BTEP - A Template for Communication Plan

2.1  Communication Context / Background / Scope

Describe the target business vision. Describe the scope of the communication plan and describe the project or transformation context for which it is intended. These could include maximizing feedback and involvement, increasing understanding, fostering ownership, or generating enthusiasm.

2.2  Communication Goals / Key Objectives

State the communication goals to be achieved. Describe the purpose of the communication and state why a communication plan is required. Describe what you hope to achieve with your communications. Highlight the long-term, ongoing nature of the communication process.

3.1  Communications to Date

Describe the communications that have been carried out to date, especially if they included the general public.

3.2  Public Environment

Describe any public issues that may affect the transformation initiative.  This may include the perception of the current business of the organization or of government in general. Summarize current public perceptions and sensitivities about the issue.

In developing this section, it will be important to include the key findings of the following:

• relevant studies, reports, public opinion research and focus group testing results available within the department, from other departments, and from the private sector;

• identify noteworthy attention given to the issue in Parliament;

• summarize relevant national and regional media coverage, including editorials, and note significant trends;

• analyze correspondence or petitions to ministers; and

• note significant lobbying activities, demonstrations, or other public pressures.

3.3  Target Audience

Identify all stakeholders, including target groups and project sponsors, that may be affected by the transformation initiative.  Identify and prioritize key target audiences (usually two or three) and assess their likely reaction.  List secondary target audiences.

For all target audiences, or at least the key target audiences,

• analyze the audience for any sensitivities that may be adversely affected by the communication such as the following:

  • disagreement with approach;

  • lack of prior awareness about what is being delivered in the communication;

  • informing some members of the audience prior to the communication (if negative news is a part of the communication);

  • find out what the audience has heard before;

  • determine the expected reaction;

  • decide what level of detail is appropriate for the group;

  • review the vehicle, delivery person, and medium and decide if it is appropriate, given the sensitivities.

Include any national and regional groups with an interest in the proposal, or provinces or regions that may be sensitive to the proposal.

Indicate whether Canadians in general will view the initiative as a move towards greater social, political, or economic cohesion.

4.1  Key Themes and Messages

Identify the underlying idea or set of ideas to be communicated about the transformation initiative, avoiding minor details. Ideally, there should be no more than three or four themes.  The themes will guide the content and thrust of the messages with external audiences. Each theme may have a few key messages.

• Messages should relate to the communications goals and resonate with key target audiences. Messages should be clear, concise, and positive.

• The language and vocabulary should have a citizen focus and evoke the core values shared by Canadians. (See Building a Citizen Focus into Government of Canada Communications at http//commnet.gc.ca/citizen.html.)

• The messages should also stress or demonstrate collaboration with provinces and other partners, as wellas the government's transparency and accountability.

• Messages should be linked to overall key messages of the government.

4.2  Communication Principles

Describe the communication principles that will be embodied in the Communication Plan.  Provide the reasoning for why these principles were selected.

Sample communication principles are included below.

4.3  Strategic Communications Considerations

4.3.1  External Factors

Identify external factors that will influence how the initiative is received.  Some of these may include the following:

• history of the file

• relevant federal-provincial relations

• relevant legislation or issues in the House of Commons

• recent or planned announcements

• regional balancing of announcement

• budget freezes or cuts

4.3.2  Approach

Outline the best approach based on the communications goals, the scope and requirements of the transformation initiative, the current public environment, and the government's overall objectives and agenda.  Following are some things to consider:

• proactive vs. reactive

• low vs. high profile

• national vs. regional

• quick hits vs. slow and steady

• limited target audiences vs. all audiences

• standard message vs. tailored messages to target audiences

• What is known at what stage in the process e.g., near the end of the vision phase, the vision can be communicated, but not the transformation strategies since they are not known yet.  This will affect the types of communication strategies and messages that can be used.  The Communication Plan will have to be updated as more becomes known about the transformation initiative.

4.3.3  Sequencing

Indicate any need to pre-position the issue or message with target audiences or to seek third-party views to build support before and/or after any announcement.  Decide if there is a need to influence audience expectations by ordering the messages and determining what the sequencing should be.

4.3.4  Opportunities

Note any widespread support from the public, the media, interest groups or provincial governments. If possible, link communications to major scheduled events offering appropriate symbolic support for the initiative or giving it context.

4.3.5  Challenges

Note any media hostility, public indifference, issue complexities, or competing regional, sectoral, or international interests.

4.3.6  Channels and Events

Identify and describe the channels and events that may be specifically appropriate for use in implementing this communication plan.  Conversely, note any channels and events that may not be effective and should not be used.

Some things to consider when completing this section are as follows:

• preferred communication medium

• constraints on technology access

• recommended reporting frequency

• special information needs

Some types of channels to consider are

• face-to-face

• hard copy printed products

• electronic

Some types of events to consider are

• presentations/briefings

• workshops

• videoconferencing

• brown bag sessions

• one-on-one discussions

• group meetings

• conferences

• status meetings

• status reports

• completion and/or sign-off of each major deliverable (e.g., BPA, Vision, Strategy, Design, Business Case)

• newsletters

• communication questionnaire

• bulletin board

• communication timetable

• internal memos

• feedback forms

• video

• E-mail

• Web site

5.1  Target Audience 1

Summary of the business problem and the vision.

5.1.1  Objective 1

Describe the specific communication objective for this target audience.

5.1.1.1  Strategy

Describe the specific communication strategies that will be used to achieve this objective.

5.1.1.2  Ongoing Activities

Describe the current ongoing activities that support this communication strategy.

5.1.1.3  Proposed Activities

Describe the specific proposed activities that will help to implement this strategy.

5.1.2  Objective 2

Describe the specific communication objective for this target audience using the same subsections as section 5.1.1 above.

5.2  Target Audience 2

5.2.1  Objective 1

Describe the specific communication objective for this target audience.

5.2.1.1   Strategies

Describe the specific communication strategies that will be used to achieve the objectives.

5.2.1.2   Ongoing Activities

Describe the current ongoing activities that support this communication strategy.

5.2.1.3   Proposed Activities

Describe the specific proposed activities that will help to implement this strategy.

5.2.2  Objective 2

Describe the specific communication objective for this target audience using the same subsections as section 5.2.1 above.

6.1  Collaboration and Consultation

Describe how messages will be coordinated with the collaboration and consultation messages and activities (e.g., workshops, working sessions). This section should summarize the approach described in the Consultation and Collaboration Plan.

6.2  Provincial and Regional Communications

Indicate how any provincial or regional sensitivities related to the initiative will be addressed. If appropriate, propose roles for Regional Ministers.

6.3  Horizontal Coordination

Indicate how interdepartmental coordination is being managed. Indicate which departments will support the lead department and outline their roles.

Identify links with other campaigns and messages and show how the communications for this initiative will be used to promote the broader themes or strategy of the government.

6.4  Partnerships

Describe how the government will manage any partnership roles to be played by representatives of provincial or territorial governments, the private sector, the non-profit sector, client groups, etc. Describe efforts to ensure the government will receive appropriate visibility for its contribution. Identify spokespersons for both official languages.

8.1  Expected Results

Describe the intended results of the communication.

8.2  Evaluation of Communication

Describe how the evaluation will take place in order to determine whether or not the message reached its intended audience with the intended results.  Below are some questions you may ask while completing this section.

• Did the message reach its intended audience?

• Was the message distributed through the planned channels?

• Did the output reach the intended audiences on schedule?

• Was the distribution effective?

• Did the message achieve the desired effect?

• Did the message address the information requirements of the target audience?

• Did the public believe the message?