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Strategic Communication
Olaf Kellerhoff
Resident Representative Pakistan

2. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Strategy
Greek stratēgia generalship, from stratēgos
1 a the science and art of employing the political, economic, psychological,
and military forces of a nation or group of nations to afford the
maximum support to adopted policies in peace or war (2) : the science
and art of military command exercised to meet the enemy in combat
under advantageous conditions b : a variety of or instance of the use of
strategy
2 a : a careful plan or method : a clever stratagem b : the art of devising or
employing plans or stratagems toward a goal
Merriam Webster

3. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Targeted Communication
Target & Communication
You think
because you understand one you must understand two
because one and one makes two
But
you must also understand and.
(Sufi Teaching)

4. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Targets
S pecific
M easurable
A ttractive
R ealistic
T imed

5. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Possible Side-Targets
Educate Target audience
Build positive relationship
Motivate current team
members
Sustain program funding
Recruit new team members
Increase participation in
program
Create awareness
Future Youth Group (FYG)
Peace Walk, Aug. 2009 Establish credibility

6. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Five axioms
1. One cannot not communicate.
2. Every Communication has a content and relationship
aspect such that the latter classifies the former and
is therefore a meta-communication.
3. The nature of a relationship is dependent on the
punctuation of the partners communication
procedures.
4. Human communication involves both digital and
analog modalities.
5. Inter-human communication procedures are either
symmetric or complementary.
by Paul Watzlawick

7. Olaf Kellerhoff Strategic Communication Dec. 16 2009
song poster
blogging homepage
spot advertorial newspaper
Twitter reportage
SMS
handbill press release
youtube New media Audio
Magazine
Print
Facebook brochure
Channels of advertisement
conference scientific study
panel Communication
rally Event
Screen display
speech
private F2F Audiovisual television
interview
visit of politician cinema
small talk seminar

8. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Message
Define the message!
What do you want to make others think?
A ttention
I nterest
D esire
A ction
What do you want to make the other act?
=> Begin at the end!

9. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Four Aspects of messages
Content of (fact)
Self-manifestation
appeal
speaker message listener
sender receiver
relationship
by Friedemann Schultz von Thun

10. Olaf Kellerhoff Strategic Communication Dec. 16 2009
4 aspects - example
Gosh! If you don´t
like it, you may go and
eat somewhere else!
What´s the green
thing in the soup?

11. Olaf Kellerhoff Strategic Communication Dec. 16 2009
4 aspects - example
There´s a green thing. There´s a green thing.
I don´t know what it is.
Don´t put it in again!
I don´t like it.
Tell me what it is!
Sent Received
message message
You will know it. You´re a bad cook.
I don‘t know what I‘ve said until I haven‘t heard the answer.
Norbert Wiener
(american mathematician)

12. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Communication
Why? Your intent
What? Your message
Whom? Specific Target Audience
How? Depends on Target Audience
Where? Depends on Target Audience
Who? Depends on Target Audience What’s my audience,
e.g. at a workshop?

13. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Target Audience
General (age, sex…) All ranks
Locality Inhabitants of Karachi
Identity Mixed in ethnic / religion
Preferences ?
Weakness / Strength Economical situation
Topics Karachi
Way of communication Tv, radio, newspaper, internet
Effect Rally, vote, change of behaviour?

14. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Example Baloch villager
General (age, sex…) Male, 18–60 , uneducated
Locality decision makers
Identity Beloc, language Beloc
Preferences freedom
Weakness / Strength Poverty, analphabetism
Topics No school in village, no road
Way of communication Radio, gossip
Effect Bring all villagers to ballots

15. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Target Audiences
1. Apparent Audience 3. Intermediate Audience
2. Ultimate Audience 4. Unintended Audience
Shehri at Standing Committee of Sindh Parliament, Jul. 2009

16. Olaf Kellerhoff Strategic Communication Dec. 16 2009
Strategic Communication
Journalists Stakeholders
Friends
message
Events Agents of change
Internet
Masses
Media

17. Olaf Kellerhoff
Br
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St r
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Re y
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Where is you blog?
Pr w
April
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Se ss in
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May
Pr inar tati
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Ne e sr
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June pa ase
Pu pe
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Radio
Pr ic E Art
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July
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Ne elea
Strategic Communication
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TV spots
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Le pa
Aug.
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Adverstisement Le to Art
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Planning & Implementation
th tor
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Dec. 16 2009

18. Olaf Kellerhoff Strategic Communication Dec. 16 2009
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