Key Aspects

• Set Aims & Objectives
• High Level Questions
• Cases
• Define Roles & Responsibilities
• Create Action Plan
• Communicate the Message
• Seek and Adapt to Feedback

Links

• NAO Report HC 37 02-03

Submit Feedback

Set clear communications aims and objectives

Audience: have we identified and understood our target audience?

Cases:

• NAO: Tackling pensioner poverty: Encouraging take-up of entitlements, HC 37 Session 2002-2003: 20 November 2002, para. 2.18-19
   “You should identify those audiences with whom you need to communicate to achieve your organisational objectives. The best audiences to target in order to achieve an objective may not always be the most obvious ones, and targeting audiences such as the media may not always help achieve your objectives. Everyone would like a higher media and political profile, yet activities aiming towards this may ultimately be self-serving and only communications driven, with no wider impact. They can even have a negative effect if you dedicate resources towards this that would otherwise be put towards communicating with key stakeholders.”