How to develop a strategic communications plan

Corporate communications and public relations is a multi-step process that similar to putting together a jigsaw puzzle. Research is the necessary groundwork that provides the pieces. Then, those pieces need to be arranged into a coherent design or picture. The best planning is systematic – gathering information by asking and answering questions, and then analyzing and creatively applying the information to generate a roadmap for successfully solving problems through communications.

  • Get the facts:  Identify and analyze recent trends and significant characteristics of the product/service/issue, competitors, and customers.
  • Set the goals: Assess and align targeted outcomes with the organization’s overarching time-based, measurable objectives.
  • Define the audience: Find and understand their behaviors, hot-button feelings, and mindsets.
  • Create the key message: Develop the one idea or statement that must be conveyed to change or reinforce audience behaviors, feelings, and mindsets.


By preparing a strategic communications plan, either as a brief outline or as an extensive document, all the elements must be considered so everyone involved understands the big picture.

Although there can be some variation, the eight basic elements of the plan include:

  • Situation – Get a clear understanding of what led to the conclusion that a communications or PR program is needed such as problem remediation, product/service launch, or preserve public reputation and support.
  • Objective – Think SMART: specific, measurable, achievable, relevant, and time-based. Emphasize outcomes rather than inputs.
  • Audience – Target one or more specific publics through market research on demographics such as age, income, social strata, education, ownership or consumption behaviors, residential location, and lifestyle.
  • Strategy – Deploy guidelines, key-message themes, and rationales for the overall program actions.
  • Tactics – Put the strategy into operation. Use various communication tools and methods to reach the target audience with key messages.
  • Calendar/Timetable – Consider the environmental context of the situation and the time when key messages are most meaningful to the intended audience. It’s common to concentrate the most effort at the beginning of a campaign, when a number of tactics are implemented. The launch phase requires a burst of activity to break the awareness barrier; less energy and fewer activities are required to maintain momentum.  To make things happen in the right sequence at the right time, compile timelines and charts that list the necessary steps and their required completion dates.
  • Budget – Allocate funds based on affordability, and account for staff time and out-of-pocket expenses for the program plan.
  • Evaluation – Restate the objectives and then name the evaluation methods to be used.

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