States should develop and implement a comprehensive communications program that supports the priority policies and programs of the state. Before developing a communications plan, it is critical that the policies and programs be clearly defined and agreed upon by stakeholders.
Step One: What is our state’s policy?
(NOTE: This applies to all areas, occupant protection, speed, teens, impaired driving, distraction, etc.)
Once the policies have been clearly defined, states should look at their programs.
Step Two: Examine the programs
Step Three: Strategic Planning
Step Four: Tactical Planning
Step Five: Evaluation—Determining your communications success
Communications should follow the policy and the program in order to have success. Developing a yearlong plan that allocates resources for creative, media, staff effort and evaluation allows those priority programs to flourish. If something didn’t work, re-examine it and rework your plan. The public and your audiences are always changing. Make sure you evaluate every step and work your plan.
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