Creating an operational plan

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In the case of external communication, the steps to follow are as follows:



Scenario analysis



Scenario analysis can usually be linked to SWOT (Strengths, Weaknesses, Opportunities, Threats) and chinese overseas america database PEST (Political, Economic, Social, and Technological Context) analyses.



Identification of objectives



The objectives of a corporate external communications plan must be SMART , meaning specific, measurable, accessible, realistic, and time-bound. They can be motivated by a purely institutional or more commercial approach.



Identification of reference objectives



Once the objectives have been identified, a key phase is profiling interesting targets based on their needs and interests, to arrive at the definition of the so-called Buyer Persona.



Building strategies



This phase includes defining the content and the type of tone and style you want to use.






Once the content is established, everything must be planned into an operational plan that features the support of different channels and sponsorship tactics.



Verification of the results



To know if we are going in the right direction, it is useful to set deadlines to measure the results.



The essential elements of an internal communication plan



In the case of internal communication, the construction of a plan certainly starts with the analysis of the objectives and the target audience, that is, the employees.



Subsequently, before any action, every organization must focus on the intangible elements of its communication , that is, values ​​and words.