I. Introduction
Communications planning is crucial for organizations looking to convey messages to their target audiences. However, determining which team should be involved in communications planning can be a challenge. In this article, we will explore the different roles that various teams can play in shaping an organization’s communication strategies.
II. The Role of Public Relations in Communications Planning
Public Relations (PR) professionals play a crucial role in shaping messaging and communication strategies by crafting press releases, developing media relations, and managing crisis communications. They aim to maintain a positive public image for the organization. PR can be an asset during any stage of a campaign and can help an organization respond quickly and effectively to any communication challenges. For example, PR played a vital role in Apple’s launch of the iPhone, which was able to generate loads of media buzz due to the successful PR campaign surrounding the event. Involving PR in the communications planning process is crucial for ensuring that messaging aligns with brand values and resonates with the target audience.
III. The Value of Involving Marketing Teams in Communications Planning
Marketing teams play a critical role in building brand awareness, creating targeted messaging, and minimizing the risk of negative communication outcomes. They often use market research to understand the target audience and create marketing campaigns that resonate with them. Marketing teams are also responsible for developing creative and attention-grabbing advertising campaigns that bring a lot of attention to the brand. Successful campaigns, such as Coca-Cola’s “Share a Coke” campaign, depended on their marketing team’s creativity to get people excited about their product. Involving marketing teams in the communications planning process is crucial for ensuring that communication strategies are relevant and distinctive, leading to increased brand awareness and sales.
IV. Benefits of Collaboration between Internal Communications and HR in Communications Planning
Internal communication plays an essential role in creating cohesive messaging for employees and other stakeholders. HR, on the other hand, is responsible for aligning internal communications with the company’s culture and values. Through collaboration, both teams can help to promote the organization’s goals and values while ensuring that employees receive consistent and accurate messages. Successful campaigns, such as IBM’s “Innovation that Matters,” depend on the collaboration between internal communication and HR to promote the company’s expertise and technological advances. Involving internal communications and HR in the communications planning process is crucial for ensuring that messages are relevant, consistent, and positive.
V. The Necessity of Involving Legal Teams in Communications Planning
Legal expertise is critical in managing potential risks and liabilities associated with communication strategies. Organizations need to understand that there are legal implications when communicating with both internal and external stakeholders. Legal teams can help identify the legal risks associated with the messaging and ensure that it is legally compliant. Organizations can face risks such as data breaches, defamation claims and regulatory penalties. For example, Volkswagen’s recent reputational damage demonstrated the importance of understanding the legal landscape, as they were forced to pay $30 billion in fines due to illegal emissions systems. Involving legal teams in the communications planning process is crucial for ensuring the company is not at risk for legal penalties or claims that arise due to communication strategies.
VI. The Role of Senior Leadership in Communications Planning
Senior leadership plays a critical role in shaping communication strategies for the organization, as their decisions determine how the company presents itself to external stakeholders. They oversee the direction of the communication strategy, ensuring that messaging is consistent with the brand values and focussed. Successful campaigns, such as Nike’s “Just Do It,” depend on senior leadership to agree on the company values and tone and ensure they are consistently communicated. Involving senior leadership in the communications planning process is crucial for aligning the communication strategy with the organization’s overall strategy, goals and brand values.
VII. The Advantages of Involving External Communication Partners in Communications Planning
External communication partners can provide an outside perspective to complement the organization’s internal communication efforts. They can bring skillsets such as media relations, crisis management and social media marketing that the organization may not have in-house. They can complement and enhance the effectiveness of the organization’s communication strategies. Successful campaigns, such as Southwest Airlines’ “Wanna Get Away?” series, demonstrate the benefits of external communication partners, as they were able to develop a successful advertising campaign to promote their flight service. Involving external communication partners in the communications planning process is crucial for expanding the organization’s communication capacity and to receive new insight and perspectives from outside experts.
VIII. Conclusion
Communications planning is essential for organizations looking to promote brand awareness, create targeted messaging, and minimize communication risks. Involving the right teams in the communications planning process is crucial for ensuring that messaging aligns with brand values, resonates with the target audience and minimizes the risk of negative communication outcomes. PR, marketing, internal communications, HR, legal teams, senior leadership, and external communication partners should all be involved at different stages of communication planning, bringing their unique capability to the strategy. Investing in developing effective communication strategies with the help of various teams is crucial for businesses looking to maintain their competitive edge and positively impact their target audience.
