Creating a Communications Plan

Writing a communication plan that works is one of the most difficult parts of serving as a strategic communication professional. When creating a communiations plan, it is important to include measurable objectives. You can't improve operations/services or measure results or effectiveness without measurement included. Here are some examples of measureable objectives:

  • Goal (lofty): To increase citizen engagement and satisfaction with a new county recycling program.
  • Objective (measureable): To increase the percentage of citizens who participate in the weekly recycling program from 30 percent to 50 percent by January 2014.
  • Objective (measureable): To increase the number of tours and open houses at the new recycling center, from two monthly to four monthly by June 2014.
  • Objective (measureable): To form three neighborhood recyling advisory boards by Januargy 2014, each which will include citizens from these key demographics (teens, elderly, young families, neighborhood opinion leaders).
  • Objective (measureable): To establish a baseline satisfaction rating from citizens by December 2013 through a survey, that may be used in future benchmarking of satisfaction for 2014 and 2015.

After listing your goals and objectives, you would list strategies and tactics.


The Kellogg Foundation has created a template for developing a strategic communications plan.

Examples of Communications Plans: Allegany, N.Y. | Champaign, Ill.

About this page: NACIO hosted its second training webinar on Oct. 24, at 2 p.m. ET. Jacqueline Lambiase, Ph.D., an associate professor of strategic communication in the TCU Schieffer School of Journalism, led an informative session on "Creating or updating a strong communication plan."

Dr. Lambiase provided the information on this page as a resource for NACIO members. She is also the co-director of TCU's Certified Communicator Program, an advanced training session for public agency communications professionals.

Click the link below to access a recording of the webinar.