Regional Communication Forum / Programme & Expectations

Regional Communication ForumProgramme & ExpectationsBy the World Scout Bureau, External Relations & Marketing Team

© WSB | Regional Communication Fora 2010 | page 2

Programme of the session


‘The World Scout Committee Members have chosen three actions to shape the dynamics of the 2008-2011 mandate. One of these actions is "Tell the story". This invites us all to leave our isolation to make communication a priority action, both within the Movement as well as outside of it…

Message from the World Scout Committee

Therese BerminghamChairmanScouting’s Profile Committee


… We must integrate training modules within the curriculum of Scout leaders that teach how to tell the story of what Scouting does. This training and support programme were created to help you become the best promoters of an education product in which we all believe: the famous Scout Method!"

“Be Prepared to Tell the Story!”

Therese BerminghamChairmanScouting’s Profile Committee


“We will definitively have to invent new operational ways of working – thinking “out of the box”. My ambition is that every actor in Scouting at every level becomes a giver and a receiver, a contributor and a beneficiary. We shall assist our NSOs to identify their needs and mobilise appropriate knowledge, expertise and resources to respond to these needs…

Message from the Secretary General

Luc PanissodSecretary GeneralWorld Scout Bureau


…We need to encourage growth in our NSOs and better communicate our success stories inside and outside the Movement to further build the visibility and credibility of Scouting. All together we can portray Scouting as being relevant to the issues facing young people in today’s world and a reliable partner to attract further support.”

“Build the visibility and credibilityof Scouting”

Luc PanissodSecretary GeneralWorld Scout Bureau


Aims of the Forum

• What is Scouting’s Cause?• How to promote and defend it?• How to define a marketing strategy to make our cause known and to share it with others?

Promoting the Cause


Aims of the Forum

• How to transform the caricature of Scouting into a positive image?• How to attract the attention of the media?• How to define a communication strategy for Scouting?

Creating a Better Image


Aims of the Forum

• How to offer better Scouting to more young people?• How to adapt the marketing strategy and the growth strategy?• How to grow in quantity without losing out on quality?

Stimulating Growth


Objectives of the Forum

Main objectiveSupport National Scout Organisations in establishing and implementing communication strategies and, in this way, contribute to the growth of the Movement.Secondary objectives• Train the national leaders responsible for Communication, Public Relations and Marketing.• Consult NSOs on the way to adapt the worldwide communication strategy.• Implement WOSM’s communication strategy at international level.• Create a network between the actors of Communication in Scouting.


Train.


Train. Consult.


Train. Consult. Debate.


Our ways of working


Our ways of working

Get the keyCommunication has a code.We will try to get it.We will know how to unlock the doors.Open the doorsWe need to open the doors and look wide.No taboos. We will address all issues, even the difficult ones.Open minds. Open hearts. Open eyes.Reach outScouting is open to all. Really?There is no growth without a clear will to reach out to new people.Our communication shall reflect openness and the will to reach out.


Our training method

Building collective mind• Scouting is about team spirit.• Collective action needs a collective mind.• Social and cultural innovation need a clear vision of the future.

Building individual capacities• Scouting needs innovative leaders.• Each one can be an agent of change.• Learning is a life-long process.


Our training method

First Day Second Day Third Day

Collective Progression

Collective Progression

IndividualProgression

Focus Groups Team

Work


Which languagedo we speak?


Which language do we speak?

Language is a codeLanguage is essential to communicate.Verbal language.Body language too!English is our working languageMost of us are not English mother tongue.We do our best to be understood.Perhaps we need time to translate our thoughts.How do we speak and listen?Slowly.Loudly.We carefully listen to the ones who are not fluent.


The Programme


Day_1 Day_2 Day_3 Day_409:00 / 10:30 S1: Opening,

programme, Expectations

S5: The challenge of growth

S9: Acting as a spokesperson (2/2)

Break / Internet check11.00 / 13.00 S2: Cause, Image

and BrandS6: The tactic of story telling

S10: Communication Strategy Planning

Lunch time / Internet check14:30 / 16:00 S3: Target

audiences & MediaS7: Story telling and key messages

S10: Communication Strategy Planning

Break / Internet check 16:30 / 18:00 Arrival of

participantsS4: Define key messages

S8: Acting as a spokesperson (1/2)

S11: Open debate, Wrap up and evaluation

Daily Evaluation Time & Dinner time20:30 NSOs presentation Social Evening Open debate:

The Founder’s vision

Social Evening : “Celebrating”


Expectations


Expectations

Write your expectationAbout you. Express yourself.About your NSO.About World Scouting.One idea by stickersWrite one idea per sticker, not two.Write as many ideas as you want, use several stickers.Be clearWrite in CAPITAL letters.Be precise.Be short and focused.


World Scout BureauServices & Support


After the forum…

Our fields of expertise• Analyse the image of the Scout Movement.• Improve your corporate identity.• Reaching out? How to present to a new audience.• Working with the media.• Create and improve Scout magazines and electronic publications.• Create and use partnerships for Scouting.• Create a fundraising strategy for Scouting.• Communicate your Scout event.• Design your merchandising.


After the forum…

Get to know more about our services and support team• scout.org/media• scout.org/brand

Contact us• [email protected]

Tell us• write your story and send it to [email protected]


Evaluation


Evaluation Methodology

What do we want to measure?Your satisfaction.Our capacity to deliver what you need.The accuracy of the concepts and methodology.Your perceptions as an audience.A daily exerciseEach one will go through an online evaluation of each day.Each one gets a personalised access via e-mail.The exercise is anonymous and respectful of your opinions.A final evaluation on SundayBased on your expectations.To facilitate replication or adaptation at the national level.To get to know how to create multiplier effects.


Questions?


Thank you for your attention!

Thank you.Enjoy the forum!


Thank you for your attention!

The slideshows of the Regional Communication Fora are produced by the External Relations & Marketing Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm

Concept and writing: Richard AmalvyDesign and diagrams: Simon BourgesPhotos: Archives of the World Scout Bureau

© World Scout Bureau, September 2003, September 2008© World Scout Bureau, April 2010

All rights are reserved concerning the reproduction and translations for National Scout Organizations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author.

Find all resources onscout.org/mediascout.org/brand

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Regional Communication Forum / Programme & Expectations