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Communication planning and message

Effective communication must be planned: what do we want to achieve, who is our target audience, and what should we tell them? Support is available in the form of a template to draw up a communication plan and a document containing Lund University key messages, facts and figures to use when you want to present the University as a whole. This page also features further material to help you structure your communication work.

Drawing up a communication plan

A communication plan serves to structure the communication and marketing of an activity, a project or an event, for example. The plan defines the aim of the communication, the target audience of the communication initiatives, the message and the channels to be used. This checklist/template can help you to draw up a communication plan:

Lund University key messages and profile texts

It can be difficult to describe and talk about Lund University as a whole. What should you highlight and what are the correct figures? Employees who need to present Lund University can use an annually updated document containing key messages and profile texts.

The message document contains facts, arguments, characteristics and strengths which can be highlighted in communication with wider society. The messages and texts can be used for things like websites and brochures, grant applications and conference material. The document describes Lund University as a whole and does not include descriptions of faculties, departments or specific divisions.

The profile texts alone are also available as a separate document.

If you are to give an oral presentation about Lund University, you can base it on the PowerPoint presentation containing University-wide facts and figures:

Communication in a crisis or emergency

This checklist is mainly intended for communications officers within Lund University, to ensure that the right people get involved in communication work in the event of a crisis or emergency. The aim is also to minimise the risk of duplicate work. The checklist deals primarily with communication to broad target groups via the University’s internal and external channels.

Page Manager:


Kristina Lindgärde
Assistant Head of Communications
+46 46 222 70 42
kristina.lindgarde [at]

Lars Uhlin
Head of Branding Office
/Communication Strategist
+46 46 222 33 05
lars.uhlin [at]

Site Manager
Central Administration
staffpages [at]

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