For communication to truly "get the message across," it’s essential to align expectations, organize workflows, and ensure that everyone involved understands what needs to be communicated, when, and how. This applies to projects, organizational changes, brand positioning efforts, or any situation involving multiple audiences. That’s where a good communication plan comes in.

What Is a Communication Plan?

A communication plan is a document that defines who communicates what, to whom, through which channel, how often, and for what purpose. It is especially valuable when:

• Diverse teams are involved
• There are both internal and external stakeholders
• Projects have high-impact milestones
• Consistency in messaging is critical

What Should the Plan Include?

A solid communication plan typically covers the following elements:

• Objective: Clearly states the central purpose of communication in that specific context. It may involve status updates, institutional visibility, internal engagement, or accountability.
• Audiences: Identifies who will receive each piece of information, including internal leaders, employees, suppliers, press, partners, and investors.
• Channels: Defines the platforms where messages will be shared, such as email, meetings, social media, internal communications, or press releases.
• Frequency: Establishes how often communications will take place (daily, weekly, by deliverables, or aligned with project milestones.)
• Responsible: Specifies who is in charge of sending, approving, and monitoring each type of communication.
• Formats: Details how the information will be presented—whether through reports, short texts, videos, cards, or presentations.
• Measurement and Adjustments: Outlines how communication efforts will be evaluated and when strategies should be adjusted based on engagement levels, feedback, or performance metrics.

Together, these elements make the communication plan a living, functional, and adaptable tool that can be tailored to the companys reality.

Practical Example: Project Involving Multiple Areas

Scenario: A company launches a new institutional initiative focused on innovation and needs to communicate the project to internal teams, suppliers, and the specialized press.

Summary Plan:

• Objective: Keep all parties aligned on the project’s progress and purpose, generating engagement and reinforcing the brand’s innovative positioning.
• Audiences: Leaders, employees, suppliers, and journalists.
• Channels: Internal emails, biweekly meetings, social media posts, and a press release.
• Frequency: Weekly updates and monthly reports.
• Responsible: Communication team and area leaders.
• Measurement: Internal engagement analysis, feedback collection, media monitoring (clipping), and monthly adjustments.

A well-structured communication plan helps prevent miscommunication, facilitates collaboration, and ensures that every action is purposeful and clear. Best of all, it’s simple to implement and can be easily adapted to the specific needs of each project.