COMMUNICATIONS PLANNING TOOL1.1 INTRODUCTIONINSTRUCTIONS

The Communications Planning Tool is intended to be used after the stakeholder mapping and analysis has been completed. The Communications Planning Tool will help develop a strategic approach to communications and promotional activities in 2016-17.

The tool includes:

a list of example communications channels

a communication channels analysis template and opportunities template a communications planning template

These templates can be used to identify and analyse existing communications channels, opportunities, relevant key messages and responsibilities for communicating information about the Optimal Cancer Care Pathways.

1.2 EXAMPLES OF COMMUNICATION CHANNELSINSTRUCTIONS

A list of common channels (in order of media and information “richness”) is provided below the table to assist jurisdictions in considering potential channels and opportunities for communication about the Optimal Cancer Care Pathways.

Table 1. A List of Common Communications Channels

Type of communication channel (and usefulness)

Channels

Face-to-face (strengthening relationships, gathering and exchanging information, problem-solving)

Member or staff conferenceWorkshopMeetingRoad showConsumer forumChampion/consumer ambassador briefing or training

Social media and audio-visual (broadcasting messages to stakeholders across locations and time zones, and promoting engagement)

WebinarVideoconferenceBlogSocial media channels - Facebook, YouTube,Twitter

Electronic communications(distributing immediate and

e-news or e-alertWebsite: state/territory health department; health district/area; hospital/service

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Type of communication channel (and usefulness)

Channels

personal messages (but may lack suitable response mechanisms)

Website: stakeholder groups/organisationsIntranet: state/territory health department; health district/area; hospital/service

Print (delivering consistent information to a wide audience, supporting face-to-face communications)

NewsletterMagazinePosterBrochure/flyer

1.3 COMMUNICATION CHANNELS & OPPORTUNITIES ANALYSIS

INSTRUCTIONS

Two templates are listed below.

1. Communication Channels template

Use the first template (communication channels) to identify channels by stakeholder group and to identify the target group, organisation or individuals, and to include information about audience/s (and reach if known), timing and/or frequency, and the channel “owner”.

Include jurisdictional communications channels (e.g. to health services/hospitals, clinicians, data managers), as well as channels of the key stakeholder organisations (e.g. websites and newsletters of health professional organisations, cancer consumer groups, etc.) that might be used to disseminate messages about Optimal Cancer Care Pathways.

Table 2.Communication Channels Template

Stakeholder organisations/ group or individuals

Channels Audience/s(reach)

Timing/ frequency Owner Contact

State/Territory governmentLocal health districts/ networksCancer networksHealth professionals and professional groupsClinicians AMA Qld

online newsletter

AMA members across Qld, (X,000)

Fortnightly AMAQ

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Stakeholder organisations/ group or individuals

Channels Audience/s(reach)

Timing/ frequency Owner Contact

General practitioners and primary careNon-government organisationsConsumer organisationsPeople affected by cancer

Cancer Voices NSW e-newsletter

CVNSW members (X00)

Monthly CVNSW

Patients/ carers

2. Opportunities template

The second template (opportunities for face-to-face promotion) is useful to capture information about opportunities for face-to-face promotion of the Optimal Cancer Care Pathways to key stakeholder groups.

Some examples (italicised text) are provided. Note however that information may not be correct or appropriate in a specific context; it is for illustrative purposes only.

Table 3. Opportunities for Promotion Template

Event Date and location

Target audience/s

Opportunity Contact

COSA Annual Scientific Meeting

15-17 November 2016, Gold Coast

Cancer clinicians, nurses, allied health professionals

Exhibition stand

BCNA conference 16/09/2016, Adelaide

Breast cancer survivors, patients, advocates

5 minute presentation by consumer champion

1.4 COMMUNICATIONS PLANNING INSTRUCTIONS

The communications plan can be used to identify the key stakeholder groups at each stage of adoption of the pathways and map to each group:

the information they need (topic of key messages to be communicated)

relevant communications channels and strategies

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the individual or agency responsible for coordinating communications to the group.

 The selection of communications channels and strategies depends on:

the level of engagement desired for the stakeholder group

availability and suitability (including frequency/timelines) of existing communications channels

target audience preferred or effective channels (if known)

feasibility and practicality, considering the budget and resources available.

Multiple communications strategies may be needed for each group, depending on what information needs to be shared, the level of detail and the provision for feedback required.

Some examples (italicised text) are provided. Note however that information may not be correct or appropriate in a specific context; it is for illustrative purposes only

Table 4. Communications Plan Template

Timeframe Key stakeholders (groups/organisations/individuals)

Key messages (what they need to know)

Channels/strategies

Responsible

PreparationAug- Sept 2016

Clinicians Purpose and intended use of the Optimal Cancer Care Pathways for cancer clinicians and health professionals

AMA Qld online newsletter

Cancer Service Directors

Very early stage adoptionIntegrationJan - Feb 17 Private sector Benefits of the

Optimal Cancer Care Pathways for the private sector

Bupa private health insurers

State Department

Ongoing promotion

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