A communications strategy is a carefully thought-out, fully integrated system to use communications to advance your mission. With such a plan, even small organizations can have influence and reputations that are larger than life. Without one, the same organization may struggle to recruit participants, engage donors and achieve its basic mission. Developing a communications strategy should be part of every organization's planning process. Here are some tips to get you started: Start with your organizational mission and goals. Ask "What are we trying to accomplish?" and "How do we want to be known?" Your communications strategy should aim to accomplish these goals. Also consider your organization's immediate needs. You may decide that you need to raise more money or recruit more members or turn out voters for the election. A well-crafted communications plan incorporates both long and short-term goals. Define your communications goals. How can you use communications to achieve your mission? What do people need to hear in order to help you achieve your goals? Your goals should focus on creating change – a stronger reputation, more supporters, improved conditions for your clients. They shouldn't focus on the number of media placements you get. Identify your target audience Figure out who can help achieve your goal? Learn as much as you can about these people. How much do they know about your organization and goals? How much do they care about your issues? What makes them tick? Develop your messages Your messages need to give your audience the information they need to help you achieve your goals. The messages should be simple, clear and consistent throughout the whole campaign. The messages should: Define the issue Connect it to the audience Indicate a course of action Brainstorm strategies Think creatively about all the ways to reach your audience? Where are they? What do they read? Watch? Listen to? How can you engage them so that they are receptive and responsive to your messages? Be as creative as you can be here. Don't be afraid to suggest offbeat guerrilla tactics. Evaluate your successes and adapt as you go. Set benchmarks for success. Track your progress. Adapt as you go to expand the most effective tactics and drop the weak ones. 17 Bancroft Place  ·  Fair Lawn, NJ 07410 Phone: (201) 703-4302  ·  Send an email