Charity Event Communication Plan Analysis

This assignment involves critiquing the communication plan of a low-budget charity event. It analyzes various elements like the use of leaflets, personalized invites, word-of-mouth marketing, media outreach, and social media presence. The analysis highlights the strengths and weaknesses of the chosen strategies, evaluates their impact on the event's success, and offers recommendations for improvement in future communication plans.

CHCCOM003
Develop workplace communication strategies
Learner Name:
Assessor Name:
Assessor
Signature: Date:

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Activity 1A
Estim
ated
Time
60 Minutes
Object
ive
To provide you with an opportunity to identify internal and external
information needs.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
1. List the current internal and external communication needs of your
organisation (or a typical organisation)
Internal Needs
 Interpersonal communication between employees
 Improved digital communication for departmental
communication across different units
 Relaying information from leaders to juniors
 Official communication of business plans between directors
 Sharing information about decisions made across all units
 Giving reports on targets, weekly performance, monthly
activities
 Updating on company plans and changes
 Risk management through safety information
External Needs
 Sharing accountability and financial reports between
organizations
 Communicating transaction details with clients
 Releasing company profile data to shareholders and
investors
 Sending emails to contractors
 Exchange of information with corporate partners
 Sending business proposals
 Press release for PR to media links
 Crisis communication
2. Analyse the strengths, weaknesses, opportunities and threats of
your organisation.
Helpful Harmful
Internal Dedicated volunteers Financial support
Employee training Contractual jobs
Broad range of
services
Conflict of interest for
business and social
goals
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Accredited services Unmanaged
technology
Sustainable goals Changing rules
External Cultural diversity Language & culture
barrier
Proud history Global competition
Social enterprise Global economic
effects
Malpractice in other
organizations
Activity 1B
Estim
ated
Time
30 Minutes
Object
ive
To provide you with an opportunity to identify competing or conflicting
interests.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
1. Define a competing or conflicting interest.
Competing interests involve two circumstance, whose outcome
contrasts the other. Undertaking one move may have a negative
influence on the other. This could be in business decisions, ethical
matters or personal choices. Social enterprises may find it hard to play
the role of a business organization and offer services to humanity
without asking for money (Angell, 2012).
3. What should you do if you have a conflicting interest?
Managing conflict of interest calls for ethical approaches in making
decisions. Organizational regulations prohibit employees from
exploiting workers financially. In a social business, these policies must
support primary benefits that focus on humanity.
Acknowledging areas of conflict in the organization helps the industry
players to make the necessary changes (Reamer, 2011). Professional
ethical dilemma affects all stakeholders. Mistakes by one organization
could affect others adversely.
Activity 1C
Estim
ated
Time
60 Minutes
Object
ive
To provide you with an opportunity to develop a range of
communication strategies to meet organisation needs and goals.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
1. Outline a communication strategy to meet a need identified
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in Activity 1A.
 In order to meet the internal digital communication needs, the
organization needs new devices and software applications
 The strategy covers social and official communication plans
namely; social media, chats, emails, and website portals
 The website needs segments for donor funding, general
information, social media links and public access,
 Social media links to include Twitter, Instagram, Google+,
Pinterest and Facebook
 Website to have regular updates with articles in the resource
centers
2. Set a SMART target for the strategy.
These are the Specific, Measurable, Realistic and Time Frame
strategies. The first step is to purchase the devices for digital
communication. This includes mobile phones and laptops. Second step
is to make subscription payments for a reliable Wi-Fi broadband.
Monitoring the performance of the tools and devices is necessary for
the identification of loopholes. The management needs an annual
upgrade because technology is not constant. The process involves all
offices as indicated in the table below.
Action Responsibil
ities
Time
line
Resource
s
Potential
Benefits
Propose
d
Solution
Purchas
e
Devices
ICT/
Communicati
on
Week
1
Communi
cation
subscripti
on credit
Prepaid
Broadban
d
Software
apps
Hardware
Unlimited
internet
Unlimited
access
Efficiency
Mobile
phones,
Wi-Fi,
tablets,
Laptops
Install All offices Week
2
Cash Effective
communic
ation
Desktop
and
mobile
devices
Monitor
perform
ance
Office Admin Week
3
Office
support
All
departme
nts
Uninterru
pted
communi
cation
Improve
ment
Management Week
4
Departme
ntal
Regular Improve
annually
Activity 1D
Estim
ated
60 Minutes
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Time
Object
ive
To provide you with an opportunity to develop a communication plan.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
1. Identify who the target audience(s) for the communication
plan is.
