communications plan 2022

Before a company can start developing story ideas, designing infographics, or planning events, it has to start by creating a strategic communication plan. A good communication plan helps companies set their expectations early during a communications campaign for any sort of promotional effort.

With the help of a plan, companies can define their success, as well as better protect themselves from any unrealistic demands or pursuits. By creating measurable goals with solid tactics and strategies, companies can develop a communication plan that can really achieve results. However, most companies tend to jump right into campaign strategies and forget about the research and planning stages of communication plan development.

Although the research and planning stages aren’t as exciting as the strategy development, companies can’t do anything without completing both steps.

Communication Process

The most important element of a communication plan is the communication process. With the help of a well-implemented communication process, companies can confront any challenges or contradictions that could harm their future growth.

One reason why developing a good communication plan tends to be harder than it seems is because people often see things as how they should be, instead of how they really are.

That’s why the communication process should be developed with crucial team members who are not afraid of speaking their minds about everyone’s ideas.

Having open-minded people on board during the creation stage of the communication plan allows companies to predict potential mistakes before they happen. It also allows for the development of more creative and fresher ideas, because not everyone on the team will think the same way.

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Communication Goals

In order for a communication plan to drive results for a company, it should have measurable and attainable goals. For most businesses, the ultimate goal is to increase conversions.

The most important thing when setting communication goals is to make them as measurable as possible.

Companies can measure the success of their communications strategies by looking directly at any direct website traffic or organic block traffic that their websites generate.

From that point, companies can create their own opportunities to market to the qualified leads that have been discovered from the website traffic numbers, which can then generate more sales.

Communication Objectives

For a communication plan to work, it needs to have between three and five objectives. For example, since most companies have the goal of increasing their conversions, they can set objectives that work back from the point they want to reach.

That can mean increasing qualified leads from one number to another, which can then translate into generating more sales. If a company doesn’t have the numbers that it needs to include in those objectives yet, it can start by setting benchmarks.

Communication Strategy

Finally, communication plans need to come with a strategy that helps companies achieve their goals and objectives. This strategy should describe how a company is going to achieve its goals and objectives within a sentence or two.

They will provide a detailed vision of a company’s communication plan, detailing what success looks like for that plan in a limited period of time.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.