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AI FOR COMMS PLANNING

If you're only using your AI tool for writing, you're missing most of its value.

 

Here's how to use AI tools to co-create better comms plans, faster, in 7 easy steps.

 

Internal communicators are more than writers. We're strategists, connectors, and change enablers.

 

Yet, when it comes to using AI, what’s the first thing most of us do? “Hello Copilot. Please write a newsletter intro…”

 

But using AI as a writing assistant is just the surface.

 

The big opportunity for IC professionals lies in using AI as a strategic thought partner.

 

Whether you're managing change communications, running an internal campaign, or working on rapid-response crisis comms, there’s a smarter way to do it with AI by your side.

 

Let me show you how by applying AI to the communications planning process.

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Here are the seven steps we’ll cover:

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🤔 Step 1: Prepare – a few quick materials you’ll need to compile before getting started

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🎭 Step 2: Set the scene – give your AI tool the right context to give you better answers

 

🎯 Step 3: Draft the objectives – how your AI tool can help you focus on business impact

 

🌍 Step 4: Identify the audiences and channels – use AI to reach the right employees in the right way

 

✍️ Step 5: Draft the key messages – pull everything together into a simple messaging framework

 

📆 Step 6: Schedule the communications – instantly create a detailed comms timeline

 

📏 Step 7: Plan your measurement – set meaningful, easy-to-track metrics

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💡 Top tip: As you progress, keep returning to the same conversation window rather than creating a new one for each prompt. That way, the context you’ve provided will apply to the whole conversation. I like to rename each conversation using an emoji (e.g., “📝 Comms planning”) to make them easier to find later.​​​​

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🤔 Step 1: Prepare

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Before we start, a few key pieces of information will help produce the best result. You'll need:

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  • Some written information about the initiative you’re supporting – e.g., an email trail, a request form, a press release or a published report.

  • Optional but recommended: previous examples of your company’s communications – emails, Viva Engage posts, etc.

  • Access to an AI tool – e.g., Microsoft Copilot, ChatGPT, Gemini, Claude or your company’s own AI tool.

 

💡 Top tip: Don’t have an AI tool yet? ChatGPT has an excellent free tier, but check your company’s information security and AI policies before using it.​​​​​

​🎭 Step 2: Set the scene

 

Think of your AI tool like a human colleague. It’s competent, has access to knowledge, and is keen to help. But it also needs guidance and feedback.

 

Here’s where a little upfront effort can make a huge difference.

 

I like to use a model I call CRAB 🦀 (Context, Role, Action, Blueprint). Let’s start by adding some information about:

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  • Context – the reason we’re having this conversation

  • Role – ask your AI tool to act as an experienced internal communications consultant

  • Action – explain what you’d like the AI tool to do

  • Blueprint – details of how the output should be structured, and any other special instructions

 

At this point, I find it helpful to upload any information I have about the initiative and how it supports the company's strategy.

 

If you have something like a project kick-off document, that’s perfect. But don’t worry if you don’t. A simple copy-and-paste of an email trail will be fine.

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Try this prompt:

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[Company] is launching [initiative], and it is critical that the company’s employees understand and embrace this change. I’ve attached some information about this initiative, and an example of a previous internal communications plan. I want you to act as an experienced internal communications consultant. Please help me create a detailed internal communications plan, draft relevant communications and help me measure their impact. Do not write anything yet: I will initiate each step and provide relevant information where needed.

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​​(Yes, I said “please” – here’s why it pays to be polite to your AI!)

 

💡 Top tip: As you progress, keep returning to the same conversation window rather than creating a new one for each prompt. That way, the context you’ve provided will apply to the whole conversation. I like to rename each conversation using an emoji (e.g., “📝 Comms planning”) to make them easier to find later.

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🎯 Step 3: Draft the objectives

 

OK, now we can start building our plan. The key here is to do it in stages. You might be tempted to write: “Create an internal communications plan.”

 

And your AI tool will attempt to do so (as I say: always keen to help). But it will likely lack the structure and nuance you need.

 

It’s still a decent starting point, but you’ll spend more time fixing it.

 

Instead, let’s start with a robust set of objectives that will drive business impact – I like to use the know, feel, do model.

 

We’ll ask our AI tool to use the information we’ve provided to propose some objectives.

 

At this stage, we can even upload a previous example to use as a reference.

