1. Communication Plan
Introduction
Communication is an important aspect that every company should understand. To
successfully reach goals, a company must identify and understand the concerns of all
stakeholders and the company itself. Pacific Splash Cruises must identify the most
effective methods of communication to be disseminated in order to obtain their goals. A
proactive approach is therefore necessary to promote adequate and successful
communication.
Purpose
The goal of this communication plan is to assist Pacific Splash Cruises in the
closure of the company by providing a guide for implementation of the most effective
communication methods. This plan is based on a prior communications audit of Pacific
Splash Cruises developed April 2006.
Guiding Principals
Open Two-Way Communication- Ensure that information is distributed amongst all
stakeholders and the company by emphasizing two-way informational flow.
One-On-One Communication- Provide employees with a one-on-one method of
communication to ensure that all questions and concerns are addressed.
Proactive- The plan will attempt to give Pacific Splash Cruises the opportunity to tell its

2. story rather than allow others to interpret the issues, decisions and actions of the
company.
Strong and Consistent Messages- Strong communication plans are based on a foundation
of strong themes rather than one with irrelevant and inconsistent messages. The provided
communication plan will support Pacific Splash Cruises goal, the closure of the company,
while also reinforcing the goals of management.
Communications Environment Review
The results of the Pacific Splash Cruises communication audit indicated that
although some channels of communication were functioning correctly, the majority of the
communication channels used by the company were functioning incorrectly. Many
communications issues were defined, particularly issues with employee/management
communication, media/management communication and vendor/management
communication.
♦ Employee/Management Communication
Lack of communication was found to be an overall frustration by employees
that were interviewed for the communication audit. All reported feeling as if
their issues were never addressed (in relation to issues in the work
environment). The manager of the boat crew also felt that managers of other
departments were negligent in doing their jobs correctly, causing
employee/management communication issues, and management/management

3. communication issues as well.
♦ Media/Management Communication
Through conversation and analysis of news articles, major communications
issues between the media and management were defined. Previous efforts to
communicate with the media on behalf of Pacific Splash Cruises (previously
Dream Cruises) were more reactive then proactive. The company was found to
react to events rather that take the initiative by acting. This was found to be
detrimental to the reputation of the company.
♦ Vendor/Management Communication
In an interview of a previous Pacific Splash Cruises employee, currently
employed by a travel company, many negative communication issues were
defined. After the bankruptcy, many vendors no longer sold Dream Cruises
products. In an effort to regain lost vendors, management attempted to rekindle
relationships with these vendors. The communications methods, however, were
found to be unprofessional by certain vendors, causing long-lasting harm: a
decrease of vendors. Those who did maintain a vendor/management
relationship, however, were aware of Pacific Splash Cruises attempt to mask the
Dream Cruises name.

4. Target Audiences
A key component of a successful communication plan is identifying and
prioritizing the target audience. A lack of identification and prioritization could be
detrimental in obtaining the goals of the company.
Primary Target Audiences
♦ Employees
Individuals employed by Pacific Splash Cruises are one of the most important
audiences this communication plan intends to address.
♦ News Media
The media is important because their coverage can have a significant impact
and influence on the public. The image of the company can also be severely
damaged by the media. Print and broadcast media are included in this audience.
♦ Vendors
The numerous vendors that sell and promote Pacific Splash Cruises’ products
need to be notified of the company status to also inform consumers. This
audience is particularly important because they will also be disseminating
information to the public.
♦ Other Stakeholders
Other stakeholders will also be addresses, including, but not limited to:
Investment bankers, creditors and regulators. These individuals/publics are
distinct in their own ways in regards to how they relate to the company.

5. Goals of the Communication Plan
• Improve and provide communication methods that are effective.
• Improve one-on-one communication methods amongst management and
employees.
• Allow the free-flow of communication by improving two-way communication.
• Inform all desired audiences of Pacific Splash Cruises issues, decisions and
actions.
• Improve media relations.
Strategies and Actions
Strategies
• Develop a communication plan for Pacific Splash Cruises to assist in the closure
of the company by applying information obtained in the communication audit of
the company.
• Use communication tools and techniques to involve primary target audiences in
the communication process.
Actions
• Communication Audit
Review the communications audit developed for Pacific Splash Cruises and
evaluate all communications issues in the audit to determine what
communication actions should be taken.

