Communication Strategy Template
- 1. STRATEGIC COMMUNICATIONS PLAN TEMPLATE Independent Media Institute 77 Federal Street San Francisco, CA 94107 phone 415.284.1420 http://www.spinproject.org info@spinproject.org CONTENTS 1 You gotta have a plan. INTRODUCTION How to use this template Strategic Communications Plan Template 2 BEFORE YOU BEGIN Communications infrastructure, The purpose of a strategic communications plan is to integrate all the or- goals, targeting and research ganization’s programs, public education and advocacy efforts. By planning a long-term strategy for your efforts, you will be positioned to be more pro- 3 active and strategic, rather than consistently reacting to the existing envi- FRAMING AND ronment. The strategic plan will help you deploy resources more effectively MESSAGES Frame the issue, choose messages and strategically by highlighting synergies and shared opportunities in your various programs and work areas. and spokespeople, identify news hooks and communications out- The creation and adoption of a strategic communications plan represents a lets significant step for any organization. For many organizations, the adoption of such a plan represents a cultural shift toward communications and a 4 clear recognition that all the organization’s efforts have a communications NEWS MEDIA Which outlets will you reach out element. Public education, grassroots organizing, research, public advocacy, to, and what tools will you need direct service and even fundraising are all, at their core, communications tasks vital to the health and success of a nonprofit organization. to be successful At the SPIN Project we firmly believe that a strategic communications plan 5 FOLLOWUP has the power to transform an organization: both in terms of your credibil- Track coverage and evaluate your ity and status in your community, and in terms of the way you work to- efforts gether as a team to achieve your mission and vision for your community. Use this template as a guide to create a strategic communications plan for your organization or campaign. This document can help you facilitate a strategy session with key stakeholders. An electronic version of this template, and a tutorial that will help you to answer the questions below, are available on our website at: Some rights reserved. This http://www.spinproject.org/plangenerator. When submitting the tem- template is licensed under a Cre- plate through our website, you can save your work for later edit- ate Commons license. You are ing, and send a copy to the SPIN Project so that one of our strate- free to use its contents for any gists can review it and offer feedback. non-commercial purpose, pro- vided that you credit the SPIN If you’re ready to start planning strategically in your communications Project. work, turn the page. 2005 The SPIN Project. Some rights reserved. 1
- 2. STRATEGIC COMMUNICATIONS PLAN TEMPLATE Communications Infrastructure What communications capacity do you have – staff and time? Who will do the work? What budget do you have to do this work? Goals Why are you launching communications efforts in the first place? What do you want? Target/ Target Audience Who can give you what you want? Can you directly influence this individual’s decision making? If not, who is your target audience? Who do you need on your side to get what you want? Research What do you need to know about your target audience? How will you get the information? Frame the Issue: What is this issue really about? Who is affected? 2005 The SPIN Project. Some rights reserved. 2
- 3. STRATEGIC COMMUNICATIONS PLAN TEMPLATE Frame the Issue What is this issue really about? Who is affected? Message Problem Solution Action Spokespeople Who are the best messengers to reach your target audience? Newshooks What are newshooks for the issue? 2005 The SPIN Project. Some rights reserved. 3
- 4. STRATEGIC COMMUNICATIONS PLAN TEMPLATE Communications Channels and Outlets How will you reach your target audience, e.g., news media, door-knocking, newsletters, email blasts, PSAs? News Media The remainder of the template assumes you’ve selected news media as one vehicle to reach your target audiences. The following are general ways in which to receive coverage. Check the ones that will reach your target audience: ☐ News Article Which Section? ☐ Op Ed ☐ Letter to the Editor ☐ Radio Talkshow ☐ Television Talkshow Reporters/ Media Database Based on what you’ve checked above, rank the top 20 outlets you want coverage in and identify the reporter from each outlet whom you want to target: 1. 11. 2. 12. 3. 13. 4. 14. 5. 15. 6. 16. 7. 17. 8. 18. 9. 19. 10. 20. 2005 The SPIN Project. Some rights reserved. 4
- 5. STRATEGIC COMMUNICATIONS PLAN TEMPLATE Pitch Reporters What will you pitch to the above reporters? Deliverables/ Collateral/ Event What deliverables/collaterals/events do you need to communicate with reporters? ☐ Media Advisories ☐ News Releases ☐ Fact Sheets ☐ Brief Bios of Spokespeople ☐ Brochure ☐ Web Newsroom ☐ Media Briefings To which reporter can you offer personal attention? Additional Deliverables What additional deliverables will pique reporters’ interest and help make your case? ☐ Web Newsroom Reports ☐ Web Newsroom Polls ☐ Web Newsroom Scorecards Track Coverage What’s your system to capture your media hits? Evaluation How will you evaluate your efforts? 2005 The SPIN Project. Some rights reserved. 5