Use the Downing Street Grid for Strategic Communications Planning

12 prompts to get you the full picture

On a recent episode of The Rest is Politics podcast, Alastair Campbell talked about the famous Downing Street Grid, used to plan the government’s communications priorities within the context of larger political or global events. 

When I worked in the PMO, the team I led was responsible for a similar grid, although we didn’t have a name for it. It was a BIG grid. So big, we had to use Tableau to sort and sift through the cacophony of communications initiatives we had across every ministry and department. 

We lived and died by that grid. With it, we could see where we had conflicting announcements or where there was a risk of one announcement getting drowned out by something bigger. It also helped us stay focused on our government’s communications priorities.

In short, it is an incredibly useful tool for managing your public affairs communications efforts and enhancing your organization’s communications strategy. Sample use cases:

• Schedule product launches, press releases, and other communications updates to avoid overlap and maximize impact. 

• Manage media relations: plan interactions with media outlets to optimize earned media coverage.

• Plan internal communications: keep employees informed and engaged with internal/company-wide updates.

The obvious question is: Can we use AI to develop a Downing Street Grid efficiently? The short answer is yes. The long answer is that you still need to put in some work.

The prompts that follow are meant to help you create your grid. It’s a thought exercise that benefits you as much as it benefits the AI. I’ve cut all the fluff — just some straight goods. 12 prompts to put to use right now.

Let’s get started.

Using ChatGPT to develop a communication grid efficiently

There are four ways in which ChatGPT can help you develop your grid:

1. Brainstorming Content and Themes:

   • Generate ideas for campaigns, events, and announcements.

   • Identify key dates and opportunities based on industry calendars.

2. Scheduling and Planning:

   • Organize events and communications chronologically.

   • Suggest optimal timing to release information for maximum engagement.

3. Drafting Communications:

   • Create drafts for press releases, social media posts, and internal memos.

   • Ensure messaging is consistent across all channels.

4. Analyzing and Optimizing:

   • Evaluate potential overlaps or conflicts in scheduling.

   • Provide recommendations to improve the effectiveness of communications.

Step 1: Gather Key Information

You’ll need to develop a list of upcoming events, product launches, marketing campaigns and other significant dates.

Significant Events

I need help brainstorming all significant upcoming events for our company over the next [time period]. Can you guide me through the types of events I should consider and questions I should ask myself to ensure I've covered everything?

Seasonal Events

Are there any seasonal trends or holidays during this period that we should consider in our planning?

Marketing Objectives

Can you help me think through our main marketing and sales objectives for the next [time period]? What questions should I ask myself to clarify these objectives and the communication activities that could support them?

Internal Initiatives

I'd like assistance in identifying internal projects or initiatives that will require communication support. What aspects should I consider, and how can I determine the goals and stakeholders involved?

Stakeholder and Audience Segments

I want to map out our key stakeholders both externally and internally. Can you help me think through who they might be and what their information needs and preferred communication channels are.

External Factors

Could you guide me through identifying external factors that might impact our communication strategy? What should I consider regarding market trends, regulatory changes, or competitor actions

Define key message and themes

I need help formulating key messages and themes for our communications. Can you help me think about how our objectives and brand values translate into messages? What questions should I ask myself?

Resourcing and capabilities

Can you assist me in assessing our available resources for communication activities? What should I consider regarding budget, personnel, and tools, and how might any limitations affect our plans?

Reviewing past performances

I'd like to learn from our previous communication efforts. Can you help me think through what worked well and what didn't? What factors should I consider in this evaluation.

Compliance and risk management

I want to identify potential risks associated with our planned communications. Can you guide me through what compliance or reputational risks I should consider and how to mitigate them?

Consolidate information

Now that we've discussed various aspects, can you help me consolidate all this information? How should I organize key dates, events, objectives, stakeholders, messages, and resources logically?