The communication plan targets trainers who work at Diversitat
Training. These are trainers in different units who need access to
communication link when in field and within the organization.
The installation of broadband services and digital applications also
targets specialists in community services. Among these are the family
services, multicultural and emergency relief
The website targets employees, supporters and partners in their
specific levels
2. How will the plan utilise the existing communication
hierarchy?
The communication plan uses internal structures featuring permanent
and temporary employees. Volunteers will also have access to mobile
communication devices for official use. Company desktops, laptops
and tablets are for common usage in the office as per need. Each desk
will have its own connection in order to avoid inconveniences.
Everyone has easy access to the company website in the office and
outside. However, the communication department will be in charge of
the social media sites.
Security installations will apply to all departments. The management
team will delegate roles to the administrators to oversee the process
to its completion.
3. Create budget for your communication plan including time
and money.
Platform Time allocated (hrs) Money allocated
Website
development
15 $ 183
Social Media 10 $70
Mobile telephones 8 $2520
Laptop/desktop 5 $1500
Tablets 5 $2000
Wi-Fi Connection 3 $ 45
Activity 2A
Estim
ated
Time
30 Minutes
Object
ive
To provide you with an opportunity to identify processes for adapting
communication strategies to suit a range of contexts.
Activit Complete the following individually or in a group (as applicable to the
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y specific activity and the assessment environment):
What political, economic, social or technological factors are likely to
influence your communication plan?
Political influencers include: National legislation, state laws, tax
regulations, labour laws, work place safety, national issues of concern
Economic components are; inflation, industry trends, interest rates,
income levels, consumer confidence, market trends, recession.
Social factors: Culture, family, social classification, lifestyle,
education, attitudes, health distribution, religion, consumer attitudes,
and age
Technological Elements: internet connectivity, digital media,
multimedia applications, cybercrime, market competition, mobile
computer trends, modern telecommunication needs, Wi-Fi office
installations and consumer trends.
Activity 2B
Estim
ated
Time
20 Minutes
Object
ive
To provide you with an opportunity to develop processes and
protocols in line with communication strategies.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
What legal or ethical considerations are likely to apply to your
communication plan?
Legal issues affecting the organization include; tax restrictions,
business registration, monetary and fiscal policies, rent rights,
government policy for social enterprises, health care, retirement and
employee benefits
Ethical factors are: Professional or industry codes for employees,
personal ethics, business ethics or management codes, partnership
and stakeholder ethics
Activity 2C
Estim
ated
Time
30 Minutes
Object
ive
To provide you with an opportunity to prepare information and
resources to support the implementation of communication protocols.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
Write a 150-200 word press release for a recent piece of news (either
positive or negative) at your organisation. Include contact details.
Australia’s Change Makers Making it Easier to Settle in
Australia
Change makers are often the silent thinkers behind the service to
humanity. These are professionals dedicated to revolutionizing the
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social industry through positive stories. Social entrepreneurs have
made social injustice their business. Diversitat, which promotes equity
in Australia, tries to make Australia a better place by supporting the
vulnerable among multicultural communities.
By making refugees and ethnic minorities, their concern Diversitat
serves more than 10, 000 people. With a staff of 300, the organization
has been in business for 40 years. Its services benefit asylum seekers,
humanitarian and migration. Client’s find assistance for complex
cases, information and referral, advice and English training. Its
diversity includes additional services that help multicultural
communities to settle in the region.
As if that is not enough, Diversitat also supports community programs,
youth, the disable and the aged. It offers training and education,
enterprise, arts and events services. Working with volunteers, the
organization welcomes change makers who are willing to serve the
community through social support. Diversitat makes it obvious that
success is not always about the money but service to humanity.
Volunteering at Diversitat takes a period of 12 months. Currently there
are 650 volunteers making a difference in people lives within different
communities.
Activity 3A
Estim
ated
Time
30 Minutes
Object
ive
To provide you with an opportunity to present information to staff
regarding communication strategies, protocols and organisation
standards.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
Give a short (5 – 10 minutes) presentation to a partner explaining a
communication strategy, protocol or standard of your choice. This
could include information related to public relations, crisis strategies
or social media.
