This lecture from Yale's Creating Change through Social Entrepreneurship course explains why a social venture needs a deliberate communications plan beyond a single pitch. The instructor outlines the core components of a strategic plan, including defining audiences, setting consistent messaging, choosing channels, and sequencing communications to build credibility over time. The session moves past one-off pitching to show how founders can align outreach to donors, customers, partners, and the media under one coherent strategy. Students see how a communications plan supports fundraising and growth by keeping a venture's story consistent as it scales. The lecture is aimed at social entrepreneurs who have a strong concept but have not yet formalized how they talk about it publicly, and it sits within a broader Yale sequence on pitching and communication for mission-driven ventures.