Communication planning

Communication should support an identified government policy, service or public-information need. Before beginning activity, establish the purpose, the intended audience, the organisation responsible and the authority for publication.

Objectives

Set out the outcome sought, and identify how communications can contribute to that outcome. Distinguish the policy or service objective from the communication activity itself.

Audience and insight

Use available evidence to understand the audiences who need information, the barriers they face and the channels through which they can be reached. Consider accessibility and the needs of people who do not use the principal digital platforms.

Strategy and ideas

Develop a clear message and choose a proportionate approach. Record the channels, content, responsibilities, approvals, timing, risks and resources.

Implementation

Check accuracy, propriety and accessibility before publication. Use the responsible organisation’s approved publishing system, retain the authorisation record and coordinate with other government communicators where necessary.

Scoring and evaluation

Agree evidence and measures before activity begins. Review what changed, identify what was effective and use the findings to improve future communications.