4. 13
Six stages of an internal
communication strategy
and plan
1. Research: understanding the
situation
2. Aims & objectives
3. Identify audiences
4. Messages, strategies & tactics
5. Budgets & resources
6. Evaluation
5. A good objective is SMART
Specific
Measurable
Achievable
Relevant
Timed
6. 21
Setting objectives
Golden rules of objective setting
Ally to organisational objectives
Set communication objectives
Link to aims
Link to specific groups – no such thing as ‘all employees’
Be outcome focused
Based in research
Be singular – hard to evaluate objectives with more than one element
Be precise & specific
Do what is achievable – you’ll never achieve 100% of anything
Quantify as much as possible – numbers where you can
Work to a timescale
Work within budget
Work to a priority list Gregory (2010)
7. Lets make this objective SMART
“To increase awareness of the corporate strategy”
13. 13
Six stages of an internal
communication strategy
and plan
1. Research: understanding the
situation
2. Aims & objectives
3. Identify audiences
4. Messages, strategies & tactics
5. Budgets & resources
6. Evaluation