ABSTRACT
One of the biggest risks associated with communications planning is the assumption that all recipients will want to receive the message. Category managers should consider a variety of methods and include innovative communication methods. It must also be remembered that effective communication is two way. Category management requires cross-functional engagement, and so consultations also need to be built into the communication plan. Developing a communication plan is a systematic way of ensuring that key messaging surrounding a category project is handled appropriately. Depending upon the size and complexity of the category project, it may be that a team member is dedicated solely to undertaking this task. There are many communication frameworks which can assist with the building of a successful plan. A popular methodology is pace, an acronym which stands for primary, alternate, contingency and emergency; it is often used to help project team members understand the most fitting communication channels internally.
