As PIO professionals, we've all heard it...You need a Strategic Communication Plan. But what, exactly, is it and why do we need one? The answers to these questions are different for every agency. Unlike the format or template of a press release, social media post, or staff report that can be duplicated, no two strategic communications plans are alike...nor should they be. This session will provide a case study of how Mojave Water Agency took the simple philosophy of Aces in Their Places and established its first Communication and Public Outreach Strategic Plan.