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Communication planning

By thinking ahead we can develop our communications and help us tell Scouting stories that make a difference. By planning ahead with our communications we can ensure we generate the right photos, text, audio or video for use across a number of channels, to members and to the public.

What’s happening?

Your existing Scout calendar is a great starting point for forward planning your communications. Take a look at existing events or themes during the year and add those to a planning chart, then fill your gaps with stories that will support your key messages.

Sharing content

A good story can be used within a number of outlets or channels, and across a wide timeframe. Most stories have a ‘moment in time’ and you can generate content that works before, during and after this fixed point. If you think in advance about your story it will help you to choose the type of content you need. The table below shows the range of platforms, and what could be achieved with each at different moments in time.





Printed newsletter

Article, photo and action


Review articles and photos

Email newsletter

Article, photo and hyperlink


Website news



Photo, question and hyperlink

Live photo gallery

Photo gallery and Storify


Live photo updates




30 second video update

3 minute video



Live video updates



Pre-event press release
Pitch to journalists

Live interviews

Post event press release, photo, quote


Regional TV


Highlight the impact that members will make during Scout Community Week

Show the live activity and impact made during Scout Community Week

Demonstrate the results and outcomes of Scout Community Week


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Charity Numbers 306101 (England and Wales) and SC038437 (Scotland).
Registered address: The Scout Association, Gilwell Park, Chingford, London, England E4 7QW