Title: (insert First Nation name) Communications Strategy

Дата канвертавання27.04.2016
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(insert First Nation name)

Communications Strategy


Date (insert date here)

Title: (insert First Nation name) Communications Strategy.

Purpose: To guide the overall communication program and assist in the preparation and approval of the (insert First Nation name) Land Code and Individual Agreement.

Central Idea: Provide timely fact based information to the (insert First Nation name) membership in order to make an informed decision on the Land Code and Individual Agreement.


The (insert First Nation name) recognizes that membership and public communications are essential components of every initiative. As such, communication plans will be prepared for the proposed (insert First Nation name) Land Code and Individual Agreement. This will include a post community referendum evaluation in order to improve future effectiveness. These plans will follow the general format as described in this model outline.

Goals and Objectives

  • Create transparency by providing timely fact-based information

  • Explain the “Past, Present, and Future” of the (insert First Nation name)

  • Design and implement an effective communications plan to inform the community

  • Promote a free flow of information and to facilitate dialogue and networking among community members

  • Enhance communications with the community, the media, and the general public

  • Encourage community members to contact Land Management Administration/Committee, Chief and Council on issues that are important to them

  • Inform membership and receive a positive vote at the end of the Land Management process

Strategic Issues

Elections: Chief and Council and the Committee need to consider the

next Council elections as part of the Communications planning.

Harvesting Season: Need to consider harvest season from May to August. Members are often away from home in the summer months and may not be attending community meets.

Other Initiatives: (insert First Nation name) has other initiatives that will require membership input, review and decisions. When planning communications activities, the Land Management team must consider the communications workplans from the other (insert First Nation name) groups. The following is a list of (insert First Nation name) Chief and Council initiatives:

  • (These are examples only – insert ones specific to your First Nation)

  • Treaty

  • Integrated Approach to Community Development (part is land management)

  • Comprehensive Community Plan

  • Specific Claims

  • Forestry Agreement

  • Fire Hall

  • Education Jurisdiction

Family Groupings: Committee should consider meeting with representatives from each of the (insert First Nation name) family groupings as part of the communications plan.
Reading Level: All communications products should be written at an appropriate reading level.
Knowledge Base

(e.g. only) 90% have no idea how land management works.

Internet Access

(e.g. only) Approximately 10% of membership has access to the internet.

(e.g. only) Approximately 70 people have emails for information.

(Following is example only insert your First Nation’s demographics)

189 - Terrace Area

(##) - Prince George

(##) - Prince Rupert

(##) - 15-29 Westbank

Age – 18-35 (etc)
Membership Issues

CP’s with Band Constructed Houses on their lot, i.e. Social Housing

Saw Mill on Reserve

Gravel Extraction



Species at Risk

Traditional Land Holdings

Environmental Contamination


Target Audiences

  • (insert First Nation name) Members – On and Off IR

  • (insert First Nation name) Staff

  • General Public

  • Media

Key Messages

  • Land Code will get us out from under the watch of Aboriginal Affairs and Northern Development Canada in relation to Land Management. Other areas like Health, Education will remain for now.

  • We need to ensure that we keep our Traditions as we move forward in the 21st Century.

  • Land Code has nothing to do with:

    • Taxation

    • Treaty

    • Aboriginal Rights and Title

    • Additions to Reserve

    • Land Claims.

  • Land Code Initiative is about resuming and exercising control over our Reserve Land and Resources for the benefit of enabling timely:

  • The final decision on the Land Code is up to the (insert First Nation name) People not Chief and Council. Nothing is finalized without membership approval.

Communications Tactics
Communications Products

  • Bulletins

  • Newsletters

  • Fact Sheets

  • Question and Answer Document(s)

  • Power Point Presentations

All communications products should be personalized (individual names) and distributed to all members both on and off-reserve on a consistent basis.


  • Telephone communication – outreach to membership both on and off reserve

  • Inbound – Log calls from the (insert First Nation name) office toll free number/message centre

  • Outbound Telephone Calling – outreach to membership both on and off reserve

Interactive Communications

  • Website – develop website (if not already live) and update website with new and revised communications products and material

  • E-mail – Establish a functional database to send the electronic versions of required material and products and updates on Land Code

  • Facebook page- create a separate Facebook page to disseminate to members using Facebook

Media Relations

  • Key Messages

  • Backgrounders

  • News Releases and Media Advisories

  • Arranging print and broadcast media interviews and news coverage

  • Meet with Editorial Boards

Community Meetings

  • Meet with Youth, Elders, Staff

  • Meetings with all (insert First Nation name) members

  • Home visits as required

Communications Workplan
Before starting any process it is important to identify the Roles and Responsibilities of those who will be working on the project.
1. Address Database Management: ____________________

