How to Develop a Communications Plan
What is a communication plan? When should it be developed? Where does the information in the plan come from? How do you write one, and why should you bother?
Overworked and underfunded communicators (Are there any other kind?) have a right to ask whether the work involved in developing a plan is worth it. The answer is yes because a written communication plan will
• give your day-to-day work a focus,
• help you set priorities,
• provide you with a sense of order and control,
• help get the chief staff executive and staff to support your program,
• protect you against last-minute, seat-of-the-pants demands from staff and members, and
• prevent you from feeling overwhelmed, offering instead peace of mind.
What Is a Communication Plan?
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