Strategic communication planning

There’s communicating, and then there’s strategic communication. The difference is whether you are proactive or reactive.

Whether you’re “shooting from the hip” or speaking based on research and experience. It’s whether you’re communicating through channels that are convenient to you, or through channels that actually reach your audiences on the other side. Successful communication efforts don’t just reach stakeholders, they inspire them to think and act differently. Our strategic approach is fueled by research to ensure your efforts aren’t merely output-oriented, but outcome-oriented to help you achieve whatever outcome you seek, whether to increase community acceptance, enhance your credibility, or build awareness and support for your investments.

What we do

Raftelis develops strategic communication plans for local governments and utilities that foster public trust and confidence in your organization or project. Consistent communication is crucial when working with potentially contentious and misunderstood issues.

We develop a strategic approach that integrates with your current communication program, identifying new opportunities and channels for messaging to ensure proactive engagement with all stakeholders.

Having a strategic communication plan provides a common understanding and roadmap for crafting messaging and identifying effective communication channels that will persuasively convey information in a manner designed to build public understanding.

Raftelis’ approach to developing a strategic communication plan includes the following components.

Situation analysis that includes an environmental scan of the current perception of the organization or project, and issues that may impact reputation or acceptance in the future
Stakeholder identification and public participation mapping to ensure key influencers are connected to the communication process and that we are leveraging partners to advocate for support in getting the message out
Communication channel identification, including websites, social media platforms, printed and digital materials, email, direct mail, newsletters, digital advertising, etc.
Messaging platform, which is tailored to the audience, to provide clear, compelling, and consistent answers to the tough and common questions that may arise
Internal communication strategies – employees within your organization can serve as ambassadors and are provided with information and talking points, as well as trained to answer questions
Community outreach tactics for key influencers, including elected officials, economic development groups, chambers of commerce, urban and suburban communities, business communities, neighborhood associations, and residents and customers
Media relations and social media plan to determine how best to leverage current media relationships and social media platforms
Written communication development for use in such materials as FAQs, infographics, website updates, bill inserts, etc.