The Ultimate Communication Resource Management Cheatsheet

Introduction: Understanding Communication Resource Management

Communication Resource Management (CRM) is the strategic planning, allocation, and optimization of communication assets, channels, and tools to maximize organizational effectiveness. It ensures the right messages reach the right audiences through the right channels at the right times. Effective CRM reduces communication waste, prevents information overload, and aligns communication efforts with business objectives.

Core Principles of Communication Resource Management

• Strategic Alignment: All communication resources should support organizational goals
• Audience-Centricity: Resources allocated based on audience needs and preferences
• Channel Optimization: Selecting the most effective channels for specific messages
• Resource Efficiency: Maximizing impact while minimizing waste of time, budget, and effort
• Measurement Focus: Tracking communication effectiveness to improve resource allocation
• Adaptability: Flexibly adjusting resource allocation as needs and priorities shift

The Communication Resource Management Process

1. Audit & Assessment

   • Inventory all available communication resources
   • Evaluate current usage patterns and effectiveness
   • Identify gaps and redundancies

2. Strategic Planning

   • Define communication objectives
   • Segment audiences and their communication needs
   • Establish priorities for resource allocation

3. Resource Allocation

   • Assign budget, personnel, and technological resources
   • Schedule communication activities
   • Balance resources across channels and initiatives

4. Implementation & Execution

   • Deploy resources according to plan
   • Monitor real-time resource utilization
   • Make tactical adjustments as needed

5. Measurement & Evaluation

   • Track resource efficiency metrics
   • Assess communication effectiveness
   • Calculate ROI of communication resources

6. Optimization

   • Reallocate resources based on performance data
   • Identify opportunities for greater efficiency
   • Update resource management strategy

Key Tools & Technologies by Function

Planning & Scheduling Tools

• Project management platforms (Asana, Monday.com, Trello)
• Editorial calendars (CoSchedule, Airtable)
• Communication planning templates
• Resource allocation spreadsheets

Content Creation & Management

• Digital asset management (DAM) systems
• Content management systems (CMS)
• Design and multimedia production tools
• Content templates and brand guidelines

Channel Management

• Email marketing platforms
• Social media management tools
• Internal communication platforms
• Media distribution services

Analytics & Measurement

• Communication analytics dashboards
• Survey and feedback collection tools
• Media monitoring services
• ROI calculators for communication initiatives

Communication Channel Comparison

Common Challenges & Solutions

Challenge: Communication Overload

Solutions:

• Implement message prioritization framework
• Establish communication-free periods
• Create channel usage guidelines
• Consolidate related messages

Challenge: Resource Constraints

Solutions:

• Implement zero-based communication budgeting
• Repurpose content across multiple channels
• Utilize templates and automation
• Focus resources on high-priority audiences

Challenge: Misaligned Resources

Solutions:

• Create audience journey maps to identify critical touchpoints
• Develop channel selection decision trees
• Implement regular resource allocation reviews
• Align communication resources with strategic priorities

Challenge: Measuring Resource Effectiveness

Solutions:

• Establish clear KPIs for each communication channel
• Implement consistent tracking methodologies
• Develop communication dashboards
• Calculate resource cost per engagement

Best Practices & Tips

• Create a Communication Resource Map: Document all available channels, tools, and team capabilities
• Establish Clear Governance: Define roles and decision-making authorities for resource allocation
• Develop Resource Allocation Formulas: Create frameworks to objectively distribute resources
• Implement Resource Tracking: Monitor time, budget, and asset utilization
• Practice Just-in-Time Resourcing: Allocate resources when and where they’ll create maximum impact
• Build Flexibility Buffers: Reserve 15-20% of resources for unexpected communication needs
• Conduct Regular Resource Reviews: Schedule quarterly assessments of resource allocation effectiveness
• Prioritize High-Impact Channels: Focus resources on channels with proven effectiveness for specific goals

Resources for Further Learning

• Books:

  • “Strategic Communication Management” by Michael Goodman
  • “Mastering Integrated Communication” by Robyn Blakeman
  • “Communication Resource Management” by John Murphy

• Organizations:

  • International Association of Business Communicators (IABC)
  • Project Management Institute (PMI)
  • Association for Talent Development (ATD)

• Courses & Certifications:

  • Communication Resource Planning (CRP) Certification
  • Strategic Communication Management Professional (SCMP)
  • Digital Communication Asset Management (DCAM)

• Tools & Templates:

  • Communication Resource Allocation Calculator
  • Channel Effectiveness Measurement Framework
  • Communication Resource Audit Template