Telling Your Story, Strategically: 7 Steps to Creating Your Communication Plan

Ready to create your own plan? Follow these seven steps to get started:

1. Define Your Communication Priorities

Start with the why. What do you want your stakeholders to know? Your communication priorities should directly relate to your organization’s priorities, whether increasing enrollment, boosting staff morale, or improving public perception.

Example priorities:

• Financial stability of our organization
• Career-technical education opportunities
• Engaging the community on key issues

Need help identifying communication strengths and gaps before you start? Our Communications Audit Guide is designed to help you take stock and build a smarter plan.

2. Identify Your Audience

Your messages will only land if you understand who you’re speaking to. Consider their needs, motivations, and communication preferences.
Tools like surveys, focus groups, or social media analytics can help you get a clearer picture of your audience.

3. Craft Your Objectives and Key Messages

What do you want people to know, feel, and do as a result of your communication? This is the foundation of a strong communication plan. By defining clear objectives and crafting key messages, you ensure your efforts are focused, consistent, and impactful.

Start with Communication Objectives

Your objectives are the “why” behind your communication. They guide your strategy and help you measure success. To create effective objectives, ask yourself these key questions:

• Who? Who is your audience? Are you speaking to parents, employees, customers, or stakeholders? Tailor your approach to their needs and preferences.
• What? What is the desired outcome? Are you aiming to:
  • Create or increase awareness?
  • Influence perception?
  • Change or influence behavior?
  • Encourage action?
  • Shape opinions or beliefs?
• How much? What level of understanding or engagement do you need? For example, do you want your audience to simply be aware of an issue, or do you need them to take a specific action?
• When? What is your timeline? Set clear deadlines for when your audience should receive and understand the information.

By answering these questions, you’ll have a roadmap for creating communication that aligns with your goals.

Develop Key Messages

Once your objectives are clear, it’s time to craft the messages that will bring them to life. Your key messages should reflect your organization’s values and goals while resonating with your audience. Start with 2-3 core messages that are simple, memorable, and adaptable.

Example Core Message: “We’re committed to safety and transparency in our schools.”

Now, adapt this message for different audiences and platforms while maintaining a consistent voice:

• Parent Email: “Here’s how we’re keeping your child safe every day.”
• Social Media Post: “New safety updates? We’ve got you covered.”
• Internal Staff Memo: “Your role in ensuring a safe and transparent school environment is critical. Here’s how we’re working together.”

Pro Tip: Keep It Audience-Centric

When crafting your objectives and messages, always put yourself in your audience’s shoes. What do they care about? What language will resonate with them? The more you align your communication with their needs, the more effective it will be.

4. Choose Your Communication Channels

Don’t try to do it all; do what works. Choose a mix of platforms that best reach your audience, like:

• Social media (Instagram, Facebook, X/Twitter)
• Newsletters and email updates
• Website announcements
• Text alerts or apps
• Internal channels like staff bulletins or meetings
• In-person meetings or community forums

Balance reach with capacity. It’s better to be consistent on a few channels than stretch too thin across too many.

5. Develop a Content Calendar, Strategies, and Timeline

Once you know what you want to say and where, it’s time to get organized. A well-thought-out content calendar, paired with clear strategies and actionable tactics, ensures your communication objectives are effectively implemented.

Start with Strategies and Tactics

Strategies are the overarching plans that guide your communication efforts, while tactics are the specific actions you’ll take to bring those strategies to life. For example:

• Strategy: Build awareness of a new brand launch.
  • Tactic: Create teaser posts on social media leading up to the launch.
  • Tactic: Host a live Q&A session to engage your audience.
• Strategy: Strengthen relationships with stakeholders.
  • Tactic: Host leadership coffee talks once a quarter.
  • Tactic: Print and mail quarterly printed newsletter to all households.

By aligning your strategies and tactics with your objectives, you create a clear path to success.

Map It Out with a Content Calendar

A content calendar helps you plan and track your communication efforts. Use it to:

• Schedule when and where each message will be shared.
• Assign responsibilities to team members.
• Ensure a consistent flow of content across all platforms.

Why It Matters

Planning in advance means fewer last-minute scrambles and more room for creativity. It also helps you:

• Maintain rhythm and consistency, which builds trust with your audience.
• Stay aligned with your objectives and avoid missing key opportunities.
• Measure progress and adjust your tactics as needed.

6. Set Metrics for Success

How will you know if it’s working? Define clear, measurable indicators based on your goals.

Metrics might include:

• Engagement rates (likes, shares, clicks)
• Website traffic
• Event attendance
• Email open and click-through rates
• Community survey results

Use tools like Google Analytics, email platforms, or social listening to track progress, and then you can adjust your actions as needed.

7. Evaluate and Refine the Plan

Even the best plans need to evolve. Set regular check-ins (monthly or quarterly) to review what’s working, what’s not, and what needs to shift.

Be open to feedback. Audience needs can change quickly, and the most effective communicators adapt with them.