Communications_Strategy_template - Communications Strategy...

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Working in Partnership Working in Partnership Working in Partnership Working in Partnership Working in Partnership Communications Strategy Template Executive summary This is a brief description of the key elements of the strategy. Summarise the issue, project or event and the role the strategy will play. The purpose of the Executive Summary is give the reader a general understanding of what the strategy is trying to achieve without having to delve into the detail of the document. Include the following things in your Executive Summary: The problem or opportunity that forms the need for the plan and its effect on DVC/Business Unit; Any research on which the plan is based; What you expect the plan will achieve; How the plan will be implemented and its timeframe; and, How the plan will be evaluated. Context/Background This section is designed to give the reader a snapshot of the context in which the strategy was developed, and why there is a need for the plan. It should detail why the communications strategy is needed and any relevant policies or issues. It should also touch on any potential communications challenges. It is vital that this section include a discussion on DVC’s or the Business Unit’s mission, vision and values, as these elements should find their way into the communications strategy. Some examples of things or events that may be shaping your current situation include: Loss of funding or new funding for a project; Changes in program or service delivery; and, The introduction of new legislation. Include the following things in your background section: A bullet point list of major events leading up to this moment – those things that have determined the need for a plan; and, DVC/Business Unit Mission, Vision and Values – the communications strategy should be aligned to this. Research This section is crucial. It relates to any community consultation, previous strategies, informal and formal research, data, and the like. Draw out of this information relevant conclusions that describe why we are taking the suggested strategic approach. This research should also feed into your evaluation criteria. For example, if lack of awareness of a particular issue or project amongst a certain target audience is deemed an issue through research, then one objective should be to raise awareness of the project within that identified group. Where possible, use the research to establish current benchmarks of awareness so that changes can be measured. All tactics should be designed to achieve this increase in awareness, and then the evaluation should demonstrate by how much that awareness was raised. SWOT (if applicable), or a situation analysis
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This note was uploaded on 06/07/2011 for the course BMKT 856 taught by Professor Seshadri during the Spring '11 term at UNL.

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Communications_Strategy_template - Communications Strategy...

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