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Communication Strategy

Communication Strategy. Communication Strategy Purpose.

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Communication Strategy

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  1. Communication Strategy

  2. Communication Strategy Purpose • The purpose of this document is to provide a set of guiding principles for members of the communication team and those with responsibility for communicating to the organization. It is intended to help achieve consistency across the range of communication outputs and to ensure a joined-up approach to communications and engagement thereby re-enforcing “One Business”. • The communication strategy defines the framework and direction for communication efforts. It provides guidance for consistent and clear messages to the appropriate people in the most effective manner. • The communication strategy consists of: • Communication Objectives – why we initiate these communications • Stakeholder Audiences – with whom do we need to communicate • Vehicle Analysis – how existing communications vehicles can be leveraged • Roles and Responsibilities – who is responsible for each activity within the communication lifecycle

  3. Communication Objective • The communication efforts will focus on the following objectives: • Create awareness and understanding of the change • Support understanding and buy-in of employees through effective, interactive communication processes • Support acceptance of the change • Foster employee behaviors needed to support the change • Enable and encourage feedback • Create consistent messaging for leaders to use • Ensure that all information is accurate, timely, and approved for sharing To communicate the change to the organization using a range of media and approaches

  4. Key Messages #1: • What will the future look like? • Vision • Business case -The driving forces behind the focus on the change • The benefits of the transition to the impacted stakeholders • Key Messages 3#: • What does this mean for me? • New ground rules and behaviors. “The way we do things around here” • Support for employees throughout the transition • Ways people can get involved with the transition process • Generate fun and excitement What will the futurelook like? What does this mean to me? • Key Messages #2: • How are we getting there? • Update on transition initiatives progress and impact • Changes to the work environment • Recognize and celebrate successes and quick wins • Elicit feedback and comments on change program and progress How are we getting there? Communication Strategy To increase commitment to the change and help foster and sustain behaviors in line with the future vision, a structured Communication Plan will be executed.

  5. Communication Commitment Curve • Communications is a key component to moving audiences from awareness to commitment to the change, and eventually engagement. The commitment curve will allow the Communications Team to track audiences’ understanding of the messaging and gauge where specific groups fall within the curve. Based on this knowledge, the Communications Team can identify how to best fulfill any gaps and gain a better understanding of how best to engage specific groups and/or individuals. • There are four phases within the communication commitment curve – • Awareness -informing audiences appropriately about the project, listening, and realizing questions and perceptions • Understanding – audiences have a clear understanding of how the change will impact the organization, employees and themselves • Involvement – audiences begin to ‘buy-in’ to the project and begin to take ownership by becoming involved in supporting messaging • Commitment - during this phase stakeholders and leaders begin to view themselves as part owners of the project and take accountability for successes/failures “I’m into it -- I own it” “I’m participating in it” “I know how it affects me” “I know about it”

  6. Communications Guiding Principles These fundamental assumptions are used when delivering and evaluating all communications. They will serve as directional signs that will help those who develop and deliver communications to achieve the aforementioned objectives. • Make use of a broad range of communication and feedback vehicles • Ensure consistent messages with the intention of ‘one voice’ • Deliver open, honest and accessible information in a timely manner. • Engage employees: maintain an effective dialogue at every stage • Organise content in a way that is logical and informative and uses simple language • Messages should be proactive and consistent, regardless of the source or media used • Communicate face-to-face when feasible • Seek out and plan opportunities for open, two-way communication; Outbound communications should provide opportunities for feedback (e.g., all communications should include a contact number or mechanism to provide feedback or ask questions)

  7. Communication Messages by Key Audience

  8. Communication Plan and Approach The Communication Plan is constructed to take advantage of the relative merits of each media vehicle. Based on the message to be conveyed, its deliverer, and the audience to receive it, each piece of communication will be assigned to the appropriate communication channel.

  9. Detailed Communication Plan and Approach • The tactical communication plan/calendar is: • A map of communication activities to be employed based on understanding of audience needs, the overall timeline, and the communications landscape • Depicts tactics in rows and other key information in columns (audience for a particular tactic, vehicle to be employed, key messages, tactic purpose, start date, finish date/delivery date, individuals responsible for content development/review, individuals responsible for distribution (sender/spokesperson), status, and notes). • A working document used to manage ongoing communications activities • As such, it will be updated periodically to reflect date changes, changes in priority, etc. • Maintained in Microsoft Excel

  10. Communication Roles & Responsibilities Communication roles are critical in the effective rollout of the Communication Plan. Because the project's communications touch numerous stakeholders, it is important to note that the roles outlined below act as ‘advocates’ for the project.

  11. Communication Approval Process Define and outline the communication approval process for the project, program and/ or product team

  12. Communications Measurement and Feedback Monitoring It is important to measure the effectiveness of communications to understand whether key messages are being understood, whether the messages are having an impact, and whether two-way communication vehicles are being utilized. With the information gathered from the measures listed below, the Communication Team will be able to target communications so they better meet different audiences needs and leverage preferred communication vehicles. 1

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