Whether you’re starting from scratch or refining your current public information approach, a strategic communications plan is essential for every corrections agency. It keeps your messaging focused, consistent, and ready for both routine operations and crisis events.
Without one, you’re left reactive instead of proactive — and that can lead to confusion, distrust, or worse.
Here’s a step-by-step guide to building a corrections-specific communications plan that actually works in the real world.
📍 Step 1: Define Your Purpose and Goals
Begin by asking:
- Why does your agency need a strategic communications plan?
- What are your top 3–5 goals?
Examples:
- Improve internal communication and reduce misinformation
- Build public trust through proactive storytelling
- Ensure unified messaging during crisis situations
- Support recruitment and retention efforts
- Highlight rehabilitation and education programs
Be clear about your why — it drives everything else.
🧭 Step 2: Identify Your Key Audiences
Corrections agencies often serve very different stakeholders, each requiring distinct messaging. List them clearly.
Internal:
- Facility staff
- Command and leadership
- Union representatives
- Families of staff
External:
- Families of incarcerated individuals
- Media and journalists
- Elected officials and oversight bodies
- General public
- Community partners and volunteers
🧠 Step 3: Establish Your Core Messaging Themes
What do you want people to know, feel, and believe about your agency?
Create 3–5 messaging pillars that guide your communication year-round.
Sample Themes:
- We are committed to safety, accountability, and dignity
- We invest in rehabilitation and reentry success
- Our staff are professionals who serve the public with integrity
- We are transparent, even during challenging events
Use these as the foundation for all future messaging.
🗣️ Step 4: Choose and Document Your Spokespersons
In a crisis or on camera, who speaks and when?
Your plan should:
- Name your primary and secondary spokespersons
- Include training expectations for those roles
- Identify who approves public statements
This ensures clarity and speed when every minute matters.
📢 Step 5: Outline Your Communication Channels
Document where and how your messages will be shared.
Channels to include:
- News releases and media briefings
- Social media (include platforms and admins)
- Internal communications (email, roll call, memos)
- Website alerts or banners
- Stakeholder email blasts
Map your channels to your audiences. For example, staff may get internal briefings before public news releases.
🚨 Step 6: Build Crisis Communication Procedures
This is often the most used section of any communications plan.
Create simple, adaptable protocols for:
- Inmate death
- Escape or disturbance
- Staff misconduct allegations
- Facility lockdown
- Viral social media content or media attention
Include:
- A first-hour checklist
- Holding statement templates
- Media coordination plan
- Internal staff messaging priority flow
- Post-incident debrief structure
🔹 Tip: Download the free Crisis Communications Checklist from Corrections Communicated.
📅 Step 7: Develop a Content and Storytelling Strategy
Strategic communication isn’t just reactive — it’s proactive too.
Create a plan to:
- Highlight rehabilitation and education programs
- Celebrate staff milestones or recognitions
- Share recruitment wins
- Recognize national awareness days (e.g., Correctional Officers Week)
Use a monthly messaging calendar to keep things organized.
📈 Step 8: Define Success and Metrics
If you don’t measure it, you can’t manage it.
Track metrics such as:
- Media coverage sentiment
- Social media engagement
- Internal communications survey feedback
- Website traffic during crisis or campaign events
Create a cadence for reviewing and updating your plan — at least annually or after major events.
🧩 Step 9: Assign Ownership and Update Regularly
Designate one person or a small team to:
- Keep the plan current
- Ensure everyone knows where to find it
- Lead after-action reviews following critical events
If it’s not used, it’s not strategic. Make it practical, visible, and accessible.
📬 Final Thought
A strategic communications plan doesn’t have to be 50 pages. It needs to be clear, actionable, and tailored to your agency. With the right foundation, your team will be better prepared — not just to react, but to lead.
Want help building yours?
👉 Download the Free Corrections Communications Starter Toolkit
📣 Or reach out to PDR Strategies for 1:1 support or workshop facilitation.