Communication plan: Government of British Columbi
THE PURPOSE: The following document is a strategic communication plan that was developed for a sustainability communication class at Royal Roads University. The purpose of the project was to develop a strategic communication campaign for an organization (in this case, the Government of British Columbia) in response to the Trans Mountain Pipeline expansion and its impact to the organization and/or its stakeholders.
THE PROJECT: In order to develop this strategy, two classmates and I did extensive research into the discourse already in the public sphere regarding the B.C. government and the pipeline expansion. We reviewed public statements and press releases from the government, as well as several articles from a variety of news sources in both British Columbia and Alberta. Based on the discourse and a critical analysis of the documentation, we proposed the government maintain its message that its top priority is to protect the future of B.C. residents, the economy, the environment and Indigenous Peoples’ rights. However, we also recommended the Province adjust its audience for such messaging to include school age children.
This plan is an example of my ability to conduct sound research, prepare a written situational analysis, identify gaps in communication or planning and make recommendations for ways to move forward with a robust set of objectives and tactics to share a message with a new audience. It is important to note the research and background for this project are real, but no such plan was actually requested by the Government of British Columbia and no such plan has been presented to any government member.
Within this project, I was responsible for conducting research, writing the background and situation analysis, strategizing with my partners as to appropriate objectives and tactics, editing and drafting the visual design of the document.
THE CONNECTION: As a communications specialist for any public, private or non-profit organization, this kind of strategic planning would be done on a regular basis.
Social media plan: Medicine Hat Police Service
THE PURPOSE: The following document is a strategic social media plan that was developed for a digital communication class at Royal Roads University. The purpose of the project was to develop a social media framework for an organization (in this case, the Medicine Hat Police Service [MHPS]) following an audit of the organization’s current social media channels.
THE PROJECT: In order to develop this strategy, I did extensive research into the current practices of the MHPS, recommended best practices by academic and industry professionals, and a comparison between the MHPS channels and the channels of two other Canadian municipal police services within similar sized communities.
The objectives and recommendations developed within this plan are relatively easy to accomplish and require very little adjustment by the organization, but have the potential to create a significant impact to online engagement.
This plan is an example of my ability to conduct sound research, prepare a written situational analysis, identify gaps in communication or practice and make recommendations for ways to move forward with a robust set of objectives and tactics to share a message with a digital audience. It is important to note the research and background for this project are real, but no such plan was actually requested by the MHPS and no such plan has been presented to any MHPS member.
THE CONNECTION: As a communications specialist for any public, private or non-profit organization, this kind of strategic planning for digital engagement and social media management would be done on a regular basis.
Christy Poirier 