Cómo crear un plan de comunicación impactante (+ 5 plantillas)

Having a reliable communication plan can help you protect and enhance your organization’s reputation with both internal and external stakeholders.

Unfortunately, many businesses don’t really have an action plan for dealing with various communication situations until one forces their hand.

If you want to make sure your team has everything they need to smoothly navigate communication in different circumstances, you’re going to need a good communication plan template.

Of course, you’ll also need to know how to use it — which is exactly what this article will teach you.

Acceso rápido a plantillas de planes de comunicación:

⏬ Internal communication plan template

⏬ Marketing communication plan example

⏬ Product launch communication plan sample

⏬ Crisis communication plan example

⏬ Project communication plan template

• Un plan de comunicación ayuda a organizar la forma en que transmitimos información a nuestro público objetivo.
• Determina qué, cómo y cuándo comunicamos, lo que resulta especialmente útil para manejar información sensible.
• Para desarrollar un plan de comunicación infalible, considera cuidadosamente su propósito, tu público objetivo y el mensaje central.
• Reevalúa el plan según sea necesario, utiliza una plantilla personalizable como punto de partida y elige los canales de comunicación más efectivos.
• When it comes to choosing the right business communication channel, go for Pumble by CAKE.com, a user-friendly platform that helps everyone get their message across effortlessly.

¿Qué es un plan de comunicación?

A communication plan is a document outlining the way we convey information to a specific target audience.

It defines the main elements of the communication process, including:

• Our main communication goals for different situations
• The intended target audience of different key messages
• The communication channels that will be used to distribute information
• The roles and responsibilities of different people within the organization
• Additional notes such as context and potential interference that may occur during the process

Essentially, a good communication plan tries to predict and account for as many variables as possible to stay one step ahead of any setbacks.

A communication plan is not a general idea of how to communicate internally or externally or a high-level perspective similar to a communication strategy.

Rather, it’s an action plan that helps you improve communication by defining how, when, and why you and your team will need to communicate to solve a problem or complete a task.

There are 3 major benefits to using an effective communication plan:

1. Better workload organization, due to higher transparency around the roles and responsibilities of everyone involved in the communication process
2. Risk minimization, since communication plans seek to anticipate and rectify potential miscommunication before it occurs
3. Better stakeholder alignment, as increased clarity reduces confusion

Having said that, let’s take a moment to talk about what should go in your communication plan.

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Crear un plan de comunicación: Lo básico

Los planes de comunicación pueden presentarse en forma de presentaciones, memorandos, documentos digitales, collages de ideas o cualquier otro formato.

The format you pick will depend on a variety of factors — your organization’s usual communication style and level of formality, the composition of your target audience, etc.

For example, a communication plan that’s made to target your team of developers will be different than one intended for third parties like clients or customers.

Yet, even though the format can vary, the basic components of your communication plan should be more or less the same.

Your action plan should include the:

• Different stakeholders you’re working with
• Objectives you’re looking to achieve
• Senders and receivers of specific messages
• Channels you’ll be using throughout the process

Also, take a moment to consider whether you need to omit anything. Avoid adding any unnecessary details in your communications plan, as it will only contribute to information overload.

Having said that, let’s talk about how you might go about writing a communication plan — with or without a template.

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Cómo escribir un plan de comunicación en 6 pasos

Now that you know what to put in a communication plan, all you have to do is:

1. Identify your goal.
2. Create an action plan.
3. Identify your audience.
4. Create a strategy.
5. Fine tune your message.
6. Evaluate the plan.

Going forward, we’re going to break down these steps and talk about what they might look like for Joan, a manager tasked with organizing a team building event for her organization.

#1 Identify your goal

Primero, debes explicar lo más precisamente posible el propósito principal de tu plan de comunicación.

En otras palabras:

• Why does your communication plan need to exist?
• What is the main objective you are trying to accomplish?
• ¿Qué intentas cambiar o influenciar?

Getting a clear answer to these questions is one of the prerequisites to a successful communication plan. It will serve as a guide for all of the following phases.

Having said that, let’s see a communication plan example that starts with this step.

