High-Performance Partnerships - National Academy of Public ...
High-Performance Partnerships - National Academy of Public ...
High-Performance Partnerships - National Academy of Public ...
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COMMUNICATIONS<br />
chapter eight<br />
TABLE 8-2<br />
EXTERNAL COMMUNICATIONS TOOLS<br />
EXTERNAL AUDIENCES<br />
Funders<br />
TOOLS<br />
•<strong>Performance</strong> Reports<br />
•In-person Briefings<br />
•E-mail<br />
•Web Site<br />
Customers<br />
•Brochures<br />
•Informational Packets<br />
•Letters<br />
•E-mail<br />
•Web Site<br />
•Personal Contacts<br />
•Feedback Surveys<br />
•Comment Cards<br />
•Media<br />
Community<br />
Media<br />
•Media<br />
•Web Site<br />
•Community Meetings<br />
•Community Organizations<br />
•Speeches and Presentations<br />
•Press Releases<br />
•Media Briefings<br />
The Strategies<br />
Many tools for creating effective external communications<br />
are similar to those used for the<br />
internal environment. The strategies involve<br />
numerous media, so the partnership should<br />
develop a formal communications plan that<br />
identifies each target audience, the relevant<br />
message, and the appropriate media.<br />
Implementing the communications plan<br />
should be specifically assigned in the strategic<br />
plan with timelines and lead partners.<br />
The Healthy Families Partnership and the<br />
Medical Care for Children Partnership have<br />
developed an extensive array <strong>of</strong> publications and<br />
information on their work. Brochures, fact<br />
sheets, reports, newspaper articles, and other<br />
materials are available on every aspect <strong>of</strong> their<br />
operations. The communications are comprehensive,<br />
stylish, informative, and very effective.<br />
Strategists should pay close attention to target<br />
audiences that are difficult to reach due to language<br />
and other barriers. Culturally competent<br />
consultants or bilingual employees may be needed<br />
for key advocacy and communications positions.<br />
The partnership also would be well served<br />
to include in its governing structure entities that<br />
represent and relate to the target audience, such<br />
as a particular ethnic or racial group.<br />
There are several strategies that a high-performance<br />
partnership can use to guarantee an appropriate<br />
feedback system for external audiences.<br />
104 Powering the Future: <strong>High</strong>-<strong>Performance</strong> <strong>Partnerships</strong>