1. Center for Media & Democracy
STRATEGIC COMMUNICATIONS WORKSHEET
Name of your organization/ Contact person and info Name of your
organization/ Contact person and info Name of your organization/ Contact
person and info Name of your organization/ Contact person and info Name
of your organization/ Contact person and info
What behavior are you trying to motivate? What behavior are you trying to
motivate? What behavior are you trying to motivate? What behavior are you
trying to motivate? What behavior are you trying to motivate?
Who is (are) your audience(s)? Who is (are) your audience(s)? Who is (are)
your audience(s)? Who is (are) your audience(s)? Who is (are) your
audience(s)?
What is important to them? What are their values? What is important to
them? What are their values? What is important to them? What are their
values? What is important to them? What are their values? What is
important to them? What are their values?
What is the key message for each group? What is the key message for each
group? What is the key message for each group? What is the key message
for each group? What is the key message for each group?
What is the best way for us to reach them (tactics)? What is the best way
for us to reach them (tactics)? What is the best way for us to reach them
(tactics)? What is the best way for us to reach them (tactics)? What is the
best way for us to reach them (tactics)?
• In addition to traditional press outreach, distribution of training catalogs
and events, think about how to use electronic tools to amplify your message
and measure results.
• Gather more information about what our key audiences are interested in
(values) and how they get their information (tactics).
• Messenger is often as important as the message!
• Tell stories! Boil down to one strong story and tell it over and over.
• Report on success.
• Cross market to each group about the event and follow up.
• Develop a coordinated email strategy that reaches the general
population and is also targeted to specific audiences on a regular basis.
• Ideally, Email communications are systematic and tuned to key
messages and audiences, direct the recipient to take action and is
measurable.
• Web “hub” front end changes on a regular basis, uses language that is

2. inviting to user and tells stories that audiences can relate to.
• In addition to traditional press outreach, distribution of training catalogs
and events, think about how to use electronic tools to amplify your message
and measure results.
• Gather more information about what our key audiences are interested in
(values) and how they get their information (tactics).
• Messenger is often as important as the message!
• Tell stories! Boil down to one strong story and tell it over and over.
• Report on success.
• Cross market to each group about the event and follow up.
• Develop a coordinated email strategy that reaches the general
population and is also targeted to specific audiences on a regular basis.
• Ideally, Email communications are systematic and tuned to key
messages and audiences, direct the recipient to take action and is
measurable.
• Web “hub” front end changes on a regular basis, uses language that is
inviting to user and tells stories that audiences can relate to.
• In addition to traditional press outreach, distribution of training catalogs
and events, think about how to use electronic tools to amplify your message
and measure results.
• Gather more information about what our key audiences are interested in
(values) and how they get their information (tactics).
• Messenger is often as important as the message!
• Tell stories! Boil down to one strong story and tell it over and over.
• Report on success.
• Cross market to each group about the event and follow up.
• Develop a coordinated email strategy that reaches the general
population and is also targeted to specific audiences on a regular basis.
• Ideally, Email communications are systematic and tuned to key
messages and audiences, direct the recipient to take action and is
measurable.
• Web “hub” front end changes on a regular basis, uses language that is
inviting to user and tells stories that audiences can relate to.
• In addition to traditional press outreach, distribution of training catalogs
and events, think about how to use electronic tools to amplify your message
and measure results.
• Gather more information about what our key audiences are interested in
(values) and how they get their information (tactics).
• Messenger is often as important as the message!
• Tell stories! Boil down to one strong story and tell it over and over.
• Report on success.
• Cross market to each group about the event and follow up.
• Develop a coordinated email strategy that reaches the general
population and is also targeted to specific audiences on a regular basis.
• Ideally, Email communications are systematic and tuned to key
messages and audiences, direct the recipient to take action and is
measurable.
• Web “hub” front end changes on a regular basis, uses language that is
inviting to user and tells stories that audiences can relate to.

3. • In addition to traditional press outreach, distribution of training catalogs
and events, think about how to use electronic tools to amplify your message
and measure results.
• Gather more information about what our key audiences are interested in
(values) and how they get their information (tactics).
• Messenger is often as important as the message!
• Tell stories! Boil down to one strong story and tell it over and over.
• Report on success.
• Cross market to each group about the event and follow up.
• Develop a coordinated email strategy that reaches the general
population and is also targeted to specific audiences on a regular basis.
• Ideally, Email communications are systematic and tuned to key
messages and audiences, direct the recipient to take action and is
measurable.
• Web “hub” front end changes on a regular basis, uses language that is
inviting to user and tells stories that audiences can relate to.
What are your top 3 most important tactics 6-12 months? What are your top
3 most important tactics 6-12 months? What are your top 3 most important
tactics 6-12 months? What are your top 3 most important tactics 6-12
months? What are your top 3 most important tactics 6-12 months?
1. 1. 1. 1. 1.
2. 2. 2. 2. 2.
3. 3. 3. 3. 3.
What resources are necessary to make this happen? What resources are
necessary to make this happen? What resources are necessary to make this
happen? What resources are necessary to make this happen? What resources
are necessary to make this happen?
People | Technology | Dollars
People | Technology | Dollars
People | Technology | Dollars
People | Technology | Dollars
People | Technology | Dollars
Center for Media & Democracy Communications Planning Worksheet
Contact: Sam Mayfield, smayfield@cctv.org, 802.862.1645 x20
Lauren-Glenn Davitian, Davitian@cctv.org, x 12
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