Setting up a Strategic Communication Plan

Introduction

Stage 1 The Assignment

1.1 The client formulates the problem
1.2 Collaboration meetings

Stage 2 Situation analysis

2.1 Internal and external analysis
2.2 Bottlenecks and the core problem
2.3 Formulating the policy goal

Stage 3 Communication analysis

3.1 Analysis of the parties involved
3.2 The role of communication
3.3 Communication goals

Stage 4 Target groups and objectives

4.1 Target groups.
4.2 Communication objectives

Stage 5 Communication strategy

5.1 The key idea
5.2 Communication instruments

Stage 6 Organisation

6.1 Planning in broad terms
6.2 Budgeting in broad terms
6.3 Procedure
6.4 Research and evaluation plan

Conclusion

Case study: Municipal waste policy

Recommended literature

Index

About the Authors