krisna maharani sprp

7/23/2019 Krisna Maharani SPRP

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WRITING AN ANNUALCOMMUNICATION PLAN

Mata Kuliah : Strategic Public Relation Planning

Oleh: Krisna Maharani

Mahasiswa Program Magister Komunikasi

Desember 2015



1. INTRODUCTION

• Approval and protocols

• Usually in the form of a signed-off document asstipulated in policy of the organization

• There is a certain procedure to be followed in theapproval process

• Title page front cover

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

• Executive summary

• To enable busy senior executive to quickly read theinformation point of the document.

• Strategic context

• Link the business unit goals and objective with the wholeorganization goals and objective to promote the seniormanagement’s understanding on the importance andsignificance of the plan



2. RESEARCH AND SITUATION ANALYSIS- SWOT analysis

- To confirm general strengths, weaknesses, opportunities, andthreats of the organization

- Internal situation analysis

- Review the internal challenges that would affect theorganization’s future result and opportunities by reviewing the

annual operational plan of the organization

- External situation analysis

- Outline the external challenges identified by organization thatwould affect the future results, including risk mitigation actions.

- Identify the growth strategy in our organization’s business planand list the opportunities we can address with externalcommunication

- 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

programs1. To review the organization’s vision, mission and goals

2. Situation analysis of the organization to identify SWOT

3. To conduct a communication audit to obtain feedbackfrom internal and external stakeholders

4. To examine the business and marketing plans

5. To review previous communication programs to assesstheir merit

6. To compare the communication programs runs with otherorganizations’ programs.

7. To use our own previous experience as a guide todesirable 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

Potential impactof communication

in accomplishingbusiness strategies

Potential financial impact of each businessstrategy

High

Medium

Low

Low Medium High



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 lastyear’s annual communication plan

- The results against objectives of projects andprograms conducted during the past years

- The finding of relevant organization-levelmeasurement activities conducted such as

reputation surveys that have a strongcommunication component

- The finding of specific surveys about theperformance of our communication department



4. EVALUATION

The aim of evaluation is to determine theeffectiveness 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 targetaudiences changed as a result of thecommunication activity)



“SELLING” THE ANNUAL COMMUNICATION PLAN

The annual communication plan needs to be “sold”twice:

- To the boss of communication manager or seniormanagement as part of the approval process

- To the all employees on the highlights of the planfor their understanding and their willing tocooperate in the plan implementation



THANK YOU

krisna maharani sprp

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