Developing a communication plan for product updates

Overview

Product development can move quickly, making it challenging for teams to manage all necessary communications effectively. It's essential to keep both internal teams and customers informed about product updates. Failing to communicate at key moments can lead to serious issues or missed opportunities to celebrate achievements internally and with customers.

Result

Our Product Ops Assistant will evaluate and enhance your current communication plan, focusing on the processes and communication methods used. This will result in a documented process and templates for internal and external communication, leading to happier stakeholders and ensuring that your customers engage with your updates.

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Process

Assess the current process for communicating product updates

‍Product Leader

‍Provide any available information about the current communication process, including who receives updates, when they are communicated, and examples of the communications. Alternatively, direct the Product Ops Assistant to the appropriate team members who can explain the current process. Share any issues you have encountered with the current plan. ‍

‍Product Ops Assistant

‍Talk to key team members about current practices and ask for feedback on possible improvements. For example, is there evidence that stakeholders read the release notes or attend the demos? Are these communications well-received, or do they lead to confusion? If possible, talk to a few internal stakeholders who have received product updates in the past and ask them for their impressions. If available, review data on customer interaction with product updates (e.g., email open rates). Document the current process, noting where improvements can be made.

If customer communication is managed by a different department, such as Product Marketing, inform the Product Ops Assistant whether customer updates should be included in this assessment. If they should, introduce the Product Ops Assistant to the relevant team members responsible for customer updates, and explain the purpose of the project to them.

Update and templatize the process

‍Product Ops Assistant

‍Based on the feedback gathered, create a draft plan that addresses gaps in the current process. Consider the following:

Who receives product update communications: Ensure all relevant parties (customers, partners, vendors, internal stakeholders) are informed well in advance of any product updates.
How are product updates communicated:some text
- Internally: Are there release notes or sprint notes distributed with each release iteration? Does the team invite others across the organization to sprint demos?
- Externally: Are customers emailed product updates, or are they shared on social media or other channels? Are customers or vendors invited to live demos?
What is communicated: Ensure clear communication about what the product updates entail and when they will occur. Communications should clearly articulate the goals of the product updates, be engaging, include visuals, and provide the correct context for the appropriate audience.
Is feedback encouraged: Provide avenues for stakeholders, vendors, or customers to ask questions and provide feedback, such as a dedicated email address, feedback forms, or forums. Is there a response plan for handling concerns about the product updates?
Who communicates the product updates: Ensure team members are clear on their roles in communicating product updates.

Product Ops Assistant & Product Leader

‍Meet to review the draft proposal, deciding together on improvements to the process and appropriate communication methods based on feedback and learnings.

‍Product Ops Assistant

‍Finalize process documentation that can be shared with the team and work with them to templatize appropriate communication pieces, such as:

Internal release notes.
Internal demo agenda.
Product updates for customers, if applicable.

There are many templates available that can be adapted and tailored to the correct audience:

Appcues Release Notes Template
Hiver Email Templates

Remember to include details such as new features, improvements, bug fixes, and potential impacts on the user experience. Use sprint notes, demos, and customer updates as opportunities to celebrate achievements and recognize team members.

Implement the plan

Product Ops Assistant

As the launch approaches, ensure all components of the communication plan are on track. Regularly check in with team members responsible for communications, sending reminders about upcoming dates and ensuring that everything is proceeding as planned. As feedback is received from both internal and external stakeholders, make necessary adjustments to the communications to ensure alignment and effectiveness.

Monitor and iterate on the plan

‍Product Ops Assistant

‍For each release cycle, execute the assigned tasks. Pay close attention to team operations, send reminders about the new plan, and ensure everyone is on top of their duties. Conduct a retrospective after each release cycle to discuss successes and areas for improvement.

‍Product Ops Assistant

‍Each cycle, review the effectiveness of the plan based on feedback from stakeholders, vendors, and customers. Review engagement metrics on any written communication, such as open rates. Iterate on the plan based on your learnings.