Communication Strategy
Communication strategy is a plan that indicates the communication
road map for Diversitat’s internal and external communications
(Quirke, 2012).
Diversitat plans to incorporate digital communication to its plans
using:
 Mobile devices
 High speed internet connection
 Website
 Social media
 Improved telecommunication plan
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Objectives
The purpose of this strategy is:
 Meet corporate demands
 Improve official and interpersonal communications
 Align Diversitat’s organizational strategy with the digital
plan
 Encourage effective and efficient communication using
available resources
The target for this project include:
 Stakeholders
 Trainers
 Clients
 Employees and
 Partners
The protocol followed in the implementation features:
 Departmental units
 Trainers
 Field work employees
 Office installations
Its focus is on sustainable business practices for social impact,
engagement and effective communication. The initiative is in line with
the organizations objectives and stakeholder partnerships.
Communication strategy agenda, adopted from a CSR plan (Tallinn,
2014)
Crisis strategies
Managing crisis is important because it influences the organizations
credibility as a social brand. Diversitat has elements, which assure the
public of its service in case of a threat to its image. Communicating
these to the public is critical.
An effective public relations plan to combat negative PR from
competitors may feature a team designed to manage legal disputes,
scandal or accusations. Crisis management protects the quality
through media responses, leadership, internal and external
management practices (Crandall, et al., 2013).
Social media
Social media provides a platform for Diversitat to enhance its business
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agenda. A mixed plan includes:
 Social campaigns on Twitter and Facebook
 Informative website
 PR sites
 New releases
 Instagram events
 Social awareness
 English learners site
Employees should receive training on what to post on social media in
order to avoid scandals and negative PR effects.
Activity 3B
Estim
ated
Time
20 Minutes
Object
ive
To provide you with an opportunity to model effective oral and written
communication and provide mentoring and/or coaching to staff.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
Describe how you would effectively mentor someone.
Mentorship is a form of communication, which requires a convincing
language and tone. Effective communication of ideas should make use
of a language that is easy to grasp and understand. Mentors use
official and informal language to inform. Mentorship may take a
onetime experience or a continuous event. Young and old people learn
from each other, so, anyone can become a mentor.
Mentorship is coaching someone in order to improve and make him or
her better. This tactic should be genuine and resourceful. Constructive
learning, criticism, or actions can be sources of mentorship. Mentors
are change makers who make the world a better place in their own
unique ways.
Communication is two way therefore; the mentee should listen and
give feedback for a complete process. Giving the learner a chance to
ask questions gives them more information. The participation of a
learner adds value to the mentorship program. One person may
provide mentorship to more than one person at the same time.
However, sometimes the personalised mentorship is more beneficial.
It is difficult to give what you do not have hence a mentee needs to be
able to motivate the learner or listener. Role models have an edge
that people admire. This could be a teacher or a guru in their domain.
Colleagues and friends could also be a source of mentorship.
There are different platforms to use including written, oral and
multimedia tools. Student’s mentorship programs in schools or
institutions provide career guides. Mentors come from social domains,
professional settings, and political spheres, among others. Personal
mentorship on social media is also common.
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Activity 3C
Estim
ated
Time
20 Minutes
Object
ive
To provide you with an opportunity to maintain work-related networks
and relationships to meet organisation objectives.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
1. Describe how you would maintain relationships with:
a) A colleague
Interpersonal relationships with workmates is important because a
considerable time is spent with them. Building trust is important and it
starts with simple communication. Time often tells whether a
relationship works or not.
Colleagues have common interests and helping each other solidifies
the relationship. Networking connects colleagues to other
relationships with a common agenda for resourcefulness. Fruitful
relationships come from inside and organization or outside.
One way to make personal friendship is to show equality and fairness
when dealing with colleagues. Ethical values, which draw people close,
include impartiality, respect and loyalty. Being dependable is also a
good quality that attracts people.
Personal communication avenues include telephone call, social media
interaction, and chats, or text messaging among others.
b) A member of the local media
Unlike personal communication, official communication calls for
calculated steps (Gil de Zuniga, et al., 2012). This professional contact
involves speaking to the right people at the right time. It starts with
making appointments and relaying the right information to medial
channels.
