Developing a Communication Plan

Most comms plans are just a list of things to do. But a list of tactics isn't a strategy. If you start your planning by choosing channels—"We need an intranet news item and a poster"—you’re working backwards. A solid comms strategy doesn't start with the what. It starts with the outcome. I always use the Know, Feel, Do model to get there: - KNOW: What is the factual, relevant, specific info they need? (The context, the 'why', the deadline). - FEEL: This is the one we usually skip. Do we want them to feel supported? Reassured? Motivated? And what would you need to do to get your audience feeling that way? - DO: What is the specific action they need to take? If there's no "do," why are you sending it? Before you draft a single word, map these three out. If you can’t answer them, you aren't ready to hit 'send'. Know / feel / do is often a key 'lightbulb moment' from the workshops I run. I'm curious to know - what's been a comms 'lightbulb moment' for you? 🧐 [Image description: Blue tile with black headline text that reads: Start your comms strategy with the end in mind. Below in a white circle is a hand-drawn cartoon in shades of grey, featuring three figures. The first figure looks thoughtful and the thought cloud above its head reads 'Know'. The second figure smiles and has a love heart on its chest, with the word 'FEEL' above its head. The third figure is running, with the word 'DO' above.]

In intricate product organizations, effective communication plays a vital role for product leaders to engage all contributors in the product delivery lifecycle. Communication needs vary, from securing "yes" commitments to sharing go-to-market updates, demanding diverse strategies for optimization. Here are key strategies from a product executive: - **Prioritize Clarity:** Start by dedicating time in the initial stages to crystallize ideas, ensuring clarity on the problem, value proposition, and urgency. - **Early Feedback Gathering:** Embrace the "draft and show" approach to gather feedback early, fostering trust and reducing unnecessary information requests. - **Clarify Decision Processes:** Establish clear escalation processes to define decision-making authority, encouraging constructive debate while ensuring timely decisions. - **Transparent Decision-Making:** Learn to defer commitments when uncertain, transparently documenting challenges and risks for well-informed decision-making. - **Establish Communication Channels:** Develop formal channels for updates, follow-ups, and escalations to uphold focus and efficiency. - **Utilize Tools for Progress Tracking:** Keep decision logs, consistently update artifacts, and leverage platforms like Confluence, Jira, and Kanban boards for effective progress tracking. - **Promptly Address Blockers:** Identify and escalate blockers promptly, seeking leadership support to effectively tackle critical issues. Avoid the temptation to solve issues independently to prevent noise, delays, and partner concerns. Trust leaders to intervene when needed. Navigating the complexities of product leadership within organizational settings requires strategic communication and planning. These optimization strategies enhance productivity and ensure smoother product delivery processes with shared responsibilities among key organizational stakeholders.

Day 17/30 of the #30daysofPPMWithYonas The #1 PM Skill - Communications Management They say a Project Manager's world revolves around the Triple Constraint: Scope, Cost, and Schedule. But what is the invisible force that holds this entire triangle together? What is the single skill that, if mastered, makes managing scope, cost, and schedule possible? Project Communications Management. This isn't just about sending emails and leading status meetings. This is the strategic discipline of ensuring the right people get the correct information at the right time and in the proper format. It’s the engine of stakeholder alignment and the ultimate tool for expectation management. A project plan can be flawless on paper, but without effective communication, it's just a document. The Three-Part Process for Communications Mastery: 1. Plan Communications Management: This is your communications strategy. Before the project begins, you ask the critical questions: a. Who are my stakeholders? b. What do they need to know? c. When do they need to know it? d. How will I deliver that information (a detailed report? a quick Slack message?). This planning creates your "single source of truth" and prevents information overload or, worse, an information vacuum. 2. Manage Communications: This is the execution of creating, collecting, distributing, and storing project information. It’s the act of putting your plan into motion: facilitating meetings, publishing status reports, managing the project wiki, and answering stakeholder queries. Consistency and clarity here build trust and keep the project momentum going. 3. Monitor Communications: This is the feedback loop. Are your communications working? Is the message being understood? Are stakeholder needs being met? This involves checking in, asking for feedback, and adjusting your approach. Maybe the C-suite doesn't need a weekly 10-page report; maybe a 5-minute executive dashboard is what they truly need. You only discover this by monitoring. The One Stat That Says It All: Studies and the PMI itself have long stated that project managers spend up to 90% of their time communicating. Let that sink in. Only 10% is spent on "managing" in the traditional sense; the rest is all about connecting, informing, persuading, and listening. This is why Communications Management isn't a "soft skill," it's a fundamental competency. A single miscommunication about a deadline, a budget approval, or a scope change can create ripples that derail the entire project, costing time, money, and credibility. Mastering communications is how you turn a group of individuals into an aligned team. It’s how you transform ambiguity into clarity and resistance into buy-in.

The secret to project success isn’t tools. It’s communication. When people hear “communication,” they often think it’s just sending updates. But in projects, it’s much bigger. Communication is: → Aligning the vision at the start → Keeping everyone informed during the journey → Clearing roadblocks before they derail the plan → Closing the loop so lessons are carried forward → And the way you do it matters. Each form of communication plays a role: ↳ Kick-off Meetings → set clarity and shared purpose ↳ Team Check-ins → keep progress visible and issues small ↳ Planning Sessions → align tasks with goals ↳ Status Updates → ensure leaders stay informed, not surprised ↳ Risk Meetings → address threats before they explode ↳ Feedback Sessions → build trust and improve delivery ↳ Escalations → solve problems quickly with the right people ↳ Change Requests → keep scope shifts controlled ↳ Client Presentations → strengthen confidence and buy-in ↳ Lessons Learned → turn mistakes into future wins ↳ Post-Launch Check-ins → support adoption and fix gaps ↳ Documentation & Reporting → create a record everyone can trust Projects fail when people work in silos. They succeed when communication is consistent, clear and timely. Because in the end, communication isn’t just an activity in projects. It’s the infrastructure that holds the whole project together. P.S. Can a perfect plan work without clear communication?

