Elements of a Communications Plan

 

What is a Communications Plan?

A Communications Plan is a document that details how key messages will be transmitted to a target audience. 

Why is a Communications Plan Important? 

A good Communications Plan is a reference or road map for different team members or stakeholders involved in transmitting key messages to a target audience. It makes sure everyone is on the same page (pun intended). 

COMMUNICATIONS PLAN - TEMPLATE

PURPOSE STATEMENT 

• Brief, thoughtful statement that communicates your mandate from the organization

Based on three questions

•  Why does your department exist?

•  What, in broad terms, does it do?

•  What does it contribute?

SITUATION ANALYSIS

• Identify problem/challenge/opportunity your organization is facing

• Briefly outline the research and statistics that led to the determination of the PR problem or opportunity

• Note whether this plan is a one-time effort, a long-term effort), or a response to a crisis or negative public opinion

 

ORGANIZATIONAL GOALS

• Clear statement of intent to solve a significant problem or achieve a significant result

• Goals describe future desired results toward which present efforts are directed

• State the major accomplishment sought

• Tells what will happen when key results are achieved

COMMUNICATION OBJECTIVES

• Specific, measurable action steps through which the goal is accomplished

• Should be set for each audience identified

• Begin with “to” followed by a verb

• Specify the outcome

• Set a target date when outcome will be achieved

• Objectives should not be the ‘means’ but the ‘end’

Company/Brand’s Communication Principles

o Consistent, coordinated and high quality: must present a consistent face to its audiences across all communication channels. Communication must be clear, concise, targeted, relevant and using channels/tools/formats appropriate to Brand’s diverse and busy audiences.

o Reflective of Brand culture: Communication must reflect Brand’s culture and values.

o Multiple methods of dissemination/communication: Where possible, information will be shared using multiple communication channels/tools/formats to accommodate Brand’s diverse audiences and their individual preferences.

o Two‐way communication: Communication will facilitate conversation and engagement.

o Sustainability: Communication initiatives must be realistic and sustainable, reflecting Brand’s financial and human resource realities.

o Measurement and Evaluation: Where possible, communication initiatives will be evaluated to ensure effectiveness and to facilitate adjustments as required.

TARGET AUDIENCE

Iteration 1

• Identify by name

• List in priority of importance to achieving goals

• Key insights

•  demographics

•  Psychographics

KEY MESSAGES

• To inform the public in an easily understood and professional manner about emerging issues or about the business of your organization

• Appeal to their hearts as well as their minds

• Keep it simple

• Use the active voice for more power

• Personalize

STRATEGY STATEMENTS

• Describes how, in concept, an objective is to be achieved (what you want to do)

• Offers a rationale for the actions and program components that are planned – why you think each is important to do

• Links activity to target audience

• Defines contribution to the organization

TACTICS

1. Activities specifically created and selected to reach specific and measurable objectives

2. Actual ways in which strategies are executed

3. Look at each tactic from the standpoint of what it will do to achieve the objective

4. Involves using the tools of communication to reach audiences with key messages

COSTS

• Be specific

•  Detail costs for each initiative included in your strategies

•  Costs should include:

•  hard costs (internal and external)

•  staff time

•  alternatives

EVALUATION

• Used to know if you met your objectives

• List methods you will use, once your plan has been implemented, to obtain feedback

• Indicate how you will measure effectiveness

• Indicate how will you know if your plan is ‘on track’

 

Awareness (Reach)

Interest

Desire

Action

Expected Results

 

TIMELINES / PROJECT PLAN

 

 

REPORT / TRACKING

This section is to keep track of the different marketing URLs we plan to use in the tactics.

To be completed when the web content is approved and posted.

 

APPENDIX 

In this section you can include any relevant documentation. For example Communications Channels or Request for Service templates etc. 

How To Master the Expository Speech

Public speaking is an important element of Communications and like learning to walk, it is a human characteristic that requires practice, practice, practice. Here are three tips for mastering the Expository or Extemporaneous speech.

Tip 1 - Become an Expert

“90% of how well the talk will go is determined before the speaker steps on the platform.” – Somers White

Know your topic inside out; demonstrate expertise on the topic. Expert knowledge can come from personal experience and or doing thorough research well in advance of the speech. A good public speaker is also an expert on their audience. Doing research on the audience will help determine what points and what presentation tone will best engage them. 

Tip 2 - KISS

“The right word may be effective, but no word was ever as effective as a rightly timed pause.” – Mark Twain

When it comes on to excellent communication, wise words are usually the simplest. Use simple language always remember KISS (Keep It Simple Silly). As much as possible use words that have one definite meaning. The expository speech is usually brief so there's not much time to explain what you mean in detail. Choose words that are not ambiguous (containing multiple meanings). 
For Example instead of 'pontificate' use 'explain'.

Tip 3 - Practice Makes Permanent

“It takes one hour of preparation for each minute of presentation time.” – Wayne Burgraff

With this logic, if you have a 7 minute presentation, you need a minimum of 7 hours to practice. Vary the practice sessions:

• Practice before the mirror to observe and correct yourself in real time. 
• Practice before peers to receive constructive feedback
• Practice voluntary public speaking  in various public gatherings (clubs, social groups, community events etc.)
• Finally, have someone video tape you giving a speech and review your presentation.

Here's an example of an award winning Expository Speech from the 2014 Toastmasters World Champion of Public Speaking

For more tips see Expository Check-list.

Paper 01 Changes: Introducing Multiple Choice Questions

CARIBBEAN EXAMINATIONS COUNCIL 

MEMORANDUM 

TO: Teachers

FROM: The Pro-Registrar

DATE: 1 September 2014

REF: 

SUBJECT: CAPE CARIBBEAN STUDIES AND COMMUNICATION STUDIES - CHANGES TO PAPER 01 

The Caribbean Examinations Council wishes to advise that effective May-June 2015, the 

format of Paper 01 of the Caribbean Advanced Proficiency Examination (CAPE) Caribbean 

Studies and Communication Studies will change from structured/short answer to Multiple 

Choice. Effective May-June 2015, Paper 01 for these examinations will consist of 45 Multiple Choice items. 

The Multiple Choice papers will assess the same content as the structured/short answer 

questions tested on Paper 01. 

For more information you can access the original memo here. 

Listening Comprehension Tips

Pre-Writing: Planning

1. Read the questions carefully to understand what you are being asked to do.
2. Listen actively. Keep your purpose for listening in mind by referring to questions.
3. During the first reading jot down notes on significant devices of the passage based on the questions.
4. During the second reading, check to see if your jottings from the first reading are supported by the entire passage.
5. Give the answer the question asks for.
6. Write your answers in complete sentences
7. Use your summary writing skills. A long answer is not necessarily a better answer.

Writing

1. A main idea should not be a purpose. It should read:

"The main idea of the passage is that..." NOT "The main idea of the passage is to tell..."

2. When commenting on the effectiveness of a device used by the writer, you are to tell how the use of the device helps the writer to achieve his purpose for writing. 

Weak Answer: "The writer uses a metaphor to describe the beauty of the sunset and how night fell." or "The writer uses a metaphor to bring his point across."

Better Answer: "The writer uses a metaphor to convey his admiration for the magnificent sunset and to show how suddenly night fell upon the landscape."

Post-Writing

1. Check your responses against the questions on the exam to ensure that you have answered all the parts of each question with exactly what has been asked.
2. Edit your work to get rid of grammatical errors, expression errors and unclear sentences.

Good Luck!