Example: Joan is organizing a team building event with 2 of her team members, Milo and Nicole. The purpose of her communication plan is clear: she wants as many employees as possible to attend the event.

To achieve that result, she needs to take stock of the resources at her disposal — namely, her team.

She writes a list of pros and cons for Nicole and Milo:

• Nicole is a great communicator — though she can be a bit forgetful.
• Milo is organized, but not great under pressure.

Joan’s internal communication plan will have to take advantage of her team members’ strengths while also taking into account their individual weaknesses.

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#2 Create an action plan

Once you know what you’re hoping to achieve, it’s time to create an action plan.

To do that, you’ll need to define the roles and responsibilities of your team members while keeping in mind their strengths and weaknesses.

Throughout this process, you should try to predict as many variables as possible by consulting different stakeholders.

And, above all, be sure to keep everyone updated on any changes to the plan.

Example: Joan created an action plan that took into consideration her team members’ strengths and weaknesses. She’d keep a high-level view of the situation and make big decisions, while:

• Milo deals with general tasks like making arrangements with the venue and various other external collaborators.
• Nicole takes over day-to-day communication with everyone involved in the process.

During this stage of planning, Joan realized that their team building event could only be held on a Saturday. This would become one of the biggest communication hurdles they’d need to overcome.

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#3 Identify your audience

Next, you need to establish who your target audience is, or who you’re communicating with.

That will help you adjust:

• The tone of your message
• The communication channels you use
• The type of engagement you’re looking to get from your audience

If you want to get a better read on your audience and fine tune your approach, you might have to do some market research.

Knowing your audience will also help you anticipate their responses.

Example: In our team building example, Joan’s audience consists of her company’s employees.

Having learned that the event her team is planning can only be held on a Saturday, Joan is now aware that her communication plan will likely be met with resistance.

Though her goal is to have as many employees attend, she also knows that most people won’t be too keen to spend their weekend with their coworkers.

That’s another thing her communication plan will have to account for.

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#4 Create a strategy

Once you know your main communication objectives and your audience, it’s time to strategize.

You’ll need to:

• Anticipate questions and reactions.
• Consider the tone and style of your key messages.
• Prepare for overcoming potential problems on the go.
• Define primary and secondary communication channels.
• Consider the type of communication you’ll be dealing with.

The goal of this step is to create separate phases within your communication plan to make it easier for everyone to wrap their heads around.

If necessary, you could even have one general communication plan and multiple sub-plans for different communication stages.

Example: Knowing that her audience might react negatively to the chosen day of the team building event, Joan has decided to build up anticipation before making an official announcement.

Her communication plan now includes:

• A teaser email campaign hinting at some of the most exciting details about the event, like the venue or the promotional items employees will receive, with the promise of “More details soon”
• A video campaign showing clips from previous company events with the final frame revealing the month the event will take place (“September 2026”)
• An official announcement revealing the details of the event

The teasers are meant to put people in a good mood and remind them how they felt about previous events, without revealing that this one will take place on a Saturday.

Joan will also need to consider which channels would be the most effective ones for communicating during each stage of the process.

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#5 Fine tune your message

Once you’ve got your strategy all figured out, fine tuning your key messages should be pretty easy.

Just ask yourself:

• ¿Qué quiero decir?
• ¿Cómo espero que la gente reaccione?
• ¿Cómo quiero que se reciba el mensaje?

These questions will help you create the first draft of your message. Remember to keep it short and simple to avoid miscommunication.

You can also run it by a few trustworthy people for feedback before sending it to your main audience.

Example: While Milo deals with the event organizing side of things, Joan and Nicole workshop the messages they want to attach to the different stages of their communication plan.

For the teasers, they decide to keep it short and mysterious to create hype.

But then, the time comes to reveal all on the main channel of the company’s digital HQ — the team communication app, Pumble by CAKE.com.

Choosing this channel to deliver their main announcement helps them:

• Communicate with everyone at once
• See the employee reactions as they come in
• Not get flooded with email RSVPs

Here’s what their message might look like in Pumble.

