Developing a plan

Every communications plan will be different but most should include the following key information – click on the section headings to help you develop a structure for your plan.

Objectives
Being clear from the outset about what you are trying to achieve is the vital first step in creating your plan.

Target audiences
The next step is to identify who your communications activity is targeted at.

Key messages
Once you have identified your target audiences, think about what messages you are trying to communicate.

Strategy
Now you are ready to consider the overall strategic approach that you are going to take to achieve your communications objectives.

Tactics
The tactics are the specific communications activities, tools and techniques that will make each part of your strategy a reality.

Budgeting
How much money you have available in the budget will ultimately dictate the size and scale of your communications activity. If you find yourself having to cope on a shoestring, remember that it is possible to do effective work with a small budget as long as you are realistic.

Activity schedule
Once you have decided on your tactics you will be in position to put together a simple activity schedule outlining how you plan to roll out each set of activities over a period of time. Make sure you think carefully about other key dates or events that may impact on your timing. At this stage you should also consider specific roles and responsibilities. It is useful to circulate your communications activity schedule to your colleagues so they can see what is coming up and identify potential synergies or conflicts at an early stage.

Evaluation
It is crucial that your activity plan outlines the criteria that you will use to measure and evaluate the effectiveness of your communications activities. Visit the Evaluation page for advice.