together if they combine to jointly produce the problem and place them at the same level of the problem tree
- Clearly marks the links between the individual problems with cause-effect arrows
SWOT Analysis Gellis uses a SWOT/BEEM analysis to identify strengths, weaknesses, opportunities and threats of a communications strategy. This methodology matches each Strength, Weakness, Opportunity or Threat with an action: - Strengths are internal features that are working well and should be Built on;
- Weaknesses are internal features which have not worked so well and should be Eliminated;
- Opportunities are external possibilities which should be captured and Exploited;
- Threats are external factors which could potentially constrain the project and therefore need to be Minimised.
Risk and countermeasures matrices Gellis uses a Risk and Countermeasures matrix template to list the obstacles or threats (risks) which could hinder the success of a communications strategy. This matrix template is used to establish what countermeasures can be employed to mitigate every identifiable risk. The procedure aims at facilitating the identification, probability, virtual impact of and possible solution for the risks that are most likely to be faced. This matrix template also provides key performance indicators (KPIs) to measure the impact of the countermeasures.
Stakeholder matrix Using the results of a stakeholder analysis, Gellis will, with the help of digital mapping (benchmarking against competitors and best practice analysis) and targeted field research, establish a stakeholder matrix, with a list of the key players, existing stakeholder as well as potential future stakeholders. Gellis identifies and analyses their characteristics, their interests and capacities, their communication means, and eventually their potential role as multipliers to reach target audiences – political and institutional decision makers, interest representation groups, and civil society.
Messaging Architecture Gellis develops a Messaging Architecture framework, which is a comprehensive tool to structure and adapt the message of the organisation to its different stakeholder groups. This tool supports the delivery of consistent communications to key stakeholders with the aim of improving stakeholders’ perception and increasing the number of its informal ‘advocates’. This framework should determine the tone and messaging of all internal and external communications.
|
