Elements Of A Strategic Communications Plan Template Page 2
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22Step 1: Determine Goal
To initiate a successful and effective communications effort, start with an
assessment of your current organizational goals. Examine what your
organization stands for—its mission, values and beliefs. Look closely at who your
organization is serving. This process will help narrow and sharpen the focus for
your communication initiative(s).
What issue is most important to your organization right now?
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Who is most affected by the issue stated above?
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Who makes decisions about the issue?
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What is the overall goal you want to achieve? (i.e., What change would you be
able to observe?) (Be specific.)
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What tangible outcomes would you like to achieve through a communications
effort? i.e., How will you know you are achieving your goals? (Be specific. What
would you see, hear, or have in-hand that would let you know you are making
progress toward the goal?)
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