Communication planning involves developing a clear and consistent strategy for marketing campaigns and other communications from a company to the public. It can guide activities, provide a framework for employees, and prevent inconsistent messages. Consultants can assist in the process, and brainstorming can be a useful tool.
Communications planning is the development of a clear, consistent, and appropriate strategy for marketing campaigns and other communications from a company to members of the public. A comprehensive strategy for all communications can guide activities and provide a framework for employees to use. Specific plans can be developed for particular events or campaigns. Businesses can use a number of approaches to communication planning and can hire a consultant to assist in this process.
In planning communication for a company as a whole, staff think about the type of message they want to project to the public. Communications should stay on message and appropriate to the style, tone and image of the company. They may also follow a specific format and the company may have clear guidelines on how to handle different situations. Spokespersons must follow these guidelines to remain consistent and prevent the accidental release of sensitive or harmful information.
With a specific campaign, advertising staff sit down to define what they want to market to, who they want to market to, and how they plan to reach the target demographic. Communication planning will help develop a clear marketing strategy. As the company moves forward with the campaign, it can determine whether it is meeting marketing objectives or going astray.
Attention to communications can be important, especially for a new company that wants to establish its reputation and image. Whether a business is using direct mail to reach new customers or creating radio ads, marketing should be consistent. The company must stick to key points and communicate them clearly. Consumers should recognize the company’s products and services through advertising. If not, or if the ads create a negative image of the company, this is often the result of poor communication planning. Situations where multiple people contribute to a campaign without actively collaborating on communications can create inconsistent and confusing messages.
Brainstorming can be a useful tool for communication planning. Staff members can meet to discuss a project and goals in an informal setting where all contributions are welcome. They should generate a list of topics, ideas and priorities to use in developing a clear strategy. A consultant can offer assistance in this process. Consultants can interview various staff members to learn about their perceptions of a particular project and combine this information to generate comprehensive and clear guidelines for all members of the company to follow in external communications.
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