A communication plan is a document that outlines the strategies and tactics an organization will use to communicate with its target audiences. It typically includes the communication objectives, target audiences, key messages, communication channels, timeline and budget for the communication campaign.
This document generally includes the following elements:
- The situation analysis: this is an assessment of the company’s situation, competitors, target audiences and market to determine its opportunities and challenges.
- The communication objectives: these are the performance indicators to be attained through communications, such as increasing brand awareness, improving brand image, generating leads or building customer loyalty.
- The target audiences: these are the groups of people the company wishes to reach with its messages, such as consumers, employees, investors, the media, etc.
- The key messages: these are the elements that the company wishes to communicate to its target audiences, such as the benefits of its products or services, the company’s values, special offers, etc.
- The communication channels: these are the different means the company will use to communicate with its target audiences, such as social networks, advertising, press relations, direct marketing, etc.
- The timetable: this is a detailed picture of all communication activities, including launch dates, deadlines, events, etc.
- The budget: this is the cost allocated to the communication campaign, including expenses for advertising, press relations, direct marketing, etc.
