We’ve all heard the word “strategic” misused, abused and over-used when it comes to communication. I’m going to tell what you what a strategic communications plan/placemat is, what it does, and the key components. I’ve also included a template to get you started.
What is a strategic communications plan/placemat?
“A roadmap that aligns corporate communications in support of a company’s vision, goals, values and priorities, thereby enhancing corporate performance and reputation in a measurable way.” – David Moorcroft
Strategic communications planning should:
- Analyze the public environment
- Align communications with business goals
- Set SMART communications objectives
- Define a strategy to meet the objectives
- Recommend tactics based on the strategy
- Identify target audiences
- Tailor messages for each target audience
- Recommend actions to manage issues
- Measure results and effectiveness
- Identify timing, resources, and responsibilities
Key components of a good plan:
1. Vision:
– What does the company want to become?
2. Goals:
– What are the main business achievements the company wants to accomplish?
3. Business priorities:
– What are the company’s short-term strategic business priorities to get there?
4. Reputational priorities:
– What does the company want its core stakeholders to think of it?
5. Communications objectives:
– What are the key objectives of communication?
6. Communications priorities:
– What are the short-term communication priorities to get there?
7. Tactics
– Activities specifically created and selected to reach specific and measurable objectives
8. Key messages
– To inform the public in an easily understood and professional manner about emerging issues or about the business of your organization
Click here to view template.
So there you have it! Try creating a placemat the next time your asked to do a communications plan or when your new boss asks for your help on the “big move”.
Chronicles of PR 