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The value of planning communications campaigns

Planning is essential, even if plans themselves often need adjustment. As Dwight D. Eisenhower said, “In preparing for battle, I have always found that plans are useless, but planning is indispensable.”

While I wouldn’t go so far as to say “plans are useless” in the communications and marketing world (after all, this is about business, not war), many factors — the economy, competitors, regulations, societal trends, and more — can change our course.

When we have planned well, we will have alternatives in mind when something comes along to change the equation. When contingencies arise, we’ll save time, energy, and resources by avoiding the exploration of options that we had ruled out previously.

Good planning makes us focused and adaptable, ready to tackle unexpected obstacles. So, when you’re ready to dig into a communications plan with me, let’s be sure to cover these essential steps:

  • Identify goals and objectives (desired outcomes) in context of the overall business and communications strategy.
  • Identify and analyze target audiences/markets.
  • Analyze the situation (environment, circumstances, influencing factors).
  • Compose key persuasive messages (aimed at influencing the attitudes, beliefs, and/or behaviors of each target audience).
  • Determine the packaging (voice, look, personality, imagery, etc.) of each message, in alignment with the brand.
  • Select tools and vehicles (channels) for message delivery.
  • Determine the sequence and timing of message delivery.
  • Foresee contingencies.
  • Assess budget and human-resources requirements.
  • Map out and manage processes.
  • Collect data and solicit feedback.
  • Measure and evaluate results.

Start with overarching

STRATEGY

Identify desired

OUTCOMES

Understand all the

AUDIENCES

Determine each message’s

LANGUAGE,
PACKAGING,
PLACEMENT, and
TIMING

Implement, monitor, measure, and

EVALUATE

Sample communications plans

Presentation of a proposed communications plan for decision‑makers’ consideration

Company leaders approved implementation of this communications and PR plan in support of a renewable‑energy initiative.

See the proposal

Increasing market penetration

A business‑to‑business insurance company aimed to increase its book of business with wholesale operators.

See the plan

Rolling out a new service for B2B customers

Insurance company rolled out a trauma‑recovery benefit for commercial policyholders.

See the plan

Enhancing perceptions of value

Plan sought to enhance members’ awareness and appreciation of what their association’s government‑affairs arm did for them.

See the plan

Making air travel safer

This communications campaign was successful in helping to make commercial air travel safer across the United States.

See the plan