Communications Planning

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part of Strategy · tier 2 · Text · 1 pieces of work carry it · 3 crafts it is confused with

The craft, and who hires it

Product launches and brand repositioning — hired to orchestrate consistent messaging across channels, audiences, and phases so a program of communications lands as one coherent story.

The message-architecture craft: developing an overall communications plan so a brand conveys consistent, on-brand messaging — what is said, to which audiences, in what sequence, across which touchpoints, over a program of communications.

Tag it when…

Tag when the work evidences a planned message system as craft — sequenced/phased messaging across a set, audience-tiered message variants, a message-architecture deliverable (messaging framework, comms plan), or an explicit communications-planning credit.

Never tag it when…

Never tag the words themselves (Copywriting) or the channel/buying architecture (strategy_media_strategy). A single consistent-feeling ad is not evidence of a comms plan — the system must be legible across the work or documented. The plan for one campaign as a whole goes to strategy_campaign_strategy. Content-type (e.g. 'announcement', 'press release') is never the rule basis.

Easily mistaken for 3 other crafts

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

• strategy media strategy — Comms planning architects messages; media strategy architects channels/placements. 'Where it runs' vs 'what it says, in what order'.
• strategy campaign strategy — Campaign strategy is the whole campaign's plan; comms planning is specifically the message system, and can span beyond one campaign.
• Copywriting (disc) — Comms planning decides the message architecture; copywriting writes the messages.

At what size it applies

Asset grain: the message system is judged across a whole piece or program deliverable, never inside one beat. Do not moment-tag; a single stated message belongs to messaging axes.

Pieces that settle the definition

• Daily updates with Codex — Sole corpus exemplar (verified: the only live content_disciplines link on this node) — a sequenced product-communication piece; weak signal, re-verify at the sitting.

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.