Communication

Strategic Plan
- Tips and Q&A
Components of Strategy

1. Issue or Situational Analysis

2. Key Stakeholder/Audience
Identification and Analysis
3. Communication Objectives
4. Key Messages & Message Map
5. Tools, Tactics, Techniques & Timelines
6. Measurement
1 – Situational Analysis
 Current background, situation or
circumstance and relevant history
 What is the current issue at hand?
What is the situation or circumstance?
 What happened both operationally
and specific to communication?
 What historical information may affect
the current state of being or perception?
Components of Strategy

1. Issue or Situational Analysis

2. Key Stakeholder/Audience
Identification and Analysis
3. Communication Objectives
4. Key Messages & Message Map
5. Tools, Tactics, Techniques & Timelines
6. Measurement
2 – Key Stakeholder Analysis
 Have a “stake” or interest in the
organization and/or we in them
 Affected by, or can affect,
organization’s actions, objectives, and
policies in some way
 Identify them and map them
Stakeholder Analysis Map

Media Employees
Victims

Institutional
BP Stockholders
Investors
Example

Environmental
Government

General Fishing,
Public Tourism +
2 – Key Stakeholder Analysis

 Prioritize them – influence and

interest
(Look to Lesson#1 Part 2 for Graph)

 Digdeep – research and brainstorm

as a team
2 – Key Stakeholder Analysis
 What do they care about?
 What are they concerned about?
 What questions do they need
answered?
 How may they affect the current
situation – positive and negative?
 What type of influence do they have
with the company and/or
the current situation?
 What engagement level should we
have?
Components of Strategy

1. Issue or Situational Analysis

2. Key Stakeholder/Audience
Identification and Analysis
3. Communication Objectives
4. Key Messages & Message Map
5. Tools, Tactics, Techniques & Timelines
6. Measurement
3 – Communication Objectives

 What are the outcomes that should

result from your plan?
 Include them in your narrative and link
them to strategies and tactics

Example – “To ensure our goal of

(objective), our strategy is…”
Overarching Objective: BP Oil

Convey that BP takes responsibility for the

disaster, and cares about the people, industries
and environment affected. BP is committed to
cleaning up, restoring those affected
economies, and compensating businesses and
individuals for their losses.
Components of Strategy

1. Issue or Situational Analysis

2. Key Stakeholder/Audience
Identification and Analysis
3. Communication Objectives
4. Key Messages & Message Map
5. Tools, Tactics, Techniques & Timelines
6. Measurement
4 – Key Messages

 What are their key concerns or

questions?
 Create a message map to address
concerns/questions

- Consider audience, situation, and

objectives.
** Write messages directly
to your stakeholder

Employees Will I be safe at work?

The safety of our

Addresses Question/Concern employees
is our #1 priority.

We consulted with the

Proves or Supports top engineering teams
Key Message Above in the world.

All faulty equipment has been

replaced with safety tested
and “X” certified machinery.

Multi-level safety guidelines,

testing and training have
been developed to ensure
safety going forward.
Components of Strategy

1. Issue or Situational Analysis

2. Key Stakeholder/Audience
Identification and Analysis
3. Communication Objectives
4. Key Messages & Message Map
5. Tools, Tactics, Techniques & Timelines
6. Measurement
5 – Tools, Tactics, Techniques
& Timelines

Given the context, audience and goal(s)

 What tools or channels are suitable?
 Timing of communication
 Important communication techniques

- How do you say it? And, why?

- Who should say it? And why?
- When – how often?
Components of Strategy

1. Issue or Situational Analysis

2. Key Stakeholder/Audience
Identification and Analysis
3. Communication Objectives
4. Key Messages & Message Map
5. Tools, Tactics, Techniques & Timelines
6. Measurement
6 – Measurement:
Evaluation and Tracking

 What does success mean?

What determines success?

 How will success be monitored

and how often?
Final Notes
 Report Length: 9-10 pages, double-spaced, 12 font
Presentation Length: 15 minutes + questions
**Review Rubric for paper and presentation
carefully.
 Target (2) two stakeholders only
 Templates: Required and best to include within the
paper. Remember your written portion of the plan
remains 9-10 pages + any space you use for graphs
and charts
 Appendices: Required to develop example
material such as media release, internal memo, and
speech – Min. (3)
 APA citing and referencing