Implementing a communications plan - part 2

In part one of our post about communications plans, we talked about why you need a communications plan and how to get started by determining your goals and message.

Once you've identified goals and come up with a message, then what?  Well, who are you trying to reach?  Who is your audience?

Identifying your Audience
In the example we used in part one, recruiting more members to your professional association, the answer is obvious. But, if you are trying to reach a diverse audience, if you're trying to win votes or influence public policy, that may take more thought.  

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Let's say you're trying to persuade your village to put a traffic light at a dangerous intersection. Who is your audience?

• Village officials
• Parents of children who attend a nearby school
• Businesses along the route
• Nearby homeowners

Now that you've identified the audience, what strategy and tactics will you use to reach them? A strategy is an overarching plan of action while tactics are the specific action steps, like whether to use direct mail.

Devising a Strategy
Continuing with our traffic light scenario, we might come up with a strategy: Through a multifaceted campaign using earned media, social media and direct mail, we will make officials, residents and businesses aware of the need for a stoplight at this corner. We will tailor our message to each audience.

Developing and Executing Tactics
Now that we have an overall strategy, we can determine the tactics we will use.

For example:

•     Generate earned media coverage by:

                -Writing press releases and pitching stories to the local press
                -Holding a rally at the site
                -Writing Op-eds and letters to the editor
                -Speaking at village and school board meetings, Rotary club, chamber of commerce

•     Social media campaign

                -Start a Facebook page
                -Identify and post stories on hyperlocal social media sites and blogs

•     Design and produce collateral materials, brochures, yard signs and direct mail pieces
  

So, now that you've got your strategy and tactics done, how well did it work? That will be the subject of part three.