How to Major in Public Relations
Introduction
The purpose of writing a communication plan is to effectively use communications as a tool to help solve a problem or exploit an opportunity. Large corporations retain professional communication specialists experienced in writing these types of plans to assist them with issues management, project management and day-to-day business operations. They know that being prepared and thinking about what you want to say, to whom you need to say it and why it needs to be said could mean the difference between keeping your workforce or watching everyone walk out.
With a little practice, you can write your own communication plan for your organization or business. The following steps are sections that make up a typical communications plan. Follow them through and in no time you will have a fully developed plan.
With a little practice, you can write your own communication plan for your organization or business. The following steps are sections that make up a typical communications plan. Follow them through and in no time you will have a fully developed plan.
Steps
Step One
Executive Summary
This provides the reader with a general overview of what the communication plan seeks to accomplish. Tell the reader what the problem or opportunity is and what the impact will be to the organization. Then explain how the plan will help solve the problem or help the opportunity.
This provides the reader with a general overview of what the communication plan seeks to accomplish. Tell the reader what the problem or opportunity is and what the impact will be to the organization. Then explain how the plan will help solve the problem or help the opportunity.
Step Two
Situational Analysis
In this section you'll want to list all the issues that will be addressed in the plan. Along with each issue, provide facts about the issue or what affect this issue will have on the business.
In this section you'll want to list all the issues that will be addressed in the plan. Along with each issue, provide facts about the issue or what affect this issue will have on the business.
Step Three
Key Messages
These are the messages that you ultimately want to convey in your communications. Key messages should be simple and clearly written. For example, if you're putting together a communication plan because your company is closing an office, one of your key messages might be, "While the XPZ will be closed permanently at the end of next month, there will be no job loss. Employees will have the opportunity to transition to other positions within the company."
These are the messages that you ultimately want to convey in your communications. Key messages should be simple and clearly written. For example, if you're putting together a communication plan because your company is closing an office, one of your key messages might be, "While the XPZ will be closed permanently at the end of next month, there will be no job loss. Employees will have the opportunity to transition to other positions within the company."
Step Four
Stakeholders
It may sounds like a difficult term, but really this is just about identifying your audience. This could include stakeholders such as employees, managers, investors or the media. You might even want to segment each audience. For example, employees might be broken up into groups of new employees versus long-term employees or unionized employees versus non-unionized employees. This section is important because it reminds you that your message needs to hit different groups of people with potentially different needs and expectations.
It may sounds like a difficult term, but really this is just about identifying your audience. This could include stakeholders such as employees, managers, investors or the media. You might even want to segment each audience. For example, employees might be broken up into groups of new employees versus long-term employees or unionized employees versus non-unionized employees. This section is important because it reminds you that your message needs to hit different groups of people with potentially different needs and expectations.
Step Five
Planning and implementation
Think of this as the master to-do list to achieve your objective. It's easy to keep track of your plans using a worksheet or table format. Your columns should use the following headings: Date/Timing; Action; Description/Comments; Target Audience; Objectives; and Lead/Responsible. On each line or row, list the steps required to move your plan from start to finish. You'll want to include actions such as conference calls, meetings, memo distribution or whatever needs to take place to bring your plan to completion.
Think of this as the master to-do list to achieve your objective. It's easy to keep track of your plans using a worksheet or table format. Your columns should use the following headings: Date/Timing; Action; Description/Comments; Target Audience; Objectives; and Lead/Responsible. On each line or row, list the steps required to move your plan from start to finish. You'll want to include actions such as conference calls, meetings, memo distribution or whatever needs to take place to bring your plan to completion.
Step Six
Evaluation
How will you know if you achieved your objective? List the things that will happen or what will be achieved to consider your plan a success. By evaluating your plan you will learn what messages worked with what audience, which activities had the greatest impact and which ones were a waste of time. By measuring your success you will be in a position to develop a stronger, more comprehensive plan when the next issue or opportunity develops.
How will you know if you achieved your objective? List the things that will happen or what will be achieved to consider your plan a success. By evaluating your plan you will learn what messages worked with what audience, which activities had the greatest impact and which ones were a waste of time. By measuring your success you will be in a position to develop a stronger, more comprehensive plan when the next issue or opportunity develops.
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