Multimedia links provide portals for videos, images, and written
content. It is important to take caution when sharing information on
digital media because it could add value or destroy. Communication
agents require professional training on how to relay serious
information, how to mitigate effects of a negative report and PR
tactics.
Effective communication is necessary to maintain a brands image.
Informing the public about an organization’s activity is important.
Constant updates keep the public informed and engaged. Giving
information about what is new or how the organization operates is
important for the growth of a brand. Stakeholders want to know about
company policies and practices.
One way to offer accountability is to provide transparent information
of the organization’s activities. The media wants to know about the
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sustainability plans of an organization, CSR practices and
improvements in the brand image. This may involve answering
questions from the press.
Activity 4A
Estim
ated
Time
20 Minutes
Object
ive
To provide you with an opportunity to obtain feedback from others to
assess communication outcomes.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
Write a short email requesting feedback about a specific
communication outcome.
Dear George,
I work at Diversitat and I am interested in finding out about the social
media campaign we posted recently. We noticed a comment that you
made about the importance of community enterprises in Australia.
Would you be interested in providing further information about:
 The effect of our social media campaign in public information
 What you would like to see more regularly on our website and
social media site
 Website content for Diversitat
A reply to this email will help to make Diversitat a better organization
with improved communication.
Regards
John Keen
Diversitat Communication Officer
http://diversitat.org.au/
Activity 4B
Estim
ated
Time
20 Minutes
Object
ive
To provide you with an opportunity to record lessons learnt and
identify opportunities for continuous improvement.
Activit
y
Complete the following individually or in a group (as applicable to the
specific activity and the assessment environment):
An organisation is holding a charity event. Members of the local
community have been invited through leaflets, and the media was
contacted the day before. No information was placed on the website
or social media due to the low budget. Very few people turned up for
the event.
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What lessons could be learnt from this particular event?
Poor planning in event management is one of the reasons for this
failure. Effective strategies consider the pros and cons of
communication plans before using them. Hosting a charity event on
low budget means targeting the right donors. Besides inviting
members via leaflets, personalised invites is better. Using these
members as links to other donors through networking is also fruitful.
Word of mouth information spreads faster and is free. The use of a
mixed PR plan is successful if a proper plan is in place.
Modern digital platforms provide affordable ways for making
announcements and advertising. Social media costs almost nothing to
post and it has a greater impact than TV and radio (Lawrance, 2013).
An organization, which has a low budget plan, has an opportunity to
use social media links for effective marketing. Affiliate marketing is an
affordable way to spread the word around through reputable brands.
Some adverts may succeed via Twitter while others perform better on
Facebook.
Contacting the media in advance is important. It takes regular
meetings and updates to confirm the attendance of media houses to
an event. Making prior arrangements also allows the media channel to
ask the necessary questions. The website is a useful point to start for
relaying information in the digital era. Social media connects to
millions of people in minutes. Misinformation could also lead to the
failure of the event.
The fact that the impact was not good is an indication that the
strategy was wrong. It is ironical that the event ignored the website
and social media, which are the cheapest modes of communication.
The use of leaflets for members was also wrong because it is more
costly to print and these would have been effective for non-members.
The use of emails for members is a better alternative.
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Bibliography
Angell, M., 2012. Is academic medicine for sale?. Quaderns de la fundacio Dr.
Antori Esteve, Volume 24, pp. 59-62.
Crandall, W. R., Parnekl, J. A. & Spillan, J., 2013. Crisis Management: Leading in
the new strategy landscape. s.l.:Sage Publications.
Gil de Zuniga, H., Jung, N. & Valenzuela, S., 2012. Social media use for new and
indivdiuals' social capital civic engagement and political participation. Journal of
Computer Mediated Communication, 17(3), pp. 319-336.
Lawrance, D., 2013. How charities can make better use of social media. The
Guardian, 28 February.
Quirke, M., 2012. Making the connections Using internal communication to turn
strategy into action. s.l.:Gower Publishing Ltd.
Reamer, F. G., 2011. Eye on Ethics. Social Work.
Tallinn, S., 2014. Your Business with CSR. [Online]
Available at: http://www.decc.ee/en/events/event/181-nordic-csr-conference-
boost-your-business-with-csr-sept-22
[Accessed 31 August 2017].
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