Communication Plan – Definition, Types, Uses, Important, and More
Communication Plan Definition
A communication plan is a roadmap where a company will communicate with its public and reflected.
It establishes the communication objectives to achieve. Also, it provides an order of the tasks and actions to be carried out.
What are the Types of Communication Plan?
There are two types of communication plan rendering to the target audience. These can be internal or external:
Internal Communication Plan
- It targets employees. It is about implementing a set of actions to promote information and knowledge among a company’s workers.
- The objective is to create the right working environment and improve the company-employee relationship.
External Communication Plan
- It aims at the public of interest. Its objective is to recover the image of the brand.
- It links to the relationships of the company with the dissimilar stakeholders. These can be shareholders, dealers, consumers, or the general spectators.
- On the other pointer, an excellent internal message indirectly favors the achievement of external communication objects. Employees are the best prescribers of a make.
- The brand’s communication abroad follows this same scheme to make your image attract and retain your customer.
- Therefore, depending on the channel finished, which a company develops its communication strategy, it can separate into two groups :
Online Communication Plan: It refers to those plans that use the Internet to carries out.
Offline Communication Plan: It mentions those strategies that not carry out through the Internet.
Both plans are not incompatible but complementary.
What are the Uses of Communication Plan?
- A communication plan is vital to unifying the message of your brand. Both employees and the target spectators will know the personality, values , and objectives of this, and you will avoid confusion on both sides.
- Also, it allows you to plan your organization’s resources, both material and human, in an orderly and strategic way.
- It is also valuable if you want to have an overview of the actions to be carried out.
- Always with the focus on transmission the right message to the public. A statement that will define you as a brand and that will set the course of the company.
Important of Communication Plan
The development of an internal and external business communication plan has multiple aids. Among the most prominent:
1. Internal Communication Plan
- If workers texture part of the company, they reflect that it takes them into account and content. They will be more creative and efficient. Create community.
- It favors the flow of info between the staff and the business. It will be up to date with the news and changes in the organization.
- A good company-worker relationship generates loyalty. It will want to continue working for the brand, and there will be less turnover.
- It recovers efficiency because if employees are better informed and connected, they will work more comfortably individually and as a team.
- Identify the talent and possibilities of each of your employees.
- Get more views on make management and know anywhere you can improve. They are the ones who know it best and will be eager to give their opinion.
2. External Communication Plan
- It will be easier to project the right image and strengthen the brand if you work from within.
- It helps to know the capitals you need for each action and reduces the costs of your company.
- Analyze and refocus the current plan of the brand. Find the likely errors that are being made and recover the achievement of the objectives.
- Reach out and get to know your board audience better.
- Through your audience’s study, you will increase your market share and retain your current customers with a message and the appropriate actions.
- Its are usually a year view. By founding guidelines in the short, medium, and long term, you will achieve a homogeneous message representing the company’s philosophy.
- When it comes to taking action, you will already know what has worked before and what has not.
- It will help you guide and improve the strategies’ effectiveness since you will monitor and evaluate them.
- You will gain visibility. Whether you start an action to recover the brand’s reputation, generate more confidence in the face of new customers, or get more traffic on your website, you will directly or indirectly gain visibility.
How to Develop a Communication Plan?
Once its importance is unspoken, let’s see the essential points that a strategy must contain.
As contextualization, we comprehend both the external and internal examination of the business or SWOT analysis. For this, it is beneficial to resort to studies and statistical data and tools.
It provides us with full information about where we are and how the market surrounding us is doing, which will help us coherently establish objectives.
Analysis of the Environment
- At this point, we must transmit out a market study to analyze all external to the company.
- How is the market in which we grow our activity, who is our race? How does it behave, etc.?
- For this, you can either resort to subcontracting or outsourcing, hiring a company that carries out the market study, or, as we have observed in the previous point.
- Investigating and analyzing studies and statistical data provides us with full information on our company’s environment.
Analysis of your Company
- In the same way that we take to analyze all connected to is external to the business.
