Communication Brief

Background
In three to five sentences, define the current situation that the communication brief intends to
respond to.

Objectives
Define what you are trying to accomplish.

Target Audience
Who is your audience? How do they consume information? What are their known behaviors
that might be relevant to how you deliver your message?

Make sure to differentiate and not mix your primary and secondary audiences.

Key message
Given your target audiences and objectives, in one to two sentences, what is the message that
you want to convey?

Tone
This is a list of adjectives that you want your program/project to be perceived, and therefore,
must be manifested in the communications you develop. I.e. innovative, creative, vibrant,
intelligent.

Content and channel

Given all the information above, what would be the most appropriate content to deliver your
message to your target audience? What is the frequency, and what channels will you use?

Content type Target audience Channel Frequency

(E.g. video,
newsletter, poster)