HOW TO BUILD AN EXTERNAL COMMUNICATIONS PLAN

GETTING STARTED
What is a Communications Plan? A Communication Plan is a structured approach to gaining media coverage. Such a plan outlines the target audiences you want to reach and what messages you want to send them. With this information you are able to then decipher what media you will approach in order to reach your target audience, and thus transmit the right message to the right people.
GET TO KNOW WHAT ARE WE
TALKING ABOUT

WHATS GOING ON?

HOW TO ANALYZE YOUR CURRENT

SITUATION

Do you have a communication or media plan in your country? Have you defined an objective for gaining media coverage? (Do you know why you want it?) Do you know what your target audiences are in your media approach and how to reach them? Are you aware of the media coverage you are receiving? Are you evaluating if the media coverage you are receiving is reaching your overall objective for media coverage?
HOW TO DEFINE WHAT YOU WANT
TO ACHIEVE

CREATE A PICTURE

The purpose of a Communication Plan is more than having an approach to the media coverage you want to have. It gives you a clear picture of why you are seeking this media coverage, and in doing so helps you to target your messages appropriately in order to reach the right messages to the right people. It gives you a framework in which to map out your media objectives, which will help you to analyze if your coverage is achieving the end goal that you want it to. There is no one way to create a Communications Plan. Some common elements used include the following: Organizational background (who you are) o Our history o Vision and mission o Role and nature o Organizational goals Goals and Objectives (what you want to achieve) o Media coverage in itself is not an organizational goal/objective. It is the means, not the end! The objective should come from organizational mission, goals o Ask yourself the following questions: What is your organizations ultimate goal? How will the world be a better place once you achieve this goal? How do you want your work/programs to be perceived? What do you want your target audience to do? How will you measure your success? Target audiences (who you want to reach)

Consistent & Clear External Positioning How to Build a Communication Plan

AIESEC International 2006

Start with your stakeholders, and ensure to consider why not only why they are a stakeholder (how can they help you) but also how can they help you in achieving your media objective

Defined key messages (what you want to say) o Why did you choose each stakeholder? What message do you want to convey to them specifically? Tactics (how to reach your audience) o What is the best way to reach each of your target audiences? (For instance one of the most popular ways to reach students is through a campus newspaper or perhaps campus radio station. These channels are much more efficient than a daily national newspaper, while that newspaper may have some student readers, their entire audience goes beyond this scope) Key materials (how to support messages) o Press kit o News stories o Promotional materials Timeline planning (when you do what) o Calendar of events, what is happening when? o Assign tasks as required

WHATS REALLY IMPORTANT?

HOW TO PRIORITIZE WHAT TO DO

IN YOUR YEAR

Every element in an External Communication Plan is thought out in detail to have a deeper understanding of exactly why they are there. This will give you a clear idea of the media coverage you want to achieve, to whom and with what message. This will ensure your media efforts are efficient and effective.

SMALL VICTORIES

HOW TO DEFINE MIILESTONES

There are many components to an External Communications Plan as defined above. Dont be fooled into thinking this can be done in a day, or in a week. Building a concrete External Communications Plan takes time! Key milestones along the way are defining the things below. Note: creating such a plan should be done with several people, not just one. You definitely need to benefit from the input of others in the creation this plan so ensure to include others in the development process! Milestones along the way: Defined media goals and objectives Defined target audiences Defined ways to reach those target audiences Defined key messages you are trying to convey to these target audiences Resources developed to assist the plan (such a press kit) Defined list of action items (over the year) that need to be done in order to implement the plan (such as brainstorming story ideas, sending out press releases, etc) Defined way to evaluate your plan and its implementation

PREPARE THE PLAYGROUND

HOW TO INVOLVE AND ENGAGE

OTHERS

Speak to your stakeholders about how they can help you in developing this plan and implementing itsince your target audiences are based off your list of stakeholders, this should help with defining other parts of the plan Partner with a Public Relations firms to assist you in the implementation stage Use the next national conference in your country to educate your LCs about the importance of

Consistent & Clear External Positioning How to Build a Communication Plan

AIESEC International 2006

such a plan, involve them in the understanding session of what our target groups are

MAKE THE MOVE

HOW TO EXECUTE

Define a person responsible for the development of the overall External Communication Plan and its implementation Add deadlines to action steps that need to be taken in order to implement the plan Run training sessions at your national conferences to train members on this Continuously think about what target audiences do we have and if necessary add them to the plan

GET THE GREEN

HOW TO MEASURE PROGRESS TOWARDS THE AIESEC 2010 SCORECARD

There are two key KPIs you can use to measure the success of your External Communications Plan: Number of media coverage received (this will be positive coverage and inline with our clear and consistent messaging) Number of members who join AIESEC with the expectation of having a leadership experience

IMPORTANT!

LEARN FROM OTHERS TEACH OTHERS WHERE TO FIND MORE

If you need help in the implementation of your Communication Plan speak to the Global Communication Crew (GCC) member for your country BCPs of countries who have already developed a communication plan will be uploaded on the brandsite (www.aiesec.org/brandsite) Questions or Best Case Practices? Email Michelle, AI VP Communications: michelleg@ai.aiesec.org

Consistent & Clear External Positioning How to Build a Communication Plan

AIESEC International 2006