To build a simple by effective communications strategy, ask, "Who do we want to reach, and what actions do we want them to take?"

This will help identify your target audiences, and focus the thinking of what you would like your communications to achieve. 

Then ask, "How can tools available to us (social media, local tourist offices) help us reach these audiences in a meaningful, effective way?" 

Goals and objectives

Principles of good communications objectives are:

• They derive from your wider chaplaincy objectives.
• The two key questions in this process are “what is the chaplaincy trying to achieve?” and “how can our communications help do it?” They focus not just on outputs (how many leaflets, posters or social media posts are shared) but also on outcomes (the behaviour or action you wish to see in your audience).
• They focus your activity, so there should not be too many of them. Aim for five or less. The more specific and measurable you make them, the more focused and efficient your communications will be.

Below are some examples of what communications can help with, in a chaplaincy context:

• Increase the intended audience’s knowledge and awareness of the chaplaincy.
• Increase the intended audience’s awareness of a chaplaincy project/event/activity.
• Influence attitudes that may change social norms (being more eco-conscious, etc).
• Prompt action (donate to the chaplaincy, etc).
• Demonstrate or illustrate what a Christ-centred life looks like.
• Advocate a position on local social issues.

This template can be a helpful starting point: Chaplaincy communications objectives

Identify audiences

What audiences do you want to reach? You may want to touch multiple audiences to fulfil the same goal (i.e. grow the congregation, more attendees at your fundraiser event). While your goal may be the same, you should tailor the messaging to the audience.

To tailor the messages, work out where does that audience find their information from - is it local facebook groups, noticeboards, newsletters, and then make sure your tailored messages are in those areas. 

An effective way of capturing an audience’s attention is with a steady, consistent stream of communications, using different channels to reach them and to reinforce your messages.

The following principles and communications plan should guide you through this process. 

Principles for good communications activity planning

Effective communication is more than a having a website or social media presence.

What are you going to say once you have an audience’s attention? How are you going to develop that initial interest you have generated?

Build a relationship

Where possible, plan to engage your audiences over a course of time. Warm up your audience before asking for something in return.

Be aware of external factors

Is there a time of year that these communications might seem particularly relevant? Are there any external events or announcements that will lend your communications extra relevance? Or is there a local issue (natural disaster, etc.) meaning it won't reach your intended audience?

Use a variety of different communications channels

Use them simultaneously to reinforce your messages (ie a media article is published, is shared on Facebook, and followed up with an e-newsletter)

Tailor your communications to specific audience groups, especially if they have different needs and levels of knowledge. This will mean adapting materials for different audiences.

Use this 'Communications planning template' to summarise your main decisions on your target audience, what you want that communications action to achieve, the message/s you aim to get across, what channel/s you will use and when you will do it. 

Who is your 'audience'?  In a chaplaincy, people are likely to include those from groups such as the congregation, local community, tourists, transient population, other denominations - this section is about focusing in on who they are as individuals.  Their likes and dislikes, where they are, their background - those kind of things.  Audience mapping and prioritising is about identifying the people that are the most relevant, willing and able to help you meet your goals and objectives.  

The better you know your audiences, and the more you tailor your communications to them, the more effective your communications will be. 

On this downloadable sheet, there is an idea to start this process with some group work. Remember, keep it simple and useful!

Download the Audiences worksheet.

Developing and maintaining a set of key messages is an important communications task. Good messaging provides a focus and consistency to your communications, as well as clarity and reinforcement for your audiences.

Some principles of effective message creation are:

Good messages consider your objectives

What do we need this audience to do? They are written to appeal to your audience’s interests and concerns. In a local chaplaincy setting, these may include an individuals seeking a British community or addressing local social issues.

Keep it simple

Effective messages are able to put across the key points and phrase them in a way that your audiences can understand quickly. Even a complex issue can be ‘broken down’ into smaller, easier to understand messages.

Variety in your messaging

You may need to vary messages to appeal to different audiences.

Use the language that your audiences use

Try to avoid using jargon.

Test your messages

Those involved in the process of developing messages become too close to them. Always test messages with a small sample from the target audience.

Use this template to prompt questions to think about and distil some messages for your next project or event promotion: Create messages for your target audiences

Note: this template is intended to act as a guide for you and the chaplaincy to improve your communications and not for public distribution.