How
to create an effective communications plan?
1.
What
is a communications plan (CP)?
Business
dictionary definition „Communications planning“:
"Step by step process
to ensure that the intended message
is received, understood, and acted upon by the recipient.
It involves: (1) determining the objectives,
(2) choosing the audience,
and (3) selecting appropriate channel(s) to reach
them."
A
communication plan is a written document that describes
· what you want to accomplish with
your association communications (your objectives),
· ways in which those objectives can
be accomplished (your goals or program of work),
· to whom your association
communications will be addressed (your audiences),
· how you will accomplish your
objectives (the tools and timetable), and
· how you will measure the results of
your program (evaluation).
Communications
include all written, spoken, and electronic interaction with association
audiences. A communication plan encompasses objectives, goals, and tools for
all communications, including but not limited to:
· periodic print publications;
· online communications;
· meeting and conference materials;
· media relations and public relations
materials;
· marketing and sales tools;
· legal and legislative documents;
· incoming communications, including
reception procedures and voice mail content;
· committee and board communiques;
· corporate identity materials,
including letterhead, logo, and envelopes;
· surveys;
· certificates and awards;
· annual reports;
· signage;
· speeches; and
· invoices.
2.
What
are the steps in a CP?
Step 1
Identify the groups that
are important to your business. The groups or stakeholders include customers,
employees, retailers and distributors, suppliers and business partners,
government agencies and the local community. Develop a process called
stakeholder mapping. According to communications consultancy Insignia, this
enables you to rank the influence of various groups on your business and
prioritize your communications. Consider how better or more frequent
communication could improve relationships with the priority groups.
Step 2
Find out what important
groups currently understand about your company. Create a simple survey form or
speak to individuals to discover their attitudes toward your company, your
products and your business plans. Compare current understanding and awareness
levels with the perceptions you would like various groups to hold.
Step 3
Create a series of messages
that communicate information that is important to each target group. Tell
customers about your capabilities and product plans. Make employees aware of
the career opportunities your business plans will create. Let the community know
about your concern for the environment.
Step 4
Choose media that deliver
your messages to the target groups cost effectively. Issue press releases to
local newspapers as a low-cost way of reaching employees and the local
community. Set up a forum on your website where customers, employees and others
can post comments about your business. Respond to the comments to build
dialogue and strengthen relationships with different groups.
Step 5
Operate an internal
communications program, particularly if your business is expanding or going
through change. According to training consultancy Rapid BI, the most effective
way to build employee engagement and commitment is through effective internal communications.
Informed employees understand their role in growing the business and are in a
better position to communicate the benefits of the business to customers.
Step 6
Measure the changes in awareness and
understanding. Contact members of the target audience or carry out another
short survey to identify changes following your communication program. By
communicating with the right people with the right messages, you can increase
the chances of success for your business, according to management training consultancy
Mind Tools.
3.
How
to measure the results of a CP? (How to know if its working?)
Build into
your plan a method for measuring results. Your evaluation might take the form
of
· a monthly report on work in
progress,
· formalized department reports for
presentation at staff meetings,
· periodic briefings of the chief
staff executive and the department heads, and
· a year-end summary for the annual
report.
Developing
a written communication plan will take effort. Plan on three or four days the
first time you do it. Once in place, the written plan will smooth your job all
year long, earn you respect from the CEO and other staff, help set work
priorities, protect you from last-minute demands, and bring a semblance of
order to your chaotic job.
Sources
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