8-point guide to creating a comms plan
Purpose of this guide
A complex communication process requires careful planning and implementation.
This guide provides a step-by-step approach to creating a communications plan. It is the perfect guide to set you on a journey and a series of activities, including identifying the target audience, defining the key messages, and creating the appropriate communication content. Also in the 8-step process is how to draft and launch a communications plan.
Who should use this guide
Anyone tasked with either leading or contributing to the rollout of any transformation change, including technology, operating model and organisational design. Typically, this will include Transformation Change Sponsors, Project & Change Managers, Line Managers, Supervisors, and Product Managers.
Purpose
Every communications plan ('comms plan') must have set goals and objectives that can be traced back to the overriding objectives for initiating the change. Setting the objectives of the comms plan defines the 'purpose' of your comms plan.
Activities
Deliverables
Resources
Communications Plan template. Download the template.
Purpose
This step aims to identify the group(s) you will communicate with before, during and after the change. This group is what you will identify as the 'impact group' of the change. Remember, in most large change programmes; there may be more than one impacted group. The main messages may differ depending on which group is receiving the messages.
Activities
Deliverables
Resources
Communications Plan template. Download the template.
Purpose
Main messages include critical messages that need to be communicated to create awareness of the need for change and articulate who will be impacted by the change and what is in for them.
Activities
Deliverables
Resources
Communications Plan template. Download the template.
Purpose
The bearer of the core messages significantly improves the effectiveness of the intended objectives of the messages. Choose the carriers of your change messages carefully.
Activities
Deliverables
Resources
Communications Plan template. Download the template.
Purpose
You must recognise that different people like to receive information differently. How you communicate during change must be no different.
Activities
Deliverables
Resources
Communications Plan template. Download the template.
Purpose
Timing is everything [John Sculley].
Perhaps, the most crucial piece of this 8-point guide to a Communications Plan.
Activities
Deliverables
Resources
Communications Plan template. Download the template.
Purpose
This is where you begin to put the pieces together. Complete the activities below to create your communications plan.
Activities
Deliverables
Resources
Communications Plan template. Download the template.
Purpose
How do you know if your communications plan has the desired outcomes and the expected impact on your change initiative?
Defining metrics is crucial. Consider creating and tracking the following communications-related metrics.
Activities
Deliverables
Resources
Communications Plan template. Download the template.
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