This summer, we explored the major steps for developing a Modern Communications Plan. Now it’s time to wrap it up. The final steps include identifying who will execute this beautiful new plan and developing a timeline of activities (and results).
Step eleven is identifying and naming your team players. A plan is only as good as its outcomes, and someone has to be responsible for execution. Who will be accountable for the plan overall, and who will execute the various steps? Do you need to hire additional help or can your in-house team handle the activities scheduled? Also, be sure to do a skills inventory to make sure you have the right skill sets in place. Identify where additional training might be required.
Step twelve is your timeline. By when do you expect your activities to be in full swing, and when do you reasonably expect outcomes? You can do this by week, month or quarter depending on the complexity of your plan and your ambitions. The larger and more diverse your audience, the longer it takes to change their attitudes, behaviors and beliefs.
You’ll notice I included no section for budget. Every organization is different around money. Some know exactly how much they want to spend and will tell you up front. Others wish to see a plan with a budget attached before making a decision. Regardless, began to talk about money early and as the various stages are being discussed. The plan will usually tell you how much you need to spend to be effective. Decisions can be made from there.
One last note: As your plan unfolds, be sure to check in often to see how it’s working. How is your team doing? How are they feeling about the outcomes? Do not be afraid to adjust your plan if a reasonable amount of time has passed and the desired results are not being achieved. Now that you have a template to rely on (and appropriate research about your audience under your belt), you are able to make educated adjustments as necessary.
Next up? We’ll explore Positioning, Messaging and Storytelling, including exercises you can take your team through to get your started on assessing, developing and recasting your language for greater results.