How to Create Effective Communication Plans

Creating a communications plan can seem like a daunting task, but is an essential tool.

At the core of every organization should exist a well-defined communications plan designed to build awareness of your organization and to achieve established goals. Vanessa Shelton Stolen, director of advancement and communications for Trinity Episcopal School in Charlotte, N.C., says, "A communication plan serves as a strategic road map for all we do in the communications office." Stolen says a plan is essential for keeping focused and on track to achieve your organizational goals.

Instructions

1. Conduct a situation analysis involving staff, board members and volunteers. Examine your organization's strengths, weaknesses, opportunities and threats. Examine your mission and communications strategies you are currently using. Staff can be extremely helpful in relaying information about what is taking place in the marketplace and providing feedback they have received from personal contact with the public.

2. Define your goals. Reach a consensus on three or four clearly crafted goals. With limited resources, you must prioritize which goals are most important to the organization. For example, one goal might be to increase volunteers by 20 percent during the fiscal year.

3. Identify your target audience. You must know who you are trying to reach to bring about the desired change. Defining your target audience will also enable you to customize your message and select the best tools for reaching them -- in essence using a rifle approach as opposed to a shotgun approach. Target audiences might include current volunteers, board members, retirees, vendors and the media.

4. Develop key messages. Now that you know who you are trying to reach, you must craft clear messages designed to motivate and educate your target audience and achieve your objectives. If your goal is to increase volunteers by 20 percent during the fiscal year, your message might be, "Volunteers are the lifeblood of the American Red Cross. We need you." Weave your key messages into all organizational communications.

5. Determine which communication tools will be used to convey your message. Brochures, newsletters, signs and direct mail can all be effective vehicles for reaching your target audience. Launch a campaign and enlist the media to provide coverage of your message. Recruit current volunteers to help you spread the word. Word of mouth is a very powerful tool.

6. Evaluate your plan. It's important to periodically take a good look at your plan to identify which tactics are working for you. Stolen emphasizes that evaluation helps you determine what is working well, allowing you to streamline your plan and be more cost-effective. Surveys, focus groups and simply asking, "How did you hear about us?" are all methods of researching the effectiveness of your plan.

Tips & Warnings

• Remember the importance of internal communications. All employees should be knowledgeable about the plan and be kept current on its progress. Employees can be an invaluable resource in bringing key messages to the public.

References

• Vanessa Shelton Stolen, Director of Advancement and Communications; Trinity Episcopal School; Charlotte, N.C.
• How do I develop a communications strategy?
• Public Relations Blog
• Creating a Communications Plan

Resources

• How to Develop a Communications Plan