Building a useful communication plan: from objectives to action

A communication plan becomes useful when it connects a clear objective with an audience, a message and actions that can actually be delivered. Begin with the change you want to support: understanding a service, joining an event or adopting a new process.

Start with the audience

Identify who needs the information, what they already know and how they can access it. Employees in a workshop, students and potential partners do not necessarily use the same channels. Prioritise their real circumstances before choosing a format.

Clarify the message and the action

Write down the essential idea in one sentence. Then specify what the reader should do, by when and where to ask questions. A useful message answers practical questions rather than relying only on a slogan.

Choose channels with a purpose

An email can introduce a topic, a web page can hold the reference information, and a meeting can provide space for questions. Give each channel a role. Avoid copying changing documents across several places when one maintained source would be easier to follow.

Organise delivery and review

For each action, record an owner, a date, the material needed and the approval step. Keep the calendar compatible with your available resources. Define how you will learn from the action: questions received, registrations or completion of a clearly identified task.

Keep improving

Review the questions and misunderstandings that recur. Update the reference information and adjust the next communication. A communication plan is a working tool: its value comes from helping people understand and act, then learning from what happens.