Tool 2: Communication Strategy Template

This is a template of a communication strategy. It contains the structure and main
elements of a sound communication strategy. You can use it and fill it in to create a draft of your own strategy. Each section contains some guiding questions to help you draft the document. You can delete these once you have answered them through your text.


1. Situation Analysis

This section summarizes strategies you have applied so far in your communications and reviews the context and effectiveness of previous activities in their context. Draft a text by answering the following questions:

  • What are important political, economic, social, technological, legal and environmental aspects of the context you are working in?
  • What are the strengths, weaknesses, threats and opportunities of the context?
  • What have you communicated?
  • Who has been addressed by your current communication?
  • What does your audience know about you?
  • When did you communicate and with what frequency?
  • Which channels did you use for communication?
  • Why have you chosen to communicate in this way?
  • What have you achieved with this communication approach so far?


2. Goals and Objectives

Under the Goal and Objectives section, clearly define what you aim to achieve as a result of your communication activities.

  • What are your key targets? Name clear, specific, and measurable objectives.
  • How will your communications influence the achievement of your key targets?


3. Target Audience

In this section you describe your target audience, i.e. your most important partners as defined in a stakeholder analysis.

  • Who are your main partners according to your stakeholder analysis?
  • Do you have more than one type of target audience?
  • What level of awareness and knowledge does your target audience have about your cause?
  • What is your target audience interested in?
  • What opinion does your target audience have with regards to the cause you are
  • What barriers does your target audience meet with regards to your cause?
  • What motivates your target audience?
  • What communication channels does your target audience prefer?
  • What media habits does your target audience have?
  • How will you communicate to potential other audiences?


4. Key Message

In this section, you describe the key messages you have developed for each target audience.


5. Channels Communication Channels

In this section, you point out your communication strategies and tactics. You name the formats and channels you want to use for communicating with your target audiences. Give reasons why you have selected these channels and formats.

  • How easy is it for your target audience to access the chosen communication channel or media?
  • How well-liked is the chosen media by your target audience?
  • How expensive is it to use this communication channel?
  • How easy is it for your target audience to give feedback or participate?
  • How are your strategies connected to other ongoing activities and major events in your country?


6. Activity Planning

Here you can detail your implementation plan and the budget needed to fulfill it.

  • What communication channels does your target audience prefer?
  • What media habits does your target audience have?
  • How will you communicate to potential other audiences?


Create a roadmap for the planning period including key dates, events or activities, required implementation steps, responsibilities.

Activity Planning Template

Activity planning template


Here you can use a table to demonstrate your budget plan.

  • How much budget is available for the communication plan?
  • How much do you expect each strategy to cost?
  • What return on your investment are you expecting (i.e. how many people do you plan to reach over what period of time and how often)?
  • How much money do you still need to raise for the plan to become effective?


7. Monitoring and Evaluation

In this final section, you describe how you want to monitor and evaluate the progress and success of your communication activities.

  • How will you measure whether you are reaching your target audience?
  • How will you measure the change or the actions from your audience to realize your impact?
  • How are you going to evaluate your success, what performance indicators and evaluating measures will you use?
  • What will indicate that you have achieved your objectives?
  • Where will you record the cost-benefit ratio of your activities?
  • How will you record your experience with the different communication channels?
  • How are you planning to collect feedback from your target audience?
  • How and when are you planning to reflect on your communication strategy?

with funding from