How to Develop a Communication Strategy (Johns Hopkins Center for Communication Programs)

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)