Elements of Strategic Communication Plan.

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Elements of a Strategic Communications Plan

Determine Goal Identify and Profile Audience Develop Messages Select Communication Channels Choose Activities and Materials Establish Partnerships Implement the Plan Evaluate and Make Mid-Course Corrections

Step 1: Determine Goal

To initiate a successful and effective communications effort, start with an assessment of your current organizational goals. Examine what your organization stands for—its mission, values and beliefs. Look closely at who your organization is serving. This process will help narrow and sharpen the focus for your communication initiative(s). What issue is most important to your organization right now? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Who is most affected by the issue stated above? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Who makes decisions about the issue? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ What is the overall goal you want to achieve? (i.e., What change would you be able to observe?) (Be specific.) _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ What tangible outcomes would you like to achieve through a communications effort? i.e., How will you know you are achieving your goals? (Be specific. What would you see, hear, or have in-hand that would let you know you are making progress toward the goal?)

_____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

Step 2: Identify and Profile the Audiences
Once you’ve identified your key issues, it’s time to identify and profile specific audiences to target with a communications initiative. The reason for taking the time to look this closely at your audiences is that this kind of background information is essential in choosing the most effective ways to communicate with the audience. Madison Avenue has learned this lesson well, now we need to apply some of the same kind of thinking to communicating about your issue.

Audience Definition Worksheet
Of the audiences listed on the Step 1 worksheet, whose knowledge, attitudes and behavior must be changed in order to meet your goal? (These groups now become your primary audiences.) _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Who else is affected if you succeed in your goal? (secondary audience) _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Are there others who can influence primary and secondary audiences? (tertiary audiences) (You may wish to design a communication initiative to reach some of...
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