Create a communications strategy

A communications strategy helps you persuade the right people at the right time to take an action that will lead to meaningful change. An effective strategy will also keep stakeholders engaged throughout the process. You may notice that creating communications strategy is pulling from and building on the work you’ve done throughout the Take Action Cycle, from developing your vision in Work Together to creating smart objectives in Act on What’s Important. Your communications strategy is a critical step in the Take Action Cycle in that it moves you from planning to action.

The first step in creating a communications strategy is to determine the purpose. Do you want to…

• Share knowledge? This includes sharing information about the issue. People need basic knowledge on the issue before they can consider taking action. This will help you gain support for your issue, program, or policy.
• Build will? This means overcoming the barriers that could stop your audience from taking action and asking them to take a manageable action that is within their comfort zone.
• Reinforce action? This includes celebrating victories with the people who helped make them happen. Helping your supporters see the impact of their action will make them more likely to act again.¹

Then carefully consider your audience and tailor the communication to them. Consider the following:

• What do they care about?
• What is their interest in your issue?
• What’s your message?
• Who do they need to hear it from?

Part of developing your communications strategy is deciding how to get your message out to your key audiences. There are many ways to do this including public presentations, media coverage (both social and print/broadcast), direct communication with decision makers, and storytelling.