Communication Plan - Goal-Specific Project Planning Template - Actions, Rationale, Pre-Testing, Evaluation

Sep 1, 2026

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Communication plan template for a goal-specific project, guiding the creation of coordinated strategies that define the problem, target audiences, segmented message recipients, and SMART objectives. It specifies goal-linked key messages, supporting rationales grounded in evidence-based approaches, and planned channels including spokesperson roles, materials, and delivery formats. The template covers pre-testing procedures for messages and literacy- and culture-sensitive refinement, activity timelines, potential opposition handling, evaluation design with realistic measures, responsible roles, partnerships, budget estimation, approval protocol, and progress notes.

LanguageEnglish

CategoryPresentations

FormatDOCX

Pages5

Reading Time2 min

AccessFree to download

Communication Plan: Goal-Specific

Definitions

Communication Strategies and Rationales

Materials and Pre-Testing With Key Messages

Activities and Timelines

Potential Opposition and Plans to Address

Evaluation Design, Methods and Measures

Responsible Parties and Roles

Partnerships

Budget and Resources Needed

Protocol for Review and Approval

Progress Notes

COMMUNICATION PLAN: GOAL-SPECIFIC Project or Document Title: Instructions: Prepare one plan for each goal. Definitions Problem Statement: A short paragraph that describes the need for the communication strategy based on some form of needs assessment and baseline data. Determine data sources and use relevant information. Describe the rationale for the strategy to be used, including references to relevant theories, "best practices" or evidence-based approaches. Goal: A brief sentence about the overall health improvement you strive to create. Target Audience(s): The audience(s) selected for program messages and materials. The primary intended audience consists of those individuals the program is designed to affect. The secondary audience is the group (or groups) that can help reach or influence the primary audience. Conduct or review research about the audiences through literature reviews, key informant interviews, surveys and other means. Related concept: Audience Segmentation. Subdividing an overall population into homogeneous subsets to better describe and understand a group, predict behavior and tailor messages and programs to match specific interests, needs or other group characteristics. Segments may be demographic, (e.g., lifestyle, use patterns, risk factors, values and beliefs, benefits sought) or based on a combination of these factors. Objectives: The specific outcomes you expect that exposure to your communications will produce in support of the program’s overall goal. A objective should be Specific, Measurable, Achievable, Relevant and Time Bound (SMART). Key Messages: These are brief statements directly tied to goals and objectives, sometimes accompanied by visuals, that present key aspects of the communication strategies. Message concepts often differ in terms of the type of appeal used, e.g., factual, emotional, demonstrating the action to be taken. Consider characteristics of the intended audience such as the health literacy, values and beliefs and cultural attributes. COMMUNICATION STRATEGIES AND RATIONALES: actions to be taken, why these are the right strategies, benefits promised in exchange, support for the benefit to the intended audience(s). Strategies also include: Planned Channels And Any Spokespersons: The route(s) of message delivery (e.g., mass media, interpersonal channels such as health professional to patient, community events such as health fairs) and type of materials, e.g., print (fact sheet, educational brochures, report, advertising or PSA’s) or electronic (podcasts, video, e-newsletter, social networking, webinar). Include whether there will be specific spokespersons and how you will train them. MATERIALS AND PLAN FOR PRE-TESTING WITH KEY MESSAGES: Systematically gathering target audience reactions to messages and materials before they are produced in final form, paying particular attention to literacy levels, values and beliefs and cultural differences. This can be done through focus groups, individual interviews or feedback forms. Use feedback to refine messages and strategies prior to final release. Messages and plans for materials should be tested before materials are developed; draft materials can be tested after development. Activities and Timelines: The methods and steps proposed to implement the communication strategies. These might include media briefing and/or kickoff event, distributing promotional materials at health clinics, release of report and posting on website, presentation and conference, pitching stories to the media, running media advertising, communicating via social media, etc. Multiple, integrated strategies are most effective. With respect to timelines, estimate when you will start and end the activities. Make sure your timelines are realistic. Timelines should be clear and renegotiated as needed. POTENTIAL OPPOSITION AND PLANS TO ADDRESS: Are there groups that will find the messages or materials unacceptable? Try to identify these groups up front and engage them in fo

FAQs

How should the problem statement and rationale be developed in a goal-specific communication plan?

Use a short paragraph based on needs assessment and baseline data, specify data sources, and explain why the strategy is chosen, including references to relevant theories, best practices, or evidence-based approaches.

What are the recommended objectives and key message components?

Objectives should be Specific, Measurable, Achievable, Relevant, and Time Bound (SMART). Key messages are brief statements tied to goals and objectives, sometimes with visuals, and should reflect the audience’s health literacy, values, beliefs, and cultural attributes.

How does the template suggest pre-testing and evaluating communication efforts?

Gather target audience reactions before final production using focus groups, interviews, or feedback forms, then refine messages and strategies. For evaluation, define a realistic approach with measures to assess changes in what the audience thinks, feels, or does versus baseline, including tracking variables that affect success and any unintended effects.

Sep 1, 2026

Upload by Eliana