 

Try this prompt:

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It is important to the success of our internal communications that the plan is built around clear, measurable objectives that align with business success. Act as an experienced internal communications consultant. Using a similar structure and tone to the examples I’ve already provided, please draft a set of communications objectives. I want you to summarise what employees need to know, feel and do to support the initiative's success.

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As with everything AI, don’t just take the output and use it without checking.

 

Apply your experience and skills to refine the objectives, and don’t be afraid to give your AI tool feedback and ask it to try again.

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The aim is to save time, not to replace your expertise.

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💡 Top tip: If you want to elevate things, try asking your AI tool to identify multiple personas, and recommend objectives for each, as well as answering that vital question: “What’s in it for me?”. I like to return the results as a table that I can work into the comms plan.​​​

🌍 Step 4: Identify the audiences and channels

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Next, let's determine the right audiences and channels for our communications.

 

This is one of those times where it may be easier not to use AI if you’re only planning to do this once.

 

You know the audiences and channels better than anyone, and it may be quicker to add them manually.

 

But if you plan to follow this process repeatedly (and I hope you will), you may start to find it beneficial to have a pre-prepared document listing your audiences and channels.

 

You can then upload this to your AI tool and ask it to identify the right ones for this campaign.

 

Try this prompt:

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I need to identify the most appropriate audiences and channels for the internal communications plan. I’ve attached a list of the key audiences and channels at [company]. Acting as an experienced internal communications consultant, please create two lists. The first list, titled Audiences, should include the most important target audiences for the communications, listed in the order that they need the information, considering their role, seniority and likelihood of receiving questions from their teams. The second list, titled Channels, should include the main internal communications channels for these communications, with guidance on the audience(s) and content to include for each. Please present each list as a concise set of bullet points.

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💡 Top tip: You might even have something already prepared. At EY, my team maintained a “channel matrix”. This was incredibly useful when talking through comms options with stakeholders.​​​

​✍️ Step 5: Draft the key messages

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The last element we need in our plan before we start scheduling some communications is a set of key messages that will be adapted for each audience and channel.

 

In other words, we want to create the backbone of our campaign, not the entire skeleton.

 

Here’s where all our efforts to provide context come into play. Let’s quickly recap what our AI tool knows about our campaign. We’ve uploaded or generated information about:

 

  • The initiative we’re supporting

  • Our communications objectives

  • Our internal audiences

  • The channels we’re planning to use

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It’s a solid start. So let’s direct the AI tool to use this information to create a set of key messages, using the CRAB model.

 

Since the key messages will ultimately inform the content that reaches our audiences, I’ll also give my AI tool a little guidance on tone.

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Try this prompt:

 

I need to include key messages in the communications plan that will be used as a common foundation for all communications in the campaign and adapted for different audiences and channels. I would like you to act as an experienced internal communications consultant. Based on the information already provided, the objectives we have identified and the audiences and channels, please produce a set of key messages for this internal communications campaign. Please respond using bullet points, highlighting key words and phrases to make it easy to scan. The key messages should be optimistic and action-focused. Where possible, please strengthen the points with facts, figures and examples.

 

💡 Top tip: You don’t have to accept the first version! If you’re not 100% happy with the tone, the focus, the presentation or anything else, don’t just discard it: give feedback and ask your AI tool to try again.​​​

📆 Step 6: Schedule the communications

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Now we get to the main part of the plan. I usually call this part a schedule; you might call it a timeline, an action plan or something else.

 

Whatever term you use, it’s probably going to look something like this:​​​

commsschedtable.png

​Let’s try to create a first draft of the schedule with a single prompt.

 

Once again, the idea isn’t to have something perfect. It’s to get most of the way there, and maybe even to pick up some new ideas.

