Tips on how to develop an effective Communications Plan

1. DEVELOPING A
COMMUNICATIONS PLAN
Fairfax County:
Jeremy Lasich, Office of Public Affairs, May 30, 2013
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2. Why Plan?
 Strategic communications goes beyond
dissemination
 It creates engagement
 It makes a difference
 Communications begins with project
planning
 At the beginning, not the end
 Can save you time and money with effort at
the beginning
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3. Why Plan?
 Think of a Communications Plan as a
roadmap:
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4. Elements of a Communications Plan
 Plans usually include the following:
 Goals
 Objectives/Desired Outcomes
 Target Audiences
 Key Messages
 Strategies
 Tactics
 Measurement
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5. Elements of a Communications Plan
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6. Elements of a Communications Plan
 Goals and Objectives:
 Define WHAT you want to achieve
 Make them meaningful and easily understood
by advocates/supporters
 Specific
Measurable
Attainable
Realistic
Timely
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7. Elements of a Communications Plan
 Target Audiences:
 Who do we need to talk to?
 Start local and go global
 Audience research
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8. Elements of a Communications Plan
 Key Messages:
 Revisit objectives
 Three to five key messages
 Keep them succinct and simple
 Each messages should only have 1 thought
 The “sticky message”
 A message that sticks with people and usually has
personal impact
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9. Elements of a Communications Plan
 Strategies:
 Define HOW you want to achieve the goal
 Think of it as a roadmap
 What path are you going to take to achieve your
goal?
 There is more than one way to achieve a goal
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10. Elements of a Communications Plan
 Tactics:
 Define WHAT you are going to do achieve the
goal
 Consider internal and external audiences
 Usually includes tools and training
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11. Elements of a Communications Plan
 Measurement:
 Monitoring and evaluation are crucial part of
planning
 Communications is difficult to measure, but
can be done through surveys and other metrics
 Build in evaluation from the start so you have a
baseline
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12. Elements of a Communications Plan
 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
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13. Example
 Chesapeake
Bay
Regional
Education
Campaign:
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14. Group Exercise
 Goal: Planning a trip to Disney World
 Objectives?
 Target Audiences?
 Strategies?
 Tactics?
 Measurement?
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15. Group Exercise
 Goals and strategies determine your
tactics, not vice versa!
 You wouldn’t buy airline ticket (tactic) w/o
strategy (trip to Disney World).
 Don’t make this mistake
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16. Parting Thoughts
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Questions/discussion?