Post company announcements on Pumble

#6 Evaluate the plan

At the end of the process or during long campaigns, it’s good to stop and assess what went right and what went wrong — to make sure you’re on the right track.

Evaluating your work objectively will help you do even better on your next campaign.

Example: Joan’s announcement was received better than she might have hoped for. Some people still refused to attend, but many others were excited enough to sacrifice their Saturday.

Still, Joan found that her team’s processes could be improved by:

• Replacing some strategizing meetings with messages
• Polling employees to gauge interest throughout the process
• Starting the planning process earlier to avoid scheduling conflicts and make sure future events take place on a work day

But, if you’d like to implement Joan’s takeaways right away, you can do so by making the most of your team communication tool.

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How to put your communication plan into practice with Pumble

Now that you know what goes into creating a solid communication plan, let’s talk about some of the Pumble features that can help you execute it, namely:

• Voice and video conferencing
• Message threads
• Mensajes de voz
• Video messages
• Private and public channels
• Message scheduling

Here’s how these might come in handy as you’re executing your communications plan.

#1 Hold daily standups in message threads

As you create and execute your communication plan, chances are, you’ll find yourself having to lead a lot of meetings.

Luckily, Pumble has extensive voice and video conferencing features, allowing you to:

• Set up your meetings with meeting links.
• Exchange in-meeting messages.
• Record the meeting.
• Share your screen and even create annotations as you present.

Still, if you come to realize that you spend more time in sync meetings than necessary, you can move some of those check-ins to thread messages.

Create a channel for the project you’re working on and send a message every day asking people to say what they’re working on in the threads.

In addition to saving precious time, this also creates a written record of your team’s activities.

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#2 Have a weekly sync with voice messages

While frequent checkins can be done through text, weekly sync meetings can be replaced with voice messages.

This is especially useful if you’re managing a remote team that works across different time zones.

Voice messages let the sender transmit the tone of their message as well as the message itself, while still allowing the receivers to listen to the messages on their own schedule.

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#3 Use video messages for async project updates 

Some meetings can be replaced with threads and voice messages, but what happens when you need to show your team something on your screen?

Well, if you want that to happen asynchronously, you can have your team send video messages instead of getting on a call.

With Pumble video messages, you can share your screen and still have your face visible while you explain what’s on the screen. Whether you’re demonstrating how something is done or walking someone through a decision you’ve made, this will make the message feel less like a formal presentation.

Either way, the recipient of your message will be able to see it and refer back to it whenever they want.

And, you can even incorporate this feature into your communication plan.

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#4 Use project channels as the single source of truth

Whether you’re dealing with product launch communication or event planning, it would be good to group all communication surrounding the topic in a single Pumble channel.

Pumble lets you make as many private or public channels as you need — even on the free plan.

Once you have made your project channel, you’ll be able to:

• Confine single-channel guest users to that channel.
• Check the channel card to recover relevant files and documents.
• Pin important messages for posterity.

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#5 Practice time-zone management with scheduled messages

When you’re in the middle of a big project or trying to solve a crisis, communication may be the last thing you want to think about.

And yet, regularly checking in with the rest of your team is always instrumental to success, no matter the circumstances you’re dealing with.

Luckily, Pumble’s message scheduling feature lets you write messages when you have time and schedule their delivery with your recipient’s working hours in mind.

Once again, this can be especially helpful for managing team members across time zones.

However, you can also use Pumble’s message scheduling to set up recurring messages, as shown below.

Pumble isn’t the only CAKE.com product that can help you get a better handle on your remote team. Its sister apps, the time tracker, Clockify, and the project management platform, Plaky, can become just as integral to your team.

Both apps integrate with Pumble, allowing you to receive notifications about your team members’ activities in real time. On top of that, you’ll be able to:

• Use the Clockify integration to approve or deny time off requests without leaving Pumble.
• Use the Plaky integration to see previews of Plaky item cards and check the progress of tasks without disrupting your team members.

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Los 5 ejemplos y plantillas de plan de comunicación

Different situations require a different approach to communication planning.

