What is a communication plan and why do you need one?

Get your ideas out of your head and into the world with a well-crafted communication plan. (Image by Geralt/Pixabay)

Every day, we share insights about ourselves that shape how people see who we are and what we can do. But what if you had a communication plan that fed certain people exactly what they want to know?

With a little planning and strong research, you can make the most of every word and minute of content. That frees you up to focus on what else makes your business succeed.

Elements of a communication plan

Essentially, your plan begins with the five Ws: who, what, when, why and how. (Okay, the W comes at the end, but it’s there!)

By addressing each one of the parts of a communication plan, you make sure you really hit every mark. And that gives you a strong base.

Who is your target audience?

Before, you shout, “Everyone!” please pause. It’s time to seriously consider who can help your business accelerate to a new level.

Yes, you want to think about future customers or donors. However, your initial success will arise from people who need your service or have the power to amplify your message.

Let’s start with your stakeholders. These are people who already care about what you do and identify with your goals. They can speak on your behalf once they understand your core message.

Next, you can engage with individuals with influence to grow your audience.

What message will have the most impact?

Ideally, you want to create messages that resonate strongly with your communication plan’s target audience. That means delivering something new or insightful that will capture their attention.

Secondly, what will you say that they will believe? People get bombarded with sales pitches all day. Yours will stand out if it is authentic and clear.

When will your communication plan roll out each message?

In a perfect world, you release nuggets of information just as people have the appetite to hear them. They need to land:

• As your project or product develops

• As awareness of your brand grows

• At the time of day when people are ready to absorb them

For instance, delivering a message just as people begin the busiest part of the day will leave it sidelined. Instead, you want to connect with them when they take a break or unwind after a long day.

Of course, every business’s audience is different. That’s another reason to have a communication plan specific to your needs.

Why do you want to connect with them?

Ultimately, you have to ask, “What am I trying to achieve?” It could be credibility, attention or a quick sale. But you benefit when you consider why they would want to hear from you.

First, think about what you have to offer in terms of a solution or wisdom. Perhaps you will empower them to make a decision or advise another person.

Second, reflect on how you wish to be perceived. You have a range of personas at your disposal:

1. Helpful problem-solver

2. Visionary

3. Conduit to other solutions

4. Time saver

5. Money saver

Maybe you see yourself as an ally or an advocate. Either way, firming up your perceived role shapes how you put your communication plan together.

You don't need to shout to be heard. (Jason Rosewell/Unsplash)

How will you deliver and measure your messages?

This comes down to the practical elements of execution. At this point, you choose what media you will use to get the word out.

You could use print, radio, TV, social, video, digital ads, bulletin boards, direct mail, email, podcasts, etc. Did you even think that you had that many choices?

• How much will it cost to engage each one and how does it compare to your budget?

• If you decide to write helpful blogs, do you have the time and information to do so?

• How do achieve this without violating others’ copyright?

So many questions; and I have so many answers.

Finally, once you put out the word, you must have a way to assess if they had the outcome you intended. If so, then you can follow up and build an even stronger communication plan.

Are you ready to start your communication plan?

Given the complexity of this exercise, a template can only take you so far. In fact, you can download one from Hubspot if you’d like.

However, a cookie-cutter document cannot determine the strength of each type of media in your market or industry. It takes a professional to offer this type of guidance so you get the more bang for your buck.

You know some of this intel, but it takes more time away from your core responsibilities. Hiring a consultant means to get the work done in less time, so you can focus on what you do best.

If you’re struggling to grow your reputation or reach, I can share my insights from a variety of projects. Whether you run an auto shop or a charity, my experience can build a communication plan that reaches and delights YOUR people.

You can see the clarity I offer on this topic. Just imagine what I can do for you.