The first section should be an overview of the main strategic themes agreed by the Chief Executive and the Board.
2. Current context
This section should set out the organisation’s current position in the market place, defining the competition and setting out the organisation’s short to medium term business strategy.
3. Values and attributes
The values associated with the organisation should be outlined here along with what differentiates it from its competitors.
4. Identity and image
This section should cover how your organisation want to be perceived by its stakeholders and business partners.
5. Target audiences
In order to determine specific key messages for individual audiences you should undertake a stakeholder mapping exercise.
6. Communication objectives
These will become apparent when you have defined the key messages for each area of the organisation.
7. Key communication themes
There should be no more than three or four of these and they will emerge once consultation has taken place with the directors on strategic themes and key messages.