Event Communication Plan: What to Send, When, and to Whom

An event communication plan makes sure the right people get the right information at the right time, from the first announcement to the final thank-you. Without one, messages go out late, details contradict each other, and your team spends the day answering questions that should have been answered weeks ago. In this guide you'll learn how to map your audiences, what every attendee message should include, how to build a comms schedule, how to run a day-of team channel, and what to send afterwards.

#What an event communication plan covers

A communication plan is a single schedule of every message related to your event. For each one it records:

• Audience - who receives it
• Purpose - what you want them to know or do
• Channel - email, ticketing platform, text message, website, social media, or a team chat
• Content - the key details to include
• Owner - one person responsible for sending it
• Timing - the send date, or the trigger that sends it

It sits alongside your event planning checklist and your run of show: the checklist tells you what to prepare, the run of show tells the team what happens on the day, and the comms plan tells everyone what they need to know.

#Know your audiences

Different groups need different information. Treat each as its own audience. Formal events may add groups such as donors and sponsors; our guide to gala and fundraiser guest check-in shows how they're handled at the door.

Stakeholder updates are easy to forget. A short weekly note on registrations, budget, and open risks avoids surprise questions late in the process.

#What every attendee message should include

Attendees mostly want practical answers. Before you send any message, check it against this list.

#Pre-event information checklist

1. Event name, date, and start time
2. Recommended arrival time - if doors open 45 minutes early, say so and explain why
3. Venue name and full address, with a map link
4. Transport and parking - nearest station, parking options and costs, drop-off point
5. Ticket or QR code - and a reminder to have it ready on their phone or printed
6. Accessibility information - step-free routes, accessible toilets, hearing loops, quiet spaces, and how to request support
7. What to bring - ID, laptop, warm clothes for outdoor sessions
8. Agenda highlights - or a link to the full agenda
9. Contact for questions - a monitored email address or phone number

Put the essentials (date, time, place, ticket) in the first few lines. Many people only read the top of an email.

#Write for everyone

Use plain language, descriptive link text, and enough colour contrast. If you share an event page or PDF, the W3C's introduction to web accessibility explains the basics of making digital information usable for everyone.

#Tickets and QR codes

Decide early what format your tickets will be in and test that they scan. Our comparison of QR codes vs barcodes for event tickets helps. ScanSync can import existing ticket codes from your list and generate a QR code for anyone without one. Note that ScanSync handles check-in only; it doesn't email attendees, so you'll send tickets and reminders through your own email or ticketing tools.

#Build your comms schedule

Now put every message on one timeline. Here's an example schedule for an event announced about three months out. The timings are a starting point, not a rule; adjust them to your event.

Reminders do more than inform: well-timed messages with clear arrival details can help reduce no-shows. Our guide to reducing event no-shows covers what to include.

#Respect privacy and consent

Only message people for purposes they would reasonably expect, and follow the consent and data rules that apply to you. If you have attendees in the EU or UK, the text of the GDPR sets out the principles. Our guide to event check-in data privacy covers attendee data more broadly. This is general information, so check with a qualified adviser if you're unsure.

#Day-of team channel and escalation

On the day, communication shifts from planned messages to fast coordination.

#Set up one channel

Pick a single channel for the whole team, such as a group chat, radios, or both for large venues. Pin the run of show, the contacts list, and the venue map at the top.

• Name the channel clearly and add everyone before the day
• Use short, standard updates: "Doors open", "Running ten minutes late", "Keynote on stage"
• Keep long discussions in side conversations so the main channel stays readable

#Escalation path

Agree who handles what:

1. Area leads (check-in, stage, catering) solve problems in their zone.
2. The event lead is called for anything that affects the programme or several areas.
3. Emergency services are called first for any safety issue, and the event lead is informed straight after.

Link this to your event risk management plan so contingency decisions and communication go together.

#Attendee updates on the day

If something changes, such as a room move or a delayed start, tell attendees quickly and consistently: on screens, through the host, and on signs at the entrance. The check-in team is often the first point of contact, so brief them on any changes before doors open. If you use ScanSync, check-in staff with the scanner role only see what they need to check people in, not attendee contact details.

#After the event: thank-you and survey

Follow-up is part of the plan, not an afterthought.

• Thank-you message. Send it within a day or two to people who attended. Include slides, recordings, or photos if you have them.
• Short survey. Keep it to a handful of questions, including one overall satisfaction or recommendation question.
• A separate note for no-shows. Share resources and invite them to the next event.
• Thank your team, speakers, and suppliers individually.
• Stakeholder summary. Share attendance, survey results, and lessons learned.

To split attendees from no-shows, export your check-in list and match it against registrations. Our post-event attendance report guide shows how.

#Summary

An event communication plan lists every message, audience, channel, owner, and send date in one place. Treat attendees, staff, speakers, suppliers, and stakeholders as separate audiences, and make sure attendee messages cover the date, place, ticket, arrival time, access, and a contact. Run one team channel with a clear escalation path on the day. Afterwards, thank everyone, send a short survey, and share the results.

#Next steps

Copy the comms schedule above into your planning spreadsheet and assign an owner to each row. When your list is ready, you can create a free account to import it and handle check-in, or contact us with questions.