Your communications strategy needs to provide transparent, high quality and accessible information to those affected by or interested in the government’s decisions (Principle 2).

‘Inform’ is the first element of the IAP2 Spectrum, but it is not a ‘default position’ and will not ‘simply happen’.

Fulfilling the ‘inform’ element in the Spectrum can be achieved by considering the following 8 steps.

1. Understanding why 'inform' is sometimes the only element of the spectrum you can fulfil

Is there a good reason to sacrifice deeper engagement (consult, involve, etc) for a communications strategy?

  • Understand why you can’t do more than informing and be ready to explain this to your audience, if asked.
  • Identify future opportunities for deeper engagement and be flexible enough to adjust the strategy and engage the public in a more inclusive way.

2. Determining the goals of your communication

When determining the goals of your communication consider:

  • What do you want to achieve through your communications strategy?
  • Be clear on these goals and share them with the public.

See Principle 1 - We know why we are engaging.

3. Identifying and profiling your audience

Identifying and profiling your audience will help you choose the most effective ways to communicate with the audience and is fundamental to your success. Get your messages right by:

  • Identifying the right groups (affected by and interested in the topic).
  • Developing profiles on them.
  • Understanding their traits, motivations and skills.

4. Developing messages

Your messages are closely tied to your goals. They deliver important information about the issue and compel the targeted audience to think, feel, or act. Messages can:

  • show the importance, urgency or magnitude of the issue
  • highlight the relevance of the issue
  • be tied to specific audience values, beliefs, or interests of the audience
  • reflect an understanding of what would motivate the audience to think, feel, or act
  • be culturally relevant and sensitive
  • be memorable and have a lasting impact on the audience.

5. Selecting communication channels

Communications channels carry the messages to the target audiences. They should be creative, relevant and engaging to your target audience to maximise reach and impact.  Channels take many forms:

  • online
  • face-to-face
  • traditional media
  • social media.

See Principle 6: We are relevant and engaging for further reference.

6. Establishing partnerships

Groups, organisations, or businesses may assist you in reaching your goal by providing funds, expertise, support, or other resources. To drive your message further consider partnering with:

  • Local councils
  • Community leaders
  • NGOs
  • Businesses and community groups.

7. Implementing the plan

Your agency’s corporate communications team might be able to assist with developing and implementing your communication strategy. The practical roll out of the communications strategy should:

  • occur systematically
  • along a clear timeline
  • appropriately staffed with support in place.

8. Evaluating and making mid-course corrections

Assess the progress and effectiveness in implementing your communications strategy at various points throughout its course.

  • Determine strengths and weaknesses, identify obstacles, and create and implement new approaches for success.
  • Be ready to change direction at any point, if required.

A Fact Sheet: High-quality communication strategy (PDF, 99 KB)