This document outlines a 5-step process for creating an effective communications plan: research the context and objectives, identify target audiences and key messages, choose appropriate communication tactics and set a timeline and budget, implement the plan for understanding and action, and finally evaluate success. It was created by James Howe, a communications expert who provides additional resources via his blog, social media, and email newsletter.

1. Communications
Planning
James Howe

2. Who is
James
Howe
?

3. The Communications
Plan
Dec. 1, 2011

4. What
is communications?
Communications is connecting your audience
with the message you are delivering
so that it is
received, understood and acted upon.

5. What
is communications
planning?
A process to help you reach that goal.

6. Communications
Strategy
Online Strategy
Website
Social
Media
Strategy

7. When do you need a
communications
strategy or plan?
• Overall strategy
• Annual plan
• Specific initiative

8. Why
communicate?
Organizations communicate to:
• inform
• build understanding or change behaviour
• prevent misunderstandings
• present a point of view
• lower barriers between groups and
individuals

9. 5 Steps
to create a
Communications Plan

10. Step 1:
Research
& Analysis

11. Step 2:
Outlining the
Context &
Objectives

12. The
context
• Background
• Current situation
• Communications issues

13. Goals &
Objectives
• Goals are the overall
changes you wish to cause.
• Objectives are the
short-term, measurable
steps you take to reach
your goal.

14. Step 3:
Target
Audiences
& Key
Messages

15. Who do you want
to reach?
Your target audiences

16. What do you want
to say?
Your key messages

17. Step 4:
Communicating for
understanding
and action

18. Pick Your Communications
Tactics

19. Set a
Timetable

20. Determine your
Budget

21. Step 5:
Evaluate
How will you know if you are
successful?

22. Where can you
learn more?
James Howe
Blog: communicateandhowe.com
Twitter: @communic8nhowe
Facebook: facebook.com/communicateandhowe
LinkedIn: linkedin.com/company/communicate-&-howe-
e-news: subscribe - communicateandhowe.com
james@communicateandhowe.com
519-589-9597