Any communication plan must ask the fundamental question “What was the purpose of this organization?”, “What goals it is following?” or “Which are the key – objectives?”. These questions are the basis when you are developing a business plan.

Meanwhile you have to wonder about how much the public knows about your company  and what is their opinion regarding to it.

To achieve an objective point of view in this problem, field research will be needed – most of the times are enough the fast questionnaires on the field or through telephone applied on a representative sample of subjects. In this way you can find out how your company is quoted in people’s minds.

Your goal. How you want to be rated your organization over a certain time – for example one year, three years or maybe to the end of a campaign. Do you want to make yourself known by many people and if so, why is that? Do you have the capacity to handle more clients, customers or visitors?

Audience. Which sectors of the community you go for? For example you go to the local opinion leaders such as parliamentarians, local newspaper publisher or those responsible of the fate of the elderly people. “All the people” or “General public” are too vague expressions. The more specific audience target, the more successful you get. To choose your audience does not mean to exclude everyone but to know better a small group of people.

The message. Try to be as clear about the message you want to transmit. The key – messages are usually simple and rarely involve statements about company policies. You should ask “what reasons would have the audience to appeal to us? The answer should be “because we are the best”, but “why are we good?”, “Because people can trust us”- both are key – messages. It is not always needed to communicate with key messages because it can be incorporated into design of the promotional materials.

The methods. The way you can impress the audience depends on the information you have about it. Think beyond media relations. If your speech is the most appropriate one, then use it. (conferences, meetings, visits, all can be part of your plan). Your methods should always be based on your  information about the target audience.

Budget. How much all this will cost? In an ideal world, your budget will cover all the costs needed to your implement strategy. In reality, you must limit your options. You will not be able to apply everything you thought you would so, use your resources on the most effective methods.

Evaluation. Surely this step will give you headaches, but there is no other way to verify if your efforts were successful. Always save time for this operation. Doing this regularly, you can know when things are not as you want. It is a very good system of prevention which allows you to change your strategy rather than to give your head against the wall.

Remember that the best strategy is the one which is flexible and can change in time.