A communication plan remains in 2022 an essential tool for any company that wants to communicate effectively, externally or internally, with for example its customers, shareholders, prospects, the general public, its teams and employees, or any other stakeholder.
A communication plan can help you effectively plan the messages your business wants to communicate in a variety of situations, whether it’s starting your business, launching a new product or service, restructuring within your company, the launch of a new campaign or a humanitarian project, and also in the event of a crisis.
In this guide, we will see all the essential steps to create a simple and effective communication plan.
What is a communication plan?
A communication plan is above all a tool that allows companies to plan their communication strategy and which includes several essential elements, such as objectives, chosen communication channels, allocated budget, people in charge of the project, a timeline, etc.
Whether you want to publicize a new product line or announce an important decision within your company, developing a Guatemala WhatsApp Number List communication plan is a key step that is essential in planning the delivery of your message.
Written most of the time in the form of a simple document, the communication plan will allow you to plan the distribution of your message in the best possible way. It is in principle shared with your collaborators, and you will have to assign responsibilities to the teams concerned, and also set up a schedule which will give you the possibility of visualizing the progress of your communication project.
How to create a communication plan in 7 steps
It’s time to see how to make a simple and effective communication plan in 7 steps.
Define your goals
Defining concrete goals is the starting point for a good communication plan. Before you get down to writing your plan, it is therefore essential to list the goals you want to achieve.
There are many reasons that can push you to create a communication plan, which are mainly categorized into three axes: informing, raising awareness and publicizing. This actually brings together a large number of actions and initiatives, such as promoting a new product, highlighting a new service, communicating in times of crisis, raising awareness among your public about a cause that is close to your heart, announcing internal restructuring, etc.
During this crucial step, don’t forget to define how the success of your communication will be able to be measured. Moreover, it is always advisable to use the SMART method (Specific, Measurable, Relevant, Time-based) to define your objectives.
Define your target audience
This step is crucial to optimize your communication plan and to achieve your goals.
A communication plan is always more effective if it is perfectly targeted, and it is for this reason that a good communication plan never addresses the greatest number, but rather a well-defined audience. The better you target the audience to whom your message is intended, the more you will be able to specify the duration of your action, the necessary budget, and to measure its success.
To define the target of your communication plan, use the same tool that you use to determine your ideal client: the “persona”. By developing a typical profile that matches the people you are targeting, you will be able to develop the right strategy for your communication plan and hit the mark. Developing a persona will help you better understand your target audience for your communication plan, understand their expectations and also determine which communication channels are best suited for the message you want to convey.
The next logical step is to ask yourself what are the most effective channels to reach those personas that you have defined and with whom you want to communicate.
Choose the right communication channel
In order for your target audience to receive your message perfectly, you need to identify the best possible communication channel.
You will need to choose the tools and communication channels that best suit your objective and the characteristics of the audience you are targeting – the persona.
The type of channel will obviously not be the same in the case of an internal communication plan, where only the employees of the company are concerned, and in the case of an external message, intended for the general public or for a certain category of people.
We can see that in the first case, sending an email can be more than enough, while in the second case, endless possibilities of communication media are available to you to reach your target. In the field of social networks alone, for example, we know that LinkedIn is one of the best communication channels for a B2B message. This platform will therefore be a preferred channel in this specific case.
Here is a rundown of the main communication channels that businesses can use to get their messages out and communicate in the best possible way. Unsurprisingly, these are the channels you use for your
Digital marketing actions and campaigns:
publish a sponsored article on an external website
Digital advertising (Google Ads, Facebook Ads, etc.)
However, many other more traditional means remain at your disposal, such as press releases, traditional advertising (radio, television, newspapers, etc.)
4-? Decide who will be in charge of delivering the message
Once you’ve defined your audience and determined the channels through which your communication plan is going to be delivered, it’s time to decide who within the company is going to deliver your message.
Thus, you will need to determine which members of your teams will be responsible for implementing your communication plan for all of your communication objectives.
Define a budget for your communication plan
Creating a communication plan has a cost that should not be underestimated and which will of course depend on the channels you have chosen. While distributing an email or newsletter internally costs next to nothing, the same cannot be said for an advertising campaign on social networks, with Google Ads, or for a publication in a major daily newspaper.
The budget allocated to your communication plan, because it is likely to vary enormously, is therefore an important element to take into account.