NCJ Number
231558
Journal
FBI Law Enforcement Bulletin Volume: 79 Issue: 8 Dated: August 2010 Pages: 16-21
Date Published
August 2010
Length
6 pages
Annotation
This article addresses the importance and features of a "strategic communication plan" (SCP), which should "synchronize organizational units and align resources to deliver a common core message."
Abstract
"Strategic communication" involves packaging a core message that reflects an agency's overall strategy, values, purpose, and mission in order to improve key stakeholders' understanding of and commitment to performing tasks essential to the organization's mission. A SCP generally has at least four components, depending on how an agency groups them. In combination they provide guidance for implementing strategies developed by the organization's leaders. One component, a rationale statement, makes a concise case for the reasoning underlying a proposed change in the organization's operations. This statement explains why current procedures are insufficient and how proposed changes will improve efforts to achieve defined goals. A second component of a SCP involves a "situational analysis." This consists of a detailed analysis of the current state of the organization and a description of the vision of where the organization wants to go. The latter is a statement of the organization's vision, core values, and envisioned future. The third component of a SCP involves a statement of organizational "goals and objectives." Goals and objectives should be specific, measurable, attainable, relevant, and placed within a time frame. A SCP goal should focus on particular elements of the desired change. The fourth component of a SCP consists of identifying key stakeholders, specific messages for each one, and the selection of appropriate media for the most effective delivery of the messages. Stakeholders include anyone affected by the strategic communication goals, including employees, citizens, lawmakers, and others who have a vested interest in the outcome of the change. 9 notes