Since the advent of the Internet and social networks, which have amplified the phenomenon, we live more than ever in a communications society. In this day and age, we communicate anytime, anywhere. We comment, "like" and share an infinite amount of information. Communication is therefore an essential component of today's projects. In fact, it's been proven that organizations that communicate effectively perform better. Just as project management follows a method, communication actions are also structured to be in phase with the project. It's thanks to the communication plan that a company can organize its communication strategy, step by step. In this article, you'll discover how to draw up a successful communication plan. It's up to you to adapt it to the scope of your project, your budget and the time you have available.
The four phases of a project
- Initialization: you'll start by setting out the ideas, building an implementation process, estimating costs, deadlines, human requirements...
- Planning: to avoid improvisation, which can be disastrous. Risks are calculated, resources adjusted and durations known. The whole logic of the project is detailed point by point.
- Execution and control: throughout the project, you need to keep a constant check on whether execution is proceeding according to plan. If this is not the case, you should not hesitate to reshape certain elements, or even re-plan.
- Finalization: time to evaluate results.
How do you create a communication plan?
The communication plan is a document that ensures consistency between all actions. Ideally, it should be included from the outset, as it will guide your decisions from the outset, and then progress along with the project, possibly changing method depending on the results obtained.
Proceed in stages.
1. Define a goal
The content of your communication must answer the question: "What is the message I want to get across? Once you've identified your target, do you want to have an impact on its knowledge, behavior or perception? Do you want to promote a product or highlight a service? Inform, raise awareness? Finally, is your message appropriate and timely? A good message must provoke a change of attitude on the part of the audience.
2. Identify your target
It's vital to know what kind of prospects you want to target. If your target is not clearly defined, you run the risk of wasting a lot of time and money trying to convince an audience you have no interest in. Addressing everyone means addressing no one.
Once you've identified your target(s), you need to learn more about their needs and expectations. This will enable you to adjust your actions accordingly. Each target has its own approach and communication style.
3. Market analysis
To be effective, you need to differentiate yourself from the competition. Before taking any action, it's a good idea toexamine your competitors' strengths and weaknesses, and toanalyze the context in which your business operates. If you don't want to be like everyone else, or make the same mistakes as others, a quick study of the surrounding market is not to be overlooked.
4. Budget
Of course, it's all a question of budget. Establish from the outset how much you plan to spend on communications, so that you can make the most appropriate choices. There's no point planning ahead if, in the end, your company can't afford this or that expense.
5. Choose your means of communication
All too often, in the interests of economy, communication boils down to sending an e-mail or producing flyers or a brochure.
It's important to use the right channels, those that are best placed to reach the target group. Communication channels influence the way a message is conveyed. An e-mail is not written like a post, for example.
Social networks, radio, mailings, press releases, Google ads, leaflet distribution, posters... you name it, we've got it .
6. Develop a strategy
Give your communication campaign a theme. Maintain the same focus throughout the project: the same colors, the same slogan, the same tone... Be consistent.
Make a list of all the actions you need to take, according to a well-thought-out timetable. Determine how, when and to whom you will deliver your message. You now hold all the cards.
7. Use planning tools
Once you've drawn up your strategy, you can use planning tools to structure the various communication actions you envisage.
Combin, Combin Scheduler or CoSchedule, for example, have online features for scheduling Instagram posts and stories, as well as planning content.
The Gantt chart, which you can make yourself, is used to show the progress of tasks (number of tasks, start, end and duration of each, resources involved...).
The Kanban board, to be created or used via the online trello tool, can manage the development of the communication plan very smoothly thanks to a system of lists and cards.
8. Study results
Take stock after each action and readjust if necessary. By drawing conclusions, you'll learn how to fine-tune your plan and perfect your actions.