Whether it’s branding, paid ads, or earned media, nearly every organization, candidate, or issue campaign needs a communications plan. The goal for each could be extremely different, but a plan is needed to help reinforce a message, raise name recognition, or boost sales.

When implementing a communications plan, there are several things organizations should avoid. This article will outline those top five mistakes.

Mistake #1: Making it too complicated

There is a tendency for organizations to over-plan their communications and marketing. They could include endless social media posts, massive ad buys, or complicated content strategies across different social media channels from Instagram to YouTube, to TikTok. As a result, they might spend a lot of time creating a lot of content that doesn’t resonate with their target audience or doesn’t even make it in front of their target audience.

Or perhaps you focus too much on social when email marketing would be a far better place to spend time and effort growing and engaging with your audience.

Instead of worrying about quantity and trends, focus on the people you want to reach. Find the content that resonates the most and is most effective (what gets people clicking, watching, and converting). Double down on what works and drop the rest. Creating endless content for a range of different platforms will burn you out and won’t deliver the results you are looking for – instead get clear on your goals.

Mistake #2: Failing to define victory

Along similar lines as Mistake #1, if you are not clear on what success looks like you will likely fail. It’s important to define what victory looks like for your communications plan. Is your goal to raise name recognition? To sell more? Or is your goal to grow your audience?

Understanding this will help you develop a more focused communications plan. It will allow you to better allocate your time and effort toward the tools that will help you succeed. For example, if you are working to sell a product and already have a strong, healthy email list, spending a lot of money on paid ads is not the best use of your time and resources. Instead, focus on delivering value to your email list, show them why the product or service is the best, provide value and get them to buy. You already have a healthy audience – you don’t need to buy more eyeballs, you need your list to purchase.

Whereas, if you are a candidate running for office and are looking to break through a crowded media market, paid ads should likely be a key part of your communications strategy. You are likely less concerned about building a powerful email list but instead looking to raise name recognition (though building an email list is important, too). In each scenario, the goal is different and therefore requires a different strategy.

Mistake #3: Taking it too slow

Communications and marketing campaigns are often won by those who act first. In part because once you take action, you can see what does and doesn’t work and readjust so you get ahead of the pack.

Those who struggle with their communications campaign often aren’t good at acting fast – they take too long to make a decision, they have an extended approval process, or they are uncertain and therefore fail to act at all. Action helps avoid this – it helps you find a strategy that works – even if it’s messy, it’s better feedback than no action. Once you find what works, make sure you double down on it.

Mistake #4: Minimal effort on digital or social channels

Social media and digital marketing are the future – there is no way around that. If your communications campaign is not investing in digital or social channels in some capacity you are going to regret it. Email marketing continues to be one of the best ways to reach people, to personalize your message, and to reinforce your values.

Similarly, social media is equally effective at raising awareness. You don’t have to be on every single social media platform – pick one or two that are best suited to you and your efforts and make sure to use them regularly to communicate, share content, or pay for ads. Many communications plans can wage the majority of their campaign on digital platforms and win.

Traditional media alone is not enough to breakthrough to your audience and accomplish your communications goals – you must invest in digital and social media channels.

Mistake #5: No spokesperson or a bad spokesperson

Lastly – and especially if you are running a campaign – having an effective spokesperson is extremely valuable. This person can speak in your stead during a crisis or controversy, can help reinforce your messaging in the press, or can simply serve as a persuasive sound bite when necessary.

A spokesperson is an often overlooked tool, but especially in a busy campaign, can be a great way to help illustrate the power, energy, and breadth of your campaign. A spokesperson can also be used strategically and help show people that you and your campaign are everywhere.

Similarly, using an ineffective spokesperson can be just as problematic for your campaign. Make sure whoever is speaking on your behalf is reflective of you and your campaign.

Conclusion

These five mistakes can keep effective communications plans from taking off. In several cases, avoiding these mistakes requires very little additional effort or resources, but can make a large difference. To review, avoid these top mistakes to ensure a successful communications campaign:

Mistake #1: Making it too complicated
Mistake #2: Failing to define victory
Mistake #3: Taking it too slow
Mistake #4: Using minimal to no effort on digital or social channels
Mistake #5: No spokesperson

Work to avoid these mistakes as much as possible and you’ll ensure an effective communications plan.

The Top 5 Mistakes When Implementing A Communications Plan