Communication plan: what it is and steps
Posted: Wed Dec 11, 2024 3:56 am
The communication plan is a document that sets out how a company or business will communicate with its public over a given period of time. This plan establishes the different objectives that it wants to achieve, establishing the order of the actions and tasks that will be carried out in it.
If you are interested in this field, the Higher Degree in Marketing and Advertising in Madrid or Valencia from the European Vocational Training Centre will train you to face the work challenges of the professional world.
The centre also offers the possibility of taking the Higher Degree in Marketing and Advertising remotely so that you can do it online.
What does a communication plan consist of?
The communication plan is a scheme that overseas chinese in worldwide database explains how and when a company will communicate both internally and externally and the channels selected for this. It also considers the target audience, as well as the objectives that must be achieved throughout the plan.
All companies, regardless of their size or capacity, must have their own communication plan tailored to their specific needs. This strategy allows many companies to perceive needs that had not been seen before, so the results obtained will be more effective.
It is also important to distinguish between two types of communication plans:
Internal communication plan : This plan explains how internal communication will be carried out in the company, as well as the objectives to be achieved, strategies and metrics of the company so that each of its employees knows what is expected of them and can motivate themselves and achieve personal and professional goals.
External communication plan : communicate the brand message and values to the target audience. Do not try to sell, but rather spread your message and give visibility to the company within a sector or market.
Steps to follow in the communication plan
Below we indicate the parts of the communication plan.
Analyze the situation : study the environment by analyzing opportunities and problems.
Objectives : In the communication plan, the objectives must be defined; they must be real, possible and measurable.
Establish audience : locate the right audience and how they prefer to receive communications.
Key messages : clear, concise communication aligned with the plan's objectives.
Channels : selection of the most appropriate channels to reach the desired audience.
Strategy : actions and tasks in line with the objectives and the message you want to convey.
Resources : This involves having a budget, time, and equipment, among other resources, to carry out the communication plan.
Measure results : These are the key performance indicators to evaluate the success of the plan.
External and internal communication plan: differences
The communication plan can be developed externally, focused on the consumer and brand awareness, or internally, aimed at employees, their sense of belonging to the company and loyalty. Below we indicate common aspects and differences between both plans.
Target audience
External communication plan: specific target that the plan focuses on, consumers, organizations or clients, among others.
Internal communication plan: employees and members of the organization.
Channels
External communication plan: press releases, social media, advertising, etc.
Internal communication plan: newsletters, internal emails, meetings or team building activities, among others.
Message
External communication plan: brand differentiation messages and value propositions.
Internal communication plan: motivation and organizational culture across the entire business.
Impact:
External communication plan: impact on customers, market position and sales of the company's products.
Internal communication plan: employee efficiency, values, morale and performance at individual and team level.
Benefits of a communication plan
Developing a communication plan benefits the company and translates into positive and measurable results over time. These are some of the benefits that can be obtained by applying such a plan to a company or business.
Benefits at internal level
If the communication plan is directed internally, that is, to employees and other parts of the organization, different positive points can be obtained.
Improving the flow of information between workers and the company.
Ability to identify potential in employees at individual and team levels.
If employees feel part of the company, they will be more involved with it, so their work will be more effective and they will be more committed to their tasks.
New points of view are obtained that can help the organization improve in different aspects.
Benefits at external level
If the communication plan is at an external level, the fruits of the actions can be seen in the following aspects.
Greater knowledge of the company's target audience.
Knowledge of what has worked before, what hasn't, and what could be improved.
Gain visibility in the market with the actions carried out.
Cost reduction in the company as it helps to know the resources needed for the plan.
Localization and correction of errors committed.
If you are interested in this field, the European Vocational Training Centre offers a large number of vocational training courses in Communication and Marketing where you can choose the option that interests you most.
If you are interested in this field, the Higher Degree in Marketing and Advertising in Madrid or Valencia from the European Vocational Training Centre will train you to face the work challenges of the professional world.
The centre also offers the possibility of taking the Higher Degree in Marketing and Advertising remotely so that you can do it online.
What does a communication plan consist of?
The communication plan is a scheme that overseas chinese in worldwide database explains how and when a company will communicate both internally and externally and the channels selected for this. It also considers the target audience, as well as the objectives that must be achieved throughout the plan.
All companies, regardless of their size or capacity, must have their own communication plan tailored to their specific needs. This strategy allows many companies to perceive needs that had not been seen before, so the results obtained will be more effective.
It is also important to distinguish between two types of communication plans:
Internal communication plan : This plan explains how internal communication will be carried out in the company, as well as the objectives to be achieved, strategies and metrics of the company so that each of its employees knows what is expected of them and can motivate themselves and achieve personal and professional goals.
External communication plan : communicate the brand message and values to the target audience. Do not try to sell, but rather spread your message and give visibility to the company within a sector or market.
Steps to follow in the communication plan
Below we indicate the parts of the communication plan.
Analyze the situation : study the environment by analyzing opportunities and problems.
Objectives : In the communication plan, the objectives must be defined; they must be real, possible and measurable.
Establish audience : locate the right audience and how they prefer to receive communications.
Key messages : clear, concise communication aligned with the plan's objectives.
Channels : selection of the most appropriate channels to reach the desired audience.
Strategy : actions and tasks in line with the objectives and the message you want to convey.
Resources : This involves having a budget, time, and equipment, among other resources, to carry out the communication plan.
Measure results : These are the key performance indicators to evaluate the success of the plan.
External and internal communication plan: differences
The communication plan can be developed externally, focused on the consumer and brand awareness, or internally, aimed at employees, their sense of belonging to the company and loyalty. Below we indicate common aspects and differences between both plans.
Target audience
External communication plan: specific target that the plan focuses on, consumers, organizations or clients, among others.
Internal communication plan: employees and members of the organization.
Channels
External communication plan: press releases, social media, advertising, etc.
Internal communication plan: newsletters, internal emails, meetings or team building activities, among others.
Message
External communication plan: brand differentiation messages and value propositions.
Internal communication plan: motivation and organizational culture across the entire business.
Impact:
External communication plan: impact on customers, market position and sales of the company's products.
Internal communication plan: employee efficiency, values, morale and performance at individual and team level.
Benefits of a communication plan
Developing a communication plan benefits the company and translates into positive and measurable results over time. These are some of the benefits that can be obtained by applying such a plan to a company or business.
Benefits at internal level
If the communication plan is directed internally, that is, to employees and other parts of the organization, different positive points can be obtained.
Improving the flow of information between workers and the company.
Ability to identify potential in employees at individual and team levels.
If employees feel part of the company, they will be more involved with it, so their work will be more effective and they will be more committed to their tasks.
New points of view are obtained that can help the organization improve in different aspects.
Benefits at external level
If the communication plan is at an external level, the fruits of the actions can be seen in the following aspects.
Greater knowledge of the company's target audience.
Knowledge of what has worked before, what hasn't, and what could be improved.
Gain visibility in the market with the actions carried out.
Cost reduction in the company as it helps to know the resources needed for the plan.
Localization and correction of errors committed.
If you are interested in this field, the European Vocational Training Centre offers a large number of vocational training courses in Communication and Marketing where you can choose the option that interests you most.