Communications Strategy
IWF Communications Strategy
Role of IWF Communications
§ To develop and promote key messages relevant to IWF remit, status & position
§ To raise and maintain the profile, awareness and understanding of the IWF, the hotline and its work, using a range of communications mechanisms and to a variety of audiences in the public and private sectors
§ To retain and build upon our status as an independent & respected body relevant to our remit and stakeholders
§ To develop recognised status as a charity and source of expertise and knowledge
§ To work in partnership wherever possible to strengthen relationships, broaden reach and effectiveness and achieve objectives.
Objectives
1) To develop clear IWF 'brand':
Through creation of clear, recognisable logo and IWF 'style and 'feel', develop distinctive, professional and modern IWF brand. This is through collection and use of IWF corporate 'images', corporate font, style of writing and so on.
2) Develop key messages:
Maintain consistency & clarity in messages in order to be able to deliver them effectively to potential influencers and decision makers.
3) Communicate key messages to target audiences:
Development of Awareness & Promotional Literature (generic and targeted); leaflets, cards, newsletters (on and off line), annual report, stickers & posters.
4) Liaison with the Media:
Ongoing participation and contribution to media publications and programmes by way of distributing IWF press releases and messages. Developing an authoritative standpoint on areas within remit. Being available to contribute to relevant discussions. Ability to impart unique information such as stats and trends.
5) Create marketing and promotional campaigns designed to increase awareness, knowledge and understanding of IWF and key messages:
Specific messages, materials and methodology employed to reach target audiences through a variety of mediums over a period of time.
6) Attend and speak at events and conferences:
Identification of networking opportunities where IWF are given platform to communicate to key audiences.
7) Host events:
Increase impact of a campaign or particular key message by developing events which provide opportunities to direct debates and deliver key messages to stakeholders, influencers and decision makers.
8) Liaison with relevant organisations on appropriate joint initiatives:
Build relationships with individuals and organisations which may run programmes, campaigns and initiatives within which the IWF could feature. Seek to identify and promote those opportunities.
9) To develop a Members Outreach programme to communicate effectively with funding organisations:
Creation of members 'pack' to be presented to existing and new members in recognition of their support. Increased contacts within member companies in order to communicate relevant IWF messages to relevant individuals. Promotion of services and technical expertise offered by IWF to members. Create dialogue with equivalent communications contacts to utilise mutually beneficial opportunities for marketing, promotions etc
9) To develop a ‘Potential Funders’ information pack:
This would outline key offerings and benefits of being a member/supporter of the IWF, including technical services, access to expertise and knowledge, positive Corporate Social Responsibility, mutual marketing/promotional opportunities and so on.
10) To develop a comprehensive database of relevant media/communications contacts:
Build a diverse range of contacts which are easily accessible via a database which can be accessed and used to deliver news updates, communications messages and so on. Ensure these are regularly reviewed and updated.
11) To maintain the IWF website as central communications tool:
Ensure the site is kept up to date, fully functional and features new and interesting information where relevant. Ensure the 'hotline' and online reporting tool is a central focus. Make use of the Clickmetrix stats package to produce reports and figures to understand how the website is being used.
12) Develop a Public Affairs strategy in line with key messages:
Identify and work with external political affairs agency to raise awareness of IWF within parliament and Government departments and agencies.
Identify key issues and develop strategic approach to raise awareness with relevant Govt officials, driving a call to action where appropriate. Establish and maintain reputation as authority and expert in area of illegal online content; the specific and some of the broader issues. Ensure involvement in relevant discussions and consultations in relevant areas such as PQ's, new legislation and policy and debates around internet regulation.
Review UK intelligence internally and distribute information where relevant.
13) Promote awareness of IWF and effectiveness of self regulatory model to overseas agencies and organisations:
Advocate status and position of IWF and success of self regulatory/partnership model to relevant organisations overseas
14) Identify opportunities for funding/sponsorship where possible:
Liaise with member companies and other relevant corporate/commercial organisations on appropriate opportunities where they and IWF would mutually benefit from sponsorship of events, publications, campaigns and so on.
Page Created: Thu, November 17th, 2005
Page Modified: Thu, November 17th, 2005
