WRITING AN ANNUAL

COMMUNICATION PLAN
Mata Kuliah : Strategic Public Relation Planning
Oleh: Krisna Maharani
Mahasiswa Program Magister Komunikasi
Desember 2015

STRUCTURE OF ANNUAL COMMUNICATION

PLAN

Harrisson (2008):
1.

Introduction

2.

Research and situation analysis

3.

Strategy development

4.

Implementation

5.

Evaluation

1. INTRODUCTION

Approval and protocols

Usually in the form of a signed-off document as
stipulated in policy of the organization
There is a certain procedure to be followed in the
approval process

Title page front cover

Should be a title for easy reference and as a reminder
for its purpose with a date or other identifying reference

Executive summary
To enable busy senior executive to quickly read the
information point of the document.

Strategic context
Link the business unit goals and objective with the whole
organization goals and objective to promote the senior
managements understanding on the importance and
significance of the plan

2. RESEARCH AND SITUATION ANALYSIS

-

SWOT analysis
-

Internal situation analysis

-

To confirm general strengths, weaknesses, opportunities, and

threats of the organization
Review the internal challenges that would affect the
organizations future result and opportunities by reviewing the
annual operational plan of the organization

External situation analysis

-

Outline the external challenges identified by organization that

would affect the future results, including risk mitigation actions.

Identify the growth strategy in our organizations business plan

and list the opportunities we can address with external
communication

Risk analysis and management

-

It is important for a communicator to be familiar with risk

management technique related to communication plan

3. STRATEGY DEVELOPMENT
Nine Ways to identify possible strategic communication
programs
1. To review the organizations vision, mission and goals
2. Situation analysis of the organization to identify SWOT
3. To conduct a communication audit to obtain feedback
from internal and external stakeholders
4. To examine the business and marketing plans
5. To review previous communication programs to assess
their merit
6. To compare the communication programs runs with other
organizations programs.
7. To use our own previous experience as a guide to
desirable programs.
8. To discuss organizational goals with senior managers
9. To use a matrix to determine the priority of activities

MATRIC FOR DETERMINE PRIORITY OF ACTIVITIES

High

Potential impact
of communication
in accomplishing
business strategies

Medium

Low

Low

Medium

High

Potential financial impact of each business

strategy

3. STRATEGY DEVELOPMENT
To set up strategic internal and external communication in
term of:
- Goals
- Objectives
- Target audiences/stakeholders
- Stewardship
- Key messages
Ethical goals and objectives:
- Teleological (virtue) evaluation
- Deontology (duty/advocacy) evaluation
- Consequentialist (utilitarianism) evaluation
- Mixed mode evaluation

4. IMPLEMENTATION
-

Action
-

checklist of activities

checklist of resources

division of tasks

Communication calendar
-

quarterly plan

monthly plan

Annual communication budget

-

including budget for operational and activities

4. EVALUATION
We could conduct an evaluation refers to:
-

The conclusion drawn from evaluation of last

years annual communication plan

The results against objectives of projects and

programs conducted during the past years

The finding of relevant organization-level

measurement activities conducted such as
reputation surveys that have a strong
communication component

The finding of specific surveys about the

performance of our communication department

4. EVALUATION
The aim of evaluation is to determine the
effectiveness of the project/program, in term of:
-

Inputs (information, content, quality of message)

Outputs (publicity activity and coverage, website

hits, etc

Impacts (what it did to audiences awareness,

attitudes and opinion)

Behaviour (which behaviours by the target

audiences changed as a result of the
communication activity)

SELLING THE ANNUAL COMMUNICATION PLAN

The annual communication plan needs to be sold
twice:
- To the boss of communication manager or senior
management as part of the approval process
- To the all employees on the highlights of the plan
for their understanding and their willing to
cooperate in the plan implementation

THANK YOU