Communication calendar and planning: a schedule and priorities instead of firefighting
A team that works without a plan always does whatever shouts loudest, not what matters most. A communication calendar and plan is one view of everything that is to be produced in the coming weeks, with priorities that let you say "no" or "later" without guilt.
What is communication planning?
A plan is not there to predict everything. It is there so you know what to put aside when something unexpected comes along.
Communication planning means laying out in time everything the company wants to say externally and internally: campaigns, launches, trade shows, publications, sales materials, internal announcements. The calendar shows it all in one place, and priorities say what to do first when not everything can be done. A good plan has three levels: the quarter, where you see the big things; the month, where you see the materials; and the week, where you see the tasks.
How do we plan communication?
- We gather what is going to happen. Launches, trade shows, seasons, campaigns, changes in the offer, industry events. From sales, product and the board, not just from marketing.
- We set priorities. Together with you we decide what is important, what is urgent and what can wait. Simple criteria the team can apply on its own.
- We build the calendar. Quarter, month, week. Every activity with a person, a deadline and a reserve for day-to-day matters.
- We review regularly. A short review every week and a longer one every month, so that the plan keeps up with the company, not the other way round.
What do you get?
- a communication calendar for the quarter, with monthly and weekly levels,
- priority criteria the team applies without asking,
- a rhythm of reviews and one place where the calendar lives,
- a view for the board: what is happening and what needs a decision.
When is it worth introducing planning?
- when the team works from one fire to the next and important things lose out to urgent ones,
- when a trade show or a launch takes marketing by surprise even though it was known about for months,
- when nobody knows what is in progress and what is coming next month,
- when the company starts working with an external team that needs a plan.
Frequently asked questions
Doesn't a plan make the work rigid?
A plan with a reserve for day-to-day matters gives more flexibility, not less. When something urgent comes up, you can see straight away what can be moved, instead of moving everything.
How far ahead should we plan?
A quarter is enough to see the big things, and close enough for the plan to be realistic. Events further out are recorded as known dates, without details.
Does the calendar cover social media?
Yes, as one of its lines. The social media content calendar is part of the communication calendar, not a separate entity.