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You gotta have a plan.
Strategic Communications Planning
The purpose of a strategic
communications plan is to in-
tegrate all the organization’s
programs, public education
and advocacy efforts. By plan-
ning a long-term strategy for
your efforts, you will be posi-
tioned to be more proactive
and strategic, rather than con-
sistently reacting to the existing
environment. The strategic
plan will help you deploy re-
sources more effectively and
strategically by highlighting
synergies and shared opportu-
nities in your various programs
and work areas.
The creation and adoption of
a strategic communications
plan represents a significant
step for any organization. For
many organizations, the adop-
tion of such a plan represents a
cultural shift toward communi-
cations and a clear recognition
that all the organization’s ef-
forts have a communications
element. Public education,
grassroots organizing, research,
public advocacy, direct service
and even fundraising are all, at
their core, communications
tasks vital to the health and
success of a nonprofit organi-
zation.
At the SPIN Project we firmly
believe that a strategic com-
munications plan has the
power to transform an organi-
zation: both in terms of your
credibility and status in your
community, and in terms of
the way you work together as a
team to achieve your mission
and vision for your community.
The communications plan
pyramid on the next page out-
lines six questions you must
answer before you even begin
to implement your media tac-
tics:
1. Assess your communications
infrastructure.
2. Establish your goals.
3. Who is your target?
4. Who is your audience?
5. What is your frame?
6. What is your message?
! STRATEGIC COMMUNICATIONS PLANNING
2005 The SPIN Project. Some rights reserved.! 1!
CONTENTS
1
STRATEGIC COMMUNI-
CATIONS
The purpose of a plan
2
THE PYRAMID
Working from the ground up
5
GET TO WORK!
How to get your message out
7
FOLLOW THROUGH
Track and evaluate your work
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San Francisco, CA 94105
phone 415.227.4200
http://www.spinproject.org
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