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Creating a project communication plan
7/6/05
Ensuring that communication is integrated into a project calendar will increase the likelihood that the project will be implemented successfully. Communication plans are critical for preventing rumors, resentment, surprise, and shock among stakeholders. Designing and executing a project communication plan builds commitment to change by increasing awareness and providing relevant information to those who need it.
An effective communication plan identifies and assesses key audience members who will receive communications, and it addresses the "what" and "how" of communicating. Spending time on the type of messages you want to send will help to ensure that your communication activities are focused and meaningful. Focusing on how to communicate your messages will ensure that you reach your audiences in the most effective way possible. This plan will drive clarity and consistent communication while holding specific people accountable for executing the necessary project communications.
Creating the plan
Start developing your communication plan by reviewing exactly what the improvement project seeks to do (see the charter). Describe the compelling need to change as well as what will change, how and when the changes will occur, and what individuals need to do in order to succeed. This vision statement should guide all the project communication efforts.
Next, work with the project team and sponsor to define the following elements:
- Target audience: Define who needs to be communicated to—individuals as well as groups. Make sure to include the stakeholders identified on the project stakeholder map.
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Primary message: This includes the main ideas that need to be communicated or understood by particular stakeholders. Refer back to the vision statement for guidance.
- Vehicle: These are the methods by which primary messages will be communicated. Remember that not all groups are the same. Tailor the communication vehicle to most effectively reach a particular audience. For example, you may want to make a presentation at a quarterly meeting or send a mailing to a particular group of stakeholders.
- Frequency: It is important to define how often a particular message should be communicated. Some stakeholders may need only a quarterly update, while others affected more directly may require a weekly e–mail message.
- Timing: Define the actual points in time that messages should be carried.
Responsibility: It is critical to determine who on the project team is responsible for executing the message, including vehicle, frequency, and timing, to ensure consistency and accountability.
- Feedback mechanism: Stakeholders will need a way to give feedback to the project team about the effectiveness or appropriateness of the communication. This element asks your project team to define how stakeholders can provide that feedback. For example, you may survey your target audiences or you may simply ask for it directly in real time.
All of these elements should be plugged into the template below and reviewed at each project team meeting to assure progress and verify effectiveness. Remember that a communication plan should be an ever-evolving document.
Communications Plan
Key Messages to Communicate:
Category: Message Description:
| Target Audience |
Primary Message |
Vehicle |
Frequency |
Timing |
Responsibility |
Feedback Mechanism |
| Project Sponsor |
Project progress update & issues requiring sponsor engagement if any |
face to face meeting |
Each Friday |
10:00am central time |
Project leader |
face to face meeting |
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View a PDF version of the template.
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