COMMUNICATION

PLAN
Froilan M. Tena
Education Program Specialist II
La Roca Veranda Suites & Restaurant
September 27, 2022
Objectives:

1. Identify the importance of

Communication Plan
2. Craft a Communication Plan
Communication planning represents the
dedication of an organization to transparent
and ongoing relationships with
stakeholders. It defines the ways and means
of communication, targeted audiences, and
attitudes or behaviours outreach should impact.
The development of a comprehensive
communication strategy and plan is most effective
when it adheres to proven principles and is
designed to proactively address key stakeholders
and their concerns. (https://www.iaea.org/resources/nuclear-
communicators-toolbox/methods/planning)
Communication planning is important
because it can establish significant
relationships between a business and its
key audiences. You can think more closely
about how consumers or stakeholders may
perceive messages, which can allow you to
maintain a positive reputation for the business.
Communica Communica Target Message Activity / Time frame Budget Person
tion / tion Audience Cahnnel responsible
Problem Objective
Issue
1. Set Clear Goals and Objectives
Goals and objectives are the roadmap
of a plan and help you clarify the
results you want to achieve with your
tactics.
2. Identify and Prioritize your Target
Audience(s)

What groups or individuals do you need to

engage to help you reach your goals?
Who would benefit most from your
offerings?
What actions do you want the audience to
take?
2. Identify and Prioritize your Target
Audience(s)

Who do you generally engage in your

programs, projects, and initiatives?
What challenges hold supporters back
from contributing?
What characteristics do your current supporters
share?
2. Identify and Prioritize your Target
Audience(s)

What characteristics does an ideal

supporter embody?
How are individuals finding your
organization (e.g. social media, events,
word of mouth)?
3. Craft a Compelling Message

No matter who you’re writing for, though,

keep messaging clear, concise,
personalized and jargon-free.
3. Craft a Compelling Message
Compelling messages are comprised of
four key elements that need to be tailored
to each audience:
Key message: The core takeaway you
want to deliver to your audience
Secondary messages: Supporting messages
that enhance the key message
3. Craft a Compelling Message
Proof points: Factual evidence that affirms
what you say is true
Calls to action: Actions you want your
audience to take
4. Develop Integrated Strategies and
Tactics
The PESO model is a great framework to
reference when building out your
communications strategies and tactics:
PESO model
P: Paid media
E: Earned media
S: Shared media
O: Owned media
4. Develop Integrated Strategies and
Tactics
The PESO model is a great framework to
reference when building out your
communications strategies and tactics:
 5. Build a Better Budget

Establishing a budget is essential for

containing costs and identifying
opportunities for efficiencies.
Budgets are a fundamental resource for
assessing your plan’s return on investment.
 5. Build a Better Budget
Does your organization have an existing
budget allocated for communications
activities?
How much will each line item in the
tactical portion of your plan cost?
If applicable, what were the projected vs.
actual costs for previous campaign
implementations?
6. Create an Actionable Timeline
Create a monthly or quarterly timeline,
taking into consideration major events and
holidays you want to leverage (e.g.
fundraising campaign launch, company
anniversary, New Year’s Day, Ola Day
etc.).