A communication plan is a diagram outlining the project’s stakeholders and the channels of communication that will be used to solicit comments and update them on its progress. It is a policy-driven strategy for informing stakeholders. The strategy formally specifies who should receive specific information, when it should be supplied, and through what channels it will be communicated. Effective storytelling, which ultimately communicates through a well-made communication plan template, is worked around by modern marketing methods. This will make it possible for businesses to understand exactly how they will increase their reach and target the appropriate audiences for their communications. A successful communications management strategy anticipates the information that must be shared with various audience segments. The strategy should specify who has the authority to share sensitive or secret information as well as how it should be shared (through email, websites, printed reports, or presentations). The strategy should also specify how communication will be recorded and stored, as well as the methods stakeholders will utilize to provide input. Basically, reaching specific audiences through marketing communication channels like advertising, public relations, events, or direct mail, for example, is the art and science of communication planning. It deals with selecting who to address, when, how, and with what message. Throughout the course of the project, the communication activities will be guided by the communication plan. It is an ongoing work in progress that is occasionally updated to reflect shifting audience demands.
Using a communications plan, you may efficiently provide information to the right parties. The strategy will specify the messages you need to spread, the audience you’re trying to reach, and the channel you should use. Plans for communications are useful not only when pitching new ideas or launching new products, but also during times of crisis. A communication plan can assist you in formally deciding the messages you wish to convey to your target audience and clarifying the objective of a product launch or new initiative. A communication strategy can also benefit your company in a crisis if a previous marketing campaign or business choice hurts your standing with clients or internal stakeholders. Companies that lack a communication strategy will be unprepared in the event of a calamity. Communication plans are crucial to change management. By getting everyone on the same page and assisting stakeholders in becoming engaged and endorsing the need for change and the efforts being taken to bring it about, an effective communication strategy can help reduce opposition to change. To ensure that all stakeholders use terminology consistently, a glossary of common phrases may be included in the communications plan for projects. The definitions and examples of the templates, reports, and forms that the project manager will use to disseminate information may also be included in this glossary.
One of the major reasons why communication plans are extremely important is because of the transparency they provide to the entire endeavor. The degree to which information is easily accessible and exchanged within an organization, both among management and staff as well as externally to stakeholders, can be roughly defined as transparency. Giving everyone on your team easy access to all information, including figures, blueprints, plans, obstacles, and worries, is a key component of transparency. When all team members have access to the same information, they can see the wider picture and realize how their contributions actually make a difference. There are a variety of reasons why transparency is crucial, like fostering trust, being updated, and enhancing business intelligence. People can be alerted of any changes and updates in addition to being able to understand how important their responsibilities are. Redundancies may be reduced as a result. Employees are better equipped to work smarter and continuously account for and adjust to changes if key information is made available to all team members, even if that information is not always good.
Some tips to develop an effective communication plan:
-
Audit the current communications items you are using
You must first establish where your plan will fit within your company before sitting down to start writing it. Therefore, it’s crucial that you do a “state of the union,” or audit, of the existing communications climate within your business. This can aid in locating any potential trouble spots. Consider the scenario where you must develop a communications strategy for the introduction of a new product. You must do an assessment of your present marketing strategy in order to find any gaps before you can design your plan. After conducting the audit, you can discover a significant gap in your marketing materials where you infrequently cover a subject that complements your new product. You should make sure that this subject is covered in your communication strategy.
-
Based on the findings of your audit, set SMART objectives for your communications strategy
Following the audit, you should set a few goals based on the information from the outcomes. What do you hope to accomplish with this strategy? In times of uncertainty, always keep in mind that your objectives should be SMART: Specific, Measurable, Attainable, Relevant, and Time-based. A new growth matrix for individual contributors who don’t wish to become managers may require your HR team to develop a communications plan, as an alternative. If that is the case, your HR team will need to specify the objectives they hope to accomplish as a result of their plan, even if the outcomes are harder to measure. To win over the leadership, they will need to sell their objectives to the relevant parties.
-
Determine the group of people you intend to deliver your communications plan to
Knowing and comprehending your listener is the first step in effective communication. Which stakeholder(s) are you writing for in this scenario if a crisis communication plan is for stakeholders? Examples of stakeholders include staff members, investors, clients, citizens, and members of the local government or media. A press release outlining your objectives is a smart move if you’re writing for media sources. A procedure for who will speak to the media outlets, a draught of what they will say, and a future action plan should all be established. Alternately, if your target audience consists of your employees, you might want to make a current internal document that they can consult as well as a list of the internal DRI’s contact details in case they have further concerns.
-
Choose the channels through which you will send your communications
Depending on your message and the audience you wish to reach, you may use several communication methods. If you’re developing a communication strategy for internal staff, for instance, you might send your strategy out via email to the entire firm or use in-person team meetings to communicate your message. In contrast, you can decide that it’s preferable to interact with customers through a press release or an email newsletter. Naturally, the channel(s) you select will depend on your objectives, but it’s crucial to keep your distribution techniques in mind while you write your communication plan.
-
Set a timetable for how long you think each step will take
You should have a rough idea of how long each stage in putting your plan into action will take. Consider how long it will take for your strategy to move down the chain of command. For example, if it needs to go from the top down to the workers. It’s also wise to speculate on the length of a media cycle. For instance, the advertising agency may anticipate that the cycle for handling a minor error in an advertising campaign will take a month, involving meetings with the client, stakeholders, and staff to determine the next measures.
Here is a sample template for you to get started!
