Methods, apparatuses, and computer program products are described herein that are configured to be embodied as and/or performed by a document planner. In some example embodiments, a method is provided that comprises selecting a schema based on one or more messages available in a message store and using the selected schema and one or more messages available in the message store to generate a document plan. The schema of this embodiment may be defined by a specification containing one or more queries for selecting one or more messages, one or more messages, and/or one or more predefined phrases to instantiate a document plan. The method of this embodiment may also include applying an optimization specification to the document plan to generate an optimized document plan.