Building a communications plan is like building a house
If you started to build a house without a foundation, the walls would fall over in a matter of time. The start of communications planning is much like building the foundation to a house. In setting annual communications goals for your business, you are creating a solid foundation to build on each year (and review.)
Start by answering basic questions: Who are my audiences? Who am I talking to? Who do I need to get the message to?
The framework of the house is how you deliver your message.
Ensure your audiences have the right information. You may deliver information differently to each audience, as not all of your audiences need the same information. Review the demographics of your audiences and deliver the message in a format they are familiar with. For example, is the message going to a younger audience that can interpret a message in a short format through social media, or is it a message going to an older audience that needs more detail; in which case you may choose to write an article in print.
Then build your story
Everyone loves a story. What era was the house built, why does it have purple walls with red trim? Who lived in the house previously?
What is the story that your business owns? Is your message consistent throughout your various tools that you use to get the information out? (i.e. website, social media, newsletters, mail correspondence)
Adding floors and rooms?
Are you engaging your audience? Are you getting a response to what you are sending it out? Is your business responding to the feedback in its' business practices?
Maybe you didn't need that extra bedroom.
If your business isn't engaging it's audiences or using the feedback that it receives, then adding more marketing devices isn't necessarily the solution. Remember, building a reputation involves two-way communication.
Is your roof leaking?
You will need to evaluate whether the tactics in your plan are working. Are your website hits increasing when you send out an e-letter or a news release?
Once a house plan has been used, the plans may lie in a corner and get dusty. A communications plan needs to be updated regularly.
Many businesses will follow an annual plan and create smaller communications plans for events or strategies that happen within the year.
written by Julie Melanson of MelanPR
