People working for social change are usually creative, very good at coming up with lots of ideas on how to do something. However, effective communication requires defining what they want to have happen.  It's too easy to ignore what and go directly to how.

Typically, communication planning starts with thinking about which media to use – get an Op-Ed published, call a press conference, organize a rally, publish a brochure, make a video. Media is a how. The first question must be what is actually supposed to happen in the real world as a result of the specific communication? 

Every communication should be designed to make something happen.  If you are at dinner and can't reach the peas, you determine who can reach them, and then you speak in a manner that causes them to pass the peas.  Passing legislation or getting some change isn't much different. If you know what is supposed to happen, you can determine who can make it happen, and what they need to hear in order to act.

Prior to every single communication – whether it's a phone call, a newsletter or a press release – take the time to fully state the what.  Often it takes two people to think through. What is the listener actually supposed to do? When? What difference will that make?  How do you know?  What's supposed to happen?