Audience research, stakeholder mapping, competitive analysis, message architecture, channel planning, and measurement design: the intelligence layer that comes before anything is published.
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21 templates
A single index of your organisation's canonical communications foundation documents: what exists, where it lives, who owns it and when it was last reviewed. The reference layer every project and every AI prompt should draw from.
A one-page audience profile that helps communications professionals understand who they are communicating with before they start writing, planning, or pitching – covering role context, motivations, barriers, and communication preferences.
A structured approach to writing media pitches that journalists actually respond to – with angle variants for news, features, comment, and exclusive stories.
A framework for building FAQ documents for multiple stakeholder audiences from a single core narrative – covering employees, media, board, customers, and partners.
Assess where your brand actually sits in the minds of your audience versus where you want it to sit – and identify the specific messaging gaps that need to close.
Analyse how your key competitors communicate – their messaging, channels, tone, and narrative positioning – to identify gaps and sharpen your own strategy.
A structured briefing document for analyst meetings – covering company narrative, competitive positioning, product roadmap framing, proof points by analyst priority area, a Q&A prep grid, and post-briefing follow-up template.
Define, profile, and prioritise distinct audience segments to tailor communications and allocate resources effectively.
A comprehensive campaign planning document that aligns stakeholders on objectives, strategy, creative direction, and execution before work begins.
A single-page strategic overview that captures your communications objectives, audiences, approach, and measurement without the need for a 40-page deck.
Pre-approved spokesperson statements that translate core messages into authentic, quotable language suitable for media, events, internal communications, and customer interactions.
Systematic Q&A development template that transforms anticipated questions into strategic messaging opportunities with consistent tone and credibility.
Map messages to optimal channels with strategic rationale based on audience behaviour and campaign objectives.
Audience-specific message variants that systematically adapt core messages for different personas, channels, and contexts whilst maintaining strategic consistency.
Structured narrative framework that builds a foundational house of messages with core positioning at the roof, three pillars of support, and detailed proof points in the foundation.
Counter-narrative template that systematically addresses misconceptions and competitor claims by isolating myths, stating facts, and providing evidence.
Define SMART communications objectives and establish key performance indicators to measure campaign success.
Core positioning articulation that systematically defines target audience, category, key differentiation, and supporting proof to create a clear, defensible market position.
Evidence library organiser that catalogues and categorises research, data, testimonials, and credentials to support messaging claims with verified proof points.
Create a 90-day communications calendar with activities, owners, and dependencies to align teams and ensure consistent execution.
A systematic framework for identifying, analysing, and prioritising stakeholders based on their power, interest, and support levels to inform engagement strategy.
Applied
AI systems are built on language, steered by language and increasingly speak on an organisation's behalf. That makes communication part of how the technology behaves, and hands comms a job nobody else in the building is trained for.
AI's leading voices are losing the communications war because they are fighting a publicity war instead. They are spending on the message and neglecting the fundamentals.
Most AI conversations in communications start with the draft. That framing misses where quality is actually set – in the research, positioning, stakeholder mapping, and message architecture that happens before a single sentence gets written.
More in the Learn hub: live sessions and their write-ups, the 5-phase framework, and training.