MGT-325: Creating a Communications Plan

Directions: Using the question prompts provided on the Communication Plan page of this template, address each of the following sections.

· Key Stakeholders

· Key Activities

· Communications Team

· Communication Goals

· Key Messages and Stories

· Target Personas

· Communication Channels and Techniques

· Communications Budget

· Tracking/Measuring Results

Communications Plan

Adapted from Business Model Canvas, Strategyzer, and the Business Model Generation

COMMUNICATIONS BUDGET

What will it cost?

· What are the most important costs in your work?

· Which key resources/activities are most expensive?

· At what scale of production would the cost per product/service be profitable?

KEY STAKEHOLDERS

Who will help you?

Who are the primary stakeholders to consider in the communications plan? Are they internal or external to the organization?

KEY ACTIVITIES

How do you do it?

What are the primary tasks to consider in the plan?

COMMUNICATIONS TEAM

Who do you need?What skills need to be represented on the team to address various messaging and deployment needs?

COMMUNICATION GOALS

What do you need to accomplish?

What is the primary messaging to convey? Define secondary messaging to deploy if pivoting is needed. *

*Note that pivoting is not crisis communications, which is addressed in Topic 6.

TARGET PERSONAS

How do you describe your recipients?

Describe the details of each persona group to address. Are these personas currently targeted or are any of the groups new?

COMMUNICATION CHANNELS AND TECHNIQUES

How do you reach them?

Through which logistical/media channels do you reach recipients? Which channels work best? How can they be integrated into the organizations' and the audiences' routines?

KEY MESSAGES AND STORIES

What will you communicate?

Create samples of the messages and stories that will be conveyed. Are the messages independent, or do they build on each other? What are the primary takeaways the target personas should receive? What emotion, principles, etc. should be received? How will the messages and stories persuade recipients towards acceptance?

TRACKING AND MEASURING RESULTS

How will you know the message was successfully deployed and received?

· What metrics will be tracked? How will responses be tracked?

· What target personas and stakeholders will be assessed?

· What tracking methods will be applied?

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