Communication Planning Process

High Level Planning & Implementation Process

Determine Desired Outcome

Plan & Develop Communication

Implement Communication

Evaluate Communication

Communicate with the end in mind.

Communication does the work of change The more stakeholders and impact involved, the greater the need for a coordinated plan A plan doesnt shield us from having to react to buzz and other events Clear and meaningful principles for communicating allow people to follow the guidelines while being authentic Communicating is two-way; listening is required The more managers are in honest, robust communication with their people on a regular basis, the more communicating about change is a non-event Its not a check the box activityits about achieving desired outcomes involved with helping people be informed and engaged so they can be productive and effective

Communication Planning
Each communication activity is planned for maximum effectiveness.

Determine Desired Outcome

Plan & Develop Communication

Implement Communication

Evaluate Communication

Determine Communication Goal

Identify & Analyze Target Audience

Plan Communication Flow & Content

Develop Communication

Implement Communication

Evaluate Communication

Communication choices are made based on the goal and the best way to achieve it with each particular target audience.

Details of Communication Planning Process

Communication Process

High Level Planning & Implementation Process

Determine Desired Outcome

What ultimate goal does the communication plan need to achieve?

Plan & Develop Communication

Review the Impact and Stakeholder Analysis docs Identify key target audience groups What overall sequence of messaging will be most effective? What communication vehicles already exist and can be leveraged? What level of capability and consistency of communicating already exists? How will you evaluate the effectiveness of the communication?

Implement Communication

Evaluate Communication

Communication needs to be integrated for the target audience Who is on point to ensure coordination with other messaging?

How well did the communication achieve desired outcome? What measures did you have in place to evaluate? What next steps are needed?

Key Questions to Answer for each Key Stakeholder Group

Why are things changing? What's changing and what's not changing?

How will things change?

What updates on the change effort need to be communicated? What is the timing of the change? What education on how to be successful as things change is needed? What new behaviors are expected? What are the new performance expectations? What is known and not known at points in time?

Communication Planning
Determine Communication Goal
What goal are you trying to achieve through this communication? What is the purpose of the communication? What do you want your audience to do or think after the communication?

Identify & Analyze Target Audience

Review the Impact and Stakeholder Analysis docs Who is your target audience? Who needs to be involved or informed given your desired outcome? What does the audience care about regarding the desired outcome? Where are they on the change communication curve? What are their needs, concerns, goals, questions?

Plan Communication Flow & Content

What is the best way to achieve your communication goal? What constraints do you have, i.e.., time, location, etc.? Does your communication need to achieve awareness, understanding, buy-in & commitment or ownership? What method will best achieve outcomes? (Email, voicemail, phone call, 1:1 meeting, group meeting, workshop, demonstration) What will work best to achieve outcomes, given the needs and concerns of audience? ( discussion, presentation, questionnaire, meeting agenda, planning templates) How will you build in listening? What sequence will be most effective? Advocacy or Inquiry or both? Note: Always best to start where your audience is and work from there. Who can best obtain the desired outcomes? Who will best connect with the audience to understand needs and achieve communication goals? How will you evaluate the effectiveness of the communication?

Develop Communication
Create communicationthis could be written message, talking points, presentation, discussion topics, questionnaire, etc.

Implement Communication
Deploy communication activities Ensure its integrated with other messaging to target audience Who is on point to ensure coordination with other messaging?

Evaluate Communication
What measures did you have in place to evaluate? Did you achieve your goal? What next steps are needed?