Don't create a plan -- build a playbook, complete with ...
- Key messages;
- Media List;
- List of influencers/social state and federal; and,
- Key events.
You marketing playbook should be a living document, where the pages get ripped because you are flipping though with regularity. Each day, each week, month, quarter and year you should have something to do, or today - a Tweet.
In communicating with others it is important to define the audience and establish objectives in creating a communications plan. That way you communicate with purpose and achieve the results you are expecting.