Step 6: Approach
Choosing your approach: tactics & activities
Now that you have built the foundation of your communication
strategy by identifying the “what” and “who,” it’s time to
think about the “where” and “how.” Let’s dive into tactics and
activities to prepare for executing your communication plan.
Before you begin, ask yourself: what organizational
strengths can you leverage to reach your audience? Consider:
What resources are at your disposal? Is someone on your team a social media expert who can help you launch your campaign online? Do you have wonderful video footage from the field you can use to create a video ad?
Consider the many different resources you can tap into. Get creative!
Leveraging your relationships is a great way to get your efforts off the ground. Maybe your organization has strong ties with local news outlets who eagerly pick up your media advisories or press releases. Maybe you previously campaigned on behalf of a local politician and can ask for their verbal support. Perhaps you have relationships with community organizers who regularly engage local residents.
Consider who in your network can help get your message out.
Remember to keep your audience’s needs top of mind! Where do they consume information? What’s going to get them excited? Maybe you have a younger primary audience who is most engaged on social media. Or maybe your audience is activist-heavy and would be grateful for easy-to-use social media assets.
Always keep your audience’s habits and needs in mind when creating your mix of tactics to deploy!
What’s happening in your community?
Are there cultural or community contexts that will help you
reach your audiences or add urgency to your goal? Examples of
relevant moments could include frustration over how
your governor is handling an issue, high profile incidents in
the news, or an ongoing public health crisis. An example of a
cultural context could be celebrations around the Juneteenth
holiday or an annual parade. Events can also include upcoming
moments that will drive conversation, such as a historic
anniversary, Supreme Court decision, or election.
This context can help inform how quickly you need to act. If
the time is ripe to engage your audiences, opt for quick,
Tactics & activities
Now that you’ve considered resources and significant community
moments, it’s time to think about what action you want your
audiences to take. You will then select tactics that are best
suited for these calls to action.
Consider the following tactic types. Which will be most
effective for achieving your goal?
Here’s the S.M.A.R.T. goal you set back at Step 3 as a
Seeing your goal again and thinking in the context of these
campaign types, please select up to three key tactics that will
form the backbone of your plan: