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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