January 3, 2005

Start the New Year with a Planning Framework

Tired of reinventing the wheel every time you develop a communication plan? Whether you’ve finished your communication plan for the year, or are just getting started, you have an opportunity to create a consistent approach to planning that will make the process easier and more productive. All it takes is a simple planning framework.


What a planning framework is and why it’s important

The purpose of a planning framework isn’t to impose rigid guidelines, but to identify key components to include in all of your company’s communication plans, and guide you through each step of the planning process. In addition to simplifying your approach, a planning framework:

• Aligns communication efforts. You and your colleagues can leverage the same planning framework to coordinate communication activities throughout local business units and the company as a whole.
  
  
• Sets clear expectations. All communicators in your company, regardless of job level or location, will understand what the key components of a plan are and how to deliver on them.
  

How you can build a planning framework

1. Establish key components
   While there isn’t a magic number of components to include in your framework, here are some you should consider:
   
   • Objectives. Specific outcomes you hope to achieve.
     
   • Strategies. Methods or approaches for achieving your objectives.
     
   • Tactics. Tools you’ll use or actions you’ll take.
     
   • Audience/Stakeholders. Individuals or groups to reach.
     
   • Roles. Communication responsibilities of key players including leaders, managers, peers, etc.
     
   • Timing. Specific times/dates for completing tasks.
     
     
2. Articulate these components in a written template.
   Your template doesn’t need to be elaborate or fancy. A simple Word document will do the trick. You and your colleagues could leverage the template to develop the annual communication plan, as well as refer to it when developing individual project plans throughout the year.