1. PROJECT NAME Communications Plan
DATE

2. How to Use This Template
Each slide in this template includes instructions and, in some cases, examples. The examples are meant as guides, not as requirements.
Remove all instructions once you’ve filled in the template.
You do not necessarily need to use every slide in this deck. For simpler projects, you may need only a smaller groups of slides (e.g., just the Audiences, Strategy and Timeline).
In addition to the slides in the template, you’ll find several additional slides at the end of the template. These are optional slides you may find useful for specific types of projects.

3. Situational Analysis and Overall Objectives – Slide # Communications Objectives – Slide # Key Communications Imperatives – Slide # Audiences and Desired Outcomes – Slide # Strategy – Slide # Messages – Slide # Tactics / Communications Mix – Slide # Content / Assets – Slide # Channels / Vehicles – Slide # Schedule – Slide # Execution Plan – Slide # Approval Plan – Slide # Measurement and Feedback – Slide #
Table of Contents

4. Situational Analysis and Overall Objectives
Provide a high level description of the project/initiative about which you need to communicate. This should provide an indication of:
Importance of project/initiative to Dell and to our team members
Any tie to our Strategy, Purpose and Culture
High level details of project/initiative
The business and/or marketing objectives of the project/initiative

5. Communication Objectives
Your objectives should answer the question “What are we trying to achieve with this plan from a communications perspective? The focus should be on specific outputs.
Examples:
Ensure team members are fully informed of these changes and understand what it means going forward.
Generate as much noise and exposure around this story as possible (add targets if applicable).
Ensure the timeline / shot clock is developed and adhered to so that agreed audiences are informed in a timely manner.
Minimize disruption to the business and to team members by ensuring the business is prepared to react externally and internally to this story.

6. Key Communications Imperatives
This slide should answer the question “What must we do to meet the Communications Objectives and therefore keep in mind when preparing the communication plan and assets?”
Examples:
Go out ‘loud and proud’ with this announcement using a proactive multi-channel approach (Social, , calls, meetings, Inside Dell etc)
Orchestrate coordinated and timely communications to the target audiences
Clear and simple messages to be agreed and used by all parties.
100% message consistency to be applied across all assets

7. Audiences & Desired Outcomes
Know
Feel
Believe Do
ELT
VPs
Managers
Team Members
Other Audience
Identify each audience that may require 1) specific messages and/or 2) separate communications. Some common examples are provided at left.
For each audience, consider what you want them to know, feel, believe and do once you’ve communicated with them.
You may want to perform a detailed separate stakeholder analysis ( before filling this slide in.

8. Strategy Strategy is often confused with tactics.
Strategy is the big picture, a set of ideas for achieving a specific goal / objective.
Tactics are the specific steps (the roadmap) to executing a specific strategy.
In a communications context, “Engage team members via social media to create interest and enthusiasm” is a strategy; “Provide suggested social posts to executives” or “Ask Dell Champions to promote via Chatter” are tactics.

9. Key Messages
This slide is a record of the agreed messaging to be used and applied to all assets. Once fully approved, no deviation from the agreed messaging is permitted as far as the details and meaning; stylistic and tonal adaptation (particularly in terms of making communications clear, direct and authentic) is allowed.
<Set context of current state or landscape and any background information on the market, business, product, team etc>
<Provide high level description of what changes are due to happen (the elevator pitch)>
<Describe the rationale for changes and why are we doing this now>
<Provide context around the clear benefits to team members and/ or customers and/ or partners of why we are doing this>
<Add detailed narrative of changes and timeline etc>
<What does the future state look like?>
<Ensure supporting data is provided ideally from external sources>

10. Communications Tactics & Mix
Audience
Tactics
ELT
VP+/ Executives
Managers
All Team Members
Identify the specific tactics (pre-wires, s, seminars, meetings, articles, videos, etc.) you want to deliver to each audience to execute your communications strategy.
You don’t need to outline responsibilities or timeline here: the next slides cover this.

11. Content and Assets Asset Owner Date for Final
News article for Inside Dell
Inside in 5 video
Social engagement plan
Inside Dell page
ELT/VP presentation
Team member presentation/webinar
FAQs
Other
*Contact Corp. PR for press release support

12. Channels and Vehicles
Outline all channels and vehicles you plan on using to communicate.
If your communications include any channels / vehicles managed by the Global IC team, please refer to our Playbook for a list of available channels.

13. Schedule Timing Communication Audience Format/Channel Who? Message
Note that you may not need the message column.
If you do use it, we recommend assigning your messages numbers to avoid making this slide too busy.

14. Approval Plan
It’s important to consider who needs to review your communications plan and communications at the beginning.
Below you’ll find some common roles who may need to approve your plan/comms. Fill in the names, and then highlight the specific comms each role needs to review.
Role
Name
Comms to review
Project Owner
Global IC
BU or Functional IC
Regional IC
Executive Sponsor HR
Legal
Global Comms

15. Measurement and Evaluation
Objective
How Will We Measure
Result
These should reflect the Objectives you outlined earlier in the plan
How will you gather this date? Survey? Usage report? Other?
Fill this out at the end of the project when you’ve gathered the date.
Overall evaluation:

16. Additional Slides

17. Timeline – Executive Overview
Communication
Communication on sub-topic or to specific audience
Communication sub-topic or specific audience
Measurement
Communication
Communication
Communication sub-topic or specific audience
Communication
Blog
MONTH/WEEK
MONTH/WEEK
MONTH/WEEK
Communication
Communication
Multiple
Communications
Same topic
Communication
Inside Dell site
Article
Communication series
Ongoing communication
Key:
Audience or sub-topic

18. Team Roles & Responsibilities
Team Charter
Program Sponsorship
Communications Leader(s)
Program Lead(s)
Communications
Manage overall communications calendar, channels and feedback loop

19. Audience Specific Tactics – Manager and Above
Action
Owner
Channel
Cadence

20. Audience Specific Tactics – All Team Members
Descriptions
Owner
Channel
Cadence