the OPPORTUNITY

Communication matters.
Organizations that do it well are
stronger, smarter, and more
effective at creating change.

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THE MODEL

This model for effective communication is based on attitudes, beliefs, and practices reported by hundreds of professionals across the social sector.

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  • BRAND Every social change organization, no matter its size or purpose, has three key assets that shape its identity: resources, reputation and relationships.

  • CULTURE Communicating organizations cultivate certain qualities that make their work compelling to others. You may not have all in equal measure, but you need a minimum supply of each to succeed.

  • STRATEGY Effective organizations are always strategic (deliberate and intentional) about their communication choices, weighing several distinct, yet related, variables before they act.

  • ACTION Communicating should never be a one-way activity. Success demands a continuous, virtuous, self-correcting cycle of sending and receiving, plus the ability to cede control.

Communication helps drive social change when brand, culture, strategy and action are aligned. Download the model graphic in .pdf or .jpg format below.
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MODEL for effective communication

https://com-matters.org/wp-content/uploads/2019/10/icon-br.png Resources

Resources are what organizations invest to achieve their goals. They include dollars (grants, programs, services) and human capital (labor, research, thought leadership).
https://com-matters.org/wp-content/uploads/2019/10/icon-br.png Reputation

Call it brand equity, issue expertise, or reputation. It is the sum of earned and perceived credibility an organization holds around a set of issues.
https://com-matters.org/wp-content/uploads/2019/10/icon-br.png Relationships

Relationships are the universe of affiliations and associations that give an organization authority and the capacity to advance its agenda or shape behavior change.
https://com-matters.org/wp-content/uploads/2019/10/icon-cu.png Transparent

Openness drives mission. Social change organizations that operate transparently build trust with their stakeholders, which helps advance their mission.
https://com-matters.org/wp-content/uploads/2019/10/icon-cu.png Inclusive

Inclusive organizations are diverse at all levels. The decisions they make incorporate a wide range of viewpoints and perspectives, which promotes responsiveness and adaptability.
https://com-matters.org/wp-content/uploads/2019/10/icon-cu.png Respectful

Organizations that communicate effectively are respectful of divergent opinions and views. They listen actively and thoughtfully, even when they disagree with what’s being said.

https://com-matters.org/wp-content/uploads/2019/10/icon-cu.png Self-aware

A self-aware organization understands its unique strengths and capacity to effect change; it also knows its limitations and boundaries.

https://com-matters.org/wp-content/uploads/2019/10/icon-st.png Goals

The first step in any strategic communication effort is clearly defining your objective. Think of it as a destination, a specific spot on the map.

https://com-matters.org/wp-content/uploads/2019/10/icon-st.png Audiences

Define your target audiences before deciding how to reach them. Focus on those best positioned to directly determine the success or failure of your goal.

https://com-matters.org/wp-content/uploads/2019/10/icon-st.png Point of View

Every successful communication effort has an inherent point of view. Think of point of view as the tone, voice, style or personality for your communication.

https://com-matters.org/wp-content/uploads/2019/10/icon-st.png Messages

Successful messaging requires clarity and consistency. Good messages should align with the interests and concerns most important to your audience.

https://com-matters.org/wp-content/uploads/2019/10/icon-st.png Messengers

Choosing the right messenger is a critical step in every strategic communication effort. Without it, your message is just a nice set of words.
https://com-matters.org/wp-content/uploads/2019/10/icon-st.png Channels

The success of any communication depends on the channels used to disseminate it. Consider how you want your audience to receive and engage your message.
https://com-matters.org/wp-content/uploads/2019/10/icon-ac.png Listen

Active communication starts with listening, but involves equal parts learning and sharing. Doing all three well requires intentionality, focus, and time.
https://com-matters.org/wp-content/uploads/2019/10/icon-ac.png Learn

Communicating is an active three-step process. Learning follows listening, but is equally important. Both listening and learning are prerequisites for sharing.
https://com-matters.org/wp-content/uploads/2019/10/icon-ac.png Share

Sharing, the final step in a virtuous circle, rarely succeeds fully until you have listened and learned first.

THINKING: Opinions from the field

Express Yourself

Darren Walker & Alfred Ironside Ford Foundation

DIY PR

Melissa Skolfield Pew Charitable Trusts

Communicating Creatively

Jamie Drummond & Roxane Philson ONE Campaign

Creating a Communications Culture

Jim Canales & Stefan Lanfer Barr Foundation

About the project

Communication Matters is a Communications Network initiative to collect, curate and disseminate information that will help everyone in the social sector better understand the unique role strategic communication plays in advancing mission and driving social change. Research and writing by Brotherton Strategies. Site design by AGENCY 3.0 and J. Sherman Studios. To learn more about Communication Matters visit the site credits page.