The following are key processes necessary for developing and executing strategic communications through a master
Determination of Goals and Key Issues
Identify and prioritize communications goals and key issues, predicted on overarching agency goals identified in the agency strategic plan.
Identification of Key Audiences
Determine and prioritize audiences: internal and external.
Creation of Accessible and Visible Messages
Key messages leadership communicates are clear, widely disseminated both internally and externally and are integrated into all aspects of practice and policy throughout the agency. Messages are clear, consistent, focused, truthful and credible, culturally appropriate and reflective of public need.
Selection of Communicative Venues and Channels
Identify the most effective ways to reach identified audiences.
Selection of Approaches, Activities, Materials and Potential Partners
Identify the activities, events, and/or materials to be used within the communicative venues to effectively carry messages to intended audiences. Explore partnerships that broaden outreach and message leveraging.
Materials Development and Appropriate PreTesting
Determine time, budget and staffing needs for each activity including mechanisms for client and stakeholder inclusion.
Implementation of Plan
Launch plan with details on all activities; an outline of steps toward completion; budget and staffing needs identified for each activity; and specific timelines for completion of each activity and key action steps along the way.
Evaluation and Modification
Assess progress; determine strengths, weakness, obstacles, partner, client and stakeholder satisfaction; and, if necessary, craft new approaches to achieve goals.