Planning is essential, even if plans themselves often need adjustment. As Dwight D. Eisenhower said, “In preparing for battle, I have always found that plans are useless, but planning is indispensable.”

While we wouldn’t go so far as to say “plans are useless” in the communications and marketing world (after all, this is about business, not war), we do agree that many factors — the economy, competitors, regulations, societal trends, and more — can undermine the original plan.

Nonetheless, when we have planned well, we will have alternatives in mind when something comes along to change the equation. When contingencies arise, we’ll save time, energy, and resources by avoiding the exploration of options that we had ruled out previously.

Good planning makes us focused and adaptable, ready to tackle unexpected obstacles. So, when you’re ready to dig into a communications plan with COMMENT, let’s be sure to cover these essential steps:

• Identify goals and objectives (desired outcomes) in context of the overall business and communications strategy.

• Identify and analyze target audiences/markets.

• Analyze the situation (environment, circumstances, influencing factors).

• Compose key persuasive messages (aimed at influencing the attitudes, beliefs, and/or behaviors of each target audience).

• Determine the packaging (voice, look, personality, imagery, etc.) of each message, in alignment with the brand.

• Select tools and vehicles (channels) for message delivery.

• Determine the sequence and timing of message delivery.

• Foresee contingencies.

• Assess budget and human-resources requirements.

• Map out and manage processes.

• Collect data and solicit feedback.

• Measure and evaluate results.

Start with overarching
STRATEGY

Identify desired
OUTCOMES

Understand all the
AUDIENCES

Determine each message’s
LANGUAGE,
PACKAGING,
PLACEMENT, and
TIMING

Implement, monitor, measure, and
EVALUATE