Blank Communication Strategies Worksheet

Section 1: Issue/Problem and Key messages

A. Description of the issue/problem:

Your media edition launches a special project on global warming. You need to build up an
audience very quickly and make this project known in certain target groups.

B. The key messages to be communicated for this issue/problem:

Message 1: The preservation of our own environment is a challenge that should concern
every sphere of society.

Message 2: High temperatures lead to environmental catastrophes, endangers animals’ and

ecosystems’ lives, and has social repercussions such as hunger and force displacements of
local population.

Message 3: Citizens must engage with initiatives that lead them into an ecofriendly
lifestyle, as well as demanding the leaders for upscale resolutions.

Section 2: Planning the Strategy: Audience and Communication Vehicle

Audience Communication Vehicles

Citizenship Social media, news outlets, cultural
initiatives (cinema, music, tv…)
Political leaders Public requests, political pressure via
media, researches on social and
environmental repercussions.
Companies Social media (specially X), researches on
economical repercussion of climate change,
dissemination campaigns.
Activist / influencers Social media (specifically Tik Tok)

Section 3: Implementation

Vehicle Required Resources/Time

Social media Continuous post on each social media

specific formats (Ex. Short videos for
Instagram reels, and Tik Tok), tweets,
YouTube videos. Minimum of 1 post a day.
 - Content creators
- Social media marketing department

Research Scientific and investigative content on the

social and economic matters to get the
attention of the political leaders and
companies. The idea is to post one per
month.

- Researchers / investigative
journalist
- Editors
- Scientific journal partnership

Cultural initiatives (cinema, music, tv) If we can produce our own content: movies,
and music with an ecofriendly message (Ex.
Avatar movie whose denounce is clear, or
Michael Jackson’s Earth song)

If we are not able to produce our own

content: We could promote artist that
advocate for political and citizenship
changes to avoid climate change, or post
analysis on pop culture media that
denounce the gravity of climate change.

- Content creators
- Writers / musicians

(6 months to a year)

Public requests / political pressure via Polls, giving voice and space for people to
media / Seminars express their opinion, promoting citizen
engagement, etc.

- Experts
- Promotion