Everything you’ve built in this module comes together in your communications playbook. This can be a word doc to start with, as it’s a living document that grows and improves over time. It’s job is to be a practical, internal document that guides how your organisation communicates.

It’s what your staff refer to when they’re writing a social post, responding to an enquiry, preparing for a presentation, or writing a tender.

What goes in a comms framework

1. Brand statement: your overarching why

2. Core messages: the 3-5 things you always want to communicate, with proof points

3. Audience profiles: who you’re talking to and what they need

4. Brand voice guide

• 3-5 words that describe your voice
• Do’s and don’ts with examples
• Rewrite examples (before and after)

5. Key messages by audience: how to adapt core messages for each group

6. Approved language: words and phrases to use and avoid

7. Templates: email signatures, social post formats, enquiry responses

How to make it actually get used

A comms playbook that lives in a shared drive and never gets opened is useless. To make it useful:

• Keep it short (10-15 pages max)
• Make it visually clear – use the brand style guide
• Run your team through it in a staff meeting
• Update it at least annually
• Reference it in onboarding for new staff

Exercise

Build the skeleton of your comms playbook. Use the structure above. Even if the content isn’t complete, having the structure in place means you can fill it in over time.