PR insight and tidbits (3)

Keys to Effective Communications Planning

Proper planning is a fundamental element of an effective communications program. In the absence of solid planning, many of us tend to shoot from the hip when it comes to marketing and communications activities. Without a plan, there is often no method to our madness.

An effective communications plan should accomplish a number of things, including:

1. Clarifying General Goals. What are your overall communications goals? Are they aligned with the goals and objectives outlined in your business plan? Are they aligned with your company's values and culture? The answers to these questions form the foundation of your communications plan.
2. Identifying Target Groups. It is important to know who your target audiences are and to establish specific goals in relation to each one. This means you must know what groups of people impact your organization's success, how each group can potentially impact your organization's success and what makes each audience tick.
3. Developing your message. Once you've identified your audiences and established goals for each audience, you must develop your message or messages. Depending upon your goal for each audience, your message may vary. For example, your message to investors may be focused on your profits and management, while your message to potential referral sources may focus on incentives you offer those who send you new clients.
4. Identifying communication tools. There are a great many communication tools available to every small business -- far too many for any prudent business to use. Your plan should identify those tools which effectively and efficiently reach your desired markets.
5. Anticipate and plan for challenges and crises. This is a key element of your plan. It is critical to anticipate every possible challenge, obstacle or crisis which could stand between you and successful implementation of your plan. Anticipation of such obstacles enables you to plan for these adverse events before they happen.
6. Implementation Timeline. You should develop a step-by-step timeline for the implementation of your plan. This allows you to schedule events and ensure that all marketing activities run smoothly. As an example, imagine that your company is hosting a reception for customers. A thorough timeline would include the date that invitations should be mailed. Further, it should include the date that invitations must be sent to the printer of they are to be mailed on time. A detailed timeline will help ensure that little details don't derail your plan.
7. Budget. You should develop a projected budget which includes all anticipated communications expenses. This will enable you to ensure that you are financially able to commit to marketing activities before investing your marketing money in them.

A well thought out communications plan will help you ensure that your marketing and public relations program is focused on the right goals, that your activities are achieving those goals, and that your marketing $$$$ are being spent wisely.

In closing, I must stress the importance of committing your communications plan to paper. A very useful book I recommend to read is Great Little Book on Universal Laws of Success by Brian Tracy which says that "All successful people think on paper." By committing your plan to paper, you commit yourself to it and increase your chances of success.

Develop your plan, put it in writing, and then make it happen!

If you have any questions we, at MPiRe, will be delighted to help you.