Building a winning communications plan

This is your no-nonsense guide to crafting a strong internal communications plan. You got to get these basics right before you add the bells and whistles. Let's get right to it.

Elements of a Strong Internal Communications Plan

Objective

What is the end goal that you are trying to achieve with your communication(s)?

Audience

Who are you communicating with?

Key Messages

What are the main points you want your audience to remember? Keep it sharp and focused: 2-3 central messages about the topic (or change)

Channels

How will you reach your audience? (Email, Instant Messaging, Intranet, something else?)

Narrative

This is the story that you want to weave. Your narrative should be compelling. Here's where you can start:

• Introduction: What’s the big issue or opportunity?

• Solution: How does the change solve and/or help making progress towards addressing the issue?

• Evidence: Back it up with stats, testimonials, or case studies.

• Call to Action: Clearly tell your target audience what to expect and/or what they need to do next

Measurement

How are you measuring the effectiveness of your communication?

One last tip for your Communication Plan

Use Power Words

Words matter. Use positive, energizing terms (innovative, reliable) and avoid downers (complicated, risky). You want your audience to feel pumped up, not bogged down. This doesn't mean you have to sugarcoat it - it just means, that you have to be upfront and honest about your change/topic.

Did I make it sound easy? Well - it certainly can be.