Background - Integrated communications planning

Integrated communications planning requires an objective review of media choices when developing marketing communications. It means putting your audience at the centre of the planning process.The Engage principles to help you achieve this.

Integrated communications planning should help develop strategies that bring different media together, rather than using them in isolation. It is also known as media-neutral planning or channel-neutral planning.

Integrated communications planning can help by:

• reaching your audiences more efficiently and cost effectively
• building a stronger, more rounded relationship with the target audience

Some disabled people will not be able to access particular media channels. It is important that government communicators are familiar with every channel; that they consider the needs of different groups of disabled people; and that they are able to use the right media mix for each campaign.

If your audience includes disabled people - and most will - you are likely to need more than one channel. For example, radio advertising won't reach people with hearing impairments. Print adverts won't reach people with visual impairments. What combinations can help you to reach large numbers of people and as many disabled people as possible?

Having a policy

It is helpful to have a department-wide policy on how you plan communications campaigns and products. For example, the Department for Communities and Local Government has an evidence-based policy stating that all its communications should be accessible to 85 to 95 per cent of the population.

Inconsistent or poor communication with any group of citizens could damage government's or your department's reputation.

The policy could include when relevant disability organisations will be consulted on strategies and products and when disabled people will be included in any audience research. Where practical, all communications activity should be monitored against a representative sample of the target audience and this should include disabled people.

For practical tips, visit the top tips section of this guidance.

For other information resources, go to the resources section of this guidance.

Page last reviewed: 11 August 2008