Strategic Communication Plan Outline
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Creating a Strategic Communications Plan Outline The Ingredients for Success Kim Skeltis, APR June 23, 2009 Definition A strategic communications plan: Provides a roadmap based on research that tells: • • • What messages Delivered through which communication channels Influence audiences to take action (buy, partner, vote, etc.) Identifies, delivers and documents measurable results Supports company’s business objectives Is based on thorough understanding of audiences’ views toward organization 2 Plan Elements – Four-Step Process 1.. 18 Budget/Materials/Timetable Budget Out-of-pocket costs, staff time, outside agency support, volunteer energy Materials Items you need to produce or purchase Timeline/staffing/task list Who does what and when Work backward from the deadline 19 Evaluation Include periodic and final assessments Use same methods as initial research to measure success Mention how you will measure objectives Try to isolate PR impact from other communications Provide summary report 20 Evaluation Methods 21 Recap as 10-Step Process Situation Analysis Problem Statement Goal(s) Publics Objectives Strategies Tactics Activities Evaluation Resources (Materials/Budget /Timetable) 22 Tips/Summary Develop at the onset of any PR project/program (formula is scalable) Follow pyramid style Make objectives realistic – and make sure they aren’t strategies (“raising awareness” isn’t an objective) Media are not an audience they are a channel Follow the four-step process: 1..
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