Reactionary communication campaigns are expensive and usually ineffective. However, investing time and resources into strategic communication planning pays off with reduced operational costs and increased chances for the campaign's success. The size and scope of the plan will depend on the goals and complexity of the communication campaign. Plan developers should not forget a well-crafted executive summary, since approval or investment in the plan often hinges on a strong and persuasive beginning.
Analysis
While it's tempting to begin by outlining the steps to a new campaign, an industry analysis and review of past work is necessary to justify future action and ensure the viability of objectives. An analysis should include a situation analysis, implementation strengths and weaknesses, a competitor breakdown, available resources, the results of previous campaigns and any other research needed to put the plan into action.
Audience
A strategic plan must also identify and describe the communication needs of key audiences. The number and type of audiences will depend on the size of the project. However, many times, there will be levels of audience engagement. For example, a communication plan intended to produce positive media coverage of an organization may first target journalists. Secondary audiences might include stakeholders, such as government officials, employees or customers, who may be contacted for news interviews or who may be able to distribute positive coverage through speeches, newsletters or social media postings.
Objectives
Plan developers must also identify specific objectives and goals. Often, a corporate communications department will be tasked with the general assignment of obtaining positive press coverage. Plan developers need to distill the assignment into measurable and actionable items, such as pitch 10 product stories each month, secure three opinion-editorials per quarter or increase company name mention in trade publications.
Message and Mediums
Once audience and objectives are in place, specific messages must be developed that align with audience needs. Messages with the most traction are those that are easy to remember, concrete, simple and answer the "What's in it for me?" question. Like the audience, messages should be organized by primary and secondary goals. In addition, plan developers should specify how the message will be delivered. Examples of mediums include news releases, advertising, website postings, news conferences and social media updates. Audience preference in receiving news should be factored into medium selection.
Measurements
Measurements, such as benchmarks, surveys or news article clippings, indicate the effectiveness of the plan. Developers should include how they intend to test the plan and list a schedule for status reports.
Tags: Plan developers, also identify, must also, must also identify, should include, social media