2. Communications: ____________________

3. Spokesperson: ____________________

4. Project Signing Authority: ____________________

5. Logistics: ____________________

6. Web Designer: ____________________

7. Telephone Team Leader: ____________________

8. Survey Coordinator: ____________________

9. Meeting Facilitator: ____________________

10. Ratification Officer(s): ____________________

11. Video: ____________________

12. Support Staff i.e. LABRC: ____________________

13. Lands Committee Chairperson: ____________________

  • Research and analyse the Land Code Process

  • Identify key information

  • Develop, write and draft text

  • Edit and finalize text

  • Design layout and text placement

  • Prepare postage, envelopes

  • Prepare packages (fold, stuff and seal)

    • Arrange for mail out

  • Arrange for delivery on reserve

  • Distribute to members both on and off reserve

  • Prepare material electronically for website and e-mail

Calendar of Events

  • Identify who the Lands Committee would like to meet with (elders, youth, staff, family groupings)

  • Identify Information meeting dates/times

  • Prepare calendar for membership

  • Distribute calendar to membership

  • Identify follow-up Information meeting dates/times (10 days before the actual vote)

  • Identify other important community meetings (not to conflict with other initiatives)

Mail out System

  • Establish a functional database (name, address, sort level)

  • Identify who maintains the database for constant updates and printing of labels and labelling of envelopes

  • Identify who is responsible for stamping/delivering to postal outlet

  • Delivery on reserve by mail and door-to-door

  • Off reserve mail out (take into account the Canada Post system in terms of business days for actual delivery - timing is important)


  • Contact telephone company and select the best type of Call Management Services

  • Develop voice message centre that includes the following:

    • Toll free number

    • Extension business voice mail

  • Identify who will update voice mail messages

  • Identify who will retrieve and log voice mail messages

  • Identify person to answer live calls 4 weeks before vote

Web site

  • Select web designer

  • Identify person to work with designer (to coordinate, research, develop content and scan information)

  • Identify sections for website

  • Identify person to receive and respond to e-mails

  • Updated weekly or as required

Community Meetings

  • Select facilitator

  • Prepare agenda

  • Develop meeting strategy and tactics

  • Identify meeting length

  • Identify spokesperson and other people to respond to questions

  • Establish meeting guidelines

  • Develop speeches and speaking points for presenters

  • Prior to initial meetings review/rehearse presentation

  • Identify who is responsible for coordinating and booking meetings

  • Identify times, locations and dates

  • If transportation for on reserve members is provided, identify pick up times and locations

  • Book facilities

  • Identify floor plan and set up

  • Set up equipment, tables and chairs

  • Select caterer and menu

  • Identify person responsible for sign-in

  • Identify person responsible for recoding and transcribing minutes

  • Identify type of sound equipment and AV required such as:

    • Laptop computer, projection screen, sound system for recording, microphones (standing and table), projector for power point presentation, TV and video, writing pads, pens

  • Identify who is responsible for:

    • bringing all relevant printed materials and supplies

    • storing all documentation and supplies after the meeting

    • gathering information for the meeting place

    • follow-up of questions from meetings

Video Production

  • Identify person to assist with the production

  • Confirm concepts, messages, and vision

  • Develop outline and script

  • Identify interviewees

  • Identify narrator

  • Identify and confirm shoots

  • Edit footage and complete rough cut

  • Duplicate video


  • Determine if a survey is necessary

  • If yes, be specific what information you are seeking

  • The survey should be clear and easy to understand

  • Do a test sample on 10- 20 nation members in the community

  • Canvassers 10 - 12 people (3 to people phone off reserve members) depending on the size of community. This service allows the members to have someone go through the survey and pick it up, remind them it is important for their input

  • Determine who will input the results in a database

  • Identify how the results will be analysed and used for the land code

Media Relations

  • Identify 1 person to receive all calls from the media

  • Select spokesperson

  • Respond to enquires in timely manner

  • Target list of media outlets to be prepared and reviewed monthly

  • Facilitate relationships with local and National media

  • Develop fact sheets, backgrounders, and press lines

  • Write/distribute news releases, feature stories, media advisories

  • Communicate directly with reporters and editors to ensure the Nation’s message makes it into print and electronic media

  • Create press kits and other media materials

  • Arrange print and broadcast media interviews and news coverage

  • Handle media inquiries and crisis communications

  • Media interview training

  • Design and implement inquiry tracking systems

Distribution Plan
The number and variety of communication materials will be identified for each communications tactic. Persons responsible for the distribution of specified materials will be identified, as well as where and when to distribute them.
The Chief and Council (or its designate) will approve the implementation of all communications tactics.
Binder of Information

  • Copies of all information products for initiative

  • Checklist of who was at the meetings

  • Summary of who the information was sent too


  • Key Messages

  • Speeches

  • Bulletin/Newsletters (4 minimum)

  • Fact Sheets (9 total)

  • 2-3 Question and Answer document(s)

  • Power Point Presentation

  • Websites (updates on a bi-monthly basis or as required)

  • Database

    • Membership list of addresses

  • Meetings Sheets

    • Attendance sheets

    • Questions from Members

  • Calendar of Events

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