Where does a communications strategy or a communications plan begin? Better yet, what is a communications plan? Communications plans are basically the gathering of ideas which will allow you to present your point of view, idea or project in the best possible light to people who will be most affected by your actions or ideas. These ideas are planned in a strategic sequence so as to achieve the most favourable outcome, thereby enabling your aims and objectives to proceed more smoothly. In essence, a strategy will remove possible speed bumps or at least reduce the force of impact!
In your particular case, the ATR, an addition of land to your current reserve or the creation of a new reserve, is your prime objective. Before you begin to move in any substantive way, you should sit down and evaluate the potential impact of your action (financial, environmental, psychological etc.) on the surrounding community,including your neighbours. These include people you talk to at the local store or
supermarket; the people you socialize with at the Legion, restaurant or lounge; the people whose children play with your children; and so on. These are the people who will be most important as your ATR becomes a reality, as you interact with them in everyday life.
You will need a communications plan which will direct you in people-friendly approaches and allow you to anticipate and deal with persons who might otherwise reject your idea or organize enough influence to scuttle your project. The alternative to a well-thought-out communications plan can be confrontation and dissension regarding the proposed ATR, a situation in which nobody wins. The politics of confrontation can be advantageous in certain circumstances, but certainly not when embarking on an ATR. |
This document leads you through three distinct phases of an ATR communications plan:
- Pre-ATR Phase
formulating your communications plan and consultation within your community;
- The ATR Process
public relations, announcements, media relations; and
- Post-ATR Phase
the follow-up communications after the process has concluded. In each of these phases, you should develop a list of what you would like to accomplish (your communication goals). The communications plan is developed around these goals, as each goal will be associated with certain stakeholders (the target audience) and will require information to be communicated (the key messages) in a logical sequence (the timing), using the most appropriate and cost-effective approach (the communications tools and budget).
This tool kit follows the ATR process through the initial community meetings to formal announcements to media and key stakeholders, and post-ATR media advisories on the ATR's effect on the community.
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