Primer Contents The eight essential components of an effective campaign strategy! Determine Your Goals Determine Your Audience Learn About Your Audience Develop Your Message Enhance Your Message Choose Pathways to the Public Cultivate Media Relations Evaluate and Revise Your Communications Strategy Getting Around the Primer: Use the links above or the navigation bar at the top of the page to move from one section to another. Read the Primer in Print: The primer is also available as a Word document.

Strategic communications is basically marketing by another name, but it’s not just for the for-profit world. Afterall, at the heart of a good strategic communications strategy is, quite simply, a compelling argument – an argument that moves people to act. Creating an effective strategy involves identifying your goals and who you need to enlist to accomplish those goals, learning their motivations and creating a compelling message based on those motivations; and, of course, getting your message to them.

The value that a strategic communications strategy can bring to your work is greater today than ever before. We live in a culture increasingly saturated with sophisticated marketing appeals competing for people’s time and concern. Those of us working to protect the Great Lakes and related habitats need – now, more than ever – to be strategic in how we leverage our limited resources to gain our audiences’ attention.

The Primer is not designed for communications experts, but for grassroots organizers dedicated to enhancing public education and outreach efforts. This is by no means the whole story, but with a little reflection, research and planning, you’ll be well on your way. Let’s get started!

Click here to move to Step 1: Determine Your Goals