Planning effective communications

Communications planning for 2020 in Ireland

January is the perfect time for fresh starts, with new budgets and ambitious plans for the year ahead. Nearly every business will factor in spend on marketing and public relations but where should you start? We share our top tips for implementing an effective communications plan and planning ahead to ensure that the money you invest in marketing is well spent and you get a real return.


Evaluate previous years. How successful was your marketing strategy in 2019? Did you achieve your desired outcomes?

Take a step back and look at successes, failures, and missed opportunities, and see what areas of your business needs the highest level of resources, to achieve your objectives this year.


You can’t implement an amazing strategy if you don’t know what you are trying to achieve. Make sure your goals are clear, and you have communicated them with your whole team so they know their roles. For a successful marketing strategy, these goals need to be prioritised. Make sure your key performance indicators are realistic but ambitious, and encourage you and your team to work towards all your goals.


Internal comms is absolutely necessary to every company, but if you work in a large company or a multinational, communicating with internal teams can prove difficult. An effective internal comms strategy is essential for keeping employees up to date with business and communications objectives, and for employee engagement.

See some of our recent work with Laya on their internal communications.


Take the time to look back on what was successful and what was unsuccessful. Do you have a clear set of goals for your social media? Have these goals been achieved?

Where do you compare to other industries in terms of digital benchmarks? If you struggle to answer these questions, there is no time like the present to gather the answers, and get yourself heading in the right direction.


Have you been considering hiring a communications agency, but haven’t taken the leap? Let 2020 be the year that you take the plunge. Your business doesn’t need to have ‘big’ plans, for you to need agency help, it may be for things such as profile pieces, speaking opportunities or simply helping you to develop a clear marketing communications strategy and ongoing content.

To find out how Springboard can help you achieve your communications goals in 2020, contact

Post by
Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles within Ronan Daly Jermyn Solicitors, Bank of Ireland, Murray Consultants and global PR and communications leader, Weber Shandwick. She was named Cork Businesswoman of the Year in 2017.

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