Writing a Plan

​Writing a communications plan clearly defines a project’s goals and objectives and how they will be achieved.

Communications Planning

Some things to consider when beginning a new project such as an annual report, a website, or a brochure include:

  • The Goal: A high-level statement that provides context for the project. This should be tied to the strategic goals of your unit.
  • Objectives: Outline the operational and communication specific objectives for achieving your goal.

Another way to think about this is to ask think about the outcomes of the project. What does success look like?

Plan Components 

  • Audience: What audience groups are you trying to reach?
  • Key Messages: What do you want people to remember?  Your communication should include no more than three messages. Each message should be 4 to 10 words long and easy to remember and repeat.  
  • Work Plan: Develop a task list that supports your project, the people responsible for getting the job done, and a timeline for the project.
  • Budget: What resources are needed to support your project?
  • Vetting Process: Who is involved with generating, reviewing and approving content of the project?
  • Potential Barriers: What might impede the success of your project that you need to be aware of and plan for?
  • Evaluation: How will you evaluate the success of your communication materials?


Ready to get started? Download a copy of our Communicati​ons Plan Template.

Also see the Public Affairs do-it-yourself tools for communications planning and strategy.


The Communications Group is available to assist you develop your communications plan. Contact Communications to arrange a meeting.