Step 1 of the Modern Communications Plan: Vision and Desired Achievements

Yesterday I offered a template for a modern day communications plan. If you haven’t refreshed your plan in the last 18 months, you may want to consider doing so.

I will blog about each section in the coming days. First up is identifying your vision and desired accomplishments. Also developing a list of goals and objectives is important. Determining these upfront will ground your planning and execution and ensure communications programs result in what you want and need.

Vision
With communications, an end is never truly reached. It is an ongoing effort. But, when do you know you’ve arrived at a place where you can say it is working? Write up your vision for the communications effort. Once reach, influence and action is obtained from your communications, what is the big result? What is the reputation and image you want to develop?

A good result of a communications effort for a nonprofit organization might be to reach “go to” status on all things related to their cause. For a business, it may be developing a level of authority or be seen as the most customer friendly of all competition. Regardless, name the reputation and image you want to have resulting from the effort. This segment of the plan keeps everyone on the same page and working toward the same status, character and standing in your market or industry. It is grounding.

Our Greatest Accomplishment
By listing a Greatest Accomplishment you are essentially telling everyone there is a specific goal you want to reach that will illustrate when you have “arrived.” What is the “holy grail” achievement that would show your influence is working?

An example would be for an organization to have changed a particular conversation in its marketplace or to have introduced a new idea. For some businesses, getting on the front page of The Wall Street Journal (in a positive light, of course) is seen as the ultimate success. Whatever it is, give everyone something to strive for that is concrete and achievable. It is motivating.

Goals and Objectives
This section differs from the Greatest Accomplishment. What are the mile markers that show you are making things happen and are headed in the right direction?

Goals are milestones to reach, likes steps on a giant communications ladder. They include things such as number of followers, fans, likes and engagement levels from audience members. Other goals might be getting published, having so much traffic at a trade show booth, and holding a certain number of events to positive acclaim and more.

Objectives are things you create, such as sparking new conversations, new ways of thinking, and new levels of status and standing. Other examples include moving from proactively pitching the media to having the media reach out to you for commentary or being asked to be a guest blogger regularly. Regardless, list them as specifically as you can. It will keep the plan “working.”

On Monday, I’ll delve deeper into the Target Audience section.

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