The document provides information on developing an effective communications assessment and plan. It includes a quiz to assess current communications, with scores ranging from excellent to very weak. Developing a strategic communications plan is important to provide direction, attract the right clients, save money, build relationships, and establish industry leadership. The plan should include objectives, target audiences, key messages, and an evaluation component. Enlisting a public relations consultant can help streamline the planning process.

1. COMMUNCATION ASSESSMENT KIT
The importance of communicating with your target audience cannot be underestimated. Whether in writ-
ten (newsletter, article, on-line), oral (interview, press conference, lecture) or visual (launch party, planned
events, on-line) form you are communicating your key messages to your key audiences hoping to attract their
business.
Aside from external communications with potential clients, it is important to remember internal commu-
nications with your staff. To avoid the detrimental ‘rumour mill’ effect, keep your employees informed about the
state of the company and the direction you’re headed. You can create loyal employees as you allay their suspi-
cions and demonstrate that you care about their well-being within the company. An informed employee is a
happy employee!
Part 1- Quiz: How effective are your communications?
Take a few minutes to read through the following communication assessment quiz to gauge how well
your company is communicating with its audiences.
For every answer rate yourself as follows: 5 points for excellent, 4 points for good, 3 points for fair, 2
points for poor, 1 point for very weak and no points (0) for non-existent. At the end of the quiz, tally up your
points to determine whether you need to reassess your strategic communications plan.
1- Does your business have a media kit (hardcopy, on-line or both—more points for both!) containing every rele-
vant element that you can think of ie: latest news release, photos on CD, bios on your top executives, a back-
grounder, contact info?
2- Do you have a staff member that is specifically assigned to communications matters ie: drafting internal and
external communications materials, keeping an eye to media attention on your company (and even gathering clip-
pings), writing timely news releases, editing and updating your website, etc.?
3- Do you send ‘warm’ e-mails while prospecting for clients? Do you send
thank you notes after meeting a prospective client?
Alba Public Relations
P.O. Box 1983
4- Do you know who your target audience is? Huntingdon, Quebec
J0S 1H0
5- Has your website been completely proofread and edited in both French and
Phone: 450.370.8357
English? Does it read well? Is it visually appealing and well-spaced?
Fax: 450.264.8284
E-mail: april@albapr.ca
© 2009—Alba Public Relations

2. 6- Do you have a strategic communications plan?
7- Do you consistently repeat your business’s key messages in everything that goes out into the public—website,
business cards, letterhead, etc.? Is the message clear (if you are not getting the clients you want or the desired
outcome, your message is perhaps not clear enough)?
8 – Do you include a ‘call to action’ on direct mailings and on your website?
9 – Do you use internal communications materials?
10 – Have you ever employed the use of focus groups or surveys to better determine your customer’s needs?
Part 2- Results:
40 – 50: You have a clear idea of who your target audience is, the message you want to convey and the tools
with which to disseminate it. You realize that written communications are an integral part of your day to day
business operations and you use this to your advantage.
30 – 40: You realize that communications are important, but you feel you haven’t quite established the right
methods or tools to use even though you have developed and use some communications materials. You need
help to have it pulled coherently together and fine tune your strategic plan.
20 – 30: You realize communications are important, but you don’t have the time to fine tune your materials or
communications plan so you keep it to a minimum. You need someone to take the stress of yet another task off
your shoulders!
10 – 20: You have just realized that different communications tools could be helpful in steering your business in
the right direction, but you’re not sure where to start. You need someone to coach you in getting started and
determine the who, what, when, where, and how.
0 – 10: You are not realizing the potential that a strategic communications plan could have on your business.
You are blindly reaching out for clients, hit and miss without a real plan, without any strategy. You have not
established a key message, determined who your target audience is, nor have you decided on the best way to
reach your audience. You need help and fast!

3. Part 3 – The top 5 reasons you should fine tune your communications plan
Number 1 – Direction, direction, direction. A lot of time is lost when you are chasing the wrong audience, the
message is lost on the audience you’re targeting, or you are using the wrong methods to get your message out
there. Creating or fine-tuning your communications plan will help you strategically determine the direction
you should be headed, saving you time, stress, and money.
Number 2 – Attract the clients you want. Without the appropriate communications, messages, and channels
you could very well be setting yourself up for headaches and heartache. By attracting or positioning yourself to
the wrong clientele you are not advancing yourself in the domain of expertise in which you are successful and
could even be setting yourself up for trouble if it turns out they think you are delivering the wrong service or
product. By focusing on the who, when, where and how you’ll draw the people you want to you.
Number 3 – Save money. When you’ve discovered who you should be targeting and how best to make sure
those clients get the messages and information you need them to, you won’t waste the money and resources
exploring or using unprofitable venues. It’s as simple as that.
Number 4 – Two-way communication leads to better relationships. With corporate and/or social responsibility
as buzzwords these days, your audiences and publics will show their appreciation of the information and trans-
parency you provide by buying your product/investing in your company/employing your services/donating to
your cause. As you receive client input and feedback you’ll be better equipped to continually fine tune your
communications methods, to better serve your clientele, who will buy/invest/employ your services/donate…
And the cycle continues.
Number 5 – Establish yourself as an industry leader. By attracting the right clientele, building and improving
those relationships, and saving money which you can wisely spend elsewhere, you will quickly position your-
self as a trusted source for a product, service or philanthropy.

4. Part 4 – Keys to success
It seems too good to be true: that something as simple as initiating a basic communications plan can
help your business or organization grow. But honest, open and timely communications can create just the
‘face’ you want on your business. And if it doesn’t yet have a face, well it’s a good way to get yourself known!
We like to remind people of the American Airlines story: by removing just one olive from every on-
flight meal, they were able to save millions. It’s the small things that often make the biggest difference, creat-
ing the base from which all other elements can take off from.
A strategic communications plan doesn’t have to be a 100 page book. It does, however, need to
clearly elaborate on the following: a situation analysis, a problem statement, a communication audit, objec-
tives and goals, target audiences (sometimes there are secondary and tertiary audiences to consider as well),
key messages, an action plan including a timeline and budget, and an evaluation. A plan will make your com-
munication efforts more efficient, effective, and lasting. It focuses on following the steps needed to achieve
your ultimate goal.
Communications enable ideas and information to be transmitted throughout the community. Consid-
ering which communications tools to use and how best to get your messages out there should be part of your
plan. For example, holding a press conference when a news release would do or holding a launch party if
there’s really nothing to launch wouldn’t make much sense.
How will people know you exist? Generate tools and materials that will attract positive media atten-
tion to your business. The key words to remember are ‘public relations’. You want to create, generate and
sustain positive relations with your publics.
The best plan is to plan. Enlisting the help of a public relations consultant will help you streamline the
whole communications planning process saving you both time and money in the end. A PR consultant will
know who to speak to and when and which tools will be appropriate and why. They are practiced at creating
news releases, communications plans and managing events among many other things. Their success hinges on
the success they bring to your business!