Comms Strategies & Plans

Good fortune is what happens when opportunity meets planning – Thomas Edison

Communications advice, strategies and plans

The GNS communications team is here to help you tell your stories and share your research to the right audience, in the right way, and at the right time. Having a solid communications plan in place will help maximise delivery opportunities and manage risks.

Our communications advice, planning and design consultation services will ensure your stories are accessible – reaching and engaging the people that matter to you, and those to whom our science matters.

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Comms service level matrix

This piece of work is

A one-touch comms job with no ongoing support expected.

Some external storytelling required, likely to be of external interest. Opportunity to boost brand awareness.

Requires multiple comms products over time
Comms investment: 2-3 advisors contributing

A national priority, perhaps of international significance. It is critical to GNS and government is invested in the outcome. It requires significant comms products.

It intends to

Inform general audience.
Support project operations.
No call to action or engagement required.

Broaden audience.
Strengthen partnerships.
Inform and engage audiences.

Support GNS strategic intent.
Influence government.
Meet significant interest needs.
Create revenue.

Longevity plan.
GNS critical priority.
Government priority.
International attention.

Products in scope

Abstract story
Web content
Social media post

Bronze +
Collaboration with agencies
Media pitch
Web story
Social media product

Bronze & Silver + Campaign approach
Project web page
High quality, designed powerpoint / video
Full comms plan
Targeted media pitch/media partners
Podcast episode

Bronze, Silver, Gold +
Campaign approach
Keynote support / speech notes
Stakeholder engagement / events support

This may cost

$5k ~ $10k

$10k plus

Comms investment

< 5 hrs
1 advisor

< 30 hours
1-2 advisors contributing

> 100 hours, likely ongoing 2-3 advisors contributing

> 200 hours, ongoing
2-3 advisors contributing

Comms can help build a better project plan

Understanding your objectives

To get impact from your communications, it’s important to start by understanding what you ultimately hope to achieve. Do you need people to change their behaviours? Do you want people to fund future research? Are you wary of information being skewed or misunderstood?

Identifying your audiences

A communications plan will identify and describe your audience(s) – what their interest is, what they know and need to know, and how to reach them. This ensures that messaging is targeted and relevant, and that the communications products we develop, and the channels we use to distribute them, meet your audience’s needs and preferences.

Clarifying your key messages

It’s always important to focus on key messages when communicating, and this is particularly true when communicating science to a non-technical audience. A communications plan will identify and articulate the most important information you have to share – your key messages. This helps to ensure your communication is consistent, coordinated, and aligns with your communications objectives.

Understanding your work in the broader context

Your communications advisor will help to consider your work in the wider context. What else is happening in the media landscape right now that is relevant to this work? What are our partners and other scientists saying about this subject matter? Who might we need to work with, or keep happy, as we plan our communications? What are the risks and opportunities of communicating about this thing, at this time?

How do I access communications planning and advice?

The communications planning process

Get in touch with the communications team

The earlier you get in touch with us, the better we can support you. We’ll ask for some initial information about your research, project, or initiative, to help us understand what you’re looking to communicate and when. We’ll suggest an approach to communications planning – do we need a fulsome comms plan, or more targeted advice and recommendations?

Making a plan

If we’re choosing to develop a communications plan – we’ll start drafting. We’ll refine and agree this draft plan with you – making sure all relevant parties are on the same page about key messages, audiences, the proposed communications products and activities, and timing.

Production

Once we’ve agreed on tactics and timings, we’ll begin work on the communications deliverables. We’ll develop products (like video, graphics, or a media release) and coordinate things like media coaching and engagement or campaign delivery. Depending on the scale of the deliverables, the production phase could take weeks to months, and perhaps throughout the life of the project (depending on the timeline of your project or research). We’ll work with you to refine these products through to sign off.

Delivery

Once the products are finalised, it’s time to communicate them! We’ll take time to ensure there are ‘no surprises’ for relevant internal and external stakeholders and partners. We’ll then share the products on agreed channels at the right time.

Measurement

A detailed communications plan will have agreed communications objectives. We’ll measure performance and share insights with you, so you can understand how your messages have landed with your audiences.