1 / 11

Strategic Communications Planning

Strategic Communications Planning. LCDR Howard Wright Air Station Cape Cod Information Management Department. “Using the right platform To get the right message To the right audience At the right time To make them feel, believe, or do something That contributes to a desired end-state”.

simon-moreno
Download Presentation

Strategic Communications Planning

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Strategic Communications Planning LCDR Howard Wright Air Station Cape Cod Information Management Department

  2. “Using the right platform To get the right message To the right audience At the right time To make them feel, believe, or do something That contributes to a desired end-state” Objective of Strategic Communications

  3. End-state • Phase • Goal • Audience • Message • Vehicle What are the communications aspects of your strategic objective? Examples: Deepwater Strategic Objective – Recapitalize the CG Fleet Communications End-state – Secure funding Presidential Election Strategic Objective – Win reelection Communications End-state – Make Kerry look like the wrong choice; Make Bush look like the right choice.

  4. When are the times when focus naturally shifts? These are your communications Phases. • End-state • Phase • Goal • Audience • Message • Vehicle Phase 2 Phase 1

  5. What do we want to accomplish during this phase that will lead to the accomplishment of our end state? • End-state • Phase • Goal • Audience • Message • Vehicle End-state Goal Goal

  6. What groups or audiences are important for the accomplishment of the goals for this phase? • End-state • Phase • Goal • Audience • Message • Vehicle Media/Public Congress Team CG Phase 2 Phase 1

  7. What is the sentiment, knowledge, or action necessary of the audience to accomplish the goal and what messages will illicit it? • End-state • Phase • Goal • Audience • Message • Vehicle End-state Goal Goal Messages : Tailored to the Audience and Phase

  8. What are the most efficient and effective means of delivering that message to the target audience? • End-state • Phase • Goal • Audience • Message • Vehicle End-state Goal Goal Messages : Tailored to the Audience and Phase Existing venues & channels Products Tools technology relationships

  9. MEDIA COMMUNICATIONS PLAN: Phase 1 Owner: STRATEGIC OBJECTIVES Posture: Message: ACTION Spokesmen: Action Plan

  10. CG Government and Public Affairs (CG-092) Congressional Affairs (G-ICA) Public Affairs (G-IPA) Community Relations Media Relations Historian Art Program Strategic Communications (G-I-1) State and Local outreach Comms planning consulting Non-governmental Coast Guard Comms Org

  11. Questions?

More Related