Communications Plan Template Page 3

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Action plan
·
When thinking about your communication activity think about tools and channels. A tool is
something that contains your messages and the channel is how you get it across. For example:
o
tools – media releases, fact sheets, articles, brochures, question and answer sheets,
posters, presentations, briefings, memos, a tweet or post
o
channels – news media, internet, twitter, facebook, conferences, workshops
·
Who will do what? Who will be your spokesperson/people, who will draft the communications
and who will approve it?
·
You can structure your action plan as follows. You may not need all the columns.
Communications activity
Target audience
Who’s involved
Timing
Resource
(tool or channel)
and what is
(hours or
their role
dollars)
Measurement
·
How will you know you’ve been successful, or whether you need to change your approach?
Frequently used measures include:
o
formal research
o
debrief of project team
o
anecdotal feedback from customers (internal and external)
o
focus groups and surveys
o
number of website hits or retweets
o
Number of media clippings or coverage of key messages in the media
3

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