Create a high-level, strategic communications plan with me

Every small organisation faces the challenge of communicating clearly with its stakeholders. Whether you run an art gallery, a craft workshop, or a community group, having a communication plan that is simple to follow yet covers all your key audiences is essential. Without it, messages get lost, opportunities slip away, and relationships weaken.

Come with me:

I want to share a straightforward, step-by-step framework that I've recently used with a client (a cultural organisation in West London) to help you build a strategic communication plan. This is real-life work which has been tried and tested: a plan will be easy to execute and designed to keep all your stakeholders in mind. Let’s break it down together.

Identify your stakeholders clearly

Start by listing everyone who matters to your organisation. Stakeholders can be:

• Customers or visitors

• Suppliers or partners

• Staff or volunteers

• Local community members

• Funders or sponsors

  
  

Write down what each group needs to know and how they prefer to receive information. For example, your art gallery visitors might want email newsletters and social media updates, while sponsors may prefer quarterly reports or face-to-face meetings.

Knowing your audience helps you tailor your messages and choose the right channels. This step sets the foundation for your entire communication plan.

Define your communication goals

Next, decide what you want to achieve with your communication. Goals should be clear and measurable. For instance:

• Increase visitor attendance by 20% in six months

• Improve volunteer engagement and retention

• Build stronger relationships with local businesses

• Raise awareness about a new exhibition or product

  
  

These goals will guide your strategy and help you focus your efforts where they matter most.

Choose your key messages

For each stakeholder group and goal, craft simple, consistent messages. Keep these messages focused on what your audience cares about. For example:

• To visitors: “Discover unique, handcrafted art every weekend.”

• To sponsors: “Your support helps us bring local artists to the community.”

• To volunteers: “Join a passionate team making a difference.”

  
  

Having clear messages ensures everyone on your team communicates the same story, building trust and recognition.

Select communication channels

Decide how you will deliver your messages. Consider the channels your stakeholders use and trust. Common options include:

• Email newsletters

• Whatsapp broadcasting channels

• Social media platforms like Instagram, TikTok, or Facebook

• Printed flyers or posters

• Community events or open days

• Personal phone calls or meetings

  
  

For example, if your audience is mostly local, printed materials and community events might work better than digital channels. Keep your choices manageable, at least at the beginning, so you can maintain consistency.

Create a simple timeline and assign responsibilities

A communication plan is only useful if it gets done. Build a timeline that outlines when each message will go out and through which channel. Keep it realistic and aligned with your organisation’s calendar.

Assign clear responsibilities to team members or volunteers. For example:

• Sarah writes the monthly newsletter

• Tom manages social media posts twice a week

• Mia organises community events quarterly

  
  

Having a schedule and ownership keeps your plan on track and avoids last-minute rushes.

Monitor and adjust your plan regularly

Communication is not a one-time effort. Set up simple ways to track how your messages perform. You can:

• Check email open and click rates

• Ask for feedback from stakeholders

• Monitor attendance or engagement numbers

• Review social media interactions

  
  

Use this information to adjust your strategy. If a channel isn’t working, try another. If a message isn’t clear, rewrite it. Flexibility helps your communication plan stay relevant and effective.

Keep it simple and focused

Remember, your communication plan should be a tool that helps, not a burden. Avoid overcomplicating it with too many goals or channels. Focus on what matters most to your organisation and stakeholders.

A clear, high-level plan with practical steps will save time and improve your relationships. It will also give you confidence that your messages reach the right people at the right time.

Building a strategic communication plan doesn’t have to be overwhelming. By identifying your stakeholders, setting clear goals, crafting key messages, choosing the right channels, scheduling your efforts, and reviewing results, you create a plan that works for your small organisation.

I will add an simplified example of a communications plan I've prepared for a small pottery brand based in London.

x Beatrice