Writing a Communications Strategy

A communications strategy is the big idea that provides a single, coherent narrative that describes a communications solution to a problem.

The purpose is to provide answers to ‘what?’, ‘why?’ and ‘who?’. While a plan fills in more detail around ‘when?’ and ‘how?’. A strategy should set out:

  • the nature of the problem or challenge
  • key considerations in addressing it
  • choices that have been made
  • key drivers of those decisions (crucially, insight into audiences)
  • resources required
  • stages to go through
  • evaluation criteria

A strategy differs from a plan in that it:

  • considers the wider context
  • tends to take a longer-term view
  • avoids the detail of individual activities

Link to guide


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