The second step in the preparedness campaign process focuses on the development of a campaign strategy and a communication plan. In this step, the planning team works together to determine how they intend to communicate the risk reduction solutions identified in Step 1. Campaign strategy development, which draws primarily from the market research conducted in preparation for the communication campaign, involves the selection of appropriate communication settings, channels, and methods, each of which is described in this chapter. The spokespeople who will be transmitting the messages must be identified and recruited, and the timing of communication events and message transmissions must be planned. Campaign messages and materials are developed, which is perhaps the most complex element of the communication effort. Finally, a communication plan is created, and staff is trained, thereby paving the way for the actual communication efforts.