Report
You are to develop a Communication Plan in accordance with your research proposal. This assessment aims
to address analytical skills in terms of the situation, key publics and stakeholders, and refining the goals and
objectives already identified in Assessment 1.
Present in a professional, business layout using headings.
An executive summary of 100 words is required, As a guide the word count for this component of your
Communication Plan is 2000 words and should include the following:
– Situation Analysis
– Communication Goals and Objectives
– Primary Audiences/Publics
– Strategies
– Tactics
– Action Plan/Schedule incorporating an indicative budget
– Evaluation
You are required to develop a selection of materials to be used in implementing your Communication Plan.
Include this is appendices. As a guide the word count for your chosen materials, is 1600 words. Your
supporting materials must align with the strategies and tactics in your Communication Plan and could
include for example:
– Online content
– Media release and backgrounder
– Fact sheet or newsletter
– Feature article
– Event proposal
– Advertising copy
A reference list and bibliography must be included. When information is included from external sources it
must be referenced using the Harvard referencing style.
Checklist
Situation Analysis
In one paragraph explain exactly what the situation is. Then follow it up with an explanation of the
implications for your organisation. Use the Week 1 worksheet as a guide.
Goals and Objectives
State the Goals and Objectives for the communication plan. The goals section should be brief and could even
be presented as dot points. I would prefer you related them back to the organisation and its mission statement
though if you can. The objectives should be more detailed.
Primary Audiences/Publics
Your organisation is going to have several publics. The ones you should be discussing here are the ones you
plan on reaching with your plan. Be careful not to include too many as it is unlikely that your communication
plan can target them all. It is important to find some demographic data from the library or web. It doesn’t
have to be exactly your demographic but ones that are similar which you can infer from.
Strategies
Is your campaign proactive or reactive? What is your message? How do you plan on reaching your public
and why? Consider adding spokespeople and leveraging opinion leaders. Consider your approach to
persuasion (ethos, pathos or logos).
Tactics
Tactics are the component of your plan that the public gets to see. Will you use publicity stunts? What
medium do you think you will use?
Action Plan/Schedule incorporating an indicative budget
Ensure that you use a Gantt chart or something equivalent. Make a basic budget that accounts for all aspects
that and organisation would buy. Also consider other resources that you might use that money cannot buy.
Evaluation
How do you plan on measuring the success of the plan. What things need to be measured constantly and
what things do you need to wait until the end of the campaign for. Will you set regular targets for some of
your objectives?
Materials
Remember to include your three materials to support your tactics. This should be attached the complete plan
as an appendices.