|Elements of a Communications Strategy|
|Media Release components and sample|
This section describes what is at stake in the community, or what is driving the cost-sharing agreement and reasons for communicating it to the public.
This section describes why the issue could be difficult to communicate to the public, but those difficulties should also re-enforce the reasons for communicating the initiative to the public.
This section describes important opportunities or linkages that the initiative exhibits. Is the initiative unique and historic? Have community organizations/residents been calling for this type of initiative? Do other orders of government look to the initiating communities as leaders in cost-sharing efforts?
This section lays out what the municipal governments hope to achieve by communicating the initiative to the public.
This section identifies who you hope will see the communications efforts, and want to learn more about them. In the case of cost-sharing agreements, the most likely audiences would be:
This section describes both internal and external factors (e.g.: timelines of similar projects, how to align with the success or failure of other projects) that could impede or push forward communications about your initiative.
The column headings in Table 1 could be used for preparing the communications strategy. Below the headings you will find examples of activities/events that form the communications strategy and communications materials associated with the sample activities/events.
|Time Period||Activity/ Event||Task/ Deliverable||Person Responsible||Antici-|
|April/May||Media report following Joint Council meeting of Town B and the County of R||Press Release on Cost-Sharing Initiative||County of R’s Manager and Town of B’s Manager (or Communications Officers if someone fills that position)||Public interest in the initiative|
· Increased public understanding of the reasons (cost-savings) for entering the agreement
· Increased public awareness of the leadership role taken on by the municipal governments in initiating the agreement
|June/July||Community Festival||Speech by the County Reeve and the Town Mayor, including the innovative elements of the agreement||Administration to prepare the speeches, Chief Elected Officers to review, refine and deliver the speeches||As above|