What's the Difference Between an Engagement and Communications Plan?
I frequently hear the phrases "communications plan" and "engagement plan" used interchangeably, yet they have distinct purposes and objectives. Amplifying the impact of your work requires a clear understanding of the difference between these two plans. For any organisation seeking to connect with stakeholders and achieve their objectives, this is crucial knowledge.
Communications Plan
A communications plan is a strategic document that outlines how you will communicate with its stakeholders about your organisation or project. The goal of a communications plan is to ensure that the right message is delivered to the right people through the right channels at the ripe time. A communications plan typically includes:
Key messages: This includes a summary of your key messages and how they will be communicated.
Target audience: This includes a description of your target audience, including demographics, psychographics, and any other relevant information.
Channels: This includes a list of the communication channels you plan to use, such as email, social media, newsletters, and media releases. Think beyond what channels your organisation owns and consider existing channels that communicate directly with your target audience.
Tactics: This includes a list of specific tactics you will use to communicate with stakeholders, such as media outreach, events, or webinars.
Timeline: This includes a schedule for when each communication tactic will be implemented.
Metrics: This includes the key performance indicators (KPIs) you will use to measure the success of your communications plan.
For example, working with the Suicide Prevention Collaborative, they were already successfully engaging their members through regular meetings and online collaboration tools, such as Miro. They had multiple channels for communication, and they weren’t sure when and how to use them effectively. Working with them, I developed a sustainable communications plan to deliver the right messages to internal and external stakeholders, at the ripe time.
Engagement Plan
On the other hand, an engagement plan is designed to foster a two-way conversation with your stakeholders. If you want to build trust, gain buy-in, and solicit feedback, an engagement plan is what you need. An engagement plan typically includes:
Stakeholder analysis: This includes a description of your stakeholders, their needs and interests, and their level of influence over the project.
Objectives: This includes the goals the project hopes to achieve through stakeholder engagement, such as building trust, soliciting feedback, or gaining buy-in.
Engagement tactics: This includes a list of specific tactics you will use to engage with your stakeholders, such as surveys, focus groups, or community meetings.
Timeline: This includes a schedule for when each engagement tactic will be implemented.
Metrics: This includes the KPIs you will use to measure the success of its engagement plan, such as the number of stakeholders who attend a meeting or the number of stakeholders who provide feedback.
For example, I developed the initial engagement plan for Wollongong City Council's City Centre Planning Review that satisfied the NSW Department of Planning's requirements for the Gateway determination process, while also balancing the needs of various stakeholders, including council officials, rate payers, visitors, and business owners. This enabled stakeholders to provide feedback on the process in a timely manner as the project progressed.
Key Differences
The main difference between a communications plan and an engagement plan is the focus. A communications plan is focused on delivering a message to stakeholders, while an engagement plan is focused on fostering a conversation with stakeholders. A communications plan is typically one-way communication, while an engagement plan is two-way communication. A communications plan is often focused on marketing and promotion, while an engagement plan is focused on building relationships.
Another key difference between the two plans is the metrics used to measure success. A communications plan typically measures success based on the reach and impact of the message, while an engagement plan measures success based on the level of participation and engagement from stakeholders.
Finally, the two plans require different skill sets to execute successfully. A communications plan requires strong writing and design skills, while an engagement plan requires strong facilitation and interpersonal skills.
If you're looking for expert guidance on how to effectively communicate your message and build meaningful relationships with stakeholders, I'm here to help. With my experience in developing comprehensive communications and engagement plans, I can help you achieve your objectives while building trust and credibility with your audience. Don't hesitate to get in touch so we can explore how we can work together to amplify your impact.