Communication Plan for Company
ELEMENT
Communications Infrastructure
What communications capacity do you have
– staff and time? What resources do you
need?
Goals
What do you want to convey to stakeholders?
Stakeholders
Who is your target audience?
What different needs do your stakeholders
have?
Research
What do you need to know about your target
audience? How will you get the information?
Frame the Issue
Describe the change that you want to communicate and any effects.
Message
What are the elements of your message:
Problem
Solution
Action
Spokespeople
ACTION
Communication Plan for Company
Who are the best messengers to reach your
target audience?
Newshooks
What are newshooks for the issue?
Communications Channels and Outlets
How will you reach your target audience,
e.g., news media, workshops, all hands meetings, newsletters, email blasts, PSAs?
News Media
News article, Op ed, Letter to the editor, Radio talk show, Television talk show , Ted Talk,
Multimedia presentation, or other
Reporters/ Media Database
Based on what you’ve checked above, rank
the top 20 outlets you want coverage in.
Pitch Reporters
What will you pitch to the above media reps?