 

Try this prompt:

 

I need to intelligently plot out the internal communications for this campaign so that it is clear to all stakeholders what will be communicated, when, how, by whom and to whom. Acting as an experienced internal communications consultant, please create a table setting out a schedule of communications. The schedule should indicate which messages will go to which audiences, when, and via which channel. The schedule should cover a [length] period beginning on [date], with the [initiative] launching on [date]. Take care to avoid weekends and public holidays, and take into account quieter periods such as summer, school holidays and the festive period in December and New Year. I would like you to organise the communications over three phases: 1. Pre-launch – ensuring leadership teams and other relevant stakeholders are aware of, understand and support the initiative; 2. Launch – ensuring employees are engaged, understand how the initiative will affect them, and take actions to support it; and 3. Post-launch - driving commitment by reinforcing key messages, raising awareness of supporting resources, sharing stories and successes, and driving follow-up actions. Please present the schedule as a table with the following columns: date, messenger, audience, channel, content, and responsible. You can leave the messenger and responsible fields blank. In the content column, include 3-5 brief bullet points explaining what the communication is, any messages to emphasise, and at least one call to action.

 

At this point, you will need to carefully review the output, taking into account all the things you typically would: the cycles of your business, your normal communications protocols, your team’s capabilities and budget, and so on.

 

💡 Top tip: If you’re not sure how to structure the campaign (e.g., phased vs non-phased, or whether to cascade the messaging), don’t be shy! Your AI tool is ready to offer a judgment-free opinion, any time of day or night.

​📏 Step 7: Plan your measurement

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We all know that we need to measure. Knowing what to measure and how is half the battle.

 

Fortunately, AI is a valuable ally in this battle. To round off our plan, let's ask our AI tool to recommend a set of meaningful metrics aligned to our communications objectives.

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We also need it to be realistic. So I’ll write the prompt with a subtle bias toward simplicity.

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Depending on the tools and resources available to you, the culture in your organisation and your reporting structure, you may need to adapt this prompt to reflect the way you work.

 

Try this prompt:

 

The internal communications plan needs a set of relevant metrics that are easy to measure and directly reflect the impact of the campaign. I want you to act as an experienced internal communications consultant. Using the communications objectives as a starting point, please suggest 3–5 meaningful metrics I can include in the plan, along with how to capture them and how often to report. Include a mix of quantitative and qualitative indicators.

 

💡 Top tip: AI algorithms are incredibly well suited to analysis and spotting patterns. Once you’ve gathered your data, try uploading it to your AI tool and asking for insights. You could also experiment with using AI to generate diagrams and tables to include in reports.

You did it! 🥳

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Hopefully by now, you’re looking at a robust first draft of a comms plan.

 

Yes, it involved a little preparation (some of which you can reuse or skip entirely next time – remember to continue using the same conversation window).

 

But overall, I hope you saved a ton of time, generated some great ideas, and still have plenty of mental energy left to spend on the work you love!

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In a separate article, I’ll show you how to use AI to help you execute the plan.

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We’ll create employee messages that don’t look AI-generated, elevating your role from writer to editor, and saving you even more hours to focus on the work that adds the most value.

Book a live AI workshop with me.

 

I'll walk your team through the process, tailoring the content to how you work. Just click the button below!​​

