Day 1: Diagnosis, Objectives, and Audiences

Defining the Issue

• Describe current state/needed change
• Separate communication gaps from operating causes
• Gather evidence establishing the baseline
• Write a focused planning question

Formulating Communication Objectives

• Translate issues into understanding/behavior/support
• Define the degree of change required
• Choose realistic indicators and timing
• Improve a vague objective through review

Designing Audience Segmentation

• Identify groups differing in need/position
• Prioritize audiences by influence and importance
• Record what each audience currently knows
• Create audience cards for the plan

Day 2: Messages, Channels, and Execution Plan

Building Strategic Messages

• Write a clear central message
• Connect it with reliable evidence
• Prepare supporting lines for anticipated objections
• Adapt detail without changing core meaning

Applied Channel Selection

• Connect channel roles with audience behavior
• Balance reach trust and operating capacity
• Clarify roles of spokespersons and managers
• Design a multi-channel communication sequence

Managing Execution Calendar

• Turn tactics into dated activities
• Assign owners review steps and approvals
• Identify resources and dependencies
• Build a six-week implementation plan

Day 3: Measurement, Adaptation, and Plan Defense

Selecting Review Indicators

• Separate activity measures from outcomes
• Define evidence source for each indicator
• Set review points during delivery
• Build a concise tracking card

Learning and Adaptation

• Read audience response and behavior changes
• Identify message/channel change triggers
• Record adaptation decisions and reasoning
• Stress-test the plan against weak response

Conducting Plan Review

• Present diagnosis and planning logic concisely
• Explain tradeoffs among channels and resources
• Answer feasibility and measurement questions
• Approve an execution-ready plan 

• Communication issues involving knowledge gaps position differences or behavior change
• Audience cards defining need evidence and anticipated objections
• Execution plans with owners approvals dependencies and timing
• A plan-defense exercise requiring adaptation to sudden resource constraints