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?
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Who is most affected by the issue stated above?
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Who makes decisions about the issue?
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What is the overall goal you want to achieve? (i.e., What change would you be
able to observe?) (Be specific.)
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