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A communication strategy outlines the best strategies and communications
vehicles that will help target specific audiences (i.e. potential recipients
and/or beneficiaries) in the most timely and cost-effective manner.
- To generate a high level of interest and awareness among potential and
existing participants in the transfer payment program.
- To reach as many potential, eligible participants as possible.
Identify and discuss the following elements in your plan:
Public environment - Major issues related to the initiative that have
received a high media and public profile: what do the Canadian public, media and
key stakeholders think about these issues and related subjects?
Target audiences - Those people or groups to be targeted when
developing and delivering the communications messages and activities, e.g.,
potential payment recipients, industry, interest or lobby groups, etc.
Strategic considerations - Strategic considerations describe how the
initiative will likely be received, including any elements expected to draw
positive or negative reactions. This section also covers the best ways and times
to present the initiative and other major issues that could impact the
initiative (i.e., by-election, economic considerations, local challenges,
opponents, etc.)
Main/key messages - Three or four succinct speaking points that will
be used by designated spokespeople when publicly discussing the initiative. They
should capture the initiative's overall goals and highlights.
Links to other departments - Provincial/territorial or regional
sensitivities or partnerships and interdepartmental and or
third-party/stakeholder partnerships.
This sub-section outlines the various elements that impact on the complexity
and the level of effort needed to develop an effective communication strategy or
plan.
Knowledge of the potential clients: Is there an existing database of
possible beneficiaries or is a large amount of research necessary?
Knowledge of the program: Will the target audience greatly anticipate
the program or is it relatively unknown?
Is the program new or being renewed: The communication strategy will
most likely differ depending on whether the program is new or a renewal (e.g.,
knowledge of potential clients).
Experience and awareness of beneficiaries: Are target audiences aware
of, or experienced with, similar (or past) programs?
Access to information: Are the clients or recipients at a disadvantage
and/or what is their ease of access to the program's promotional material?
Resources: What resources have been made available for the program
(transfer payments, management costs)? What resources (human and financial) does
the department have to promote the program? (For example, a class contribution
likely requires significantly greater resources than a transfer to another level
of government. As well, there is a difference between national and regional
programs. The staff resources available for communication-related activities are
likely greater for national programs co-ordinated at HQ).
Communication strategies and plans should be regularly and consistently
evaluated for their effectiveness and efficiency. Departments should set
measurable targets and objectives (e.g., "x" applicants aware program
exists by "y" date; "x" participants sent promotional
material by "y" date, etc.), as well as performance indicators at the
program development stage. Ideally, a communications expert internal to the
program would satisfy this requirement.
This sub-section outlines the tools and media that will be used to deliver
communications messages to target audiences. Products such as news releases and
brochures should refer to the following: the program's purpose, terms and
conditions of support, how to apply for support and any eligibility and/or
monitoring requirements.
Products
- A news release for distribution to newspapers and/or magazines giving
details of the specific project and the overall program itself.
- A website that gives program information and allows for feedback and
questions from target audiences.
- Brochures, pamphlets and posters that can be distributed to members of
target audiences.
Activities
- Identify spokespeople to deliver public information seminars that can be
held at external venues (e.g., public libraries or city halls).
- Arrange for live or taped interviews on local television and radio talk
shows or public affairs programs.
For more information and assistance on this sub-section, speak to your
departmental communications representative.
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