STRATEGIC COMMUNICATIONS PLAN TEMPLATE

Independent Media Institute

77 Federal Street
San Francisco, CA 94107
phone 415.284.1420
http://www.spinproject.org
info@spinproject.org

CONTENTS
1 You gotta have a plan.
INTRODUCTION
How to use this template
Strategic Communications
Plan Template
2
BEFORE YOU BEGIN
Communications infrastructure, The purpose of a strategic communications plan is to integrate all the or-
goals, targeting and research ganization’s programs, public education and advocacy efforts. By planning
a long-term strategy for your efforts, you will be positioned to be more pro-
3 active and strategic, rather than consistently reacting to the existing envi-
FRAMING AND ronment. The strategic plan will help you deploy resources more effectively
MESSAGES
Frame the issue, choose messages and strategically by highlighting synergies and shared opportunities in your
various programs and work areas.
and spokespeople, identify news
hooks and communications out- The creation and adoption of a strategic communications plan represents a
lets significant step for any organization. For many organizations, the adoption
of such a plan represents a cultural shift toward communications and a
4 clear recognition that all the organization’s efforts have a communications
NEWS MEDIA
Which outlets will you reach out element. Public education, grassroots organizing, research, public advocacy,
to, and what tools will you need direct service and even fundraising are all, at their core, communications
tasks vital to the health and success of a nonprofit organization.
to be successful

At the SPIN Project we firmly believe that a strategic communications plan

5
FOLLOWUP has the power to transform an organization: both in terms of your credibil-
Track coverage and evaluate your ity and status in your community, and in terms of the way you work to-
efforts gether as a team to achieve your mission and vision for your community.

Use this template as a guide to create a strategic communications plan for

your organization or campaign. This document can help you facilitate a
strategy session with key stakeholders.

An electronic version of this template, and a tutorial that will help you to
answer the questions below, are available on our website at:
Some rights reserved. This http://www.spinproject.org/plangenerator. When submitting the tem-
template is licensed under a Cre- plate through our website, you can save your work for later edit-
ate Commons license. You are ing, and send a copy to the SPIN Project so that one of our strate-
free to use its contents for any gists can review it and offer feedback.
non-commercial purpose, pro-
vided that you credit the SPIN If you’re ready to start planning strategically in your communications
Project. work, turn the page.

2005 The SPIN Project. Some rights reserved. 1

 STRATEGIC COMMUNICATIONS PLAN TEMPLATE

Communications Infrastructure
What communications capacity do you have – staff and time? Who will do the work? What budget do you have to
do this work?

Goals
Why are you launching communications efforts in the first place? What do you want?

Target/ Target Audience

Who can give you what you want? Can you directly influence this individual’s decision making? If not, who is your
target audience? Who do you need on your side to get what you want?

Research
What do you need to know about your target audience? How will you get the information?
Frame the Issue: What is this issue really about? Who is affected?

2005 The SPIN Project. Some rights reserved. 2

 STRATEGIC COMMUNICATIONS PLAN TEMPLATE

Frame the Issue

What is this issue really about? Who is affected?

Message

Problem

Solution

Action

Spokespeople
Who are the best messengers to reach your target audience?

Newshooks
What are newshooks for the issue?

2005 The SPIN Project. Some rights reserved. 3

 STRATEGIC COMMUNICATIONS PLAN TEMPLATE

Communications Channels and Outlets

How will you reach your target audience, e.g., news media, door-knocking, newsletters, email blasts, PSAs?

News Media
The remainder of the template assumes you’ve selected news media as one vehicle to reach your
target audiences. The following are general ways in which to receive coverage. Check the ones
that will reach your target audience:

☐ News Article
Which Section?

☐ Op Ed
☐ Letter to the Editor
☐ Radio Talkshow
☐ Television Talkshow

Reporters/ Media Database

Based on what you’ve checked above, rank the top 20 outlets you want coverage in and identify the reporter from
each outlet whom you want to target:

1. 11.

2. 12.

3. 13.

4. 14.

5. 15.

6. 16.

7. 17.

8. 18.

9. 19.

10. 20.

2005 The SPIN Project. Some rights reserved. 4

 STRATEGIC COMMUNICATIONS PLAN TEMPLATE

Pitch Reporters
What will you pitch to the above reporters?

Deliverables/ Collateral/ Event

What deliverables/collaterals/events do you need to communicate with reporters?

☐ Media Advisories
☐ News Releases
☐ Fact Sheets
☐ Brief Bios of Spokespeople
☐ Brochure
☐ Web Newsroom
☐ Media Briefings
To which reporter can you offer personal attention?

Additional Deliverables
What additional deliverables will pique reporters’ interest and help make your case?
☐ Web Newsroom Reports
☐ Web Newsroom Polls
☐ Web Newsroom Scorecards

Track Coverage
What’s your system to capture your media hits?

Evaluation
How will you evaluate your efforts?

2005 The SPIN Project. Some rights reserved. 5