Strategic Communications Plan Template 301 W Northern Lights Blvd, Ste 400 Anchorage, AK 99503 907 297-2700 907 366-2700 (toll free in Alaska) 907 297-2770 (fax) www.rasmuson.org CONTENTS 1 INTRODUCTION How to use this template 2 BEFORE YOU BEGIN Communications infrastructure, goals, targeting and research 3 FRAMING AND MESSAGES Frame the issue, choose messages and spokespeople, identify news hooks and communications outlets 4 NEWS MEDIA Which outlets will you reach out to and what tools will you need to be successful 5 FOLLOW-UP Evaluate your efforts The purpose of a strategic communications plan is to integrate all the organization’s programs, public education, and advocacy efforts.. 4 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 2006 RASMUSON FOUNDATION AND THE SPIN PROJECT..
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