A communication plan is a road map for getting your message across to your audience. The plan is an essential tool of marketing as it will improve your ability to achieve the desired outcome.
Different ways to communicate your message are:
- Word of mouth
- News stories in both print and broadcast media
- Press releases and press conferences
- Posters, brochures, and fliers
- Outreach and presentations to other health and community service providers and to community groups and organizations
- Special events and open houses that your organization holds
- Why do you want to communicate with the community? (What’s your purpose?)
- Whom do you want to communicate it to? (Who’s your audience?)
- What do you want to communicate? (What’s your message?)
- How do you want to communicate it? (What communication channels will you use?)
- Whom should you contact and what should you do in order to use those channels? (How will you actually distribute your message?)
The steps to creating the plan are:
- Identify the purpose of your communication
- Identify your audience
- Plan and design your message
- Consider your resources
- Plan for obstacles and emergencies
- Strategize how you’ll connect with the media and others who can help you spread your message
- Create an action plan
- Decide how you’ll evaluate your plan and adjust it, based on the results of carrying it out
Why is the communications plan important for a company?
- A plan will make it possible to target your communication accurately. It gives you a structure to determine whom you need to reach and how.
- A plan can be long-term, helping you map out how to raise your profile and refine your image in the community over time.
- A plan will make your communication efforts more efficient, effective, and lasting.
- A plan makes everything easier. If you spend some time planning at the beginning of an effort, you can save a great deal of time later on, because you know exactly what you should be doing at any point in the process.
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