Communication Planning and Message Development

Course overview

Every campaign, launch or public information drive succeeds or fails on two things: a sound plan and messages that people understand and act on. Many communicators are asked to produce both quickly, with little method. This communication planning course teaches the craft of planning communication and developing messages, step by step.

The first week covers planning: briefs and objectives, audience research and segmentation, behavioural insights, choosing strategies and channels, timelines, budgets and risk, and implementation plans. The second week concentrates on messages: message houses and frameworks, writing for different audiences and channels, plain language and translation, storytelling, testing messages with audiences, adapting messages for crises, and evaluation. Participants take a live communication brief through the entire process over two weeks, producing a full plan and a tested message set.

Participants leave able to plan communication systematically and to write messages that are clear, credible and effective, with reusable templates for future campaigns.

What you will be able to do

• Write clear communication briefs and objectives
• Research and segment audiences
• Apply behavioural insights to communication
• Build complete communication plans with budgets and timelines
• Develop message frameworks and message houses
• Write messages for different audiences and channels
• Test messages with audiences before launch
• Evaluate communication plans and messages

Who should attend

For communicators, campaign officers and programme staff who plan communication activities and write messages for the public or stakeholders.

• Communication officers
• Campaign and advocacy officers
• Health and social behaviour change communicators
• PR officers
• Programme officers with communication roles
• Content writers

Course outline

Week 1

Week 2

Fees are per participant in US dollars and cover tuition, course materials and your certificate. Travel and accommodation are not included.