Using a Framework to Create a Communication Strategy

Article 2 min
Explore how the RIDE (Research, Ideate, Develop, Evaluate) framework can help you develop your communication strategy.

There are several communication frameworks to help you develop an effective communication plan. One of these is RIDE (Research, Ideate, Develop, Evaluate).  Critical elements of an effective communication plan include: identifying the problem, determining the objectives, choosing the audience and selecting appropriate channels to reach your audience.

Using the RIDE framework will help you develop a communication plan and strategy that will clearly communicate 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 RIDE framework consists of four key components:

  1. Research your topic thoroughly.
  2. Ideate ways to address your topic based on the research.
  3. Develop your communication plan to execute.
  4. Evaluate your plan after implementation.

Click on the cards to explore important considerations during each stage of the process.

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RIDE Communication Framework

'R' stands for Research

Before you begin creating any communication product, it is crucial that you identify the purpose or goal of the communication and your intended audience. Research continues throughout the process.

  • What problem are you trying to solve?
  • What is the goal/purpose of the communication?
  • Gather information needed to describe and understand the communication.
  • 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 a message(s) you want to communicate.

'I' stands for Ideate

Come up with different ways to address the topic based on the research.

  • Brainstorm. Come up with as many ideas as possible based on the information gathered from your research.
  • Develop a strategy that identifies goals and objectives.
  • Create a theme that will be appropriate for your target audience and gets your message across.
  • Determine how to reach your target audience.
    • Which media channels will you use to reach and influence your target audience?
    • What will be the sequence and integration of media activities?

'D' stands for Develop

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

  • Create the content.
  • Collect information.
  • Build the communication products.
  • Share the products for feedback and implement appropriate revisions.
  • Execute the plan.

'E' stands for Evaluate

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 use recent information from credible sources? 
    • Was your product designed to effectively communicate the message?
    • Do you need to relook at your selection of media for distributing your product?
  • Develop recommendations for the future.


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