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Creating a plan

Step 1. Start with the Basics

Section titled “Step 1. Start with the Basics”

A strong communications plan starts with some key definitions. By documenting a shared understanding of success, timelines, and KPIs, all team members involved will have the resources necessary to ground their work.

  1. Define Success Metrics

    • Clearly outline what success looks like for your communication effort
    • Check alignment with WRI’s organizational priorities
    • Set specific, measurable goals
    • Set timeline expectations
    • Establish feedback mechanisms

  2. Identify Communication Type

    • New initiative launch
    • Policy changes
    • Strategic progress updates
    • Organizational changes
    • Crisis comms

Step 2. Know Your Audience

Section titled “Step 2. Know Your Audience”

Defining your audience helps move comms from general to targeted, ensuring that information is framed in a relevant context. If you’re unsure where to start or still feel you need to narrow down your targeted audience more, use the following questions as a guide.

Here are some possible goals for different audience types. Consider these as you define your core audience and message.

Needs to know:

  • High-level strategic overview
  • Impact on organizational goals
  • Resource implications
  • Key decision points

Step 3. Develop Clear Messaging

Section titled “Step 3. Develop Clear Messaging”

We can use four simple questions to guide the development of an impactful message.

Following this framework also allows for teams to connect metrics and outcomes to specific steps for future improvement and potential replication.

  1. Context (Why?)

    • Explain the background of your message/campaign. Where did this idea or need come from?
    • Connect to organizational goals. How does this help further WRI’s mission?
    • Highlight the need for change. How will people, processes, or results be improved?

  2. Change (What?)

    • Describe the specific changes. Use specific, concrete examples relevant to your audience/
    • Outline the implementation process. Dates and timelines are helpful.
    • Provide clear examples. Allow people to see what this will look like in practice.

  3. Impact (So What?)

    • Outline effects on different groups. Think about how this may impact colleagues working outside of internal comms as well.
    • Address potential concerns. Possibly provide a Q&A or office hours for additional support.
    • Highlight benefits. What about the work process might become easier?

  4. Action (Now What?)

    • List required steps. Simple, clear, and reasonable asks.
    • Provide resources. Share key points of contact or relevant templates/trainings.
    • Set clear expectations. Let colleagues know they are not expected to handle things alone; we are a team.

Step 4. Choose the Right Channels

Section titled “Step 4. Choose the Right Channels”

For more information on choosing the best channel for your communication, visit the Channels & Methods page.

  1. Plan Your Timeline

    • Awareness building phase. Socialize through appropriate channels.
    • Engagement and feedback period. The bulk of the campaign occurs here.
    • Implementation support. Build in time to offer support if necessary.
    • Ongoing reinforcement. Collecting feedback and making adjustments as necessary.

  2. Consider Timing

    • Start early to avoid surprises. Build in time for technical difficulties or unexpecteed delays.
    • Account for different time zones. Keep in mind international holidays that may impact other teams.
    • Plan for key organizational events. Ensure your comms fit in with the WRI-wide comms schedule.

Step 5. Track Your Impact

Section titled “Step 5. Track Your Impact”

Monitoring and evaluation goes beyond just numbers. To understand the impact of your communications initiative, consider using several channels to gauge audience response and align future communications.

For more information on choosing the best channel for your communication, visit the What to Measure page.

  1. Quantitative Metrics

    • Email open rates
    • Meeting attendance
    • Survey responses
    • Feedback volume

  2. Qualitative Signals

    • Types of questions received
    • Discussion themes
    • Action completion rates
    • Engagement quality

  3. Feedback Channels

    • Surveys
    • Focus groups
    • Open forums
    • One-on-one discussions

Resources to Get Started

Section titled “Resources to Get Started”