When your client gets three conflicting answers about their campaign launch because team members weren't informed of deadline changes, you need a communications plan template to prevent this chaos.
This guide shows you exactly how to build a communications plan that keeps everyone on the same page, with a free template you can download and use today.
Most agencies repeat the same mistakes by assuming everyone's informed, failing to document anything, and letting critical updates disappear in email threads and Slack messages.
The biggest problem is assuming good communication just happens on its own.
Your account manager knows the deadline changed, but forgets to tell the designer. Your creative director approves an idea, but nobody tells the client. Someone goes on vacation with all the passwords, and everything comes to a halt.
A communications plan shows who tells what to whom and how for every project– from client onboarding to campaign launches. Without it, agencies face confusing messages, forgotten updates, unhappy clients, and missed opportunities.
It is your roadmap for who needs to know what, when, and how you'll tell them. It ensures clients stay informed about their projects through weekly updates via email or tools like ManyRequests (which has a built-in client feedback feature) that summarize progress, upcoming tasks, and challenges. At the same time, internal teams align without constant meetings.
Don't confuse this with a communication strategy framework. A strategy sets broad goals, such as "build stronger client relationships." A plan provides concrete steps, such as "hold monthly review calls on the first Tuesday and share campaign results within 48 hours of launch."
Communication plans deliver consistent client messaging, align teams across creative, account management, and production, prevent miscommunication, and create clear accountability. They save time through structured processes and boost client satisfaction by keeping everyone informed and aligned.
55 KNOTS, a creative design agency in Australia, faced the common challenge of juggling customer needs and team alignment. Without a clear system for who communicated what to whom, customer requests weren't reaching the right account managers, and team members weren't aligned on project status. This created confusion and slowed down their delivery process.
They solved this by implementing ManyRequests' client portal, which automatically assigns customer requests to specific account managers, ensuring everyone knew their responsibilities and clients always had a clear point of contact.
Understanding these common failures is the first step. Now, let's define exactly what a communications plan is and how it solves these problems.
Examples: "Increase client awareness of our new service by 30% within 60 days" or "Get client approval on creative concepts within five business days."
A busy CEO wants brief, results-focused updates; a project manager needs detailed timelines. Creating a stakeholder communications plan ensures each group receives the right information at the right time.
Now that you understand the core elements of a communications plan, let's walk through exactly how to build one from scratch.
Follow these steps to build a communications plan you can use right away without spending weeks on it.
Start with the "why." What do you need to achieve? Link objectives to your business or project outcomes using SMART criteria.
Example: "Ensure client approval of creative concepts within five business days."
List all stakeholders– internal teams, clients, executives, partners, and vendors– and prioritize them by influence. Then create audience profiles, noting their communication preferences: C-suite clients prefer concise email summaries, while marketing managers prefer detailed project updates.
Create a message hierarchy with a primary core message, secondary supporting details, and specific proof points, then test drafts with team members for clarity and align messaging with the client's brand voice.
Audit current methods to identify what works and existing gaps, then match channels to audience preferences, like email for executives and collaborative platforms for creative teams, while using centralized tools to reduce information silos.
Map timelines aligned with project milestones, including daily stand-ups, weekly status emails, and monthly reviews, and build buffer time for approval cycles to prevent delays.
Designate communication owners for each channel and audience, and create approval workflows outlining who creates, reviews, approves, and distributes content. Account managers typically own client communication, and creative directors handle creative thinking.
Define measurable KPIs such as email open rates, response times, stakeholder satisfaction scores, and engagement rates; create feedback loops by regularly soliciting input from clients and teams; and review metrics monthly or quarterly to adjust strategies.
Compile objectives, audiences, messages, channels, schedules, roles, and metrics into one centralized, accessible document, schedule regular reviews, and treat the plan as a living document that evolves with your project needs.
Now, let's look at some practical communications plan examples for different agency scenarios.
Different situations need different communication approaches. Here are examples of common agency scenarios.
Having the correct framework is essential, but execution separates successful agencies from struggling ones. These best practices will help you implement your communications plan effectively and avoid the pitfalls that derail even well-designed plans.
Just as important as what to do is knowing what to avoid.
Beyond avoiding these mistakes, proactive habits are what transform a good communication plan into a competitive advantage.
You've just learned how to build a communications plan that stops the chaos at your agency.
Why do some agencies run smoothly while others are always confused and scrambling? It's not because one team is more thoughtful or more creative. It's because they have a clear system for who tells whom what, and everyone actually uses it.
Creating the plan is easy, but the real challenge is using it consistently and getting your entire team to follow it every day. That's where tools like ManyRequests help; it keeps all your client messages, project updates, and team tasks in one place so nothing gets forgotten.
Want to get everyone on the same page, finally? Grab our free template and test out ManyRequests for 14 days free to see how easy it is to keep your team coordinated and your clients informed.
Set SMART goals, identify your audiences, craft key messages, and choose communication channels. Build timelines, assign roles for creation and distribution, and track effectiveness with metrics. Document everything in a communication plan and review regularly. Templates make this faster and easier by giving you a proven structure to follow.
An example communication goal is "Ensure client approval of creative concepts within five business days" or "Increase client awareness of our new service by 30% within 60 days." These are specific, measurable, and time-bound.
Review and update your communication plan at least quarterly. Also, update it immediately when significant changes occur, like new team members, different client stakeholders, or when your current approach isn't working well.