01
Define the objective and the expected decision
Write down what the campaign should help someone understand or do. Distinguish the communication objective, such as explaining an event, from the outcome objective, such as obtaining registrations. Set an observation period and identify where the report figures will come from.
A nonprofit may prepare a donor invitation, a brand a product introduction and a public affairs team a public position paper. Their starting dossiers differ; the need to connect claims with sources remains. Do not reuse a numerical target from another campaign without examining your own situation.
02
Choose useful audiences and formats
For each audience, record the question the message should answer and the appropriate format. A public page can provide details, an email explain the value of attending, and a factsheet help local teams answer questions. Add a format when it has a clear purpose and someone to prepare it.
For campaigns involving contacts, examine usable contact details, preferences and requests not to be contacted. A public programme, advocacy or political communication dossier can be prepared without a contact database. The plan then describes materials for the general public and their review process.
03
Build a shared message and its adaptations
Gather the information every format must retain: project name, date, venue, conditions and documented facts. Identify the source and details still awaiting confirmation. Then define what can change: length, argument order and vocabulary suited to the format.
Fictional example: an event moves from 10 to 12 October. The public page, email and local team factsheet all use this date. The venue remains unconfirmed. Prepare three distinct texts while keeping 12 October and the qualification about the venue in each. Shorter wording must not turn uncertain information into a commitment.
04
Schedule preparation, review and publication
The schedule needs to show the work before distribution. For each format, record the writer, fact checker, person authorising publication, version reviewed and expected dates. Allow time for corrections between review and distribution.
If the event date changes after initial approval, identify the affected texts, correct them and request another decision on the updated versions. An agency may prepare these versions; the client and local teams find their responsibilities in the same plan. Approval of the page does not automatically cover the email.
05
Prepare the handover and connect reporting with the plan
Before handover, check the selected texts, practical details, links and instructions. Identify who publishes each format and which tool they use. Retain the available confirmation afterwards: published URL, distribution date or sending tool report. An exported file demonstrates preparation, not distribution.
In the report, compare observations with the brief’s objective. Separate prepared materials, confirmed publications, delivered messages and responses received. Identify missing data. If a registration could come from several channels, explain the attribution rule and its limitations instead of adding overlapping outcomes.
Points to check
- The objective, audience and expected action are explicit.
- Every format has a purpose, an owner and a deadline.
- Shared facts link to identifiable sources.
- Unconfirmed details remain visible in adaptations.
- Review and approval apply to a specific version.
- Publication is tracked separately from preparation.
- Report metrics have a source, period and denominator.
Your working template
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MULTICHANNEL COMMUNICATION PLAN Campaign and plan version: Communication objective: Expected action and observation period: Audiences: Shared facts, sources and versions: Details awaiting confirmation: REPEAT FOR EACH FORMAT Format, audience and purpose: Main message and link to details: Writer: Fact checker: Person authorising publication: Version reviewed: Writing, review and distribution deadlines: Distribution tool and responsible person: Decision, date and qualifications: Publication or delivery confirmation: CHANGE TRACKING Updated information and new source: Affected formats and versions to revisit: New decision required: REPORT Metric and target, if any: Source, period and denominator: Observed outcome: Missing data and attribution limits: Decision for the next campaign:
Common questions
How does a communication plan differ from an editorial calendar?
The plan defines the objective, audiences, messages, formats, responsibilities and reporting criteria. The calendar places the stages in time. It is part of the plan and does not replace decisions about sources or versions.
Do we need to publish on every channel?
Choose formats that meet the audience’s needs and that the team can prepare and follow up. A reference page and an invitation may be enough for a particular situation. The number of channels is not a campaign outcome.
How can an agency and several local teams work together?
Keep a shared brief and specify what each team may adapt. Assign writing, checking and publication for every format. A correction to the shared dossier needs examination in every adaptation using the updated information.
A useful plan lets each person know what to prepare, which information to use and who decides what happens next.
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