  • Who is Ben Lewis?
    Thanks for asking! I'm a former journalist who first entered the world of internal communications in 2013, when I joined the global professional services organisation EY. Since then, I've worked in many different aspects of internal communication, including: ✍🏻 Writing and editing ⚙️ Channels strategy 🎨 Content strategy 💼 Business partnering I'm now an independent contractor and consultant with a passion for internal communications strategy and AI. How about you? If you work in communications, I'd love to hear from you. Why not book a 30-minute, no-obligation chat with me.
  • What's your experience?
    I spent 12 years at EY, the global professional services organisation, in a wide variety of internal communications roles. These included: Trusted advisor: I was the communications business partner to the EY Private and Private Equity leadership teams. Together, these business units represented over $25 billion annual revenue and more than 60,000 professionals. Change communicator: I kept employees informed and engaged through several years of major business transformation and multiple new strategies. This included developing strategic narratives and creating high-impact content across multiple channels. Channels innovator: As Global Internal Channels Leader, I led the content workstream for one of the largest global intranet projects of recent times. I developed a channels strategy and a global content framework to promote innovative communication methods. And, I delivered AI guidance and training for Markets and Brand, Marketing and Communications teams. Team leader: I managed various teams, including the daily news team – the editors of EY's core communications channel: a daily, personalised news email sent to every one of its 400,000 employees. I also created and led a global community of hundreds of writers and editors. Impactful storyteller: I led the internal communications for EY World Entrepreneur Of The Year™ for two years, engaging 400,000 employees in the "oscars of entrepreneurship". I designed and set up a global community of nearly 3,000 future EY leaders. And, I worked with strategy leaders to redesign a microsite to deepen employees' connection with EY's strategy. As well as internal communications, I draw on an 8-year career as a legal journalist and editor. During this time, I learned how to: Write clearly about complex topics Identify compelling stories Lead large global teams Launch and manage digital products Want to know more about what I've done and how I can do the same for you? Let's chat!
  • How can you help me?
    In many different ways! If you're short of internal communications resources... I can lead your team on an interim basis. If you're building an IC team or function... I can give you the best start by putting in place up a robust communications strategy. I can also help you establish the right IC channels, governance, templates, training materials and content framework. If you want to do more with internal communications... I can help you optimise your channels, identify innovative communication methods and get the best out of your internal communications technology – including AI. Want to explore any of these, or something else? Book a free 30-minute consultation with me.
  • What do you mean by AI for internal communications?
    AI for internal communications refers to the use of artificial intelligence tools like ChatGPT or Microsoft Copilot to help streamline planning, drafting and analysing employee communications.
  • What AI tools do you recommend for internal communications?
    This depends heavily on your organisation's technical setup and information policies, as well as what you want to achieve. If you're not sure where to start, consider using ChatGPT for content creation and idea development. Specific AI-enabled tools like Notion AI, Zapier, Canva, GrammarlyGO, and even image and video generation tools like Midjourney and Sora can help you to refine your internal communications content. I can help you pick the right tools for your business. Get in touch for a free 30-minute consultation.
  • Should internal communications professionals use AI?
    Yes, I passionately believe we should, for two key reasons: ✅ Reason 1: It elevates what we do AI tools can complement every aspect of the internal communications workflow, from strategy and ideation to comms planning, to creating and repurposing content. Through the smart use of AI, we can not only enhance our day-to-day work, we also unlock more time and headspace for strategic and creative tasks where we can truly add value. ✅ Reason 2: It increases our relevance Our business leaders are relying on internal communications teams to help them articulate and ultimately achieve their business strategy and objectives. They're also thinking a lot about how AI can help the business become more competitive. By integrating AI into how internal comms teams work, we're showing our capacity to innovate, to create efficiency, and to keep pace in a rapidly evolving business world. When you're ready to start doing more with AI, I can help you identify and realise the opportunities for AI in internal communications in your business. If you'd prefer to talk it through, why not book a free 30-minute consultation with me.
  • What are the risks of using AI for internal communications?
    Like with any business activity, we need to be aware of risks and how to manage them. But I strongly believe the benefits of using AI outweigh these risks. Here are a few to look out for: 🔐 Data security It's vital that you follow your organisation's data protection policies. Don't upload sensitive or confidential information to external AI tools, and respect any rules about banned AI platforms and activities. ⚖️ Bias AI tools' output is based on human input, with all its flaws. Check carefully for signs of racial, gender or sexuality bias, and other reflections of social injustice. ❌ Inaccuracies AI tools sometimes provide inaccurate responses, known as hallucinations, especially when they can't access the correct information. Always fact-check any outputs and try to avoid asking questions that cannot be answered using publicly available information (or information you've provided). 🤖 Over-reliance Consider AI as a co-creator, not a replacement for you or your team. Focus on using AI for routine tasks and always ensure there's a "human in the loop", applying professional judgment and refinement. 🤨 Distrust Some employees or leaders may feel uneasy if they know a message has been created using AI. Always be transparent about your use of AI (emphasising your hands-on role), and vocal about its benefits. If you'd like to discuss how to overcome these challenges, book a free 30-minute chat with me today.
  • Will AI replace internal communicators?
    No, but somebody who knows how to use AI might do. The best results are a partnership between humans and AI tools. Think of AI as a digital thought partner. As internal communicators, we need to focus on building our familiarity with AI (experiment!) and exploring ways we can use it to get more done. That frees up more time for the things where we add most value: strategic thinking, innovation, creativity, relationships and high-quality, high-impact work. I can help you future-proof your IC team. Book a free consultation with me today and I'll talk you through it.
  • What technical knowledge do I need to use AI?
    Surprisingly little! Working with an AI tool is very similar to working with a human colleague: you just need to be able to give clear, well-structured information – a skill at which you already excel. Want to know how you can use your communications expertise to become an AI power user? Book a free consultation with me today.
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