You’ve worked through your audiences, channels, branding, writing and impact. The final step is to connect them into one actionable plan you’ll actually use – not a long document that sits in a drawer.
The Hub’s ELIXIR Node Communications Strategy Toolkit (produced by ELIXIR-STEERS) is the full reference for this. This section distils it into a one-page canvas and points back to the parts of this module that feed each box.
1. Start with objectives
Your communications objectives come from your Node’s strategy, not the other way round. Talk to your Node management team about the Node’s strategic aims, then ask which activities and outcomes are most important to communicate, and to whom.
Keep it to five or six objectives so the strategy stays focused. An objective might be to raise awareness of Node activities, build a sense of community, or influence funding and policy.
2. Set the scope
Decide how much your strategy covers, and be realistic about resources. External communications is the minimum. You can add more only if you can resource it:
- Internal communications (within the Node)
- Dissemination of research outputs
- Stakeholder engagement and involvement
- Node brand guidelines and style guide (see Section 7: Branding)
3. Audiences, messages and channels
This is where the rest of the module pays off:
- Audiences – group your stakeholders into your top four or five target audiences (a strategy uses broad groups; full stakeholder mapping is for individual campaigns). Use your priority matrix from Section 2. ELIXIR’s groups: ELIXIR Nodes; Users; Funders and policymakers; Collaborators.
- Key messages and boilerplate – write a boilerplate: three to five jargon-free sentences on what your Node does and how it fits into ELIXIR. Then tailor messages per audience (see Section 6: Writing).
- Channels – pick the main channels to reach each audience and keep the list manageable (see Section 4: The ELIXIR Communication Ecosystem).
4. The canvas
Now connect everything. One row per objective and audience – and because KPIs are channel-specific, keep the channel and KPI columns side by side:
| Objective | Key message | Target audience | Channel | KPI |
|---|---|---|---|---|
| Raise awareness of ELIXIR [country] | ELIXIR [country] connects national bioinformatics into a European network | Bioinformaticians | Impressions | |
| Raise awareness of ELIXIR [country] | (as above) | Funders | Annual report | Page views |
| Promote RDM expertise | ELIXIR [country] offers research data management expertise | Data stewards | Bluesky | Likes & shares |
| (your objective) | (your message) | (your audience) | (your channel) | (your KPI) |
Download the strategy canvas template (Word)
5. From plan to action
- Write it – outline, populate with your objectives/messages/audiences/channels, then refine. Consult key stakeholders.
- Promote it – don’t let it sit unread. Present it at Node meetings, make clear what’s relevant to whom, and summarise any actions people need to take.
- Implement it – refer to it when planning campaigns or content, and check existing material (website, newsletters) still aligns.
6. Measure and review
Choose a few indicators per channel – a mix of quantitative (page views, impressions, open rates, event attendance) and qualitative (feedback, short surveys). See Section 10: Storytelling and impact measurement.
Report at a cadence that fits the audience: a short annual summary for Node leadership, and informal quarterly updates for the comms team.
Related modules
→ Impact module – for assessing the impact of the work itself, beyond communicating it.
Dive deeper
| Category | Resource | Description |
|---|---|---|
| Internal resource | ELIXIR Node Communications Strategy Toolkit (ELIXIR-STEERS) | The Hub’s full toolkit for building a Node communications strategy - objectives, scope, audiences, channels, messages, evaluation and a strategy template (ELIXIR-STEERS M5.3, 2025). |
| Internal resource | ELIXIR Communications Strategy | Full channel details and submission guidelines for the consortium’s communications (intranet). |
Related pages
Saying the right thing to the wrong audience is as ineffective as saying nothing at all. Learn how to tailor your messages.
Knowing ELIXIR's channels exist is not the same as knowing when and how to use them. Test your knowledge.
Good work doesn't speak for itself. Tell the story of what changed, and show the evidence it landed.
Real world example
How one Node built an open, operational communications strategy - and what any Node can borrow from it