A good communication plan is not forgotten in a desk drawer
The communication plan acts as a communications manual throughout the year - at least in theory. Sometimes it can get buried in a folder and forgotten altogether. Now is the time to dig out your communication plan and take a fresh look at it.
A good communication plan acts like a sports team's playbook - everyone, whatever their role, knows the tactics and the next moves. When the going gets tough, or if the opponent surprises you, you pull out the playbook and go back to basics.
However, the communication playbook, the communication plan, can sometimes remain a pdf file approved by the management. Sometimes even all the team members, the communicators in the organisation, may not know or remember its existence. If communication is done without a plan, the amount of solo communication remains constant, the overall picture may remain vague and the target groups may not be reached. This also makes it difficult to improve communication.
A communication plan that goes hand in hand with everyday life helps with day-to-day communication, reduces errors caused by rushing, facilitates budgeting and the allocation of responsibilities.
What does the communication plan contain?
With an effective communication plan, you will ensure that communication in line with your strategy and objectives is carried out on a daily basis. Your values, vision and mission also help you to communicate - they guide you in the right direction. The concrete measures and ways of communicating are described in more detail in the communication plan.
The scope of the communication plan depends very much on its purpose. For example, it can be drawn up for a single project or for the external communication of the whole organisation. A rough communication plan answers the questions of who, what and how. A good communication plan usually includes at least these elements:
Situation analysis
Objectives and indicators
Target groups
Communication channels
Main messages
Roles, responsibilities and resourcing
Monitoring
What format should the communication plan take?
The most straightforward answer is: for you, in the best form. Consider what is the most natural way for your organisation to share and absorb information. But don't settle for the phrase: "This is the way we've always done it."
To senior management, the communication plan can be presented in a condensed presentation or pdf format, but it should always be easily accessible and updatable. Especially for those who need it in their daily work. The plan can be built in a project management system or a traditional Excel file, for example. Which is best for you?
Whatever format you use to create your plan, forget the verbiage and focus on providing the information in a concise way. To support the plan, build a communication calendar and content calendars to ensure regularity and quality of content production.
When communication tasks are spread across many people and channels, adherence to the communication plan and calendars becomes even more important. It is therefore the responsibility of the communication manager or other communication officer to implement the plan into everyday life.
How often is the communication plan updated?
Normally, the communication plan is updated annually. However, the communications environment is constantly changing, so the plan may need to be reviewed during the year. For example, unexpected developments or changes may occur that require the plan to be updated quickly. In an ever-changing world, monitoring communication, measuring results and analysing them will therefore play an important role. It is up to the organisation itself to identify how often the communication plan should be reviewed for timeliness.
During the year, you can stick to the broad lines you have chosen, but if you find a potential new target group or content type, feel free to test it. Only by experimenting will you know if it's worth it or not. Effective communication is about both long-term planning and seizing new opportunities.
Sometimes it is also necessary to let go of a communication that is written into a communication plan and does not work in the moment. We are all masters at this, thanks to the last year.
Need to update your communication plan? Let's work together for planned and effective communication!
