Margaret McGann

Building the strategic communications plan – strategic approach

In communications and marketing, communications plan, media relations, planning, public relations, social media, strategy on April 26, 2010 at 8:15 am

At this point in your plan you understand the context you are working in and know what your objectives, target audiences and expected results are which means you’re almost ready to recommend an effective strategic approach.

You should answer these questions before deciding what it will be:

  • How large or small an audience do you want to reach?
  • What communications/marketing strategies will get you the best results?
  • What staff and monies are available?
  • What tactics will get effective results in the time frame you have?
  • Which activities and programs will work better? Why?
  • How will you prioritize the roll-out of your activities?

Your recommended approach needs to be a sound, strategically based and measurable outline describing how and when you’ll achieve your objectives (i.e., a yearlong proactive national communications campaign that will include six high-profile regional events, a sustained print, electronic and online/social media relations outreach plus advertising and educational collateral materials).

The strategic approach could be described as “the elevator pitch” for your strategy, broad strokes with an overview of specific activities which will be fleshed out in your tactics section.

One last note, you should make sure you’re able to give a rationale for why you chose this strategy by linking  it to your situational analysis, available resources and other current communications activities.

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