Wondering how to create a communication plan? Follow these simple steps to create communication plans large and small. Then organize them into a table with the headers that follow.
Goal: What would you like your communication to achieve? Awareness? Change? Action? In other words, what would you like your audience to know, think and do as a result of encountering your communication?
Audience: Who do you want your communication to reach? Employees? Customers? The community? Stakeholders? Other?
Message: What do you want to communicate? Keep in mind what your audience already knows and feels about the topic when you craft your message. Also note how your message may vary depending upon audience segment. Come up with key messages appropriate for each of your various audience segments, and get the messages approved before sending them out.
Vehicle: Where should your message appear to ensure your audience sees/hears it? Employee newsletter? Intranet? Internet? Newspaper? Magazine? Meeting presentation? Poster? Flier? Brochure? Sell sheet? Case study? Mail? Letter? Memo? Email message? Blog entry? Radio or TV program? Speech? Other?
Timing: When should your message be published, posted, handed out, emailed, mailed, shared or broadcast? Determine and meet message-delivery deadlines.
Messenger: Who will deliver the message? Prepare the message and the messenger for delivery.
Measurement: How will you know audiences have received your message? Clicks? Likes? Shares? Conversions? Comments? Poll participation? Attendance? RSVPs? Actions? Change? Other?
Follow Up: Figure out how to follow up if/when questions arise regarding the communication.
Melanie Lundheim is a business freelance writer and founder of Good Copy Fast. Communication strategy, planning and management are among Melanie’s favorite tasks.