Communication planning is useless! It wasn't two or three times that I came across this phrase in initial contacts with clients looking for consultancy. “Do you want to spend xxx hours of the project on diagnosis and another xx on planning? I’ll call someone else who will start content, posts, etc.”
Maybe because of a distortion, maybe because of marketing myopia.
But I thought to myself: how can I spam data make communication work work without first investing in an in-depth study of the microenvironment, macroenvironment, audience map, reputation, etc.?
This client will certainly find someone who delivers just the “content plan” he requested. But it won't be us! That we value planning and assertiveness.
What could happen?
The following week, posts from this client began. Beautiful, harmonious, the perfect feed. But, when looking at those social networks, I found myself thinking:
Who was that content for?
What strategy was it associated with?
On what basis were these formats defined?
Did he have to talk to everyone at the same time?
Will posting the same on all channels work?
Therefore, I created this first preamble to alert companies and entrepreneurs who want to start communication work for their business and who, often, in the rush to get faster results, end up paying expensive money for work from an agency that will even deliver the editorial schedule and the content plan, but the chances of this investment not being successful are high, as there is a lack of integrated communication planning and research!
risk and crisis management
Check out our project risk checklist here
Check out one of the materials structured to make leaders aware of the crises and risks that can occur due to a lack of communication planning:
Crisis Management Plan Template from Integrated Communication Courses and Solutions
How to plan without diagnosis?
Therefore, I have gathered the six main risks of hiring a service or starting content production work without diagnosis, research and the prior creation of a communication plan.