Scribd
Upload
6 views

HANDOUTS PURCOMM

Communication planning is the process of understanding target audiences and using strategic messaging and channels to engage them effectively. It consists of eight key components including purpose, situational analysis, audience personas, messaging, channels, a communications matrix, goals, strategies & tactics, and a calendar & budget. Effective communication planning is crucial for achieving marketing goals and measuring performance.

Uploaded by

jane rams
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
6 views

HANDOUTS PURCOMM

Communication planning is the process of understanding target audiences and using strategic messaging and channels to engage them effectively. It consists of eight key components including purpose, situational analysis, audience personas, messaging, channels, a communications matrix, goals, strategies & tactics, and a calendar & budget. Effective communication planning is crucial for achieving marketing goals and measuring performance.

Uploaded by

jane rams
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

COMMUNICATION PLANNING

What is COMMUNICATION PLANNING?

Communication planning involves learning about the audiences you want to


reach and using strategic messaging and channels to best engage them.

8 COMPONENTS OF COMMUNICATION PLANNING:

1. Plan Purpose - Your plan purpose serves as a guide for all the content
to include in your communications plan.
2. Situational Analysis - A situational analysis develops a basis for
understanding the environment. It may also uncover challenges, define
potential audiences and perspectives, and evaluate the state of
communication.
- Ex: Interviews with key stakeholders, surveys, and an
environmental analysis.
3. Audience Personas - These are profiles that represent typical
members of your target audiences. It helps you better understand who
to market to and how to speak to them.
- Ex: details, like demographic, personality, goals, skill sets,
interests, challenges and other information.
4. Messaging - How do you want to communicate as an organization?
What value do you provide? What are your perspectives and
challenges? This empowers you to create messaging that best
represents your company and appeals to your audience.
5. Channels - Choosing the right platform can mean the difference
between a message being heard and getting lost in a sea of noise.
6. Communications Matrix - It’s a grid or table to plot relevant messaging,
proper channel, audience and frequency. A tool for organizing complex
communications campaigns, especially when multiple team members
are involved.
7. Goals, Strategies & Tactics - Your marketing goals are the guideline for
all campaigns.
- To ensure you have a clear objective that helps you measure
ongoing performance, define SMART goals: Specific, Measurable,
Achievable, Relevant and Time-bound.
8. Calendar & Budget - To track progress toward your goals. This also
helps you plan for larger budget expenditures, so you can implement
them at the ideal time during your fiscal year.

What is the importance of Communication Planning?

You might also like