Developing Communications Plan PDF

Developing Communications Plan Created @August 12, 2024 → August 15, 2024 Class PLANNING Why Plan? Strategic Communication goes beyond dissemination Creates Engagement, Makes a Difference...

Developing Communications Plan Created @August 12, 2024 → August 15, 2024 Class PLANNING Why Plan? Strategic Communication goes beyond dissemination Creates Engagement, Makes a Difference Communication begins with Project Planning At the beginning, not the end Saves you time and money with effort at the beginning Elements of a Communication Plan Usually include: GOALS & OBJECTIVES/DESIRED OUTCOMES TARGET AUDIENCES WHAT you want to achieve WHO we need to talk to? Meaningful, Easily Understood Start local and Go global Specific Measurable Attainable Realistic Timely Audience Research KEY MESSAGES STRATEGIES Revisit objectives Define HOW you want to achieve the goal Three to five key messages Think of it as a roadmap Keep them succinct and simple What path are you going to Each message should only have one thought take to achieve your goal? “Sticky Message” There is more than one way Sticks with people and usually has personal impact to achieve a goal TACTICS MEASUREMENT Define WHAT you are going to do Monitoring and evaluation are crucial part of achieve the goal planning Consider internal and external Communications is difficult to measure, but can audiences be done through surveys and other metrics Usually includes tools and training Build an evaluation from the start so you have a baseline Developing Communications Plan 1  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 Example Scenario Background: The lce Bucket Challenge was a viral social media campaign launched to raise awareness and funds for Amyotrophic Lateral Sclerosis (ALS). Goals and Objectives Target Audiences Key Messages The goal was to increase The campaign targeted Messages focused on awareness of ALS and the general public, raising awareness of ALS raise funds for research. particularly social media and encouraging Evaluate if these goals were users. Analyze the donations. Assess how specific, measurable, and effectiveness of reaching clearly and effectively these timely. diverse demographics. messages were communicated. Strategies and Tactics Measurement and Evaluation Outcomes and Impact Strategies included Evaluate how the The campaign resulted in leveraging social media to campaign measured over $115 million in create viral content. Tactics success, including the donations and significant involved user-generated amount of funds raised media coverage. Discuss videos and celebrity and the increase in ALS the overall impact and any participation. Analyze their awareness. challenges faced. effectiveness. Lessons Learned Reflect on the success factors and challenges of the campaign, such as the role of viral content and celebrity endorsements. Developing Communications Plan 2