Developing your communication strategy

1. Developing your communication strategy And planning a communication campaign

2. Planning your communication strategy • Decide who your audience is • If you have more than one audience, prioritize • Decide what your objectives are • Select your messages • Choose your media • Produce the media materials • Implement the strategy • Evaluate after 12 months • Plan programme for Year 2

3. 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

4. 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

5. Running a communication campaign • Decide who your audience is • If you have more than one audience, prioritize • Decide what your objectives are • Select your messages • Choose your media • Create a work plan • Set a target for the campaign

6. Running a communication campaign • Set the budget • Design the individual components • Video, meetings, posters, handouts, field visits… • Produce the media materials • Pretest the media materials • Implement the campaign • Evaluate at end of campaign • Plan programme for future