Guide to Incident Management System Implementation

GUIDE TO INCIDENT MANAGEMENT SYSTEM IMPLEMENTATION

Communications Strategy Outline

This is an optional sample template that may be modified to suit your organization’s needs.

Objectives

  • Business Objective: Why are you doing this? What outcome/result are you hoping to achieve?
  • Communications Objective: What do you want your target audience(s) to know/think/do as a result of your communications?

Context

  • Find out and detail the environment surrounding the initiative.
  • Outline attitudes and behaviours, current trends, potential issues.
  • Detail where there are links to other organization initiatives or programs. How does/can this initiative fit into/advance the organization’s strategic priorities?

Target Audience

  • Considering your objectives, and given the context, determine:
  • Who you should be communicating with?
  • What their positions are or are expected to be on the issues?
  • What will motivate them to think/act differently?
  • Provide specific examples of public and stakeholder/influencer audiences.
  • Identify opportunities for stakeholder/influencer endorsements.
  • Break down strategic approach, messages and tactics for specific audiences and over time (chart format works well).

Strategic Approach

  • Based on your analysis of the information in the previous sections, what is your recommended approach to achieve your communications objective?
  • What choices are you making about how you will achieve your objectives?
  • Consider: profile, proactive/reactive, resources & timeframe (i.e. phased), targeted or mass media?

Key Messages

  • Lasting Impression: What’s your key message?
  • Given what you know about your target audience(s), write a set of messages for each one, as needed. Include:
  • How this initiative will make a difference in their live?
  • 2-3 key messages that support your communications objective.
  • 2-3 key facts that support business objective/challenge and address problem/solution — why government needs to do something.

Tactics

  • Given what you know about your target audience(s), consider how best to reach them using communications channels they use regularly.
  • Develop tactics that flow naturally out of your strategic approach, are specific to your target audiences that happen over time and are integrated across media.

Evaluation

  • Given all of the above, how will you know if your communications had the desired effects/impacts? Devise a plan to evaluate your communications strategy.
  • Explain what happened as a result of your communications activities. What were the communications outcomes? Was the communications objective met?
  • Don’t demonstrate that you got the story out, but that you influenced opinion or changed behaviour.