Back to the Basics: Creating a Communication Plan
Staying connected with key collaborators through strategic communication
Everything we do as humans boils down to effective communication. Without it, everything from our relationships to work environments and communities starts to crumble.
Communicating well always matters, but some seasons necessitate particular attentiveness to the "how" and "why" of information sharing. Whether you are connecting with customers, spearheading a project, or leading your organization through a time of transition, your audience is looking for communication that is:
Clear
Easy to access
Timely
Relevant
Engaging
Informative
Honest
Creating Cross-Channel Engagement
Stakeholders are likely hearing from you or your broader brand through multiple channels. They follow you on instagram, subscribe to your email list, and maybe (if they're an engaged audience member) click those embedded urls to visit your website for more information.
Whatever the specific tools or platforms, audiences are expecting that cross-channel orchestration.
Whatever story you're telling, it should be told consistently in every channel through which your audience is accessing it. The best brands know how to show and tell their narrative with a unity of voice that inspires meaningful engagement.
Compelling as it sounds on paper, this kind of omnichannel experience, as many leaders could share, is difficult to pull off without careful strategic planning.
So, what's a communication plan?
Communication plans are for leaders who are tired of throwing content at the wind and hoping it falls on listening ears. They bridge the gap between "pie-in-the-sky" strategic planning and tactical execution by documenting information like:
Who? Defining the audience & creative collaborators.
What? Frameworks for creating & organizing updates.
When? Establishing a communication cadence.
How? Channels and tooling tactics.
When glee partners with clients, leaders are brought together at the beginning of each project to workshop these and other key questions involved in communication planning. Workshops bring everyone to align on a vision for communicating important news and updates. Feedback and ideas are documented and a plan is put in place to develop and deliver relevant and timely communications.
What’s the impact?
Great communication is essential to your organization’s success. Full stop.
Your audience wants to come along for the ride and…
Celebrate the great work that your organization has done
Provide their support with the latest strategic project in flight
Join in on new opportunities
But none of those things are possible without strategic communication.
Whether you’re trying to retain employees, recruit donors, or excite potential customers, your approach to audience engagement will make or break the success of your broader business objectives.
Any comms plan worth its weight in digital ink will set not only you but your audience up for success. Robust goal-setting and planning hold creative teams accountable to project timelines & ensure that everyone - from designers to project managers to leaders - knows what messages to share, where to share them, and when.
I've seen first-hand the clarity and transparency that the communication planning process creates for executives and marketing leaders. And it's been my privilege to partner with so many incredible organizations that want to bring people around their most critical initiatives.
“Throughout our engagement, we have benefited from Gabby’s imagination, focus, stakeholder engagement, organization, and keen eye for the details of implementation.”
Looking for a strategic communication partner? It’d be a privilege to partner with you!
