To motivate and mobilize people, you need a strategic communications plan.
Strategic communications plans, products and activities should be designed to achieve specific goals and objectives.
The first step in designing a strategic communications plan is to articulate an ambitious goal, identify the audiences that can help you achieve it, and determine exactly what each audience can do to advance the cause.
From there, you are ready to set communications objectives. Strategic communications can be held accountable for achieving three main outcomes, all of which are measurable: Raising awareness, changing attitudes and motivating people to take action.
We use a strategic planning tool called the Road Map to Impact to set objectives for strategies, messages, creative content and campaigns. These objectives show us exactly which changes in awareness, attitudes and action our communications need to achieve in target audiences.
The Road Map to Impact shows that, in order to be motivated and mobilized to take action for a cause, the audience must:
Be aware of the need
Care about the cause
Understand the problem and solutions — and believe change is possible
Feel a sense of urgency to act
Know how to help — and feel good doing it
It’s a tall order. But a single communication — a strategically crafted advertisem*nt or video, for example — can achieve all of these things.
You can think of it as the roadmap for how a company communicates with their stakeholders, employees, customers, the media, and regulators. Part of the plan includes what information to share, who the target audience is, how frequently to provide updates, and what channels are the best to relay these messages.
You can think of it as the roadmap for how a company communicates with their stakeholders, employees, customers, the media, and regulators. Part of the plan includes what information to share, who the target audience is, how frequently to provide updates, and what channels are the best to relay these messages.
Organizations use strategic communication to achieve various goals, including creating awareness, influencing behavior, or enhancing corporate image. Besides, sharing purposeful information with your target audience helps stakeholders know more about your business, build support, and grow lasting relationships.
The more information you know about your audience, the higher the chances that you will be able to create a communication strategy that helps motivate them.
A strategy roadmap visualizes your plan for accomplishing your goals through specific efforts in a given time frame. You can create an overarching strategy roadmap that encompasses a company's broad strategic vision or a more discrete strategy roadmap for a certain product.
Communications objectives should align with corporate objectives and be SMART (specific, measurable, achievable, relevant, and timely). They should also include a desired effect. How do you want your target audience to respond to or feel about what you need to communicate?
Start with a thorough assessment of your current situation (Step 1). Set measurable communication goals (Step 2). Define your intended—sometimes called “target”—audiences (Step 3). Develop and pretest your messages to those intended audiences (Step 4).
The five steps involved in creating a communications plan are: (1) establishing goals; (2) defining key audiences; (3) identifying key messages; (4) creating a tactical outreach plan; and (5) specifying a timeline for moving forward.
The framework guides you through the process of planning and organizing your messages, so that you can avoid communication barriers, increase understanding, and get the response that you want from your audience.
A communication plan template is a tool for organizing and planning a communication strategy for a project or program. The template format can range from a simple chart to a multistep plan. Adapt the template to meet your organization's needs.
Identify the audience to whom you plan to deliver your communications plan. Outline and write your plan, keeping your audiences in-mind. Determine the channel(s) on which you need to deliver your messages. Decide which team members are responsible for delivering the message.
An impact communications strategy is only the first step in your organization's journey to inspiring action or demonstrating the value and significance of the impact generated by the organization's activities.
The Communication Matrix is designed to show you exactly how your child is communicating now. It will also give you an idea of logical communication goals for your child. It was first pub- lished in 1990 and was revised in 1996 by Dr. Charity Rowland of Oregon Health & Science University.
The purpose of a roadmap is to visualize how you plan to meet your objectives. No matter how they look, roadmaps need to show where you are going and how you're going to get there.
A map is a graphic representation of information which we require to be transmitted. Communication always takes place with a definite aim in view which may be achieved or not, as the case may be. This is equally true of maps.
A project management communication plan identifies how important information will be communicated to stakeholders throughout the project. It also determines who will be receiving the communication, how those people will receive it, when they'll receive it, and how often they should expect to receive that information.
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