A Guide to Developing a Successful Communication Plan
Posted on Jun. 26, 2023 / Subscribe 0
One of our main goals as PR professionals is to effectively communicate and build relationships with our target audiences. To successfully reach them, organizations need to develop a communication plan. It works as a road map by defining your goals and objectives and the tasks that need completion.
There are a few key items you’ll need to consider when developing a successful communication plan. Below are suggestions for developing one.
What is a communication plan?
A communication plan is an organized, policy-driven approach to strategizing and delivering information to specific audiences. It is used for different projects, like launching a new product or service.
A communication plan works to identify the messages you want to promote, who you want to target, and where the information should live.
Step 1: Perform an audit
Completing an analysis of your company’s current state is the starting point of this initiative. You will need to ask the following:
- Are there any gaps within your company’s initiatives?
- What are your weaknesses?
- What are your strengths?
Performing an audit to identify where you need to draw focus will keep your communication plan organized and clear.
Step 2: Define your goals and objectives
Once you’ve completed an audit, it’s time to define your goals and objectives. This is one of the most vital pieces to include. To ensure your goals are achievable, objectives should follow the SMART tactic:
- Specific;
- Measurable;
- Achievable;
- Relevant;
- And time-bound
Your goals should overarch your objectives and align with what you want to achieve with your tactics.
Generally, a plan will have up to three goals. Goals should be clear and realistic to achieve the maximum amount of success.
Step 3: Identify your audience
Once you’ve identified the goals for your communication plan, it’s time to nail down your target audience. Depending on your goals, your target audience can vary and range from primary to secondary audiences. When identifying your audience, your message must be tailored to their specific needs.
Step 4: Identify channels
You have identified who you are targeting, we must evaluate how we will communicate the message. Depending on your audience and goals, you must decide on the best communications channel . For example, if your target audience is consumers, then you might find that a press release or social media advertisement is best for reaching them.
Step 5: Key messages
Regardless of who you are targeting, it is vital that the messaging is clear and personalized for your audience. Key messages are needed to convey the main point of your communication plan. Key messages should be compelling, bite-sized information that ties into your communication strategy.
Step 6: Create a timeline
To stay organized, you should have a timeline that maps out each step within your communication plan. Depending on the goals of your communication plan, a timeline allows you to adjust the frequency of communication needs. Along with this, a timeline is helpful in keeping track of progress. By assessing your plan's performance, your team can feel confident that you’re on the right track.
Step 7: Measure results
Last but certainly not least, your team must measure the success of your plan. Measuring the success of your plan can fluctuate depending on the objectives set for your plan. Regardless of the type, it is important that you analyze your efforts to determine its effectiveness. Some tactics can include measuring outcomes and KPIs, monitoring engagement and implementing a survey.
Once you’ve completed these steps, you and your team are well on your way to a communication plan that will bring desired results to your communication strategy.
Cydney Foster is an integrative public relations major at Central Michigan University and an intern with PRSA Detroit.
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