Creating a Corporate Communications Plan

Anton Vdovin - Sep 22, 2017 11:10:10 AM

If an organization wants to succeed, good and effective communication is a must. The way communication is conducted can mean the difference between failure and success. Good communication allows leaders to better deal with crises, allows employees to better work with each other, and helps everyone in the organization work towards the same goals. However, often, entrepreneurs and managers can disregard actually crafting a specific corporate communications plan.



When coming up with a plan, make sure to keep the following tips in mind:

1. Your plan should contain goals and strategies that are measurable

A common misconception people have is that PR efforts cannot be measured or evaluated. As a matter of fact, a corporate communications plan should have very clear and specific goals and strategies that are measurable. For example, traffic to a company’s website or an increase in sales can be measured and evaluated so that the organization can further implement plans that promote these two.

2. You should identify and specify your audience

In order to come up with a truly effective corporate communications plan, identify and specify both your internal and external audiences. Knowing your specific audience will help you create your key messages, and this will help you reach your specific goals and objectives.

Audience segmentation can be very helpful for internal communications.

From the method you want to utilize to your objectives, you have to be very specific. While some corporate communicators who are new to the game may lean towards creating messages for the “general public”, this method is rarely effective as specificity allows your voice and message to resonate more with your targeted audience. For example, you may opt to speak to millennials. Knowing this will then help you figure out how to reach them better – that is, through social media rather than through printed materials and other more traditional avenues of communication.

3. Create a tactical planning calendar

Remember that your corporate communications plan is unlikely to have a short run of a few days or even a few weeks only. It is therefore important that you create and lay out a tactical planning calendar that will help guide you regarding each step of your strategy or campaign. This calendar will help you stay on track, especially when work gets challenging or busy. For example, if your campaign involves conceptualizing an ad, make sure to log in dates wherein brainstorming sessions, pitching, and other important activities are set to occur.

Also remember that any plan should indicate all your goals. Goals will include the immediate ones you want accomplished, short and long-term objectives. This will help you and your staff members figure out scheduling as well as the urgency of each task. Prioritizing then helps you lay out the various components and strategies that are involved with your plan.

4. Concoct key messages and persuasive strategies

While you may have one general message that encapsulates your plan, you may also need to create several key messages within the strategy for different audiences. This fact is something that companies should be aware of.

For example, while utilizing rational and persuasive arguments may convince intellectuals who require evidence, those who are moved by emotional persuasion will require the utilization of images and methods that convey values and feelings. Some may want to see financial figures and work processes, others may want to see the emotions brought about by success and achieving goals.

While creating and developing a corporate communications plan may be tricky and challenging, following the tips mentioned about will help you move towards your desired objectives. After all, good and effective communication is vital to the success of any organization.

Topics: Improve Corporate Communication


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