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Communication Planning Toolkit

Prompts and planning tools for purposeful communication across audiences and channels.

Good communication planning connects organisational priorities with what audiences need to understand, feel and do.

Plan from purpose

Define the objective, audience, message, proof, channel, owner and measure before producing content.

Use the toolkit

Review each planned activity against the wider direction. If it does not create clarity, confidence or movement, reconsider its role.

Format: Interactive worksheet. Print it, or save it as a PDF using your browser’s print function.
Time: 30–60 minutes per plan
Best for: Planning a campaign, an announcement, a period of change or a quarter of communication activity.
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PRIMA ELITE · Communication Planning Toolkit · https://primaelite.consulting/resource-communication-planning-toolkit

About this worksheet

Organisation or team

Prepared by

Date

Purpose

Communication objective What should be different when this communication has done its job?

Organisational priority it supports Link the objective to the wider direction. If you cannot, question the activity.

Audience 1

Plan each audience separately. Not every audience needs the same message.

Audience

Owner

What they need to understand

What they need to feel

What they need to do

Key message

Proof What makes the message credible?

Channel and timing

Measure How you will know the communication achieved its purpose, not just how many people saw it.

Audience 2

Audience

Owner

What they need to understand

What they need to feel

What they need to do

Key message

Proof What makes the message credible?

Channel and timing

Measure How you will know the communication achieved its purpose, not just how many people saw it.

Audience 3

Audience

Owner

What they need to understand

What they need to feel

What they need to do

Key message

Proof What makes the message credible?

Channel and timing

Measure How you will know the communication achieved its purpose, not just how many people saw it.

Review the plan

Ask these questions of the plan as a whole, and of each activity before it is produced.

Does it create clarity?

Will the audience understand something important better than before?

Yes No Not sure

Does it create confidence?

Does it give the audience a reason to trust the organisation or the decision?

Yes No Not sure

Does it create movement?

Is there a clear next step the audience can take?

Yes No Not sure

Activities to reconsider, merge or stop

Next actions and dates

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What next

Planning communication through a period of change?

We help organisations connect communication with strategy, so every message moves in the same direction.

Plan with purpose Read: When Communication Becomes Noise