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Elements of a Communications Strategy
  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.

Communications Challenges

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.

Communications Opportunities

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?

Communications Objectives

This section lays out what the municipal governments hope to achieve by communicating the initiative to the public.

Target Audiences

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:

  • Residents - to promote the project, and increase understanding as to the value of the project
  • Other municipal governments and municipal associations - to demonstrate leadership provincially (and perhaps nationally or internationally depending on the nature of the agreement and efforts attached to the agreement)
  • Government of Alberta and Government of Canada - to demonstrate leadership and the credibility, accountability and innovative/flexible nature of municipal governments.

Communications Tactics

Strategic considerations

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.

Table 1: Components of a Communications Strategy

Time PeriodActivity/ EventTask/ DeliverablePerson ResponsibleAntici-
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/JulyCommunity FestivalSpeech by the County Reeve and the Town Mayor, including the innovative elements of the agreementAdministration to prepare the speeches, Chief Elected Officers to review, refine and deliver the speechesAs above

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