Strategy Development of

Communication Plan

Communication project plan framework

Strategy development
Goals and goal statements
Objectives
Stakeholders
Messages
Third-party actions (that
you might depend on in order
to make your communication
effective)
Risk management
Ethical considerations
Budgeting

Siti Zaeriyah
14201101003

Introductory information
Executive Summary
The communication Process (optional explanation

Research and analysis

Background to the or issue
Defining the problem or issue
Situation analysis
Research
Ethical considerations

Implementation
Project management
Timing

Evaluation and adjustment

Measuring the effectiveness of messages, media
and outcomes
Ethical considerations

Strategy development
The strategy development stage of a
communication plan:

Gives focus to key priorities and direction

Provides structure and professionalism
Generates creativity
Assures predictably good results
Helps to engender support from senior managers for
the public relations function

Goals and goal statements

Determine the core aim or goal
We are addressing the problem [or issue] because it affects our/ prevents us
from and we need to [state the goal].

The goal statement should be written in the

present tense as though the completed goal is
happening
Overarching goal statements are always useful for
keeping focused on the big picture during
implementation
The goal statements needs tangible agreement by
all the people relevant to the case

Goals and goal statements

Goals are general statements that express broad, desired results
that are the end points towards which effort is directed (Kelly, 1998)

Examples of project goal

-

The aim is to influence the decision of the government

planning committee
Our goal is to increase attendance at these public meetings
Employees will understand the companys position after
they read this information

Three different types of goals (Smith, 2005, p.69)

-

Reputation management goals

Relationship management goals
Task management goals

Objectives
Objectives are subsets of goals and should be expresses in
concrete, measurable terms (Kelly, 2001, p. 287-8)

Anderson et al. (2009) outline the reasons for setting clear, concise
and measurable objectives in public relations include:

Objectives create a structure for prioritization

Objectives reduce the potential for disputes before, during, and after the
program
Objectives focus resources to drive performance and efficiency objectives help
create successful programs by identifying areas for prescriptive change and
continual improvement
Objectives set the stage for evaluation by making it easier for sponsors and
team members to determine if the PR program met or exceeded expectations
Objectives link the PR objective to the business objectives

Objectives
A SMART acronym (even SMARRT) is a technique used widely
around the world to help set objectives:

Specific
Measurable
Agreed
Realistic/ relevant
Relevant
Timed

Specific, measurable objectives indicate the direction in which

the PR departments efforts are heading and can be compared
against results to measure the extent to which the PR efforts
have been successful

Stakeholders
Stakeholders are the groups or individuals with whom the organization interacts or has
interdependencies and any individuals or group who can affect or is affected by the actions,
decisions, policies, practices or goals of the organization (Gibson, 2000, p.245), citied in
Friedman & Miles, 2006, p. 7)
Stakeholders can be identified and assessed by various criteria such as their
influence, their impact and their likely attitude to the project

Stewardship
Maintaining and strengthening stakeholder
relationship
The stewardship step ensures that the
communication process is continuous;
Stewardship is therefore a necessary step in
relationship management

Messages
The main message doesnt need to be catchy; it is not the slogan or the
jingle for the campaign
Effective key messages should outline the program, policy, product or
service being promoted, the benefits for stakeholders, and a clear call to
action outlining what the stakeholders should think, believe, feel or do as a
result of receiving the messages
Tailored messages to segmented stakeholders groups

To employees

This new staff pay system will give you at least $30 more pay
each week.

To media

The new staff pay system will enable the company to be more
competitive due to greates productivity by workers.

To shareholders

Increased productivity will provide greater returns to

shareholders within six months.

Third-party actions (that you might depend

on in order to make your communication effective)

Actions speak louder than

words
Always important to consider what organizational
actions can be initiated or recommended to top
management, which would resolve a problem or issue
Example:

product recalls

PR staff convince management

Speed up product changes

Risk management
Regerter and Larkin define risk as a measure of the adverse effect of an issue, and
they conseider risk in terms of likehood and impact (2008, p.21)

Seven steps in risk management

Establish the context

Identify the risks
Analyse the risks
Evaluate the risks
Treat the risks
Monitor and review
Communicate and consult

Ethical considerations
Objectives for communication projects can be
considered from an ethical point of view
Foe example, TARES checklist noted in the Research
and Analysis stage of the project could be used to
ensure that principles of Truth, Authenticity, Respect,
Equity, and Social responsibility are observed in the
objectives planned in the Strategy Development stage of
the project.
Usually communicators intuitively consider ethical
aspects of the brief for a project rather than reviewing
them systematically as an integral part of the process

Budgeting
A check of the available funding is the first action to take when
planning a program, project or campaign

Always allow a buffer amount in the

budget
Achieve PR for PR
Always write explanatory budget notes
Grey areas

Summary
Setelah mempelajari sesi ini, diharapkan dapat:

Define a communication plan

Write goal statements
Write PR goals and objectives
Understand the concept of stewarding
Apply risk management techniques in PR practice
Apply ethical considerations in PR practice
Budget plan

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