Crafting an effective communications plan: A quick guide

I remember the first time I had to create a communications plan for a project. I struggled a bit. I knew about communications plans and had been a part of implementing some. However, I had never really written one myself. Now, here I was with the task of creating a plan.

I went down the research lane. I began to read a bit more about communications plans. One of the first bumps I encountered was the interconnectedness between a communications strategy and a communications plan. Are they the same? Are they different? When would I need a communications strategy versus when would I need a plan??I eventually figured things out and have since developed several communications plans and led several projects after that experience.

Creating a communications plan is pivotal in ensuring your organization or project's messaging effectively reaches its intended audience. Although communication strategies and plans are often used interchangeably, they serve different purposes. A communications strategy is a high-level document that outlines the overarching goals and objectives of an organization's communication efforts. It provides a strategic framework for how communication will contribute to achieving organizational goals and objectives. It typically covers a longer time frame, often aligning with the organization's overall strategic planning cycle, which could be several years.?

A communications plan, on the other hand, delves into the nitty-gritty details and is a more detailed and tactical document. Whatever format you choose - a simple MS Word document, an Excel sheet or PowerPoint slides, your communications plan provides a step-by-step blueprint for executing the communication strategy. It outlines specific actions, timelines, and responsibilities required to achieve the communication goals set in the strategy. It typically covers a shorter time frame, often less than a year, and may address specific projects or initiatives. In a nutshell, your communications plan translates your big strategy into actionable tasks.?

So, how do you create a communications plan??

• Set clear objectives: One of the first things you do is get your goals/objectives right. Ask yourself: "What do we hope to achieve through our communication efforts"? If you are unsure, ask the initiator of the specific project for which you've been asked to create a plan. Whether boosting awareness, driving engagement, or conveying critical information, your objectives should guide every decision in your plan.
• Identify your target audience: Effective communication hinges on understanding your audience. Who are the key stakeholders, clients, or team members you need to reach? Who needs to hear this message? When you identify them, analyze your stakeholders in-depth, including their needs, expectations and potential concerns. What would they like to know? Understanding these nuances will help you tailor your messages more effectively and ensure they are well received.?
• Craft your key messages: Your messages are the core of your communications plan. What do you want your target audience to hear, understand, and remember? Develop clear, concise, and compelling key messages that align with your objectives and resonate with your audience. You can test your messages with colleagues or one or two persons with similar demographics to your target audience. Did your proposed messages land well? If not, refine them.
• Determine your communication channels: Now that you know your target audience and have crafted your key messages, what communication channels would be most fitting to pass across your messages? Where can you find your target audience? Whether your plan is for external or internal communications, you have an array of communication channels at your disposal today. If your communications plan is targeted to an external audience, some options could include social media, websites, press releases, traditional media (TV, radio, print media) or even community engagement (depending on the activities). If it is targeted to an internal audience (within an organization), platforms such as email, intranet, employee newsletters, team meetings, internal social networks, messaging apps, e.g. MS Teams or Slack and much more. Each channel has unique strengths, so choose wisely.
• Decide the frequency of communication: Consistency is critical to maintaining your audience's attention. Determine how often you will communicate with your target audience to keep your messages fresh and relevant. Suppose you need them to take a specific action following your communications. In that case, you can consider adopting the marketing rule of seven - "A potential customer must interact with a brand at least seven times before they will make a purchase." You can engage your audience in about any manner - as long as your message connects with them several times. Let's say your target audience is within your organization, for instance. First, they see your message in an email, then on the intranet, on the organization's messaging app, then they hear it during the opening remarks at the Town hall, and so on. They are more likely to take action that way than if they saw your message only once.
• Set a timeline: Include clear timelines that outline when each component of your plan will be executed. This step ensures that you remain on track and that your communications efforts are well-coordinated.
• Allocate resources: Ensure you allocate the necessary resources, including human resources, budget (if required), and technology, to execute your plan effectively. Identify persons responsible for delivering the various parts of the communications plan and ensure they are aware of their roles. A well-resourced plan is more likely to succeed.
• Identifying additional support: In complex projects, it's wise to determine where additional support may be needed. Recognizing potential areas for assistance is essential, whether it's from other departments, external agencies, or specialized experts.
• Don’t forget to measure success: Determine beforehand your success criteria and assess your plan after implementation based on that. Set indicators to rate success, and remember to incorporate the feedback you receive into subsequent plans in the future.

Developing a communications plan is not a one-size-fits-all endeavour. It requires careful consideration of your organization or project's unique goals, audience, and resources. While most plans follow this format, some circumstances may require additional considerations. However, by setting clear objectives, identifying your target audience, crafting compelling messages, selecting the right channels, determining your frequency of communication and coordinating your efforts effectively, you can create a communications plan that guides your initiatives to success.

Remember that the format of the plan doesn't matter, as much as addressing these fundamental components. A well-executed plan will inform and inspire your audience, driving them to action and ensuring the success of your project.

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