Once you know your local media, the next step is to plan your communications strategy. This takes a bit of work and persistence, but it will definitely pay off if you do it well.
You need to determine what you want to say, who you want to say it to, and how you're going to go about it. Once you're ready to communicate your message, your plan will be your road map.
The example below shows the essential elements of an effective communications plan, built around a hypothetical situation.
| Elements of a Communications Strategy | Possible Situation |
Objective
What do you want to accomplish? | After a violent incident at school, you want to let the community know that students are working to eradicate violence. |
Audience
Who are you trying to reach? | Students at your school; students at other local high schools; parents and teachers; local media. |
Message
What points do you want to get across? | The violent incident does not represent the behaviour of the majority of the students, most of whom are also shocked by the incident - and want something positive to come out of it. |
Strategy
How are we going to deliver this message to the audience? | Organize a workshop on student violence; issue a press release to local media; invite local media, parents and teachers to talk at the workshop. |
