Create a Strong Communication Strategy with PRIDE

Article 3 min
Explore how Problem, Research, Ideate, Develop and Evaluate, or the PRIDE framework, can guide your communication planning process.

Whether you are creating a public relations campaign to gain publicity for a product, your unit, your service or the DoW, the methods are similar. As a military communicator, you will design creative and compelling campaigns to engage your audience and convey essential information to disseminate command messages effectively. Knowing how to frame an effective PR campaign will help you throughout your career. 

The PRIDE framework encompasses all the critical elements necessary for a successful plan and strategy, enabling you to develop a communication plan and strategy that clearly conveys your themes and messages. It will also help you identify necessary communication products and select appropriate media to disseminate your products to your audience.

The PRIDE framework consists of five key components:

  • Problem: Identify the problem or message.
  • Research: Gather information to understand your topic thoroughly.
  • Ideate: Brainstorm ways to address your topic.
  • Develop: Create content and execute the communication plan.
  • Evaluate: Measure the plan's effectiveness.

Explore the key considerations to keep in mind during each stage of the PRIDE process.

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PRIDE Communication Framework

ProblemResearchIdeateDevelopEvaluate

'P' Stands forProblem

Before creating any communication product, it is crucial to identify the problem or message.

  • What problem are you trying to solve?
  • What is the goal/purpose of the communication?
  • What information is needed to describe and understand the situation?

'R' stands forResearch

Research the purpose or goal of the communication and your intended audience. Research is an iterative process and will continue throughout the process.

  • Identify your audience by researching geographical background, surveys or any other sources.
    • Who are you trying to reach and influence?
  • Identify the action you want your audience to take.
    • What is the desired effect of your communication?
  • Compose the message(s) you want to communicate.
    • What do you want the audience to know?

'I' stands forIdeate

Develop various approaches to address the topic based on the research findings.

  • Brainstorm as many ideas as possible based on the information you've gathered.
  • Develop a strategy that identifies goals and objectives.
  • Create a theme that is appropriate for your audience and effectively conveys your message.
  • Determine how to reach your audience.
    • Which media channels will you use to reach and influence your audience?
    • What will be the sequence and integration of media activities?

'D' stands forDevelop

Create a thorough plan to ensure the successful implementation of your product.

  1. Collect the information.
  2. Create the content.
  3. Build the communication products.
  4. Share the products for feedback and implement appropriate revisions.
  5. Execute the plan.

'E' stands forEvaluate

Evaluate the effectiveness of your plan. Identify lessons learned. Make adjustments as needed.

  • Measure the effectiveness of the product against your objectives.
  • Identify ways to improve.
    • Did you correctly identify the problem your product is addressing?
    • Was your research adequate, and did it use recent information from credible sources?
    • Was your product designed to effectively communicate the message?
    • Do you need to review your selection of media for distributing your product again?
  • Develop recommendations for the future.

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