Marketing Management

Marketing Management


Effective communication is characterized with passage of messages to the audiences in a credible, clear and authentic way. Effective communication is guided by a number of practices identifying with minding the say do gap, making complex communication simple, choosing the right tone depending on context, being visible and actively listening to the stakeholders. The eight steps in developing effective communication identify with situation analysis or background, quantifiable objectives or goals, target audiences, key messages, strategies and tactics used in meeting the objectives and goals, accountability and responsibility for completing tactics, budgets and finally measurement.

Main body

  1. Situation analysis and background

Situation analysis is part of the communication plan that emphasize on the need of communication or the situation. It is developed in a way that people can easily comprehend the need attached to the communication and the outcomes that are desired. Situation analysis and background is characterized with data and facts crucial in the communication process. Data and facts in: sensitive areas, responses of the audience and ways of handling issues among others. Cross departmental inputs and impacts are highlighted as part of the communication plan; other attributes considered are external and internal messages and the diversity of the audience groups.

  1. Quantifiable objectives and goals

Quantifiable objectives and goals indicate the desired end state. Each objective is designed in a way that it has targeted specific outcome or end point. The stage is critical in assigning the right resources and in setting a success indicator. Objectives and goals should be SMART (Specific, Measurable, Attainable, Realistic and Time Framed).

  1. Target audiences

The objectives and the goals designed earlier are closely related to the target audiences. It has been noted that an effort is needed in communicating to the target audiences and impacting on the target audiences. Choosing the target audiences is initiated by understanding the diversity of the stakeholders. The components are broken down further to narrow target lines and audiences. Messages must be communicated in definite way; hence organization of the message is critical to facilitate effective communication.

  1. Key Messages

Target audience designed earlier has a diversity of communication needs in regards to the order and content. Key messages vary depending on the target group; if key messages are few and specific, then the key messages are better to communicate. Professionals advise on three key messages, which are then broadened to minimize the communication impact. The key messages are then subdivided into support points and sub messages that are critical in developing consistency of the message.

  1. Tactics and strategies to meet goals and objectives

Goals and objectives signify the desired outcome or the end point. Tactic and strategies to meet objectives and goals are mechanisms engaged in achieving the end points. Strategies identify with broad statements attached to the specific activities; tactics on the other side are more specific to the actions taken in meeting the desired goals. Tactics and strategies must be realistic. One of the best ways of developing tactics and strategies is by brainstorming depending on the available resources and the expected outcome or impact.

  1. Accountability and Responsibility for completing tactics

Surveys have indicated that a plan is critical, which is shaped by the accountability to the plan in enhancing accomplishment of goals as desired. Communicators are held accountable and responsible for effective completion of the specific tactics in achieving the desired objectives and strategies. Responsibility is deeply attached and goes beyond assigning names or departments to the plan.  The plan must be supported by all the stakeholders in ensuring smooth implementation processes.

  1. Budget

Attaining of the communication plan require the people resources and the budget resources. There are a number of variables that shape the nature of budgets needed in the implementation of a communication plan. It has been noted that coordinating people in realizing the desired outcome is critical. If people are not enough within the setup, the leader may sort freelancers as additional staff in the implementation of the communication plan. Communicational materials may be sourced from external suppliers. In short, all the costs involved in budgeting must be reflected in paper work or in soft copy in ways that any person has the capability of dismissing or approving the communication plan.

  1. Measurement

Measurement is the last stage, it has been noted that a communication plan is expected to be a living document and at the same time an opportunity for organizations and individuals to learn from it. Developing the communication plan must be characterized with diverse ways of measuring the affectivity of ROI (Return on Investment). Effective communication is characterized with clearly identifiable, focused objectives and measurable results.


Communicating effectively is a skill and requires a clear focus, thought, clear message or objectives and coordination of relevant tools that enhance communication. It is true that people know how to communicate, but a communication plan is essential in making people effective communicators. Effective communication reduces conflict, has high bargaining powers, enhance strong relationships, help audience adopt ideas and facilitate support by the target audience among other benefits.








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