1. Communication plan

2. Why create a communication plan?
Good planning facilitates achieving the aims
Coordinate all communication efforts for the best possible effect
The plan also serves as a base for internal discussion and anchoring
This heading can be removed in the finished plan.
Communication plan, template v. Feb 2011

3. General terms
Information is strategic messages that lead to increased knowledge
Communication is the process of messaging based on interactivity between those involved in the process and leads to new attitudes or behaviour
Relation is the mutual involvement or joint commitments that lead to action and results.
This heading can be removed in the finished plan.
Communication plan, template v. Feb 2011

4. Background
Describe the background and reason for the planned communication effort
Describe the key factors that are involved.
Communication plan, template v. Feb 2011

5. Description/analysis of current situation
Put the communication in context; which other ongoing matters within the organisation may be important? Don’t forget the outside world
Analyse and describe the current communication situation
What is it that needs to be communicated in relation to the project/activity goals?
Communication plan, template v. Feb 2011

6. Definitions
There are specific terms, matters or contexts that must be described and explained. Add a glossary as an appendix to the plan; it will be useful when formulating a message.
Communication plan, template v. Feb 2011

7. Limitations
What are the limitations, i.e. what problems or details should the communication not solve?
Also think the ambition level through and find out which resources are available. Define the limit for what can realistically be implemented
Communication plan, template v. Feb 2011

8. Aim of the communication
Describe the overall purpose of the communication, why we must communicate and what we want to achieve – effects?
The purpose must be expressed as the general overall objectives and focus linked to the purpose of the project/occupation/activity.
Communication plan, template v. Feb 2011

9. Objectives for the communication
Describe the concrete results that the communication must achieve. The objectives can be quantitative and qualitative.
Information objectives can be divided into:
Knowledge objective - what the target group should know. Can be on a scale between ‘familiar with’, and ‘be able to recite, know, understand’.
Attitude objective - what the target group should think. On a scale between ‘tolerate’ and ‘love’
Motivation objective – what motivation the target group should have. On a scale between ‘intending to do’ to ‘fighting for’
Behavioural objective - what the target group should do. Can be on a scale from ‘try once’ to ‘always do’.
Establish SMART objectives: (Specific, Measurable, Agreed upon, Realistic and Time-based)
Objectives should be linked to the project/activity/occupation objectives.
Objectives can be listed as a table:
Objectives Strategy
We want to achieve... By...
Communication plan, template v. Feb 2011

10. Strategy for the communication
Think the strategy through. Link it to the needs for communication and preconditions. All projects have risks and success factors. Some of the risks can be counteracted through carefully-planned communication.
What can negatively impact the communication objectives? What obstacles are there? Are there competitors?
What tools can be used, what other previous successful communication efforts can be studied and used?
Are there any people who are particularly important for the information to be communicated in the best way?
One way of creating a strategy is to do a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). Think about these factors in communication. S
Strengths W
Weaknesses O
Opportunities T
Threats
Helps the objectives be achieved
Prevents the objectives being achieved
Internal properties
External phenomena
Communication plan, template v. Feb 2011

11. Message
What is to be communicated? Answers to the questions: what/who, why, how and when?
Does the information need to be adapted to different target groups?
Rational information works for those who are already interested; emotional information works for those who are less interested.
Think about who you’re addressing, your tone and message. Be precise with your facts. Does the message need to be translated into other languages?
You can repeat your point, but with variation.
Note the terminology list, if any
Communication plan, template v. Feb 2011

12. Target groups/entities
Define the target groups, interested key individuals and entities
Who are the entities/recipients/target groups? Where are they?
What is their situation? What is communication like now? What do they know and not know? What are their preconditions?
Are there primary and secondary entities? Should any target groups be prioritised?
Should we communicate different things to different target groups? Do some target groups need more information than others?
Communication plan, template v. Feb 2011

13. Channels/choice of media
Some things to note when choosing a channel:
Scope/reach
Selectivity
Speed
Attention
Efficiency
Contact cost
Are there sufficient existing channels (staff newspaper, intranet, external web, PA news, management info, fixed meetings, etc) or are particular/new channels needed (newsletter, new websites, distribution lists, seminars, hearings, brochures, adverts, posters etc.)
Do specific distribution lists need to be prepared?
Communication plan, template v. Feb 2011

14. Governing parameters, measurement and follow-up of information and communication efforts
Have we achieved our communicative objectives? Questions to be asked:
• What must I investigate?
• What would be interesting to investigate?
• What can I afford to investigate?
• When do I need a response?
As a minimum, we should find out:
Has the information been distributed and received correctly?
Has the information been clear, relevant and correct?
Is the information understood and has it covered the requirements?
Choose the measurement method that suits you best. Should qualitative (e.g. interviews) or quantitative (e.g. web-based surveys) methods be used? Should they be combined?
Define the measurable governing parameters that can be followed up during the project and provide a general description of how the follow-up is to be achieved. The measurable project objectives stated above function as input. The governing parameters measure a key performance or information. Both can be quantitative and qualitative.
Example, GOVERNING PARAMETERS:
80% of all KI employees have had sufficient information to source report their holiday application in Primula themselves at the end of 2006.
FOLLOW-UP ROUTINE: Surveys and interviews one month into the term, as well as one month before the term ends.
Communication plan, template v. Feb 2011

15. Division of responsibilities
Who is responsible for the various sections of the communication input? Specific responsibility lies with managers.
Communication plan, template v. Feb 2011

16. Time and activity plan
State the planned communication efforts, message and target groups. State the date they are estimated to be finished/implemented and a brief description. Always appoint a responsible individual and who is to be the implementer. If the communication plan covers a longer period, it is a good idea to divide up the activities by month.
The time and activity plan should be created as a separate appendix, as it will be updated more frequently than the plan in its entirety .
Date
Communication inputs, entities/target groups
Message
Channel
Individual responsible
Communication plan, template v. Feb 2011

17. Communication budget
State the costs and investments linked to the communication plan. Here is a list of some common costs
Staff costs
Materials, printing costs
Training
Travel
Consultancy fees
Advertising
Other costs
Total:
Cost type
Budgeted cost
Staff costs
Materials, printing costs
Training
Travel
Consultancy fees
Advertising
Other costs
Total:
Communication plan, template v. Feb 2011

18. Contact persons
State the people (including contact details) involved in and responsible for the communication plan.
Communication plan, template v. Feb 2011

19. Appendices
Communication plan, template v. Feb 2011

20. S W O T Strengths Weaknesses Opportunities Threats
Helps the objectives be achieved
Prevents the objectives being achieved
Internal properties
External phenomena
Communication plan, template v. Feb 2011

21. Time and activity plan Date
Communication inputs, entities/target groups
Message
Channel
Individual responsible
Communication plan, template v. Feb 2011

22. Contact persons
State the people involved in and responsible for the communication plan.
Communication plan, template v. Feb 2011