Elements Of A Strategic Communications Plan Template Page 8

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Step 3: Develop Messages
Your messages are closely tied to your goal and objectives. They deliver
important information about the issue and compel the targeted audience to think,
feel, or act. They can:
• Show the importance, urgency, or magnitude of the issue
• Show the relevance of the issue
• Put a “face” on the issue
• Be tied to specific audience values, beliefs, or interests of the audience
• Reflect an understanding of what would motivate the audience to think, feel,
or act
• Be culturally relevant and sensitive
• Be Memorable
The messages you develop by using the worksheet provided in this section can
be used in many ways. First, they are a set of statements that you and your
team agree upon as conveying the key information for your initiative. They will
not include all the detail and supporting ideas and data that you may use in
printed materials or other forms of communication. The messages you develop in
the worksheets can become the underlying themes for your materials and
activities. You may develop slogans based on them. You may develop sets of
talking points that members of your team will use in making presentations. And
they easily become the basis for radio and print PSAs, the genesis for posters,
and may suggest topics for fact sheets, drop-in articles, and even letters to the
editor or newspaper editorials.
Before turning to the Message Development Worksheet, take a few moments to
read “Considerations for Message Construction.”

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