I. Introduction
Communication planning is a critical aspect of any organization’s success. It involves creating a strategic plan to communicate effectively with stakeholders, including customers, employees, investors, and the public. However, many organizations struggle with the question of which team should take on the responsibility of communication planning. Should it be the PR department, Marketing department, or another department entirely?
The purpose of this article is to provide guidance on how to determine the best fit for effective communication planning. By examining team structure, project needs, and industry demands, organizations can make an informed decision and create a successful communication plan.
II. Considerations for Organization Structure
There are various teams within an organization that could potentially take on communication planning. The PR department, Marketing department, or another department may be better equipped based on team structure and project needs. Each option comes with its own benefits and drawbacks.
PR department
The PR department is responsible for managing an organization’s reputation and public image. They are typically experts in crisis communication and have experience managing sensitive information. Assigning the PR department to communication planning ensures that the organization’s messaging is consistent and aligns with its overall reputation. However, the PR department may lack the expertise required for marketing messaging and may not be as well-equipped to reach a broader audience.
Marketing department
The Marketing department is responsible for promoting an organization’s products or services. They have experience with creating targeted messaging and reaching a broad audience. Assigning the Marketing department to communication planning ensures that messaging is more focused on customers and aligned with the organization’s business goals. However, the Marketing department may lack the expertise required for crisis communication and may not be as well-equipped for internal communication.
Other departments
Other departments, such as HR or Operations, may have a stake in communication planning depending on the project needs. For example, if the communication plan is focused on internal communication, the HR department may be better suited to take the lead. Alternatively, if the communication plan is focused on a new product launch, the Operations department may be better equipped. However, assigning communication planning to another department may cause misalignment with the organization’s overall messaging and goals.
Project or company hierarchy
The organization’s hierarchy may also impact which team is assigned to communication planning. For example, if communication planning is focused on internal communication, assigning the responsibility to a team higher up in the hierarchy may convey a greater sense of importance to employees. Conversely, assigning the responsibility to a team lower in the hierarchy may imply that communication is not a top priority for the organization.
Internal vs. external communication
Finally, whether the communication plan is focused on internal or external communication may influence which team is assigned to communication planning. Internal communication plans may be better suited for teams that have a close relationship with employees, while external communication plans may require a team with more marketing expertise.
Skill sets and expertise
Ultimately, the team assigned to communication planning should be the one with the best skillset and expertise for effective communication. Depending on the project needs and industry demands, this may require a combination of skills from various departments. For example, a successful communication plan may require crisis communication expertise from the PR department and targeted messaging expertise from the Marketing department.
III. Industry-Specific Approaches to Communications Planning
While the considerations mentioned above are universal, each industry may have unique challenges and considerations when it comes to communication planning. It is essential to consider the industry’s specific demands when assigning communication planning responsibilities.
For example, in the tech industry, communication plans often need to address intellectual property concerns and manage public perception regarding data privacy. In the finance industry, communication plans may need to include more conservative messaging to ensure compliance with regulations. In the healthcare industry, communication plans will need to address sensitive medical information while ensuring transparency with patients.
It is important to take into account these industry-specific demands when designing a communication plan to ensure its effectiveness and compliance with industry regulations.
IV. Successful Communications Planning Case Studies
There are numerous examples of successful communication plans across various industries. By examining these examples, we can better understand what factors led to success and which team was responsible for planning and execution.
Example 1: PepsiCo
PepsiCo assigned communication planning responsibilities to its Marketing department, which was responsible for creating a successful Super Bowl ad campaign. The campaign featured a variety of celebrities and reached a broad audience through multiple channels, ensuring a successful product launch. The key takeaway from this example is that a successful communication plan requires expertise in both promotional and crisis messaging.
Example 2: United Airlines
After United Airlines faced negative publicity following an incident involving a passenger, they assigned communication planning responsibilities to their PR department. The department quickly developed a crisis communication plan that included a public apology from the CEO and steps the airline was taking to prevent similar incidents in the future. The key takeaway from this example is that assigning communication planning responsibilities based on expertise is crucial to responding to crisis situations effectively.
Example 3: Airbnb
Airbnb assigned communication planning responsibilities to its Communications department, which developed a successful crisis communication plan in the wake of a data breach. The company was transparent with its customers about the breach and provided remedies for affected users. The key takeaway from this example is that transparency is critical to maintaining public trust and that assigning communication planning responsibilities to a team with experience in crisis management is crucial.
V. Conclusion
Effective communication planning is critical to any organization’s success. By considering team structure, project needs, and industry-specific demands, organizations can determine which team is best suited to take on communication planning responsibilities. It is essential to focus on specific skills required for the communication plan and industry requirements to ensure success.
Ultimately, successful communication planning requires a combination of skills from various departments. Case studies have shown us that assigning communication planning responsibilities based on expertise is crucial to responding to crisis situations effectively, maintaining public trust, and addressing industry-specific regulations.
For those seeking to address communication planning responsibilities, it is crucial to consider all these factors and assign the responsibility to the team with the best skillset for the job.
