A Communications Plan is a document that details what you are trying to achieve, who to target with your communications, when you will reach out to them, what message you will aim to get across and how you are going to distribute that message.
Effective communication, the giving and receiving of information, is the most vital thing that must take place in all businesses. It is also common for communication to be done badly, resulting in confusion between colleagues, staff and customers and in the media.
We are emotional beings. It has been proven that we rarely purchase any product or service on logic. We decide how we feel about the decision to purchase, or the item or service itself, and then we justify the decision with logic. So it would make sense for any business marketing a product or service, to strongly consider exactly which emotion is being targeted in your potential customers.