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.