Effective Communication Planning – The RACE Formula

by Dorreen Dembski, CESA 6 Communications Director


Research is the first step to effective communication planning. It informs your plan with demographic data, attitudinal data, and helps you identify key messages that are important to different audiences.



Analysis of your research allows you to extract key findings so that your communication plans achieve their intended results.



What you communicate, to whom, using what medium are all considered as part of the communication planning process.


Evaluation of how effective your efforts have been and help determine what worked, what didn’t, and what are your next steps.

About the author

The Wisconsin School Public Relations Association (WSPRA) is a professional association representing schools, school districts, educational associations, consulting agencies and organizations. WSPRA is a state affiliate of the National School Public Relations Association (NSPRA). 4797 HAYES ROAD | SUITE 103 | MADISON, WI 53704 | PHONE: 608-241-0300 | WSPRA@AWSA.ORG