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Why a Communication Plan is Essential for Your Business

Communication is essential to a successful business. While you may not think about it, your organization's communication plan plays an important role in how you interact with your stakeholders. A good communication plan can demonstrate your organization's personality and values, but only if it is done right. You need to understand when and where to communicate with others, as well as what messages are most effective for different audiences. You also have to understand who should be communicating with whom. Poor communication, both internally and externally, could be the downfall of your business. Have you established effective communication throughout your business?

Communication is key to a successful business.

Communication is the process of sharing information. Whether you're a one-person operation or a multi-national corporation, strategic communication is essential to running any business. First, you must always remember that clear communication is the responsibility of the one communicating, not the recipient. It is our job, as the service provider to make sure we communicate in a way that our audience will receive it how we meant it. This may not be foolproof, but it should always be the leading communication strategy.

Effective internal communication within your team helps to build relationships, ensuring that everyone on staff has a shared vision and clear understanding of their role in achieving it. It also makes it easier for employees to be accountable for their actions and decisions, since they know what other people have been working on as well as what's expected from them in return.

External communication can help with outreach and lead generation by reaching out directly to potential clients or customers through email marketing campaigns, social media posts, press releases or advertisements (among other methods). Internal communication will help when setting up sales processes within the company so that everyone knows who needs what information before contacting clients.

A Effective communication strategy can make all the difference for a business

With a communication plan, your business will be able to:

  • identify who the key stakeholders are and what they need to know or do

  • set guidelines for how you will communicate what is important at different stages of your business

  • determine where you should communicate to best reach stakeholders at the various stages of their journey with you.

When done right, communication can show your organization's personality and values.

A communication plan is an essential tool for any business. When done right, it can help you show your organization's personality and values, showcase its strengths, explain the mission behind your company, talk about what makes you unique in the market, and more.

A good way to start writing a communication plan is by asking yourself these questions:

  • What do customers expect from us?

  • How do we want them to feel when they interact with our brand?

  • What are our priorities, values, and mission at this moment?

Understand the right messages and appropriate communication channels.

It's important to remember that your organization is unique and there is no "one size fits all" approach to communication. The right message for one organization may be completely different from the right message for another. The same is true of appropriate communication channel. Some organizations will do great on social media while others might struggle, depending on their audience demographic and goals.

When deciding what components make up a successful communication plan, ask yourself:

  • What are my organization's goals?

  • Who are our customers? How do they like to communicate with us?

  • What channels will my customers use most often (email, phone calls, social media platforms), and what are the best practices for outreach on these channels?

Pick the right people to communicate with your stakeholders.

You need to pick the right people to communicate with your stakeholders. Stakeholders are any person or organization that has a vested interest in your company's success, including employees, investors and customers. Every stakeholder group has specific communication preferences and needs. For example:

  • Employees want regular updates on how the business is doing and how their job fits into its future plans; they also want details about how changes will affect them personally.

  • Investors want more detailed financial information than employees get because it affects investments made in the company; this might include quarterly earnings reports or an annual report for shareholders that details financial performance and goals for future growth (if applicable).

  • Customers may be interested in learning about new products or services being offered by the company but would most likely prefer email newsletters over phone calls because they don't have time to talk during normal business hours unless there's an emergency situation at hand-and even then it's probably better just sending an email than calling them directly unless there really isn't another way around it!

Respond appropriately when something goes wrong.

All too often, we spend our time focusing on preventing problems rather than responding to them. The truth is that you need to spend just as much time thinking about how you will respond if something goes wrong as you do thinking about how not to have the problem in the first place. Yes, prevention is an important part of keeping your business running smoothly-but so is having a plan for when things go wrong. A good response can help build trust with your customers or employees and allow them learn from their mistakes without making everyone feel bad about what happened next time around.

Another aspect of preparation for the worst is considering something like the pandemic. The pandemic created an opportunity for those who had already developed some semblance of a crisis communication plan, or moved quickly to create one, to shine while others struggled to catch up. While most of us never saw it coming, the pandemic has shown us that we can and should do more to protect our businesses and those who rely upon them.

You can't manage something you don't measure.

As you work to implement a communication plan that works for your business, it's important to measure the effectiveness of your efforts. You can't manage something you don't measure-and if what you're measuring isn't working well, then it's time to make changes. Since every business is different, there is no one-size-fits-all approach when it comes to measuring the effectiveness of your communication plan and strategies.

Here are some ways to measure:

  • key metrics related directly or indirectly (via customers) back into revenue generation/cost reduction;

  • customer acquisition costs ;

  • churn rate (new vs old customers).

These are critical measures because they will help identify whether or not all the time spent on communication activities has been worth it or not in terms of ROI (return on investment). If these metrics aren't showing improvements over time then this could indicate an issue with the way information is being conveyed through channels like email newsletters, webinars etc. which need rethinking before making further investments in them.


A good communication plan is essential for any organization. It helps ensure that you're communicating effectively with your customers, employees, and other stakeholders. By working together to create a clear plan that's tailored to your unique needs, your team will be able to share the right message at the right time with those who need it most.

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