This next section is very similar to the goals and objectives section. The strategies are top-level descriptions of how you will try to get your key messages across to your audience. Your strategies are extension of your goals, informed by your situation analysis and are how you will get your key messages across to your audiences. Strategies include activities such as developing programs, engaging in advocacy, community outreach or sponsoring local events. This is also where you will decide who the spokesperson or strategy lead is for your communications. The strategies that you choose will determine what kind of tactics you will select in the following section.
Your goals inform what your strategies will be. For example, if your goal is to have 30 new clients by next year, then one of your strategies could be to “Network with industry influencers,” or “Launch ad campaign.”
The best communications plans include strategies that hold themes that work towards results for multiple problems that the organization is trying to address. For the above examples, hiring influencers within your target audience to sponsor your ads would be one way of working towards achieving both of your strategies. The details of how strategies will be linked should be explained in the tactics summary.
Reminder: everything in the communications plan reflects your organization and its brand. If a strategy does not line up with the values and brand of the organization, then you should avoid using it.