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| About the Author | |
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| Preface | |
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| Getting the Most Out of This Book | |
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| Intended Audiences | |
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| Strategic Communications Plan Framework | |
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| Structure of the Workbook | |
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| How to Use This Workbook | |
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| How to Use the Web Site | |
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| Readiness for Strategic Communications Planning | |
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| Strategic Communications Planning Process | |
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| Why Strategic Communications Matters | |
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| Benefits of Strategic Communications Planning | |
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| Roles and Responsibilities in Strategic Communications Planning | |
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| Communications Action Team | |
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| Communications Audit Team | |
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| Crisis Communications Planning | |
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| Crisis Communications Team | |
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| Crisis Control Team | |
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| Take the Time, Make the Time | |
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| Step One: Preparing to Plan: Essential Building Blocks | |
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| Strategic Communications Is Grounded in the Mission | |
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| Review the Organization's Mission Statement | |
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| Review the Organization's Program Goals, Objectives, and Financial Priorities | |
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| Communications Audit | |
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| Purpose of the Communications Audit | |
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| Components of a Communications Audit | |
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| Conducting the Communications Audit: Methodology | |
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| Plan the Audit | |
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| Conduct Interviews | |
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| Inventory and Analysis | |
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| Present Findings | |
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| Conduct Additional Research (Optional) | |
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| Step Two: Foundation of the Plan: The Situation Analysis | |
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| Internal Analysis | |
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| Organizational Culture | |
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| Administration | |
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| Programs | |
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| Human Resources | |
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| Infrastructure | |
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| Development | |
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| External Analysis | |
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| Demographic Forces | |
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| Economic Forces | |
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| Political Forces | |
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| Technological Forces | |
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| Social Forces | |
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| SWOT Analysis | |
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| Critical Community Partners and Stakeholders | |
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| Step Three: Focusing the Plan: Target Audiences | |
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| Understand Your Audience | |
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| Demographic Information | |
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| Geographic Information | |
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| Psychographic Information | |
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| Leadership Potential | |
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| Profile Each Priority Audience | |
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| Research Your Audience | |
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| Media Review | |
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| Readership Surveys or Membership Questionnaires | |
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| Piggyback Surveys | |
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| Exit Interviews or Evaluation Surveys | |
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| Informal Discussions | |
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| Focus Group | |
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| Step Four: Fostering Audience Support: Communications Objectives | |
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| The SMART Test | |
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| Cycle of the Communications Process | |
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| Create the Communications Objectives | |
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| Communications Objectives: Some Examples Using the Cycle of Communications | |
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| Step Five: Promoting the Nonprofit Organization: Issue Frames and Message Development | |
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| Define the Key Themes | |
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| Message Frames | |
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| Media Role in Framing | |
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| Episodic and Thematic Frames | |
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| Conducting a Framing Analysis | |
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| Reframing | |
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| Reframing: Underage Drinking | |
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| Message Development | |
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| First Impressions | |
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| Organization Descriptions | |
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| Messages that Resonate | |
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| Building a Message Platform for the Organization | |
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| Step Six: Advancing the Plan: Vehicles and Dissemination Strategies | |
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| Criteria for Selecting Strategies | |
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| Audience Responsiveness | |
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| The Organization's Relationship to the Audience | |
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| How the Strategy or Vehicle Will Influence the Audience's Perceptions | |
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| Controlling the Message | |
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| Effort to Implement | |
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| Budget Issues | |
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| Potential Uses with Other Audiences | |
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| Evaluating Existing and Potential Strategies for Meeting Communications Objectives | |
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| Case Study: Future Generations | |
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| Case Study: Planet 3000 | |
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| Strategies and Vehicles to Meet Communications Objectives | |
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| Face-to-Face Meetings | |
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| Print | |
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| Electronic Communications | |
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| Audio Vehicles | |
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| Video | |
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| Web Sites | |
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| Strategic Use of Communications Vehicles | |
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| Alternative Media | |
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| Building a Comprehensive Portfolio of Communications Vehicles to Support the Communications Objectives | |
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| Step Seven: Ensuring that the Plan Succeeds: Measurement and Evaluation | |
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| Performance Evaluation | |
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| Steps in the Evaluation Process | |
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| Concepts that Have Driven the Strategic Communications Process | |
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| Measuring Success in Achieving Communications Objectives | |
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| Tracking Communications Activities | |
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| Measuring Communications Impact | |
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| Evaluation Tools | |
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| Monitoring the Progress on Communications Objectives | |
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| Finalize the Report | |
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| Pulling It All Together: Creating the Plan | |
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| Building the Communications Plan | |
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| Putting It All Together | |
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| Creating Organizational Ownership | |
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| Messages to Support the Communications Plan | |
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| Tips for Building Support | |
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| Building the Case for Sustainable Capacity | |
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| Money: If It Is a Good Idea, You Can Sell It | |
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| Income-Producing Possibilities | |
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| In-Kind Contributions | |
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| Strategic Communications Plan Template | |
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| Planet 3000 Strategic Communications Worksheets | |
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| Essential Communications Tools | |
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| Elements of a Style Manual | |
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| Expanding the Organization's Coalitions and Partnerships | |
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| List of Worksheets | |
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| Suggested Resources | |
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| Index | |