Strategic Communications Plan Checklist Template printable pdf download

Strategic Communications Plan Checklist

RESEARCH

Formal or informal

SWOT Analysis to obtain current state assessment

Create a baseline or benchmark for evaluation

Review media, collateral, knowledge, attitudes, people

GOALS

Keep these few in number. Identify no more than three. One may be enough.

Be consistent with management goals and mission.

Think in terms of end results, not process alone.

TARGET AUDIENCES

Groups or sub-groups with which you need to communicate (talk and listen).

Consider the following.

o Who needs to know or understand?

o Who needs to be involved?

o Whose advice or support do you need?

o Who will be affected? Who has something to gain or lose?

AUDIENCE OBJECTIVES

Think in terms of the awareness, attitude or action you desire—not the process but the end result.

Articulate with verbs that reflect changes in awareness, attitude, or behavior: Recognize,

acknowledge, know (awareness); Favor, accept, oppose, believe (attitude); and Purchase, participate,

endorse, discard, write, visit (behavior).

Phrase objectives in terms of specific results you desire, and what you think is possible.

Each objective should cite an audience, outcome, attainment level (%) and time frame. (Example: At

the end of six months, 65 percent of employees will be in a car pool or ride-share program.)

The same objective may fit a number of audiences but strategies may need to be different.

Consider what position you want to occupy in the mind of your audience or target publics. How

should the organization, product, issue, or cause be known or perceived by the target public, and how

that position will be distinct.

STRATEGIES

In planning, how will you approach the challenge of working toward your objectives? On what can

you build or take advantage in your situation? What devices will you employ?

Your strategy may describe the diplomacy, psychology, philosophy, themes and appeals you will use,

or the message you will convey.

It may describe how you will work with community groups.

You probably will have several strategies for an objective.

Some strategies may serve several objectives.

These are the vehicles or channels you will use to communicate. Examples include media relations,

third-party endorsement, advertising, social media.

Strategic Communications Plan Checklist Template