Developing a communications plan
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The document outlines the key elements to include in an effective communications plan: goals and objectives to define what you want to achieve; target audiences to identify who needs to be reached; key messages to distill the objectives into succinct, simple messages; strategies to define how the goals will be achieved; tactics that specify the tools and actions that will be used; and measurement of outcomes to evaluate success. Developing a communications plan at the beginning of a project can help ensure strategic and effective communication that saves time and resources in the long run.
Developing a communications plan
- 1. DEVELOPING A COMMUNICATIONS PLAN Fairfax County: Jeremy Lasich, Office of Public Affairs, May 30, 2013 1
- 2. Why Plan? Strategic communications goes beyond dissemination It creates engagement It makes a difference Communications begins with project planning At the beginning, not the end Can save you time and money with effort at the beginning 2 DevelopingaCommunicationsPlan
- 3. Why Plan? Think of a Communications Plan as a roadmap: 3 DevelopingaCommunicationsPlan
- 4. Elements of a Communications Plan Plans usually include the following: Goals Objectives/Desired Outcomes Target Audiences Key Messages Strategies Tactics Measurement 4 DevelopingaCommunicationsPlan
- 5. Elements of a Communications Plan 5 DevelopingaCommunicationsPlan
- 6. Elements of a Communications Plan Goals and Objectives: Define WHAT you want to achieve Make them meaningful and easily understood by advocates/supporters Specific Measurable Attainable Realistic Timely 6 DevelopingaCommunicationsPlan
- 7. Elements of a Communications Plan Target Audiences: Who do we need to talk to? Start local and go global Audience research 7 DevelopingaCommunicationsPlan
- 8. Elements of a Communications Plan Key Messages: Revisit objectives Three to five key messages Keep them succinct and simple Each messages should only have 1 thought The “sticky message” A message that sticks with people and usually has personal impact 8 DevelopingaCommunicationsPlan
- 9. Elements of a Communications Plan Strategies: Define HOW you want to achieve the goal Think of it as a roadmap What path are you going to take to achieve your goal? There is more than one way to achieve a goal 9 DevelopingaCommunicationsPlan
- 10. Elements of a Communications Plan Tactics: Define WHAT you are going to do achieve the goal Consider internal and external audiences Usually includes tools and training 10 DevelopingaCommunicationsPlan
- 11. Elements of a Communications Plan Measurement: Monitoring and evaluation are crucial part of planning Communications is difficult to measure, but can be done through surveys and other metrics Build in evaluation from the start so you have a baseline 11 DevelopingaCommunicationsPlan
- 12. Elements of a Communications Plan Summary: Set SMART goals and objectives Identify key target audiences Develop key messages based on goals Outline strategies that show how you will achieve the goal Identify tactics that show which tools you will use to achieve the goal Measure your success 12 DevelopingaCommunicationsPlan
- 14. Group Exercise Goal: Planning a trip to Disney World Objectives? Target Audiences? Strategies? Tactics? Measurement? 14 DevelopingaCommunicationsPlan
- 15. Group Exercise Goals and strategies determine your tactics, not vice versa! You wouldn’t buy airline ticket (tactic) w/o strategy (trip to Disney World). Don’t make this mistake 15 DevelopingaCommunicationsPlan