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What is and how to develop a communication plan

Today the good use of communication is a fundamental factor for any type of company. It must be in accordance with the values ​​of the organization and adjust to the objectives that want to be achieved. Also to the type of client you are addressing, with a message and an adapted tone that arouses their interest. To implement a successful communication strategy it is important to create a communication plan . Next, we explain how you can do it, are you going to miss it?

It may interest you: Master in Community Management: Business 4.0 and Social Networks 

Index of contents

  • Webinar «Entrepreneurship in communication, intangibles do not exist!»
  • What is a communication plan?
    • Internal communication plan
    • External communication plan
  • What is a communication plan for?
  • Why is the communication plan important?
    • Internal communication plan:
    • External communication plan
  • How to develop a communication plan
    • 1 # Contextualization
    • 2 # Definition of objectives
    • 3 # Target audience
    • 4 # Message
    • 5 # Resources and budget setting
    • 6 # Channels
    • 7 # Action Plan
    • 8 # Action schedule
    • 9 # Evaluation of results

Webinar «Entrepreneurship in communication, intangibles do not exist!»

What is a communication plan?

A communication plan is a roadmap where the way in which a company will communicate with its public and when is reflected. In it , the communication objectives to be achieved are clearly established . In addition, it provides an order of the tasks and actions to be carried out.

There are two types of communication plan according to the target audience . These can be internal or external:


Internal communication plan

It targets employees. It is about the implementation of a set of actions to promote the transfer of information and knowledge among the workers of a company. The objective is to create a good working environment and improve the company-employee relationship.

External communication plan

It is aimed at the public of interest. Its objective is to improve the image of the brand . It is linked to the relationships of the company with the different stakeholders. These can be shareholders, suppliers, consumers or the general audience.

On the other hand, good internal communication indirectly favors the achievement of external communication objectives. Employees are the best prescribers of a brand.

The brand communication to the outside follows the same scheme to get your image and attract loyal by your client. Therefore, depending on the channel through which a company develops its communication strategy, they can be divided into two groups :

  • Online communication plan : It refers to those strategies that use the Internet to be carried out.
  • Offline communication plan: It refers to those strategies that are not carried out through the Internet.

Both plans are not incompatible, but complementary.

What is a communication plan for?

But what exactly is a communication plan for ? A communication plan is crucial to unify your brand message . Both the employees and the target audience will know the personality, the values ​​and the objectives of this, and you will avoid confusion on both sides.


In addition, a communication plan allows you to plan your organization’s resources, both material and human, in an orderly and strategic way.

It is also useful if you want to have an overview of the actions to be carried out. Always with the focus on transmitting the right message to the public. A message that will define you as a brand and that will set the course of the company.

Why is the communication plan important?

The development of an internal and / or external business communication plan has multiple benefits. Among the most prominent:

Internal communication plan:

  • If workers feel part of the company, they consider that it takes them into account and they are comfortable, they will be more productive and efficient. Create community.
  • It favors the flow of information between the staff and the company. They will be up to date with news and changes in the organization.
  • A good company-worker relationship generates loyalty. They will want to continue working for the brand and there will be less turnover.
  • It improves efficiency, because if employees are better informed and connected to each other, they will work more comfortably both individually and as a team.
  • Identify the talent and potential of each of your employees.
  • Get more views on brand management and know where you can improve. They are the ones who know it best and will be willing to give their opinion.

External communication plan

  • It will be easier to project a good image and strengthen the brand if you work from within.
  • It helps to know the resources you need for each action and reduce the costs of your company.
  • Analyze and refocus the current strategy of the brand. Locate the possible errors that are being made and improve the achievement of the objectives.
  • Reach out and get to know your target audience better. By studying your audience, with a message and the appropriate actions, you will increase your market share and retain your current customers.
  • The communication plans are usually a year view. By establishing guidelines in the short, medium and long term, you will be able to achieve a homogeneous message that represents the philosophy of the company.
  • When it comes to taking actions, you will already know what has worked before and what has not. It will help you to have a guide and to improve the effectiveness of the strategies, since you will be able to monitor and evaluate them.
  • You will gain visibility. Whether you start an action to improve the reputation of the brand, to generate more trust in the face of new customers or to get more traffic on your website, you will directly or indirectly gain visibility.

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How to develop a communication plan

Once its importance is understood, let’s see the basic points that a strategic communication plan must contain.

1 # Contextualization

As contextualization we understand both external and internal analysis of the company or SWOT analysis . For this, it is very useful to resort to studies and statistical data, as well as tools that provide us with the maximum information about where we are and how the market that surrounds us is doing , that will help us to establish objectives in a coherent way.

