Don't create a plan -- build a playbook, complete with ...

  • Key messages; 
  • Media List;
  • List of influencers/social state and federal; and,
  • Key events.

You marketing playbook should be a living document, where the pages get ripped because you are flipping though with regularity. Each day, each week, month, quarter and year you should have something to do, or today - a Tweet. 

In communicating with others it is important to define the audience and establish objectives in creating a communications plan. That way you communicate with purpose and achieve the results you are expecting.