Step 2: Bring it All Together

And here’s a mega-prompt, to bring it all together:

I have gathered the following key information for our company's upcoming communications:

1. Upcoming Events and Milestones:

Event 1: [Event Name] on [Date]. Details: [Brief description of the event, its purpose, and any relevant details.]
Event 2: [Event Name] on [Date]. Details: [Brief description.]
(Add as many events as necessary.)
2. Marketing and Sales Objectives:

Objective 1: [Description of the first marketing/sales objective.]
Objective 2: [Description of the second objective.]
(Add more objectives as needed.)
3. Internal Initiatives:

Initiative 1: [Initiative Name] starting on [Date]. Goals: [List goals.] Stakeholders: [List stakeholders involved.]
Initiative 2: [Initiative Name] starting on [Date]. Goals: [List goals.] Stakeholders: [List stakeholders involved.]
(Add more initiatives as necessary.)
4. Stakeholders and Audience Segments:

External Stakeholders:
[Customer Segment 1]: Needs: [Information needs]. Preferred Channels: [Communication channels].
[Customer Segment 2]: Needs: [Information needs]. Preferred Channels: [Communication channels].
Internal Stakeholders:
[Department/Team 1]: Needs: [Information needs]. Preferred Channels: [Communication channels].
[Department/Team 2]: Needs: [Information needs]. Preferred Channels: [Communication channels].
5. External Factors:

Market Trends: [Description of relevant market trends.]
Regulatory Changes: [Any upcoming regulations affecting the company.]
Competitor Actions: [Notable actions by competitors.]
Other Factors: [Any other external factors to consider.]
6. Key Messages and Themes:

Message 1: [Key message or theme to convey.]
Message 2: [Another key message or theme.]
(Add more as needed.)
7. Resources and Capabilities:

Budget: [Available budget for communication activities.]
Personnel: [Team members involved and their roles.]
Tools and Platforms: [Communication tools and platforms available.]
Limitations: [Any resource constraints or limitations.]
8. Past Performance Insights:

Successes: [Summary of effective past communication strategies.]
Challenges: [Areas where past communications did not meet expectations.]
Lessons Learned: [Key takeaways to apply moving forward.]
9. Compliance and Risk Management:

Potential Risks: [List legal, compliance, or reputational risks.]
Mitigation Strategies: [Plans to address and mitigate these risks.]
Time Frame: [Specify the period for the grid, e.g., Q1 2024, January to June 2024.]

Instructions:

Using this information, please help me create a comprehensive communication grid similar to the Downing Street Grid. The grid should:

Chronologically Organize Communications:
Schedule all events, initiatives, and communication activities over the specified time frame.
Include lead times for preparation where necessary.
Align Activities with Objectives and Messages:
Link each communication activity to the relevant marketing/sales objectives and key messages.
Ensure that the messaging is consistent and supports our goals.
Detail Stakeholders and Channels:
Specify the target audience for each activity.
Indicate the preferred communication channels for reaching them.
Allocate Resources:
Assign responsible team members or departments to each activity.
Note the resources required and any limitations.
Identify Risks and Mitigations:
Highlight any risks associated with activities.
Include mitigation strategies next to the relevant activities.
Provide a Clear, Visual Format:
Present the grid in a table format for clarity.
Use the following columns (feel free to adjust as needed):
Date/Timeframe
Event/Activity
Objective(s)
Key Message(s)
Stakeholders/Audience
Communication Channel(s)
Responsible Team/Person
Resources Required
Risks and Mitigation
Status/Notes
Address Scheduling Conflicts:
Identify any potential overlaps or conflicts.
Suggest adjustments to optimize the timing and impact of communications.
Recommendations:
Provide any suggestions to enhance the effectiveness of the communication plan.
Point out any gaps or opportunities we might have missed.
Please ensure the grid is tailored to our company's context and objectives, and let me know if you need any additional information to complete this task.

Thank you!

Et voilà, you have yourself a grid! Feels great to see the whole picture, weeks’ out, doesn’t it?