The ABCs of Strategic Communications

This article details the process of designing a plan for strategic communications as discussed in The Jossey-Bass guide to strategic communications for nonprofits, written by Kathy Bonk, Henry Griggs and Emily Tynes, 1999.

"A communications plan is an important part of an organization's daily operation. As a living document, it frames media activities, including internal and external communications, clarifies the organization's priorities, target audiences, resources and staff assignments.

What are the elements of a communications plan?

The elements are basically the same whether an organization is, for example, a large not-for-profit hospital, a museum, a university, a small advocacy group, service provider, or foundation. A communications plan affirms and is driven by the organization's goals and outcomes, its vision, as expressed in a mission statement, and its values and beliefs.

Overall communications goals:

The organization's communications goals may include:

• Developing and implementing communications plans for enhanced visibility and crisis management
• Generating positive media coverage by cultivating relationships with reporters
• Increasing the awareness and involvement of specific, targeted groups of individuals
• Changing attitudes or teaching new skills to clients and staff
• Generating support from the public, policy makers, and clients for community reforms across your state
• Encouraging financial contributions

The activities in the communications plan should support the organization's overall communications goals. It is important to set measurable goals in order to know when they have been achieved and to be able to gauge the progress along the way..."