A Communication Plan: A Roadmap to Growing Public Awareness
How do we get noticed by a lot of people? How do organizations get noticed? The answer to both questions is planning and effort.
It may not always be obvious, but every product or service that exists has a marketing and communication plan attached to it. It may not be a plan that anyone wrote down or thought about very much, but the moment we launch a product into the world, we must consider how to market it. We need to get ourselves in front of our public and potential customers. Even those kids on your block this summer with a lemonade stand and the misspelled cardboard sign reading ‘lemonaid’—that’s marketing.
Once you have a proven product that customers seem to like, you must spread the word. As your organization reaches a certain point of activity and revenue, a formal communication plan is instrumental for continued success.
A communication plan includes the following elements:
An outline of the organization's communication goals for the next two years.
Your organization’s communication goals should be linked to your organization’s business goals and drive greater visibility, revenue, donations, visits, etc.
An event calendar for the next two years.
Metrics for success so progress can be measured.
Implementing the Communication Plan
Implementing the communication plan is the next crucial step. This involves executing the strategies outlined, producing relevant content, and engaging with the audience across various platforms. The consistency and quality of these efforts are paramount. Regular updates, press releases, social media interactions, and participation in community events help maintain visibility and relevance.
Choosing Your Channels
The choice of channels will depend on where your target audience spends their time and how they prefer to receive information. This could include a mix of traditional media (newspapers, radio, television), digital platforms (social media, blogs, websites), and direct communication (emails, newsletters, events).
For instance, to reach a tech-savvy audience, you might prioritize social media platforms like Instagram, Twitter, and LinkedIn, supplemented by blog posts and email newsletters. On the other hand, if you are targeting a local community, local newspapers, radio stations, and community events might be more effective.
Monitoring and Evaluation
As your plan is put into action, it’s essential to monitor and evaluate its effectiveness continuously. Utilize analytics tools to measure engagement, track media coverage, and assess social media reach. Feedback from customers and stakeholders can provide valuable insights into how your messages are being received and where adjustments might be needed.
Adapting to Change
The communication landscape is dynamic, requiring flexibility and adaptability. Stay informed about market trends, competitor actions, and technological advancements. Be ready to pivot your strategies in response to new opportunities or challenges. This ongoing process of adaptation helps ensure that your communication efforts remain effective and aligned with your organizational goals.
Building Long-term Relationships
Beyond immediate visibility and engagement, a well-executed communication plan aims to build long-term relationships with your audience. Consistent, transparent, and authentic communication fosters trust and loyalty. Engage with your audience by responding to their feedback, addressing their concerns, and celebrating their contributions to your brand's success.
A communication plan is indeed your roadmap to growing public awareness. By meticulously planning, executing, monitoring, and adapting your communication strategies, you can effectively introduce your organization to the public, sustain visibility, and build strong, lasting relationships with your audience. This structured approach not only helps achieve immediate marketing goals but also lays the foundation for long-term success and growth.