3.2.1 Elements of Comms Strategy

  1. What are the components of a communication strategy?

  2. How do they differ from your needs analysis?

  3. Which components are the most important?

  1. Elements

  • a situation analysis

  • goals

  • objectives

  • messages

  • target publics

  • communication pathways

  • tools

  • implementation

  • evaluation

2. Identifying needs is answered by the comms strategy: the need gives rise to the response. This document is the response.

3. Everything is shaped by the situation analysis, which feeds the goals and then objectives. All flows from that.

Marcus Baumgart