communication planning template

Communication planning

Impactful communications: 8 step approach

Creation:

WHAT

Delivery:

HOW

Business needs

Communication goals

Audiences

Messages Channels

Timeline

Deliver

Measurement

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2

3

4 5

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8

• What is the business need? • Where are you today with the integration / transition? • What do you need employees to do differently to close the gap? • What do employees need? • What is your aim, what do you want to happen? • What is the current reality, what’s the problem you are trying to

solve? • What could stop the project being successful? What might

prevent people to make this change? How much resistance should we expect?

• If you could just get people to take one action, what would it be? What’s the first step we should take? Is there a quick win?

• Who is affected by this? Who exactly needs to make this happen? When does this need to happen?

Step 1: business needs

Business needs

Communication goals

Audiences

Messages Channels

Timeline

Deliver

Measurement

1

2

3

4 5

6

7

8

Please fill in the template

Guiding questions Your input

•What is your aim, what do you want to happen?

•What is the current reality, what’s the problem you are trying to solve?

•What could stop the project being successful? What might prevent people to make this change? How much resistance should we expect?

If you could just get people to take one action, what would it be? What’s the first step we should take? Is there a quick win?

Who is affected by this? Who exactly needs to make this happen? When does this need to happen?

• How can internal communication help achieve the business need?

– increase people’s knowledge

– change people’s opinion

– get people to take action

Step 2: communication goals

Business needs

Communication goals

Audiences

Messages Channels

Timeline

Deliver

Measurement

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2

3

4 5

6

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8



How can internal communication help achieve your business need?

What do you want people to KNOW as a result of the communication?

How do you want them to FEEL?

What do you want them to DO?

• Who do you need to communicate with?

• How can you capture their interest and meet their needs?

• Where are they on the emotional change journey?

Step 3: audiences

Business needs

Communication goals

Audiences

Messages Channels

Timeline

Deliver

Measurement

1

2

3

4 5

6

7

8



•Who do you need to communicate with?

•Are there different segments of audiences?

•What languages do they speak?

•Where are they located?

•What channels do they have access to?

•What channels do they prefer, which should be avoided?

Please fill in the template Guiding questions Your input

•What motivates them to come to work?

•What frustrates or worries them about their job?

•What interests them or captures their attention?

•What do you want them to KNOW, FEEL, DO differently as an outcome of your communication?

• What are the 3-5 key points you want employees to take away?

• How can you bring the messages to life?

• Are your messaging really addressing your audiences?

• Are your messages consistent?

Step 4: messages

Business needs

Communication goals

Audiences

Messages Channels

Timeline

Deliver

Measurement

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2

3

4 5

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8

The news in brief messaging model

This is the news – Headline

Message Proof Points

What that means in practice is....

What is means for YOU (central team) is...

The reason it’s happening is....

What I want you to do next is....

• What tools / channels should you use?

• Ensure to refer back to step 2

• Don’t forget to consider your audience types

• Remember each step builds on the previous steps

Step 5: channels

Business needs

Communication goals

Messages

Audiences Channels

Timeline

Deliver

Measurement

1

2

3

4 5

6

7

8

Source: Adapted from Quirke

Factors influencing choice of channel Levels of engagement

Tell them: advise intranet, e-mails, posters, newsletters, video

Awareness

Create dialogue: talk with them

team meetings, forums, one to ones,

engagements events

Understanding

Co-create/share: involve them debate, question, request feedback & input, recognize successes, share learnings

Support

Empower: create space, nurture

act on feedback, listen and observe,

build capability

Commitment



What tools / channels are you using today to communicate with your audiences?

What additional tools / channels would help you reach your communication goals?

● When will you communicate?

● What’s the timeline?

● What other messages are going out around you – will they impact your message?

Step 6: timeline

Business needs

Communication goals

Messages

Audiences Channels

Timeline

Deliver

Measurement

1

2

3

4 5

6

7

8


When do you need to communicate with your audiences?

Are there any events triggering your communication?

What other kind of communication is being sent to your audiences that you need to be aware of?

• You are now ready to deliver your communication

• What are the characteristics you need to be inspirational?

• Be true to yourself and understand and believe in what you say

• Rehearse and prepare

Step 7: deliver

Business needs

Communication goals

Messages

Audiences Channels

Timeline

Deliver

Measurement

1

2

3

4 5

6

7

8


Is your communication plan truly inspirational and impactful?

Will you be reaching people’s hearts and minds?

● What are your measures of success? ● Have you achieved your goals? ● If not, what else do you need to do? ● Are you building in checks as you go

along?

Step 8: measurement

Business needs

Communication goals

Messages

Audiences Channels

Timeline

Deliver

Measurement

1

2

3

4 5

6

7

8



How will you know that your communication has been successful?

What kind of feedback mechanisms would you like to apply?

communication planning template

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