wikiHow to Write a Communications Strategy

Two Methods:Sample Communications StrategiesWriting Your Own Communications Strategy

A communications strategy, also referred to as a communications plan, is a document that expresses the goals and methods of an organization's outreach activities, including what an organization wishes to share with the public and whom the organization is trying to reach. Generally presented as an internal document, a communications strategy should serve as a guide for any media and public relations activities in which the organization is engaged. This guide will teach you how to write a communications strategy and how to format your plan.

Sample Communications Strategies

Sample Internal Communications Strategy

Sample Marketing Communications Strategy

Writing Your Own Communications Strategy

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    Explain your organization's goals with regards to communications.
    • Indicate what your organization wishes to achieve on the communications front--increased media prominence, damage control, branding, etc. Describe your communications objectives in terms of media outreach, public relations, customer care, or other areas of activity.
    • This might be the general public, a media outlet, individuals, or others (often referred to as "stakeholders" in your organization). Be as specific as possible.
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    Identify the audience of your communications.
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    Describe the messages that will form your communications, including specific examples of text or graphics.
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    Describe the forms that your messages will take and how they will be disseminated, including details about mailings, social media platforms, media destinations, etc.
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    Provide specific details about your methods for spreading your message.
    • List any media contacts, public relations arrangements, social media services, etc. If your goal is to reduce coverage or scrutiny of your organization, identify specific methods for deflecting attention.
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    Describe the resources or budget that you will use to support your communications strategy, including projections of future costs.
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    Provide a time-line for the implementation of your communications strategy, using definite benchmarks as barometers of progress.
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    Propose methods for evaluating the success of your communications strategy.
    • Include information about any surveys you hope to conduct, results you hope to see at certain dates, responses you wish to receive from individuals or media organizations, etc. Ensure that there is a definite way to gauge whether your strategy has failed or succeeded.
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    Identify ways in which your strategy can be adapted to changing conditions and how you will respond to feedback from within and from outside the organization.

Tips

  • A good communications plan should always prioritize the goals of the organization, not the goals of the communications department. Envision your strategy as simply another tool the organization is using to reach its goals.
  • Always base your communications strategy on extensive research and realistic goals. Because you will be responsible for the success of your plan, do not be overly optimistic, especially in the first phase of the strategy. Do not be afraid to mention obstacles that might hinder your strategy, always including details about how you hope to overcome these obstacles.
  • Writing a communications strategy should be done in consultation with other members of your organization to ensure that you are faithfully depicting their viewpoints and goals and to avoid being met with skepticism when you present your strategy to non-communications members.

Things You'll Need

  • Knowledge of organization objectives
  • Knowledge of communications targets

Article Info

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