How to make your comms plan more effective

When was the last time you gave your communication plan a real health check?

If you’re like most communicators, your comms plan has probably been copied, tweaked, and reused more times than you can count. It’s familiar, it works (mostly), and it gets the job done, but the environment your audiences work in, the pace of change, and the way people engage with information have all evolved. 

Has your plan evolved with them? If not, it might be time for a tune-up, and we’ve got some of the most common weaknesses in your comms plan right here. Plus, we’ve given you the fixes to make it work harder for your change initiatives.

1. Reassess your context

Your audiences aren’t static. They have different routines, stress levels, and touchpoints depending on their roles. A message that lands well at head office might flop in a high-pressure frontline environment, so it’s worth looking into the ways different segments of your audience communicate best and also, how.

Fix it by: building context mapping into your planning process; think of the when, where, and how in terms of your audience and then apply it to how they’re going to engage with your communication. Timing and environment matter just as much as the message.

2. Segment, don’t generalise

Change affects people differently, yet too many comms plans still rely on one-size-fits-all messaging. Which is detrimental to not only the effectiveness of your comms, but the trust your audiences have in your content.

Fix it by: mapping audience groups, their concerns, and what’s changing for each. Tailor your approach to show that you understand what the change means to them. When people see themselves reflected in your comms, they pay attention.

3. Balance your voices

If your CEO or exec team are fronting every message, your comms may feel top-heavy. In fact, more often than not, audiences recognise the importance of exec comms when it’s critical… but only then. So when you’re diluting the effectiveness of their messaging with all kinds of other comms, it tends to bring down their cut through in times of importance.

Fix it by: bringing in the voices people trust most like team leaders, peers, or subject matter experts. They bring authenticity and help translate strategy into reality, while showcasing what’s critical or what’s BAU.

4. Shift the focus from business goals to personal impact

Many comms plans still talk about what the organisation will gain, like efficiency, performance and benchmarking, without addressing what employees care about. If you were on the receiving end of comms, wouldn’t you want to know what’s critical for you specifically, not the business?

Fix it by: asking “What’s in it for them?” and making sure every message answers that question. Change feels personal when the communication does too.

5. Open the conversation

If your plan relies mainly on email updates or intranet posts, you’re missing valuable dialogue. Plus, you’re lowering the impact of your messaging.

Fix it by: building two-way communication into your approach such as manager-led discussions, drop-in Q&As, or quick pulse surveys. Listening is as important as telling when it comes to change.

A good comms plan connects, reassures, and inspires action. So before you copy and paste the last one, take the time to fix what’s no longer working. Your audience, and your outcomes, will thank you.