The individuals that can help you spread your message can vary from formal community leaders — elected officials, CEOs of prominent local businesses, clergy, etc. Institutions and organizations, such as colleges, hospitals, service clubs, faith communities, and other health and community organizations, all have access to groups of community members who might need to hear your message. Now the task is to put it all together into a plan that you can act on.
By the time you reach this point, your plan is already done, for the most part. You know what your purpose is and whom you need to reach to accomplish it, what your message should contain and look like, what you can afford, what problems you might face, what channels can best be used to reach your intended audience, and how to gain access to those channels.
And finally, you'll evaluate your effort so that you can continue to make it better. It will keep getting more effective each time you implement it. Developing a Communication Plan , by the Pell Institute and Pathways to College Network, is an excellent, simple resource providing information on how the communication plan should be designed as well as questions to be answered in order to develop a working and effective plan.
MED Communication Handbook. Media Advocacy by Sandra A. Newsworthy elements , from the Berkeley Media Studies Group, includes a checklist of questions by category to help you prepare and focus your story. Planning Before You Communicate. This helpful tool developed by the Public Health Foundation will help you to address and organize essential factors of communications planning, execution, and evaluation.
Doing this preparation work before you communicate will save you valuable time and resources when and where they are needed most. Strategic Communications Planning.
Worksheet: Crafting your media advocacy plan , from the Berkeley Media Studies Group, can help you identify key moments in the political process or opportunities — such as holidays, anniversaries or other key dates — far enough in advance that you can prepare and act effectively.
Skip to main content. Toggle navigation Navigation. Communications to Promote Interest » Section 1. Developing a Plan for Communication » Main Section.
Chapter 6. Chapter 6 Sections Section 1. Developing a Plan for Communication Section 2. Using Principles of Persuasion Section 3. Preparing Press Releases Section 4. Arranging News and Feature Stories Section 6. Preparing Guest Columns and Editorials Section 7. Preparing Public Service Announcements Section 8.
Arranging a Press Conference Section 9. Using Paid Advertising Section Creating Newsletters Section Creating Posters and Flyers Section Developing Creative Promotions Section Creating Brochures Section Creating a Website Section Using Email Lists Section Bill Gate predicted it, but no one believed him.
Guess we learned that lesson! I think we can all agree has been special—not only are we dealing with a pandemic, the Death Valley recorded the hottest temperature ever, three hurricanes hit landfall at the same time, Utah had days of earthquakes, murder hornets flew over Wasington…not to mention oh, you know, a forthcoming election that is about to send the world into a spiral.
And last, but certainly not least, you must include metrics. If you did your work upfront correctly, you already have your metrics. Scroll back up to the Goals section. Those should be actual numbers Those numbers become your metrics. If you need help building this part of your communications plan, we have plenty on the topic, which you can find here , here , here , here , here , here , and here.
Make sure you follow the SMART structure when creating your communications plan: are they specific, measurable, attainable, realistic, and time-bound? This is not an easy assignment, but the time is right. You have enough time to get it done between now and the end of the year. Work with colleagues in other departments. Force a strategy session with the executives. That one was a doozy, but this is incredibly important work.
Do the hard work. And, if you need help, want to brainstorm ideas, or want to discuss metrics my favorite topic , join us in the Spin Sucks Communit y. To boot, the PESO Model Certification will teach you exactly how to do all of this work—and get you there in just eight short weeks. Image by Lorri Lang from Pixabay. She has run and grown an agency for the past 15 years. Of course not. His memorable quote is: I love it when a plan comes together.
The 16 Things Your Communications Plan Should Include Benson also talks about how almost nearly every communicator prefers to jump right to tactics and we forget about the research and plan phase of what we do.
Money, money, money, mooooney! A Process The most important of your communications plan is to have a process. The Objective If you want your communications plan to drive real business results, and you work in a B2B world, the objective will always be to increase conversions.
Goals For some reason, goals are really difficult for communicators. Fight for it. Executive Summary This one is easy! List every challenge you can foresee. Situation Analysis The situation analysis, then, is an identification of key industry status metrics. Customer Analysis The customer analysis in your communications plan could also be a brand persona creation.
Note that the goals should apply specifically to the communication method such as social or email. We'll go into this more below. What are the key messages you want to get across in your communication? This should be related to your goals. These key messages should be tailored to the demographic you are trying to reach, and fit the medium you are using to communicate them through. Tip: Remember to think about how your brand voice and personality when developing the key messages during your communications planning.
When crafting your plan, here are 10 steps that are important to keep in mind for effective communication with your key stakeholders. Your strategy will always evolve, and it's important to let it, however, the steps below provide a great starting point for building a template that can serve as a reference point for your organization:.
Start mapping out your communication plan based on the current status of your marketing strategy and the ROI you saw the previous year. Analyzing your social media reporting, or marketing reporting , in general, will be critical when it comes to informing the direction of your strategy. This way, you can design your plan more confidently, based on the data.
It is important to not get too hung up on historic data, however, given that the subject of your upcoming communication will usually be different. But you can still analyze receptiveness based on time of year, time of day, news outlets that performed better, multimedia style video vs still image for example , etc.
You can do this analysis yourself, but it can be a lengthy process. If you already have a media intelligence solution like Meltwater, you can use it to gain in-depth insights into how your current and past communication strategy is working, track industry developments, and keep tabs on competitors. To get you started use the below metrics and look for patterns to optimize your plan:.
Clearly define the communication goals and objectives within your plan. Specificity is extremely helpful in this step - write down the details of who you plan to communicate with and why. A well-thought-out strategy is where you can nail down the actual action items and assign responsibilities to bring your communication plan to life. Help us to improve this page — give us feedback. NCVO Knowhow offers advice and support for voluntary organisations.
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This page is free to all. Step-by-step guide to producing a comms strategy for your organisation. Includes exercises and downloads. Writing your communications strategy 1. Statement of purpose It is useful to say up front why you have developed a communications strategy and what you hope to achieve with it. For example: "This communications strategy shows how effective communications can: help us achieve our overall organisational objectives engage effectively with stakeholders demonstrate the success of our work ensure people understand what we do change behaviour and perceptions where necessary.
Your current situation The introductory part of the communications strategy should briefly outline what your organisation does, what its main functions are and where it operates. Organisational objectives and communications objectives Any communications strategy should closely reflect your overall organisational plan.
Identifying stakeholders In this section, you should give a detailed description of your main audiences — both external and internal. Messages Once you have identified your audiences, the next task is to break down your objectives into relevant messages for each of those audiences. Audience What they need to know Key communications messages Service users - What we offer them - How to access our services - Where to go for advice - We provide useful, practical information and support - We are trustworthy and reliable - We put services users first and value their opinions Local MP or councillors - What we want to see changed in policy terms - Our strong evidence base and supporter base - We have a strong evidence base and our calls are grounded in robust evidence - We have a good knowledge of the policy environment - We are a well-respected, authoritative organisation Supporters - We have the ability to make change if they help us - We need you to support our campaign by writing to your MP, signing our e-petition, donating to us etc 6.
Key communications methods For each audience identified in your previous section, you should now indicate the most appropriate channels for communicating with them. Work plan With your audiences and key communications methods identified, the next step is to draw up a table that indicates the key communications activities, budget, and resources allocated to delivering the strategy. Evaluating success Your communications strategy should conclude with a section on evaluation.
Useful links What does a good communications strategy look like? Useful links Integrated web strategy Webrouser Internet marketing strategy report available for FREE on econsultancy Marketing plan A marketing plan follows a similar structure to a communications strategy. Useful links How to write a marketing plan Knowthis.
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