The seven rules of effective communications planning

You know you need to, and you know you should, but will you put off developing your strategic communications plan in 2015?

The start of any New Year is the perfect time to stop and reflect on the successes (and failures – let’s be honest) of your business or event and its related marketing efforts in the year gone by. It is also the perfect time to prepare your strategic communications plan so you can take charge and gain control over your year ahead.

So, before you file this thought in your ‘I’ll get to that one day’ pile consider this: How much has your business or the events you manage changed over the last 12 months? More importantly, how much does it need to change? What do you need your clients and prospects to know about your business or event? How soon?

There are many ways to develop a strategic communications plan. I’ve developed my own tool and have used it many, many times for our clients over the years. Here are my top seven tips to developing an effective plan.

1. Know why you are doing it. If you want a communications plan to tick a box, you won’t use it, and if you aren’t going to use it, don’t bother. Strategically planning your communications is a significant piece of work that requires attention and a strong intent by the leadership team. They are business-critical to creating solid foundations and understanding and communicating your vision to your key audiences and need the leader’s support and involvement.
2. Build consensus and save money and time. So much of our working life is spent in meetings and getting approvals. One of the greatest outcomes of a good communications plan is getting the key people together in one room, listening and then all agreeing on a direction. This consensus ensures that everyone can work on their designated objectives whilst heading in the same direction. If you are looking for efficiency gains in your business, develop a communications plan. It will save your organisation an enormous amount of time and effort.
3. Bring in a third-party facilitator. You don’t cut your own hair, so you shouldn’t try and see your business objectively – because you can’t. And, if you can’t, you won’t get the plan you need. An objective strategic planning facilitator will establish the focus and desired outcome of the session, keeping everyone on track, and encourage involvement from the whole team; enabling dynamic and constructive discussion.
4. Think strategically, rather than just tactically. Take the blinkers off and use facts and statistics, not assumptions, and ensure your strategy has a realistic implementation plan. Preparation prior to the strategy session is essential; define what resources you have available, be aware of current market conditions, and know what your competitors are doing.
5. Focus on tomorrow, not just today. Don’t get caught up on the need to achieve everything NOW. Looking to the future and asking the tough questions like, ‘Where do you see the business in five years?’ allows you to create a future roadmap for the business.
6. Involve the team (or representatives from all areas of the business). Involving your team in the strategic planning process helps to create a bond, and improve internal culture and morale. By understanding and being part of the bigger picture, employees feel reassured and confident in the longevity of the business, and valued as a contributor to its direction and success. I always recommend you have your organisational ‘nay-sayer’ in the room, for through the process they will come on-board and often become a great advocate for the way forward.
7. Be proactive, not reactive. A communications plan doesn’t just happen once a year. Regularly following up on the strategic plan is imperative to ensure the business achieves its goals in a timely and effective manner. Monthly team meetings, inclusive of quarterly strategic reviews allows for an efficient check of responsibilities, actions, adjustments and achievements.

Would you like a road map for the year ahead? Zadro can design a strategic communications plan tailored to your business. Find out more via: www.zadroagency.com.au