Our communications plans live in master calendars – both external (we looked at VMFA’s long-range exhibitions and programs schedules) and internal (we looked at a departmental planning calendars).To be effective, calendars must be integrated and dynamic (aka subject to change).
Suzanne agreed that the optimal internal calendar layers working schedules across channels, such as press announcements, story arcs for social media, drop dates for major elements of ad campaigns, and promotions roll-outs. It goes without saying that communications timelines are all always subject to change. Being (appropriately) responsive trumps sticking to the plan.
Electronic calendars (I use Google’s) are free and sharable. Each channel can be color-coded and easily hidden or expanded for a focused or comprehensive view. So far, my team mostly has used our shared Google calendar to coordinate and track meetings and programs, a more informal and dynamic counterpart to our institution-wide Outlook calendar. Since The Communications Plan session, I’ve started to experiment with additional layers. In my calendar at left below, orange indicates meetings/programs and blue is a revamped news release timeline. In the coming weeks, I’ll play with three additional layers: social media, advertising, and marketing promotions/events.
*Organizational structures can make integration tricky –> as a result calendars don’t tell the whole story and can reinforce institutional silos.
*We often need to respond to trends and issues faster than we can document a plan –> calendars fall out of date. Digital tools make staying on track easier than ever before, but coordinating and sharing updates requires finesse. I predict (based on previous personal experience and Suzanne’s evolving practices) that the social media layer will be the most challenging on this front.
What do(es) your communications calendar(s) look like? What kinds of procedures do you have in place to integrate and share updates? To stay on track?