1. Setting Communications Objectives, 2. Key Messages, 3. Target Audiences
4. Communications Methods, 5. Aids to Communications Planning
6. Cost of Communications, 7. Monitoring and Evaluation, 8. Case Studies


Setting Communications Objectives
The following Terms of Reference of the London Biodiversity Partnership should be taken into account when planning communications effort:
• To establish an effective, committed and participatory partnership to conserve and enhance biodiversity in London.
• To promote access to and enjoyment of wildlife in London.
• To promote public awareness and interest in the wildlife of London, raise the profile of nature conservation and encourage people's involvement and personal commitment to the implementation of Action Plans.

As indicated above, the aim of many London Biodiversity Partnership communications will be to 'raise awareness' or 'increase understanding' of biodiversity. In order to evaluate the success of our communications, however, a more specific, focussed approach is needed. This is provided by setting both long and short-term communications objectives.

Communications objectives should directly reflect the Partnership's priorities and the Action Plan aims. Like road signs, they should provide direction to point the way ahead, as well as an agreed destination, to indicate when we have actually arrived. Communications objectives should therefore include (or be attached to) targets - quantitative and qualitative 'milestones' that must be reached.

Communications objectives, where possible, should be SMART:
• Specific (the objective should specify precisely what we are trying to do);
• Measurable (so we can tell exactly how well we have done);
• Achievable (so we can tell we are progressing on the way to achieving our aim);
• Realistic (ambition is fine, but we must be practical and have some hope of success);
• Time-tabled (so we know when work is going to be done).

SMART objectives outline what we want to accomplish, how we are going to do it and when it's going to be done.


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