Communication Plan Concept

A communication plan is a document that establishes the way which should assume organizational communication. This plan should mandatorily include the following elements:

. Goal: which goal, or goals, that is intended to achieve with communication; this aim should, naturally, be integrated in the mission of the organization, in its global goals and its development strategy;

. Message: which message (and correspondent content) that is intended to pass as a way to achieve the intended goals.

. Recipients: to which stakeholders (employees, clients, suppliers, shareholders/investors, sponsors, media, public in general) is intended to arrive with the message;

. Approach: who should be the message issuer, which should be the communication supports and channels to effectively transmit the message and what should be the moment for its transmission;

. Evaluation: which way will be evaluated the message’s effectiveness and its adequate reception by the stakeholders defined as recipients.

The Communication Plan can still include a budget, which establishes the costs for each action set out on the Communication Plan.

 

 

Translated from Portuguese by Susana Saraiva, Portuguese-English and English-Portuguese translation specialist. Contact: spams@sapo.pt.