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COMMUNICATION PLANNING TOOLKIT                                     (updated 11 Feb 09)

This table provides access to a collection of communications planning tools, publications and examples. By following the steps in order, you should be able to develop a successful fire communication plan. This toolkit does not directly address the development of messages, but does give links to some helpful resources in that area.

Before You Start / Some General Resources

·   Introduction: Using this Toolkit

·   Why have a communications plan?

·   Some Tips for Success

·   For a good overview of communication planning, see Best Practices: Communication Planning (NWCG Wildland Fire Education Working Team) (download pdf – 760 KB)

·   The Communicator’s Guide for Wildland Fire Management: Fire Education, Prevention, and Mitigation Practices (NWCG) is an excellent resource; many sections below come from it. The USFLN office has a few copies, or see the NWCG list of resources and products to order one.

Steps

Brief Description

Resources / Tools / Examples

A. Define Goal(s)

This is a short answer to “What will a communication plan accomplish?”

·   Setting goals: 10 Questions to ask

·   Defining and clarifying goals: Tools and Examples

B. Analyze the Situation

What are the social, economic, political and/or ecological environments that are driving the need for a communications plan?

·   Situation analysis (from the NWCG Communicator’s Guide)

C. Set Clear Objectives

What specific, measurable outcomes should the communications produce? 

·   Examples of objectives

·   Also see Tools and Examples under Goals (above) to clarify the difference between goals and objectives.

D. Identify Audience(s)

Who needs to hear the message? This may include people or groups within your organization, as well as external to it.

·   Define audience (from the NWCG Communicator’s Guide)

·   Stakeholder power analysis (identifying key people)

E. Develop Messages

Key messages should be consistent and compelling.  When possible, they should encourage action, rather than simply passive learning.

Supporting messages provide detail related to the key messages.

·   NWCG fire fact sheet with messages that are approved by interagency leadership for use in wildland fire communication.

·   N. Carolina TNC’s controlled burn fact sheet.

·   Partners in Fire Education (PiFE) public survey study results and preliminary recommendations; this includes information on messages, word choice and messengers.

F. Plan Strategies

Define the general path to your objectives.

·   What is the difference between strategies and tactics?

G. Draft a Budget

The budget will include items you may need to purchase (e.g. printing, advertising space, professional services). It may also include the cost of staff time. Even if that cost is not itemized, the staff time (and expertise) that will be needed should be taken into account when planning.

·   A brief introduction to communication budgets.

H. Plan Tactics

What are the specific actions needed to implement your strategies to meet your objectives?  

·   Examples of tactics (NWCG)

·   Potential means of communicating messages

·   When choosing spokespeople, you may want to consult the PiFE study results (above).

·   The NWCG has numerous ready-made communication products.

I. Develop an Action Plan & Timeline

It is important to identify what needs to be done, when, and by whom (using what resources). Makes sure all actions relate to your objectives.

·   TNC communication plan template (Excel); includes a sample plan

·   Narrative communication plan template (Word)

J. Evaluate the Results

Measure your success – and identify what still needs to be done. 

·   Plan evaluation guidelines (NWCG)

·   Quick follow-up checklist

Other Resources

Good groups to know about:

NIFC (National Interagency Fire Center) – www.nifc.gov

NWCG (National Wildfire Coordinating Group) – www.nwcg.gov
PiFE (Partners in Fire Education) – www.myfirecommunity.net/Neighborhood.aspx?ID=391

·          NIFC Communicators’ Guide to Wildland Fire

·          NWCG list of publications

·          NWCG list of fire education and communication products – this includes posters, brochures, and order information for the NWCG Communicator’s Guide on which much of this toolkit is based

·          NWCG Wildland Fire Education Working Team

Other resources:

·          W. K. Kellogg Foundation Communications Toolkit (a comprehensive toolkit, structured slightly differently than this one; it includes good background information and samples of plans)

·          Wildfire education links at http://www.wildlandfire.com/docs/wildfire_edu.htm

·          Washington State Communications Planning

Examples:

·          Virginia Sample wildfire guide for the media

·          Group working to restore the Mendocino NF. (This group has some very good communications in place; some are based on PiFE research.)

·          Links to sample brochures and other documents

·          Links to good media coverage (How have messages been received and reported?)

Produced by the US Fire Learning Network  –  contact: Lynn Decker at ldecker@tnc.org