With that in mind, we’ve come up with 5 communication plan templates, including:

1. An internal communication plan template
2. A marketing communication plan template
3. A product launch communication plan template
4. A crisis communication plan template
5. A project communication plan template

After choosing a suitable communication plan template from the ones below, make a copy of the document and customize it to your liking.

#1 Internal communication plan template

An internal communication plan is meant to influence the opinions and behaviors of a company’s internal stakeholders — its employees.

Though internal communication planning can look many different ways, the template we’ve prepared can be used to create a general guideline for your organization’s approach to different communication situations.

From there, you can create separate communication plans to further fine tune your approach for different situations and even come up with specific internal message templates you want to use.

⏬ Download our Internal communication guideline plan template

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#2 Marketing communication plan example

A marketing communication plan involves a detailed plan for communicating to your target market as well as your sales prospects, media partners, and other external stakeholders.

Our marketing communication plan template lets you specify the goals of your campaign as well as the specific deliverables, timeframes, and channels you’ll use to conduct your campaign.

⏬ Download our Marketing communication plan template

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#3 Product launch communication plan sample

A product launch communication plan template will help you coordinate within your team and others, while keeping your communication consistent and in line with your defined product launch campaign goals.

Having a product launch communication plan keeps everyone on the same page regarding brand messaging, the intended effects of the campaign, and progress throughout the launch.

⏬ Download our Product launch communication plan sample

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#4 Crisis communication plan example

A crisis communication plan is a set of guidelines that includes information and resources that facilitate a fast and effective response during a crisis. 

This type of communication plan includes everything from identifying the issue to post-crisis assessment. It has all relevant information in one place, and it can help organizations formulate a response to overcome a crisis — or at least get through it as smoothly as possible.

⏬ Download our Crisis communication plan example

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#5 Project communication plan

Un plan de comunicación de proyecto se usa para habilitar la comunicación fluida en equipo durante la realización de un proyecto específico.

It outlines the key players within the team and the communication channels you can use to contact them, among other things.

The communication plan template we’ve prepared for this use case should be especially useful for managing projects and enabling quick communication among large or distributed teams.

⏬ Download our Project communication plan template

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Frequently asked questions about communication planning

What are the 5 communication plans?

The 5 types of communication plans are:

1. Internal communication plans, which serve as company communication guidelines
2. Marketing communication plans, which organize how companies communicate with potential external stakeholders like clients and customers
3. Product launch communication plans, which organize communication surrounding future product drops
4. Crisis communication plans, which outline how organizations need to communicate in a crisis situation
5. Project communication plans, which enable smooth communication between key players during an ongoing project

What to put in a communication plan?

Your communication plan should include 5 core elements:

• The communication goals or objectives you’re looking to achieve
• Your target audience
• The key messages you want to deliver
• The communication channels you’ll be employing
• The roles and responsibilities of the different people involved in executing your communication plan

What are the 5 steps in communication planning?

The 5 steps of communication planning include:

1. Identifying what you’re looking to achieve with your communication
2. Creating an action plan that includes everything you’re hoping to achieve beyond communication, as well as how communication fits into that plan
3. Identifying and familiarizing yourself with your target audience 
4. Creating a strategy for communicating your key messages in the most effective way
5. Delivering your message through the outlined communication channels

After executing your communication plan, you can also do the additional step of evaluating your success and assessing any hiccups that might have occurred along the way.

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Un plan de comunicación claro y bien estructurado puede mejorar drásticamente tus procesos de comunicación internos y externos.

La buena comunicación en una organización es clave para: 

• Staying on track
• Meeting your goals
• Dealing with unforeseen situations
• Keeping everyone efficient and engaged

The best way to achieve these results would be to have a dedicated hub for all internal communication — like Pumble by CAKE.com.

Pumble is the perfect communication solution whether you’re working from home or commuting to the office, letting you:

• Send direct messages or start group chats.
• Create an unlimited number of project-based channels.
• Host video conferences to collaborate and brainstorm in real time.
• Share and recover files and messages easily.
• Schedule messages or set up reminders.

So, if you’re on the hunt for a team communication app that can bring your communication planning to the next level, give Pumble a try.

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