A communications plan is a document that guides the external communications efforts of an organization. It helps an NGO strategically focus its communication and outreach efforts around a certain set of goals – usually the mission and objectives of an organization. A communications plan is necessary to help an NGO effectively promote its work in the public and donors eyes.
Communications plans help NGOs accomplish this in a number of ways. First, a plan assists an organization in tailoring its message towards specific audiences and determining which outreach and marketing materials and mediums are best used to communicate with those groups. A communications plan also coordinates the creation and implementation of those materials. Finally, every good communications plan contains an evaluation rubric – a matrix used to assess what is working and what is not so you are constantly improving your communications efforts.
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