Think Strategically About Communications
International Trade Forum › Num. 4/2005, Octobre 2005
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Résumé
When officials at the Caribbean Community (CARICOM) wanted to increase public awareness about CARICOM's single market and economy, they recognized that communicating clearly and openly about their motivations, effects and aspirations was essential to engage the public and win support for long-term development policies. So they decided to harness the power of strategic communications. A ten-nation print, radio and advertising campaign followed. The resulting CARICOM Single Market Message Manual provided a guide for all communications moving forward -- a way to ensure consistency of a tested and effective message over time and avoid the unfocused lack of clarity produced by messages made on the basis of whims and hunches. The CARICOM model can, and should, be applied by trade associations and export promotion organizations seeking to take their work to a new level of effectiveness.
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Extrait
Think Strategically About Communications
When officials at the Caribbean Community (CARICOM) wanted to increase public awareness about CARICOM's single market and economy, they recognized that communicating clearly and openly about their motivations, effects and aspirations was essential to engage the public and win support for long-term development policies. So they decided to harness the power of st...
Voir le contenu complet de ce document
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