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Developing a strategic communications plan (1/4)
by
dreid
—
last modified
2006-10-29 10:23
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As I’ve already sort of beaten into your heads (subtle, aren’t I?), communications and marketing can have tremendously powerful impacts for social entrepreneurs.
The fruits of a solid communications plan can mean the difference between a high growth, thriving global organization that is changing the world, and one that constantly struggles for funds, staffing and its own survival.
While the day-to-day operations of your organization and/or current events can often change the direction of your communications strategy or provide new opportunities, it’s never wise to drive without a roadmap.
When you sit down with your staff and/or board and map out your organization’s strategic plan for the coming year(s), be sure to incorporate your communications needs and goals at the same time. The two should always complement and support one another.
In creating your strategic communications plan, you may wish to consider including the following 10 sections:
Let’s start with the first two:
1. Situation Analysis
What is happening in your industry, in the world, amongst your stakeholders and within your organization? How can you leverage the landscape to propel your organization forward? What themes or trends can you take advantage of to tell the story of your organization? It’s wise also to include a funding and resource analysis. What resources and/or limitations may help or hinder your communications efforts? Do you need to seek additional resources to support your goals?
2. Stakeholder Analysis
We just covered this topic in my previous posts. The important stuff here is to note who your most important stakeholders are and how they are best reached with communications tactics. You may need to do a bit of further audience analysis here to really get to the heart of each stakeholder group. You’ll want to know what their views are, who or what influences them, where they tend to get their news and information, what events or conferences they attend, what publications they read, are they web-savvy or more old school, etc.
###
Diana L. Reid, Conscious Communications.
The fruits of a solid communications plan can mean the difference between a high growth, thriving global organization that is changing the world, and one that constantly struggles for funds, staffing and its own survival.
While the day-to-day operations of your organization and/or current events can often change the direction of your communications strategy or provide new opportunities, it’s never wise to drive without a roadmap.
When you sit down with your staff and/or board and map out your organization’s strategic plan for the coming year(s), be sure to incorporate your communications needs and goals at the same time. The two should always complement and support one another.
In creating your strategic communications plan, you may wish to consider including the following 10 sections:
- Situation Analysis
- Stakeholder Analysis
- Strategic Business Objectives
- Communications Objectives
- Key Messages
- Communications Strategies
- Communications Tactics
- Communications Tools
- Budget
- Timeline
Let’s start with the first two:
1. Situation Analysis
What is happening in your industry, in the world, amongst your stakeholders and within your organization? How can you leverage the landscape to propel your organization forward? What themes or trends can you take advantage of to tell the story of your organization? It’s wise also to include a funding and resource analysis. What resources and/or limitations may help or hinder your communications efforts? Do you need to seek additional resources to support your goals?
2. Stakeholder Analysis
We just covered this topic in my previous posts. The important stuff here is to note who your most important stakeholders are and how they are best reached with communications tactics. You may need to do a bit of further audience analysis here to really get to the heart of each stakeholder group. You’ll want to know what their views are, who or what influences them, where they tend to get their news and information, what events or conferences they attend, what publications they read, are they web-savvy or more old school, etc.
###
Diana L. Reid, Conscious Communications.
