Communication planning involves developing a clear and consistent strategy for a company’s marketing campaigns and other communications. It is important for maintaining consistency and preventing the accidental release of confidential or harmful information. Brainstorming and hiring a consultant can be useful tools in this process.
Communications planning is the development of a clear, consistent, and appropriate strategy for a company’s marketing campaigns and other communications to members of the public. An overall strategy for all communications can guide activities and provide a framework for employees to use. Specific plans can be developed for specific events or campaigns. Companies can use a variety of approaches to planning communications and can hire a consultant to help with this process.
In communication planning for a company as a whole, people think about the type of message they want to project to the public. Communications must stay on message and appropriate to the company’s style, tone and image. They may also follow a specific format and the company may have clear guidelines for dealing with different situations. Spokespersons should follow these guidelines to maintain consistency and prevent the accidental release of confidential or harmful information.
With a specific campaign, the advertising team sits down to define what they want to market, who they want to market it to, and how they plan to reach the target audience. Communication planning will contribute to the development of a clear marketing strategy. As the company moves forward with the campaign, it can determine whether it is meeting marketing goals or getting off track.
A focus on communications can be important, especially for a new company looking to establish a reputation and image. Whether a business is using direct mail to reach new customers or setting up radio ads, the marketing must be consistent. The company must stick to the key points and communicate them clearly. Consumers must recognize the company’s products and services through advertising. If not, or if the ads create a negative image of the company, this is usually the result of poor communication planning. Situations where multiple people contribute to a campaign without actively working on communication can create inconsistent and confusing messaging.
Brainstorming can be a useful tool for planning communication. Employees 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 guidance on this process. Consultants can interview multiple employees to learn about their perceptions of a given project and bring this information together to generate comprehensive and clear guidelines for all members of the organization to follow in external communications.
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