Develop a Multi-Channel Communication Strategy using this 7-Step Framework I crafted a framework to create a dynamic, inclusive & repeatable communication strategy to keep residents informed, engaged & motivated to participate in community activities Here's my 7-step framework to develop & implement this strategy: 1️⃣ IDENTIFY AUDIENCE Importance: Understanding the audience helps us tailor the communication methods to their needs & preferences Actions: 1. Segment audience based on demographics (e.g., older residents may prefer direct mail, while younger residents may favor social media) 2. Gather input through surveys & conversations to learn which communication channels most used 3. Identify key community groups (e.g., families, small business owners, students, seniors) & unique interests 2️⃣ CHOOSE RIGHT COMMUNICATION CHANNELS Importance: Not everyone consumes information the same way, so using multiple channels maximizes reach Channels to include: 1. Direct Mail: Ideal for older residents or those without reliable internet access. Send postcards or newsletters highlighting key events 2. Social Media: Use platforms (e.g., Facebook, Instagram) to share updates & details 3. Website & Bulletin Boards: Place posters/flyers in high-traffic areas 4. Local Media: Work with newspapers/radio/TV to promote events 5. Email Newsletters: Create an opt-in email list for those who prefer digital updates 3️⃣ CREATE CONSISTENT MESSAGING Importance: Clear & consistent messaging builds trust & strengthens engagement Actions: 1. Use a friendly & inclusive tone 2. Highlight impact of participation 3. Keep messages concise & visually appealing 4️⃣ DEVELOP CONTENT CALENDAR Importance: A content calendar ensures regular updates & prevents communication gaps Actions: 1. Plan posts & mailings a month in advance For example: Wk 1: Send a community newsletter Wk 2: Post event reminders Wk 3: Share success stories Wk 4: Promote upcoming initiatives with a call-to-action 2. Schedule reminders for key dates like meetings or volunteer events 5️⃣ ENCOURAGE 2-WAY COMMUNICATION Importance: Engagement improves when residents feel heard & involved. Actions: 1. Include feedback forms in mailings, social media, or newsletters 2. Host live Q&A sessions on social media or during in-person events 3. Create a designated email or phone line for residents to share ideas/concerns 6️⃣ MEASURE & ADJUST Importance: Regular evaluation ensures #strategy is effective & responsive to community needs Actions: 1. Track participation metrics (e.g., attendance) 2. Collect feedback through surveys or informal discussions 3. Adjust strategy based on what works best 7️⃣ BUILD SENSE OF COMMUNITY Importance: Creating a sense of belonging encourages participation Actions: 1. Share stories & spotlight resident contributions 2. Use visuals to showcase outcomes 3. Celebrate milestones! What else do you think we should be doing? #Government #innovation

👍 If I were the Public Information Officer or Communications Director for a city—even just for one day—here’s exactly what I’d do to deliver measurable impact. 🎯 First, I’d ensure existing residents feel informed, valued, and included. That starts with clear messaging across social media, email newsletters, and neighborhood groups. I'd prioritize timely updates, upcoming events, and city initiatives that actually affect their daily lives—because consistency builds trust. 🎯 Second, I’d establish a new resident onboarding strategy. When someone moves into the city, they should automatically be welcomed with a digital or print “Welcome Packet” that introduces key services, contact info, event calendars, trash and recycling schedules, and how to stay connected with city updates. This builds immediate engagement and prevents confusion. 🎯 Third, I’d create a direct line of communication with existing businesses—not just when permits are due, but throughout the year. That could include a monthly “Business Brief” email with updates on city projects, economic initiatives, grant opportunities, or upcoming public works that may impact foot traffic or operations. When businesses feel supported, they stay longer and reinvest in the community. 🎯 Fourth, for new business license recipients, I’d trigger an automated outreach campaign—perhaps an email or personal welcome letter from the mayor’s office—thanking them for choosing the city. I’d link them to business support services, networking groups, ribbon cutting opportunities, and a city contact they can actually call. ✔️ The common thread? Proactive communication that’s tailored, timely, and genuinely helpful. Too often, cities are reactive. But if you plan ahead, you can build systems that engage the public year-round, not just when there’s a road closure or an emergency. ✔️ Smart communication isn’t loud—it’s strategic. And if I were running a city’s communications for a day, that strategy would reach the right people with the right message at the right time. #PublicRelations #CommunityEngagement: #CityCommunications #ResidentOutreach #NewResidentWelcome #SupportLocalBusiness #TargetRiver #TheTargetMarketer

Project communications plans aren't change management plans Just because someone heard the message doesn't mean they understand it. Or are ready to act on it. As a PM, sending updates isn't enough. You have to guide people through uncertainty. Not just announce it. Here's how you can move from noise to impact: ✅ Engage Change is emotional. Ask for feedback. Listen actively. Make space for concerns before they become resistance. ✅ Repeat yourself (a lot) People don't absorb change in one slide or meeting. Say it again. And again. And again. Then in a new format. Clarity is built through repetition. ✅ Deliver the WHY before the WHAT When people understand the reason behind the change, they're far more likely to support it. Lead with purpose rather than process. If your communication isn't influencing behavior, it's mostly static. Build real buy-in to make real progress and impact. 🤙