6. • Communication Training
Provide communication training and counseling for management. This is
extremely important because it is difficult for individual communicators to have
a realistic understanding of their communications skills without outside
feedback. By providing outside feedback from myself and from the findings of
the communication audit, management will be able to have a grasp on what
areas their communication skills are lacking, and what steps they need to take to
improve their communication skills.
Communication Mediums
Internal
• Employee Newsletter/ Paycheck Stuffers
Description: 8.5 x 11 single sheet full color newsletter distributed to all
employees, to be enclosed with paychecks. The newsletter will include
information such as contact numbers and general info such as the date of
closure.
Objective: Relay general info to employees on the closure in writing.
Strengths: Simple to produce, can be printed in-house.
Weaknesses: Can be easily thrown out and/or ignored. If employee does not
have a paycheck for that week, they will not receive the newsletter.
Audience: All employees.
• E-mail
Description: Office employees and management have personal e-mail accounts

7. through email.pacificsplashcruises.com.
Objective: Provide up to the minute information to management and other office
employees.
Strengths: Quick and timely information.
Weaknesses: Not all employees have personal e-mail accounts and some do not
necessarily check their e-mail on a regular basis.
Audience: Office employees including management.
• Management Meetings
Description: Members of management to meet weekly, if not twice weekly, to
keep management updated on occurrences.
Objective: Ensure that all management members are familiar with all up to date
issues.
Strengths: Face-to-face contact between management, which allows two-way
communication to occur more freely.
Weaknesses: None
Audience: Management
• All-Employee Meetings
Description: All employees to meet at least once prior to the closure
Objective: Alert all employees of steps they need to take to prepare for the
closure and steps that management will be taking that may effect them.
Strengths: Face-to-face contact between management and employees, two-way

8. communication amongst management and employees and employees and
employees.
Weaknesses: Employee schedules may not be compatible. Therefore, some may
be unable to attend and address issues that they may have which could be
beneficial to the whole team.
Audience: All employees
• Individual Employee Meetings
Description: Employees can schedule individual meetings with management, if
desired.
Objective: Provided one-on-one communication to ensure that all questions and
concerns are addressed.
Strengths: Face-to-face contact between management and employee.
Weaknesses: Employees may not be proactive in scheduling individual
meetings.
Audience: All employees
External
• News Releases
Description: A prepared news release about Pacific Splash Cruises’ closure to
include all basic information: who, what, where, when, why and how. This
news release should be timely and relevant and provide the facts.
Objective: To provide the media with timely, accurate and useful news about
the closure of the company. These releases will be faxed to the local media.

9. Strengths: Easy to prepare and distribute to the media.
Weaknesses: May be ignored by the media.
Audience: Local print and broadcast media.
• Web Page
Description: On Pacific Splash Cruises web page
(www.pacificsplashcruises.com) a feature page to be posted providing a
printable version of the news release and other information relating to the
closure that the media may want access to. This may include contact numbers
also.
Objective: To provide the public, particularly the media, a means of gathering
information in one place.
Strengths: Easy to set-up and maintain. Using this tool, it may be possible to
avoid answering questions by the media giving that materials relating to
possible question will be posted on the Web.
Weaknesses: None
Audience: The public, particularly the media.
• Vendor Newsletters
Description: Newsletters addressing the closure to be distributed to vendors of
Pacific Splash Cruises’ products.
Objective: To ensure that all rack-cards (brochures) are pulled from vendors’
stands and vendors are notified in a timely matter of the closure. These
newsletters should be distributed in-person.

10. Strengths: Simple to produce. In-person distribution will ensure that
notification is timely.
Weaknesses: None
Audience: Product vendors
• Stakeholder Notification Materials
Description: Materials to notify stakeholders, ranging from: newsletters,
individually addressed letters, phone calls made directly to stakeholders.
Objective: To communicate with all stakeholders not only to notify them of the
closure but also to define what steps need to be taken with each stakeholder to
successfully end the relationship in conjunction with the closure.
Strengths: Messages and materials can be molded to individually address
stakeholders. Evaluating each individual stakeholder and defining what method
is necessary and beneficial will allow a smooth end to the relationship as
compared to addressing all stakeholders with “blanket” messages that may
cause an unstable end to the relationship.
Weaknesses: Time-consuming to define each stakeholder individually and
create materials.
Audience: Stakeholders

11. Conclusion
Goals
1. Develop and maintain effective communication skills throughout the process of
the closure of Pacific Splash Cruises.
2. Commit to open two-way communication two emphasize communicational
flow.
3. Provide employees with a one-on-one method of communication to ensure that
all questions and concerns are addressed.
4. Be proactive instead of reactive.
5. Provide strong and consistent messages.
6. Through developing and maintaining effective communication methods with
employees, vendors, media and other stakeholders, improve the reputation of
Pacific Splash Cruises from what it previously was.
7. Co-ordinate and observe the effectiveness of communications activities in this
plan.
This communication plan is designed to assist Pacific Splash Cruises in the closure
of the company over the next couple of months. If this communication plan is
implemented, a smooth and successful transition should be made. Regardless of the fact
that the company is closing, it is still important to maintain good communicable
relationships throughout the process of the closure. For this reason, all recommendations
in this plan will be beneficial to Pacific Splash Cruises.