Topic 5.
Strategic Communications Planning
and Developing the Organization's
Communication Strategy
Lecture plan
1. Strategic Communications Planning
2. Communication strategy of the organization.
Goals and objectives of the communication
strategy.
3. The main stages of communication strategy
development
1. Strategic Communications Planning
The purpose of a strategic communications plan is to integrate all
the organization’s programs, public education and advocacy efforts.
By planning a long-term strategy for your efforts, you will be
positioned to be more proactive and strategic, rather than
consistently reacting to the existing environment.
The strategic plan will help you deploy resources more effectively
and strategically by highlighting synergies and shared opportunities
in your various programs and work areas.
A successful communication plan must answer the
following key questions:
What result should the organization get or what problem to solve?
2. Who is the communication aimed at?
3. What should each representative of each of the target audiences know?
4. How do different target groups get information of interest to them?
5. What tools are most effective in communicating our messages (key messages) to target audiences?
6. How long will it take to write a communication plan, prepare communication tools and implement
it?
7. What should be the budget or what other resources need to be involved?
8. When will we realize that we have already achieved the goals / solved the problem?
The strategic communications plan should include the
following blocks:
1. Introduction, goals (mission) and objectives;
2. Analysis of the situation;
3. Research of the problem (problem situation);
4. Challenges (communication risks) and opportunities;
5. Operational objectives;
6. Communication objectives;
7. Target audiences (target groups);
8. Key messages;
9. Communication strategy;
10. Communication tactics;
11. Evaluation of effectiveness;
12. Тiming and budget.
The mission and goals answer the question of
why action or project implementation is needed;
it is a description of a situation that is achievable
in the long term.
Objectives are the desired results of the
communication plan implementation; a more
specific expression of a mission or goal that
relates to one aspect of the issue.
Examples of challenges:
Low level of awareness of journalists about the
organization;
The editorial policy of the opposition-oriented media is
of greater interest to target audiences;
Reducing the audience of printed daily newspapers;
Target audiences do not have information about the
impact of the organization on them.
Examples of opportunities:
• The media is loyal to the first person and top management of
the organization;
• Target audiences are interested in the project and feel
"information hunger";
• Top management is open to creative communication solutions;
• New communication tools such as Twitter and Facebook open
up new opportunities to work with target audiences;
• Proper time for the communication campaign allows you to
overcome challenges.
Examples of operational objectives:
Reduction of garbage by 50% over the next five years;
Reduction of the level of crimes in the main categories by
8% annually.
2. Communication strategy of the organization. Goals and
objectives of the communication strategy.
Strategies describe the overall plan, defining a general
concept or approach that affects all elements.
Communication strategy always includes the concept of
building external and internal communications.
Goals of communication strategy:
• increase brand awareness,
• raising awareness of the audience (about the activities, products,
services of the company, etc.)
• delivery of any messages to specific consumer groups,
• neutralization of the negative,
• increase in the number of requests on incoming communication
channels,
• strengthening ties with partners,
• image correction, etc.
3. The main stages of communication
strategy development
Thank you!