ABSTRACT
One of the most effective ways is to develop a document that will provide direction for developing messages, designing campaign elements and selecting media channels. This chapter outlines a strategic communication plan. Such a plan identifies strategic components including communication objectives, key messages and key media channels for each of the targeted audiences. In its broadest terms, strategic communication is to align institutional goals with the public interest as well as motivating specific audiences to a specific course of action. Strategic planning enables the user of communication to evolve a strategy that will facilitate the achievement of a goal involving a specific audience around the Corporate Social Responsibility (CSR) objectives. Its leverage is public opinion. When well designed and strategically aligned to be the steering wheel that guides the relationship with stakeholders, communication can help build support and drive the change that is needed to leverage the behaviour of the corporation to build the desired reputation.
