Las Maestras

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Let’s start by looking at the general sections of a communications plan. Here’s what I’ve used when planning a communications initiative, in roughly the order I approach them. Not all of them are always necessary. This is the broad list:

- Context > what’s happened before? What’s the history?

- Environmental Scan > what are the key factors that will affect your success? What is the media saying?

- Stakeholders > your stakeholders and their expected reactions. How you will manage them?

- Objectives > what do you want to achieve? (should be clear, relevant, measurable… use the SMART approach if you like)

- Strategy > where are you going, and why?

- Audiences > who are the key audiences?

- …