How do we take the India Exclusion  report home to everyone who matters and everyone who is concerned? We  have  a unique report compiled by some the best research organizations in the country.

The India Exclusion report is peer reviewed. But now the challenge is  how do we bring more and more people to engage with it and take action in their realm of influence?




Winning communities fully engage all of their people.  We need  to reach both the hearts and minds of everyone who is concerned about exclusion in our country.

Let us  seek to unleash the creativity and energy of all our friends and colleagues  in support of the overall course and direction of this  great initiative. Let us ensure that exclusion report becomes a launching pad for an inclusion movement in the country.

Strategic success comes not simply from crafting sound strategy and implementation plans. Both are essential ingredients, but results come from activities that people engage in.

People can only deliver good strategic results if you ensure that they align their actions closely with the course and direction, implementation plans, and priorities established in our strategic planning process.

We will make a major leap toward strategic success by following these eight steps to communicate our strategy:

Step One: Assemble all the relevant material related to the exclusion report .

Step Two: Identify who needs to act so that the report will reach the hearts and minds of people who matter.

Step Three: List the actions each individual or group must take.

Step Four: Decide what information each must have to take the appropriate actions

Step Five: Develop a communications approach for each audience

Step Six: Deliver your message(s)

Step Seven: Verify that your audience(s) understand the message(s)

Step Eight: Reinforce your communication at regular intervals

Step 1: Gather the Raw Material on India Exclusion Report

We  already have all the raw material we need to communicate our strategy .

We  have the report, the graphic version of it and the children’s version too.

We will soon be having the 10 sector specific summaries and briefs. We need to generate abundant number of blogs, tweets, posts, alerts, highlights, action plans, what if statements, videos, audios, articles and illustrations to enhance each chapter of the report.

Step 2: Identify Who Needs to Act on the Exclusion Report

We have friends in many networks.  every friend of ours, every ally can play some role in implementing strategic vision. At different levels, these people need to understand what the strategy is, what they are supposed to do, and what they are not supposed to do. Often, our allies and friends fall into two or three groups that differ in a variety of attributes.

We need to separate  our  “internal audiences”  into a small number of groups along lines such as:   Conceptual versus task-oriented work.  internally versus externally oriented activities, different networks or regions.

Groups that differ in the type of work they  do, their authority, experience, or sophistication require different types of communication for best results. In addition, success depends on the actions of other critical stakeholders.

We must identify whether out teams need to elicit certain actions from such third parties. There are seven distinct audiences we need to talk to if we have to take on exclusion effectively in our country.

  1. Our own friends and their friends who will form the initial inclusive community
  2. Those who volunteer and or express interest in inclusion
  3. Those who are capable creating content for us
  4. Those who are excluded, especially those with leadership and communication skills
  5. Policy makers, Decision Makers and Law Makers
  6. Media of all kind especially social media
  7. General public including children and young people

 Step 3: List Results and Actions You Want From Others.

If people are going to do what you want, you have to tell them. The two most common complaints of network members  about their initiators are that they are not sure exactly what the leaders want from them and how well they are doing it.

While you think about each audience you identified in Step 2. List the results and actions for which the group will be responsible.

Step 4: Decide What Information Each Group Needs to Have

Different groups require different information to understand what they are supposed to do. Typically, we as network initiators must know the “what and why” of the network’s  strategy to make proper decisions at various points in the future, since they deal with fundamentally uncertain and ambiguous situations. In contrast, more task-oriented network members  need to know “who, how, and when,” often only with regard to their specific areas.

Mission Statement and Goals  should contain the minimum “big picture” information that all of our audiences will need to understand.  For the audiences that need more richness on the “big picture,” we need to prepare a more detailed document.

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For the audiences that need more specific information on “who, how, and when,” we need to prepare sector specific  Action Plans through a participative 4D (Discover,Dream, Design, Deliver) strategy.


To begin with let us  participatively  develop one or two levels of “big picture” information and a set of specific, more narrow, action-oriented information for each audience.

Step 5: Develop a Communications Approach for Each Audience

People have different communications styles and approaches to learning. Our message must be crafted to get through to the recipient, not for the communicator.

Our approach can be large group meetings, one-on-one presentations and everything in between. The supporting materials can be projections of PowerPoint documents, video, written and so on. For each audience we must decide the following:

  • Who will present the message?
  • What presentation media will you use to present it?

Step 6: Deliver Your Messages

If we  are going to win, we have to show up. Likewise, if the message is going to be in the hearts and minds of the people responsible for actions and results, we have to get it out. The previous five steps have prepared us for this one.

Step 7: Verify That Our Audiences Understand Our Messages.

Our purpose is to communicate, not just to broadcast. Use our ears, not just our mouth. Each communication exercise should include an opportunity for questions and answers and for feedback. Make sure that the message we sent each group is the one that group received. This needs “management by walking around.”

Step 8: Reinforce Your Communication at Regular Intervals

Strategy is about change and people resist change. Saying something once rarely is enough to change behavior. Those of us who have initiated this conversation  has a critical responsibility to reinforce the communication of strategy constantly. Walk the walk in addition to talking the talk.

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In our monitoring process, discuss whether the communication of our strategy is constant and consistent. Repeat the first seven steps to close any gaps we  identify.


These eight steps enable us  to break down the challenge of communicating our strategy to different audiences into bite-sized pieces. They also provide us  with a framework for tailoring both your message and how you convey it to different audiences with differing information requirements and communication styles.