This KnowledgeBase archive includes content and external links that were accurate and relevant as of September 30, 2019.
The Strategic Communications KnowledgeBase is an online resource to aid those leading or supporting communications in education in understanding the history, value, framework, planning, and execution of effective Strategic Communications to nurture and build strong relationships in education. Strategic Communications is essential to engage stakeholders and achieve goals at the state level. The elements, activities, and tasks in this KnowledgeBase are designed to better prepare communications professionals within state education agencies (SEAs) to plan for and respond to communication challenges and support implementation of education policy.
Task 1: Write Strategic Communications objectives aligned with the communication need
Guideline: It is essential to align the purpose(s) and objectives of a Strategic Communications process with agency priorities and identified communication needs. The purpose should articulate how the Strategic Communications process will assist the SEA with accomplishing its strategic direction. Objectives should be more specific, focused on a shorter period of time, and may even be differentiated by audience or initiative. Objectives can range from broadened awareness to deepened understanding to active engagement to improved implementation to changes in policy and funding.
Objectives for the Strategic Communications process may change over time depending on the strategic goals, agency priorities, and major initiatives underway. All objectives should be written so that they meet the criteria of SMART (Specific, Measurable, Ambitious, Results-oriented, and Time-bound) objectives. This task offers resources including processes for developing SMART objectives, regardless of the topic or content of the objective.