Tuesday, April 11, 2006

What is a communication strategy?


A communication strategy provides an essential framework for developing a comprehensive and integrated campaign. It is a plan which outlines the rationale for, and desired outcomes of, your proposed public information campaign. The strategy defines specific objectives to provide a framework within which to formulate strategies and against which to evaluate outcomes.
In the development of the communication strategy, key decisions need to be made about:

  • the range of integrated information activities to be implemented
  • what research the strategy is to be based on
  • how external consultants will be used
  • the roles and responsibilities of all key stakeholders in the strategy
  • the available budget
  • the timeline
  • the evaluation plan.


The communication strategy should clearly articulate how all the various components of the campaign will be co-ordinated and managed to achieve its objectives most efficiently and effectively.

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