[header] How to write a communications strategy [title] Consider the long-and short-term goals of your organization. [step] Whatever you do should be in support of these goals, so it is important to be clear on them. [substeps] Indicate what your organization wishes to achieve on the communications front, such as increased media prominence, damage control, branding, etc. 
For instance, growth may be your company's long-term goal, while creating greater brand recognition locally is your short-term goal. [title] Define objectives that support your company's goals.