COMMUNICATIONS STRATEGY

 

 

 

 

TEMPLATE

 

 

 

                                                         

 

 

 

 

 

 

 

 

 

Date


                                   

CONTENTS

 

 

 

1.0     Introduction

 

 

2.0     The Communications Environment

 

 

3.0     Objectives

 

 

4.0     Key audiences

 

 

5.0     Key Messages

 

 

6.0     Strategic Elements

 

 

7.0     Communication Channels

 

 

8.0     Critical Issues

 

 

9.0     Action Plan

 

 

10.0   Budget

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1.0    INTRODUCTION

 

Provide some background to the document and a brief overview.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2.0    THE COMMUNICATIONS ENVIRONMENT

 

Outline your organisationís internal & external environments, any changes likely to occur in the near future and the implications of these changes for internal and external audiences.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

3.0    COMMUNICATIONS OBJECTIVES

 

Specify the outcomes expected from the implementation of your communication plan.

 

 

 

 

 

 

4.0    KEY AUDIENCES

 

Specify the key groups and individuals with whom the organisation needs to communicate. This usually includes a brief explanation of why each audience is included.

 

For example:

 

 

 

 

 

5.0    KEY MESSAGES

 

Outline any key messages that you wish to communicate to your audiences. Try to have no more than two or three.

 

 

 

 

 

 

6.0             STRATEGIC ELEMENTS

 

These are the broad strategies that will be used to achieve the objectives. They are more about the way that you plan to operate than specific actions or tactics.

 

Following are some examples:

 

 

…       delivering regular and authoritative comment on xyz-related issues;

 

…       maintaining a high level of awareness of the current and future external environment;

 

…       ensuring key groups feel they have input into and are consulted on Organisation Aís policy and activities that will affect them;

 

…       ensuring where possible a consistency of corporate identity on Organisation Aís materials and other communications;

 

…       ensuring that Organisation Aís staff feel valued and involved and are enabled to contribute effectively to the achievement of Organisation Aís communications objectives.

 

 

 

 

7.0             COMMUNICATION CHANNELS

 

Outline here the communication channels that you are likely to use when communicating with your audiences.

 

Possibilities include:

 

Telephone

Mail

E-mail (internal and external communication)

Listserves

Internet

Face to face conversations

Talks, meetings, hui, workshops, conferences, briefings

Memoranda

Reports

Brochures, posters, books, videos etc.

Newsletters, news sheets

Policy statements

Paid advertising

News media

Merchandise

Sponsorship

 

8.0    CRITICAL ISSUES

 

This section outlines the challenges that exist to your organisationís ability to be seen and understood by your key audiences.

9.0 ACTION PLAN

 

This lists each strategy outlined in Section 5 and specifies the actions to be taken, the channels to be used and the person responsible.

 

For example:

 

Strategy

Provide regular and authoritative comment on xyz-related issues to key audiences including the media

 

Actions

…       Issue regular press releases (Mary)

…       Provide informed comment to the media when requested and appropriate (Bob, Mary, other staff as required)

…       Maintain an up-to-date database of journalists (Mary)

 

Strategy

Develop relationships with key influencers in government and non-government sectors

 

Action

…       Identify key influencers with whom Organisation A should develop relationships (Bob)

…       Hold a series of meetings with key people and follow up after one month (Bob & Jo)

…       Maintain a list of key contacts (Jo)

 

10.0 BUDGET

 

If appropriate include a budget breakdown to cover the activities listed.