Communications have evolved rapidly as a discipline that has earned a seat at the executive conference table and proven essential for even the smallest companies, trade groups, non-profits, or businesses.

Being a strategic Public Affairs firm, we are definitely communications centric. It is the hub that connects every spoke in the wheel.

But while a communications program is as essential as insurance and cash flow, there are still places that tend to keep the discipline on a backburner. Often, this is because small groups don’t have the internal expertise or the resources to pay for outside consultants.

But don’t despair. Here are some simple steps you can take to structure your own communications plan.

Step 1: Conduct a SWOT analysis with representatives from all your departments (HR, tech, marketing, government affairs, partner, community outreach, etc. By determining your Strengths, Weaknesses, Opportunities, and Threats, you will have a realistic understanding of your needs, priorities, and particular situation.

Step 2: Draft your plan according to the following outline:

  • Situation and Key Considerations (from SWOT)
  • Goals – Be specific. How will it support your priorities? Business, regulatory, consumer, community, etc.
  • Target Audiences – Who are you trying to reach?
  • Timeline – What is your horizon – weeks, months, years?
  • Strategies – What is your approach? To educate? Raise profile in media? To build support? To instill fear? To mobilize employees?
  • Tactics – What concrete projects and tasks are required to support your strategies? Videos, social media? Media tour? Coalition building? Tours. Community meetings?
  • Metrics – How will you measure success?
  • Budget – What is everything going to cost in terms of expenses and any consulting fees?

Step 3: Circulate for feedback and approval.

Step 4: Revisit the plan to flesh it out with more specifics. Pay special attention to who will be responsible for implementing the plan. What will be the approval process? Who will manage the entire program? How will all players communicate to keep the program on track?

While the formula and structure are straightforward, the work that goes into building your plan needs to be thorough and consider all dimensions of the plan – from the most mundane to the ultimate goal.

You also need to ensure you have internal support from the highest levels and that it is a priority. There have been many fantastic plans that fail because there lacked energy and commitment from leadership.

Once you have that, you can move forward. And always remember that plans are fluid and must adjust and adapt to changes. This tends to be the rule, not the exception.

Good luck!