The NextG Sports Company’s Communication Planning

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Table of Contents

Abstract
Introduction
Analysis
Issue Identification
Importance of Goals and Objectives in a Communications Plan
Tools of Transmitting Information
Conclusion
References

Abstract

The paper focuses on the stakeholder and SWOT analysis, the importance of goals and objectives in a communication plan and the tools used in transmitting the information. Communication planning is an important aspect in any organisation striving to pursue its objectives. Proper communication ensures that the various stakeholders get acquainted with appropriate information on what needs to be done. Appropriate communication tools should be employed in order to realise the core values set in the communication planning.

Introduction

I am the communication manager of the NextG Sports Company. My role is to review incoming and outgoing communications within the firm. The messages I analyse include press statements, advertisements, and web copy for websites. I modify the company reviews and publications to ensure they help the firm in attracting sponsors. Other roles include liaising with the IT department to ensure that all aspects of the firm’s communication work effectively. Such aspects include phone lines, websites, email services, and PR activities. The paper focuses on the stakeholder and SWOT analysis, the importance of goals and objectives in a communication plan and the tools used in transmitting the information.

Analysis

SWOT analysis

SWOT is an integral part of management studies and practices. It is a powerful tool for realising one’s characteristics, uniqueness, desires, aims, goals and objectives through interpersonal communication. SWOT analysis is vital to a firm’s understanding of its uniqueness in terms of strengths and weakness. With such, it can better the preparation for possible and probable opportunities. Communication acts as a vector force for SWOT analysis and it assures us the confidence to communicate. Thus the communication and SWOT analysis share a symbiotic relationship (Dutta, 2013). Strength determines the style of communication, it should be done aesthetically and in a smart manner. Strengths in planning and organising high profile events would naturally attract receivers of our communication in terms of attending and paying for events.

Stakeholder Analysis

Stakeholders are parties with particular interest in an activity. Stakeholders fall into different categories: organisers, sponsors, participants, and fans. Stakeholder analysis involves accounting for and incorporating the interest of the parties. In stakeholder analysis, if one is dealing with sponsors, one would probably examine their market share, level of influence, and level of interest in sports. When analysing the fans, one would look into the perfect media to communicate events.

Issue Identification

Issue identification involves thinking about current issues and utilising the opportunities that come with them or tackling challenges. For instance, a firm may be interested in limiting the declining reputation of a particular sport or taking advantage of a growing sport such as soccer in the USA.

In NextG sports, stakeholder analysis perfectly fits within the objectives. The key to a successful sports event largely depends on communication with stakeholders. If it is the sponsors, the firm needs to assure them of the amount of exposure the event would have on their products or services. Additionally, they should know the advertising space such as banner adverts, online advertisement, and event coverage set aside for their products. If it’s the fans, the firm needs to communicate the event’s theme to reinvigorate the sports, kick-start new era, or even get closer to their sports idol. Thus, stakeholder analysis is important in the communication plan involving a sporting event at NextG Sports Company.

Importance of Goals and Objectives in a Communications Plan

According to Christopher Paul (2011), strategic communication is the coordination of the things one does or says in support of their objectives. It can also mean coordinated events, information, images and other modes of signalling or engagement intended to pass a message. The events persuade selected individuals to support specific objectives.

Since a communication plan is based on high standards, it is important to ensure that it has a framework of aims, goals, strategies, and tactics. A communication plan marks the best approach in developing a successful strategy (Mobley, 2005). It involves factoring in situations and opinions of the entire company. Within the model, the firm develops a number of goals in line with its mission and vision. The communication plan should also be flexible, it should not exceed 15 pages. A flexible communication plan is easier to implement, it can also adapt to changes as they evolve. A plan should provide a clear format for individuals not well versed with communication planning. A clear plan also lays the foundation for efficient communication planning.

The first item of the plan should be the organisation’s mission or vision statement because it forms the foundation for the development of the goals. Then customers and their needs get considerations before factoring in the goals. Additionally, the utility and its features must be taken into account while setting the goals. Basing on the company’s mission, the communication manager lists the goals of the communication plan. It is important to note that an achievable plan has at least three and at most five goals (Moble, 2005). It is important to list the goals as they address key areas of the communication plan such as message consistency.

It ensures that the messages received by customers and the media continually reinforce the company’s mission and specific goals of a communication plan. Sustainability is another goal. Goals should be sustainable, and their relevance to the general plan should be appropriate. Goals that cannot be or can only be sustained at the expense of other firm’s goals are worse than having no goals. On the same note, basic feedback forms another goal. Every utility should have some manner of measurable feedback from the consumers of the event.

When goals and objectives are put in place, there is a greater likelihood of senior management participation. It is at this level that expectations and potential results are established and determined. A brainstorming engagement with senior management is an ideal way to get various goals and objectives explored in an efficient manner (Mobley, 2005).

Tools of Transmitting Information

A good communication plan should be able to come up with a suitable sports slogan that defines the event, sponsors and the fans. For example, “gaming in the wild, witnesses the best of the very best battle out in the battle – royal”. Also, a good communication plan should be able to transmit information to their target audience, whether it’s the fans or the sponsors.

To fans

The communication plan should transmit messages through the issuance of a calendar of events and sports schedule. Other PR materials vital in transmitting messages include a consistent and easy-to-recognisese company logo, fact sheet page about the company or an event and a press kit on the issues and activities. It should also include a hard copy of brochures and regular website updates, video clips, slides, overheads, and previews. The firm may also issue newsletters and match-day programmes to the fans.

To the Sponsors

A communication plan has become an important part of the plan since it influences the sponsors and wins their admiration (Dolphin, 1999). Sponsorship helps in creating a favourable image of the firm. The more sponsors a sports event firm attracts, the higher the prospects of high attendance. Thus, the communication plan must transmit information to sponsors effectively. Tools used to communicate to sponsors include past event attendance numbers.

Since sponsors are interested in funding events that increase their visibility and exposure to the market, the firm must do intensive lobbying to convince them that the event would help them to interact perfectly with their target market. Also, the firm may use other sponsors as a technique to sign up another sponsor. For instance, if other sponsors offer complementary services, such that a product A, which cannot be consumed without product B, the producers of product A can convince the producers of B to sponsor part of the event. Therefore, sponsor records can be used as a tool for transmitting messages to other sponsors.

Conclusion

Evaluation practices occur at various stages of the communication plan process. Evaluation is used to determine what previously succeeded or failed. It is also used to assess the efficacy of communication techniques. Evaluation is either formative or summative and occurs qualitatively or quantitatively (Wrench, 2013). Formative evaluation of communication strategies involves fine tuning strategies and forecasting outcomes. Formative evaluation assesses the progress towards achieving objectives and assists in decision making.

Summative evaluation gauges the events’ return on investments (ROI) and the overall achievement and success for attaining intended organisation’s objectives through measurable outcomes. Summative evaluation measures may include back end website data analytics (new likes, follows or hits), media metrics and surveys. Evaluation of the communication strategy provides a means to measure whether objectives of the communication plan have been met. Additionally, it measures the effectiveness of the strategies and tactics used and acts as a means of improving future communication plans and programmes.

References

Dolphin, R. (1999). The fundamentals of corporate communication. London: Routledge.

Dutta, S. (2013). Business communication. Delhi: PHI Learning.

Mobley, J. (2005). Message management: effective communications. Denver: American Water Works Association.

Paul, C. (2011). Strategic communication: origins, concepts, and current debates. Westport: Praeger Publishers.

Wrench, J.S. (2013), Workplace communication for the 21st century: Tools and strategies that impact the bottom line. Santa Barbara: Praeger Publishers.

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