A communications plan is an outline to direct communications efforts for an organization. It helps an organization think strategically about communications goals through research, audiences, communications and evaluation. This is known as R.A.C.E. In addition to the primary components, other elements are important and include goals, objectives, background, calendar and budget.
For the best results in communications efforts, a comprehensive communications plan is essential. A communications plan is to communications efforts as a driver is to a school bus — it successfully drives communications outreach of an organization. Without a communications plan, efforts can be unsuccessful, inconclusive and haphazard.
The parts of the communications plan are specific and work together to build a plan. Each part is necessary for overall effectiveness:
Research
Solid research is the basis for a communications plan. All the other components stem from research. Research helps determine:
- characteristics of an organization
- approach strategy
- goals and objectives
- target audiences
- communications effectiveness of other organizations
In addition, research can generate publicity when surveys are implemented.
Target Audiences
In a communications plan, specific audiences within the general public are targeted to create and implement specific messages that appeal to the target audience. Messages that appeal to the general public are not as effective due to the diversity of people. Furthermore, target audiences help advance an organization’s goals.
Download an exercise to help determine your target audiences.
Communications Tools
The communications step is the implementation of the plan by using communications tools to reach defined audiences. Goals and objectives are achieved through the communications step.
Evaluation
Evaluation is the last step in the communications plan. It measures the success of the entire plan by assessing established goals and objectives. Surveys are a common way to evaluate a plan.
Goals & Objectives
Goals are simply what an organization wants to achieve in a communications plan. Objectives are the specific, measurable guides to a communications plan.
Calendar
To be attentive to deadlines and planning needs, a calendar to outline the important times of the plan is needed.
Budget
To understand the cost of the plan and to avoid overspending, a budget must be established. Typically, the main expense for the plan will be communications tools.
Additional Resources
- Download a sample communications plan
- Download a presentation about creating a communications plan
Questions? Contact Katie Forsyth, canon for communications.
