All communication whether personal or business requires planning, and in business, communication planning is a prerequisite. Planning leads to better organization and optimization of your message, and allows its purpose to be met. Five reasons are:

 

Clarity of Purpose: A communications plan is a navigation tool to help you define exactly where you are going and how you are going to get there. Without being clear about your goal, makes it hard to know how to achieve it.

 

Audience Definition: Communication is a two-way street. The communications planning process helps an organization clarify exactly who they are trying to reach and why. 

 

Staff and Stakeholder Alignment: An effective communications planning process will include structured, facilitated conversations with staff and other key stakeholders. The very process helps generate buy-in and support for the plan, and, in addition to defining the message, will uncover key organizational issues to be addressed to make the plan more successful.

 

Smarter Use of Resources:  A good communications plan will save an organization time and money. 

 

A Way to Measure Success: A good communications plan should include benchmarks and an evaluation process, ensuring you aren’t wasting money, losing market share, or eroding your position and stature. 

 

The key to communications planning is knowing that simply having a simple document in, and of itself, is not the end game. The process of creating a dynamic plan is equally important, because it involves meaningful conversations with staff and stakeholders, as well as key audiences such as customers, clients, donors, investors, and partners.