Developing a simple comms plan

An FP explainer by Joanna Le

Good communications is a critical ingredient in any social change campaign or strategy. But what does it look like, and where do you start? 

In this article, I’m sharing a few tips on how to bootstrap an effective, simple plan to support your efforts. 

Step 1: Why and when 

In 1-2 sentences articulate why you want to communicate at this time. For example, to support the launch of a campaign in your jurisdiction, or to raise awareness of an issue your organisation is concerned about. 

Next think about the timing – is there a key external date or event you can align with to underscore the timeliness of your communications? For example, a day of national importance, the release of a new government dataset, or an event being hosted by a key stakeholder. 

Step 2: Who  

List the top 5-10 individuals and groups you want to communicate with – these are your audiences. Make this as specific and defined as possible – noting that “general public” should never be one of these groups – it’s far too broad! 

Some examples include people with a lived experience of housing insecurity, ministers responsible for health in each jurisdiction, parents of primary school aged children in regional and remote Australia, or mental health professionals that work in the drug and alcohol space nationally. 

Step 3: How  

Jot down the platforms and publications your audiences use and get their information from. In reviewing this list, identify the ones that you are most familiar with, and those that you are most confident would amplify your content. 

If there’s a media outlet on that list, do a google search for the names of any journalists that have written on your topic or issue before. These are the ones you want to connect with on platforms like LinkedIn, and pitch to. 

If you know your audience hangs out on particular social media platforms, you can create pieces of content for it using free tools like Canva. 

Step 4: What  

There are various theories and frameworks about crafting compelling messages that cut through. If you have time, I highly recommend checking out the Common Cause approach. 

Some simple questions you might consider when crafting your messages or narrative include: 

• Who are we and what are we doing? 
• What’s new, timely, and interesting about it? 
• How is this relevant to the audience? What’s in it for them? 
• What gap are we trying to fill? What problem are we wanting to solve? 
• Why does it matter? Why should people care? 
• What difference are we trying to make in peoples’ lives? 
• What is our call to action? Where can people go to find out more? 

Step 5: Let’s do this 

Hopefully you’ll be collaborating with a couple of people in your organisation to implement the plan. To keep it simple, create a list of key dates in the lead up to your go-live day, as well as for the week following. 

Outline the key tasks that need to be done, who is doing them, and when they’re due by. One of the main roles you’ll need to assign is your spokesperson/people, and help them prepare for any potential interviews. 

Step 6: Test, learn, iterate 

Like anything new, your team will learn a lot every time you plan for and execute a piece of communications. It’s a great idea to jot down the things that worked well, and things that didn’t go according to plan. 

Come back to these as a group once the dust has settled. You can build on this approach the next time around. 

Jo is a strategic communicator and purpose-driven leader, on a mission to create positive social change. She is also an FP Collaborator.

24 June 2025