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  • Writer's pictureDaniel Passley

How To Write A Great Communication Plan

Updated: May 9, 2022

Many corporate executives feel that a communication plan consists of sending an email, planning a high-profile event, or writing a press release. But that is far from the truth!

A company that wants to elevate its brand must have a clear communication plan that will determine its brand's journey over a specific period.

Here are some steps to being writing your communication plan so that you will see the results:

Step 1

Situational Analysis

The situational analysis is the first step. It provides a summary of the current state of an organization, whether it's the public perception of the company's image or an audit of the digital media presence or a general SWOT analysis of the company's previous communication plan. The situational analysis allows the key decision-makers to reflect on the successes and failures of the last year.

Step 2


The goal acts as the compass within the communication plan. It shows a clear description of the overall aim of the company. Writing the goal must be an intentional process because it involves providing a roadmap on how the organization will achieve its objectives.

Step 3


The objectives of your communication plan should be Specific, Measurable, Attainable, Results-driven and Time-bound. Ideally, it's best to have three actionable objectives. When the objectives are clearly defined, the company's team members are held accountable for accomplishing particular tasks within a specific timeframe.

Step 4

Target Audience

You need to clearly outline who your target audience is because if you send the wrong message to a particular group of persons, then your message will not be well received. For example, if a cigarette manufacturing company promotes its new brand on a Christian television network. This type of approach would not work because the values of the network and the company's values would not be in alignment with each other.

Step 5


Once you have decided on your target audience, you should make the messages concise, relevant, and compelling. However, the audience should easily understand the messages, at least third-grade level. Stay away from using academic language—practice KISS ( Keep It Simple and Sweet).

Include in your communication plan as well: strategies, tactics, measurement and evaluation, and a comprehensive budget.

A strategic communication plan is needed if a company wants to propel its reputation to the next level. You needed to ensure that you reflect on the company's current state and evaluate its strengths and weaknesses. Also, write a clear goal that will assist in deciding on the company's strategic direction, outline the objectives to achieve the goal, and write strategic messages that will reach the specific target audience.

If you need help developing a communication plan, contact me by visiting my website, where you can schedule a consultation.

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