The Communications Plan

A communication plan should be formalized in an official document outlining assignments, identifying responsibilities, setting dates for the execution of events, and establishing expected results. The plan for some small associations may be only one or two pages or for some larger associations several pages. The length is not as important as the quality of the plan. The caliber of the messages and the choice of the delivery systems are critical for the future of the association.

What are the steps in developing a communication plan?

  1. Review the mission statement to make certain all communications reflect the organization’s philosophy
  2. Review the strategic plan to make certain all areas are getting attention
  3. List all major problems confronting the association.
  4. Assess the programs of all competing organizations.
  5. Make a simple and objective comparison of the perceived public images of competing
  6. Set priorities to determine which are the most important activities or programs to promote.
  7. Identify key target audiences that need to be influenced.
  8. Consider the most practical media to use with each target audience.
  9. Determine available funds.
  10. Establish a time line for implementation of the plan.
  11. Gain approval for the plan from the board of directors.
  12. Coordinate the plan with all staff members.
  13. If funds are available, conduct surveys and focus group sessions to determine existing opinions of target audiences.
  14. Implement the plan.
  15. Receive feedback.
  16. Review, revise, and continue the plan annually.
  17. Keep telling the story!