Creating & Maintaining an Effective Communication Plan

In this session, Arpita Bala, the assistant director of operations for the Kelley Direct Online MBA and MS programs at Indiana State University, shared her experience in creating an effective communication plan that ensures end-user (think applicants, students, and other key stakeholders) satisfaction. Bala began by differentiating between internal communication plans and external communication plans. Some common factors when developing the two plans include:

• Who is the target audience

• What are the needs and goals of the communication

• What is the purpose of the communication

Bala reminded the audience that communication plans should be defined, formalized, and visible. This streamlines communication within an organization. Communication plans can be policy-driven (how it needs to be done) or action-driven (the goal being accomplished). Bala shared examples of different platforms that might be used for communications, particularly internal communication, and suggested that communication plans take into account the culture of the audience, such as some users preferring instant messages and others preferring email.

Bala also shared suggestions for creating the most buyin and the best outcomes from communication plans. Pointers included:

• Map communication plans and how they connect to leadership and the overarching plan.

• Keep communication resources in an accessible area for users.

• Review plans for continuous improvement.

• Consider user accessibility and how to add a personal touch to communication plans, particularly external communications.

• Measure the outcomes and effectiveness of the plan (collect data to evaluate if the goal was achieved).

In the end, communication should be consistent and easy to access. Keeping end-user satisfaction in mind is key. Effective communication plans should improve efficiency, productivity, and contribute to a positive environment and culture in the organization. n