How to Develop a Communication Strategy (JHU CCP)

A communication strategy is the critical piece bridging the situation analysis and the implementation of a social and behavior change communication (SBCC) program. It is a written plan that details how an SBCC program will reach its vision, given the current situation. Effective communication strategies use a systematic process and behavioral theory to design and implement communication activities that encourage sustainable social and behavior change.

Most communication strategies include the following elements:

• Brief summary of the situation analysis
• Audience segmentation
• Program theory to inform strategy development
• Communication objectives
• Approaches for achieving objectives
• Positioning for the desired change
• Benefits and messages to encourage desired change
• Communication channels to disseminate messages
• Implementation plan
• Monitoring and evaluation plan
• Budgets

Source: How to Develop a Communication Strategy (JHU CCP)