It’s the last day of the month and almost the end of a financial year so it seems an appropriate time to think about planning. In particular, planning your communications efforts for the next six to twelve months.
For people who like to be impulsive and don’t like plans, a communications schedule may seem a little restrictive – I mean, if you have rigid rules in place, you can’t decide on a new spring campaign just because the smell of flowers inspires you, can you?
I disagree (and I personally am not fond of too many rules and structures either!) as a comms calendar should be a plan, not a hard and fast schedule. So if inspiration strikes, you do a spring campaign instead of whatever you had planned for September. Or if a major event or industry changes occur, you adjust your approach to suit. You still have control. And get to be creative.
For the routine comms items, though, having them prepared ahead of time actually frees up more time and mental energy to be creative and proactive.
Have you avoided something like a comms plan because you prefer to be creative and ‘go with the flow’? I’d love to hear your experiences when you do (or did) try planning your comms ahead of time.