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How can you develop a communication plan for a new BRM initiative?

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A communication plan is a vital tool for any business relationship management (BRM) initiative, as it helps to align the expectations, objectives, and roles of the stakeholders involved. A communication plan also helps to foster trust, collaboration, and feedback among the BRM team and the business partners. In this article, you will learn how to develop a communication plan for a new BRM initiative in six steps.

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1 Identify your audience

The first step is to identify who are the key audience groups for your BRM initiative, and what are their needs, preferences, and concerns. You can use various methods to segment your audience, such as by function, level, location, or interest. You should also consider the level of awareness, engagement, and influence of each audience group, and how they can affect or benefit from the BRM initiative.

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Thandolwenkosi Nkomo

President, Zimbabwe Institute of Public relations (ZIPR), Media and Communications Specialist, One Health Journalism Trainer, Writer, Editor, Creative Designer, Certified Career Development Coach
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Having a clear idea of who the audience of messages is a good starting point. Deciding on this early will make it easy for you to determine key messages, tools and tactics to use in the plan.

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2 Define your goals and messages

The second step is to define what are the main goals and messages of your BRM initiative, and how they align with the business strategy and vision. You should also consider how you want your audience to perceive, feel, and act in relation to the BRM initiative. You can use the SMART framework to set specific, measurable, achievable, relevant, and time-bound goals, and craft clear, concise, and consistent messages that convey the value proposition, benefits, and expectations of the BRM initiative.

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Thandolwenkosi Nkomo

President, Zimbabwe Institute of Public relations (ZIPR), Media and Communications Specialist, One Health Journalism Trainer, Writer, Editor, Creative Designer, Certified Career Development Coach
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Good goals are set using insights from formative research. Getting to understand communication gaps through formative research will ensure your goals are well defined and meet strategic communication needs.

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3 Choose your channels and tools

The third step is to choose the most appropriate and effective channels and tools to communicate with your audience. You should consider the availability, accessibility, and suitability of each channel and tool, and how they match the needs and preferences of your audience. You can use a mix of formal and informal, verbal and written, and digital and physical channels and tools, such as email, newsletter, intranet, social media, webinar, meeting, presentation, or workshop.

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4 Plan your activities and timeline

The fourth step is to plan the specific communication activities and timeline for your BRM initiative. You should consider the frequency, duration, and format of each activity, and how they fit into the overall project plan and milestones. You should also assign roles and responsibilities for each activity, and ensure that the communication team has the necessary resources and support. You can use a communication matrix or calendar to organize and visualize your communication plan.

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5 Implement and monitor your communication plan

The fifth step is to implement and monitor your communication plan according to the activities and timeline. You should ensure that the communication team follows the agreed-upon standards and guidelines, and delivers the messages in a timely and consistent manner. You should also collect and analyze feedback from your audience, and measure the effectiveness and impact of your communication plan. You can use various metrics and indicators, such as reach, engagement, satisfaction, or behavior change.

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6 Review and improve your communication plan

The sixth and final step is to review and improve your communication plan based on the feedback and results. You should identify the strengths and weaknesses of your communication plan, and determine what worked well and what needs improvement. You should also document the lessons learned and best practices, and share them with the communication team and the stakeholders. You should also update and revise your communication plan as needed, and ensure that it aligns with the changing needs and expectations of your audience and the BRM initiative.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you develop a communication plan for a new BRM initiative?

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1 Identify your audience

2 Define your goals and messages

3 Choose your channels and tools

4 Plan your activities and timeline

5 Implement and monitor your communication plan

6 Review and improve your communication plan

7 Here’s what else to consider

Business Relationship Management

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How can you develop a communication plan for a new BRM initiative?

1

2

3

4

5

6

7

1 Identify your audience

2 Define your goals and messages

3 Choose your channels and tools

4 Plan your activities and timeline

5 Implement and monitor your communication plan

6 Review and improve your communication plan

7 Here’s what else to consider

Business Relationship Management

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感谢您的反馈

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