Developing your communication strategy

And planning a communication campaign

Planning your communication strategy1. Decide who your audience is

If you have more than one audience, prioritize

2. Decide what your objectives are3. Select your messages4. Choose your media5. Produce the media materials6. Implement the strategy7. Evaluate after 12 months8. Plan programme for Year 2

Creating a communication workplan Base your annual workplan on your

communication strategy Media materials (eg, press releases, video,

annual report, newsletter, campaign…) Number of materials planned, timetable for

completion Staff responsible Budget Boss’s approval of plan, resources and budget

Running a communication campaign Campaign = focused effort for a short time

to achieve a communication goal Examples

Advertising campaign to sell fizzy drinks Political campaign before election

A campaign may be part of your communication strategy

Running a communication campaign1. Decide who your audience is

If you have more than one audience, prioritize

2. Decide what your objectives are

3. Select your messages

4. Choose your media

5. Create a work plan

6. Set a target for the campaign

Running a communication campaign7. Set the budget

8. Design the individual components Video, meetings, posters, handouts, field visits…

9. Produce the media materials

10. Pretest the media materials

11. Implement the campaign

12. Evaluate at end of campaign

13. Plan programme for future