STRATEGIC COMMUNICATIONS PLAN

The ability to effectively communicate is one of the most in demand and sought after skills in today’s workforce. As a business professional, you will be expected to not only communicate in a clear and concise way, but to do so strategically. These communication skills are necessary to manage personnel effectively and to drive your organization toward its strategic goals and outcomes. Effective communication starts with planning. By developing a strategic communications plan you will be more intentional in your messages and the actions you ask of your audience. This plan is the foundation for Assignments 2 and 3. INSTRUCTIONS Create a written strategic communications plan for the professional communication challenge or opportunity of your choice. Your plan should include the following components and may be written in a professional report format. See the formatting requirements for additional information. 1. Description  a) What is your challenge or opportunity?  b) Why is this professionally important to you? 2. Goal  a) What goal or outcome do you want to achieve with  this communication?  3. Audience  a) Who is your target audience?  i. What are the professional positions of the  audience members?  ii. What demographic characteristics will the  audience comprise?  iii. What is your relationship to the audience?  iv. What background knowledge and expertise does  the audience have?  v. What does the audience know, feel about, and expect  concerning this communication?  vi. What preconceptions or biases do you possess  that might prevent you from building rapport  with your audience?  b) What information is available about your audience?  i. What research/sources will you use to obtain information  about the audience?  ii. What conclusions have you been able to draw about  the audience?  c) What tone will you use to convey your message?  i. Is the setting casual or formal?  ii. Is the communication personal or impersonal? 4. Key Message  a) What is the primary message you must convey to  your audience?  i. Is the message compelling and memorable?  ii. Is the message clear and concise?  iii. Is the message aligned with your audience’s goals  and needs? 5. Supporting Points  a) What three to four points, reasons, or justifications  support your message?  i. What research/sources will you use to obtain facts/data  about your message? 6. Channel Selection  a) What communication style will you employ  (Tell/Sell or Consult/Join), and why?  b) What channel(s) will you use to deliver your message,  and why will they be the most effective?  c) What purpose is served by each channel you have selected? 7. Action Request  a) Is your call to action you are making to your audience clear,  concise, and easily actionable?

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