  •  Analysis of the environment: At this point we must carry out a market study to analyze everything external to the company. That is, how is the market in which we develop our activity, who is our competition, how does it behave, etc. For this, you can either resort to outsourcing or outsourcing, that is, hiring a company that carries out the market study or, as we have commented in the previous point, through a process of research and analysis of studies and statistical data that provide us with the maximum information on the environment of our company.
  •  Analysis of your company: In the same way that we have to analyze everything related to what is external to the company, it is also necessary to carry out an internal analysis of the company to detect possible opportunities and threats as well as our weaknesses and strengths. For this, it is very useful to carry out a SWOT analysis.

The SWOT analysis, is a method of study of the situation of our company, analyzing their internal characteristics (strengths and weaknesses) and external environment (threats and opportunities) in a square matrix. It comes from the acronym in English SWOT (Strengths, Weaknesses, Opportunities and Threats).

Through this analysis we will know the real situation in which our organization finds itself and it will help us to plan a communication strategy for the future.

2 # Definition of objectives

Second, you have to define objectives. This is one of the most important points to take into account when drawing up a strategic communication plan. The effectiveness of the plan will depend on a studied definition of the objectives to be achieved. A correct establishment of these requires taking into account the so-called SMART rule . That is, these objectives must be:

  • Specific (specific)
  • Measurable (measurable)
  • Achievable (achievable)
  • Result-oriented (results-oriented)
  • Time-limited (set for a specified period of time)

Examples of communication objectives:

  • Increase my followers and my fans on my social channels
  • Achieve greater visibility of my brand : that the media publish at least 3 articles about my company or my products.
  • Encourage interaction with my community on social channels

We must cover those objectives that our company resources allow us. Ideally, set no more than four communication goals.

3 # Target audience

Who are we addressing? Who is our target audience? How old are you? What do you work on? Are you male or female? What level of income do you have? Where he lives? What interests do you have? What do you do in your spare time? These are some of the questions that cannot be left unanswered in our business communication plan .

To do this, we have to decide to whom we are going to direct our communication. It is essential to know our target audience very well, as well as the media and communication channels they use on a daily basis. The tone, the message and the channels that we use will depend on it . What use would it be to use a social network like Instagram in which 7 out of 10 users are between 16 and 34 years old if our target audience is between 50 and 70 years old? Perhaps this type of user prefers another type of traditional channel, such as radio. It is about saving and optimizing efforts to obtain the most optimal results.

4 # Message

Fourth, the message is what we want to communicate directed to our target audience that we have defined previously and with an appropriate communication style and tone.


Keys to a good message:

  • Clear, concise and direct
  • Grammatically and spellingly perfect
  • With a language appropriate to your target audience (adapted to their language, formal or informal …)
  • Tone appropriate to your target audience and your goals . Eg motivational, instructive, etc.
  • Message with content according to the needs and interests of your target audience

5 # Resources and budget setting

However, in order to implement the communication plan, it is necessary to know exactly the resources we have (materials and non-materials) and how much we are going to allocate to the actions necessary to achieve the objectives established in the communication plan :

  • Economic item to allocate
  • Employees and / or human resources required
  • Ways to obtain the resources for the execution of the communication plan, etc.

6 # Channels

On the other hand, the analysis of all the previous points will give us enough data to be able to choose which channels we are going to use to communicate with our target audience.  

Offline communication channels:

  • Radio and television
  • Newspapers
  • Specialized magazines
  • Urban furniture, posters, billboards …
  • Public relations acts and events
  • Others

Online communication channels:

  • Web
  • Blog
  • Social networks
  • Newsletter, bulletins
  • Others

7 # Action Plan

After having studied our environment, established our objectives, analyzed our target audience, defined our message, chosen which channels we are going to use, evaluated our resources and established our budget, the time has come to get down to work with the actions that will help us to meet our objectives. To do this, we have to choose the action or actions that will help us achieve each one.

Eg Objective: “Increase my followers and my fans my social channels”

Actions :


  • Publish a daily post of interest to my community.
  • Use Facebook Ads to promote the publications that most interest my users and thus reach others to increase my community.

8 # Action schedule

As we have commented previously, it is useless to establish a goal if it is not defined for a certain period of time. The same goes for stocks. In order to measure the results it is necessary that these actions be established on a calendar. Each action will have a determined duration as well as a continuity, some will be repeated daily or weekly and others will be specific. Therefore, it is necessary to define what we are going to do and when we are going to do it.

For this it is advisable to use a calendar such as google calendar or monday .

9 # Evaluation of results

Finally, it is useless to develop all of the above if in the end we do not measure results. This evaluation of results will tell us if we are meeting objectives or if, otherwise, we must improve or change some of the actions carried out to achieve them.

What did you think of this post about what it is and how to develop a communication plan ? Comment and share!

And you? Are you interested in the world of communication? Would you like to carry it out in your business project or any organization? If so, our Master in Community Management: Business 4.0 and Social Networks is made for you. We will wait for you!

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How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.


Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.


Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.


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How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.


If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.


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How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

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