Developing a Communications Plan for Public Outreach. Wendy Madsen Legislative Information Officer Wyoming Legislative Service Office. Why do you need to develop a communications plan?. “Luck is where preparation meets opportunity”. - Seneca, Roman philosopher.
Who are you trying to reach with your communications?
Identify three audiences that you will target with directed communications efforts
Identify three audiences that will benefit from targeted activities to your primary audiences
Who needs to support your plan for you to implement your communications objectives?
What do you want to accomplish through your communications plan?
Develop three communications objectives that you would like to accomplish this year
What specific strategies will you use to achieve your goals?
What tasks do you need to complete as part of your strategies?
What tools are available to help you meet your goals?
Instead of: Do better at communicating with media
Try: Conduct two briefings for reporters each month
Instead of: Meet with my constituents
Try: Hold 10 town meetings throughout district in 2008
Instead of: Get 100 percent of voters to click on Web site
Try: Increase Web site hits by 10 percent in 2008
Instead of: Use all methods of technology to communicate
Try: Develop and promote blog to inform constituents
Instead of: Produce annual report for constituents
Try: Distribute annual report one month after adjourning
Develop strategies and tools to meet your goals and objectives outlined in Section 4
What messages do you want to communicate?
Why do you need key messages?
Develop no more than three key messages for each topic that you want to include in your plan
Does the public know who you are?
Do they instantly recognize information you provide?
What image do you convey to the public and is it what you want?
Just do it.
Don’t leave home without it.
It takes a licking and keeps on ticking.
Melts in your mouth, not in your hands.
When a crisis happens, how do you plan to restore public confidence?
Can you ensure that the public receives timely and accurate information in a crisis?
A crisis is defined as an emergency or situation that can affect the integrity, reputation, public confidence of (the institution, party, member) and/or that has the potential to disrupt the normal course of business.
What qualifies as a crisis?
Can you provide some examples?
Develop a couple of crisis scenarios and an action plan to go along with each scenario
Structure your action plan so that it:
How do you plan to measure whether or not you are achieving your communications goals?
“Goals are dreams with deadlines”
- Diana Scharf Hunt