- It is also essential to transmit an internal analysis of the company to detect possible chances and threats and our weaknesses and strengths.
- For this, it is handy to carry out a SWOT analysis.
The SWOT Analysis
- It studies our company’s situation, analyzing their internal features (strengths and weaknesses) and external conditions (threats and opportunities) in a square matrix.
- SWOT full form is Strengths, Weaknesses, Opportunities, and Threats.
- This analysis will know the real state in which our organization finds itself, and it will help us plan a message strategy for the future.
2. Definition of objectives
Second, you have to define the objectives. It is one of the most dangerous opinions to consider when drawing up a strategic communication plan.
The effectiveness of the program will depend on a studied definition of the objectives to achieve. A correct founding of these requires taking into account the so-called SMART rule.
These objectives must be:
- Specific (specific)
- Measurable (measurable)
- Achievable (achievable)
- Result-oriented (results-oriented)
- And also, time-limited (set for a specified time)
Examples of communication objectives:
- Master in community management: occupational 4.0 and social networks
- Become an expert in strategic preparation and management of social networks.
- And also, increase groups and fans on my social channels
- Encourage communication with my public on social channels
- We must cover those objects that our business capitals allow us. Ideally, set no more than four communication areas.
3. Target Audience
- Who are we addressing? Who is our target audience?
- How old are you? What do at work? Are you male or female? What equal income do you have? Where he lives?
- What interests do you have? What do you do in your replacement time?
- These are about the questions that cannot be left-hand unanswered in our business communication plan.
- And also, to do this, we have to decide to whom we are successful in directing our communication.
- It is essential to know our target spectators and the media and communication channels they use daily.
- The tone, the message, and the channels we use will be contingent on it.
- Perhaps this type of user prefers a different kind of traditional channels, such as radio. It is about saving and optimizing efforts to obtain the best results.
Fourth, the message is what we want to connect directly to the target audience that we have defined previously and with an appropriate communication style and tone.
Keys to the right message:
- Clear, concise, and direct
- Grammatically and spelling perfect.
- A language appropriate to your target audience (modified to their language, formal or informal).
- And also, tone suitable to your target audience and your goals. E.g., motivational, instructive, etc.
- A message with content according to the needs and interests of your target audience
5. Resources and budget setting
However, to implement the communication plan, it is necessary to know precisely the resources we have (materials and non-materials).
And we are successful in allocating to the actions required to attain the objectives established in the communication plan :
- Economic item to be allocated
- Employees and human resources obligatory
- Ways to obtain the capitals for the execution of the communication plan, etc.
The analysis of all the earlier points will give us enough data to choose which channels we will use to connect with our target audience.
Offline communication channels:
- Radio and television
- Specialized magazines
- Urban furniture, posters, billboards
- Public relations acts and events
- And also, others
Online communication channels:
- Social networks
- Newsletter, bulletins
- And also, others
7. Action Plan
After studying our environment, we established our objectives, analyzed our target audience, defined our message, chosen which channels we would use, evaluated our resources, and found our budget.
The time has come to come down to work with the actions that will help us meet our objectives. To do this, we have to select the action or actions to help us achieve each one.
E.g., Objective: “Increase my followers and my fans my social channels.”
- Issue a daily post of interest to my community.
- Use Facebook Ads to promote the books that most interest my users and reach others to increase my community.
8. Action schedule
- As we have commented before, it is useless to establish a goal if it is not defined for a specific time.
- The same goes for stocks. It measures the results.
- These actions must establish on a calendar.
- Each action will have a specific duration and continuity, some will repeat daily or weekly, and others will be specific.
- Therefore, it is essential to describe what we will do and when we will do it.
- For this, it is sensible to use a calendar such as a google calendar or Monday.
9. Evaluation of Results
- Finally, it is useless to mature all of the above if, in the end, we do not amount results.
- This assessment of results will tell us if we are meeting objectives or if, otherwise, we must recover or change some of the actions carried out to achieve them.
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