Communications planning

Communications Planning Focus on priorities Pia Fast December 3, 2008

Communications planning - KISS ,[object Object],[object Object],[object Object],[object Object],[object Object]

Why plan communications? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Well planned is half done… … but a plan that can not be changed is a poor plan.

In which situations do you need communications planning? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Levels of communication planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Levels of communication planning, cont. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What plans to use & when? Different aspects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Elements of a communications plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Defining the basic tasks of communication ,[object Object],[object Object],[object Object],[object Object]

Setting communications objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reminder- Hierarchy of Effective Communication Source: “ Effective Communication: A Leading Indicator of Financial Performance ” by Watson Wyatt Gain advocates Basic information Influence opinions Create demand Action Acceptance Understanding Awareness Commitment FOUNDATION STRATEGIC BEHAVIORAL Effective Communication Drives Supervisors’/ Managers’ Behavior Creates Employee Line of Sight Facilitates Change Focuses on Continuous Improvement Connects to the Business Strategy Follows a Formal Process Utilizes Employee Feedback Integrates Total Rewards Leverages Technology

Choosing the right channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TWO-WAY, INTERACTIVE ONE WAY

How to start planning? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic goals – e.g. desired profile for contact centers? ,[object Object],[object Object],[object Object],[object Object],[object Object]

How to crystallize the key messages? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How to get to the target/desired state? Profiling of e.g. organization Actions, Messages, Look Image Identity Profile Recipient gets when e.g. receive info. What is visible to externals. Values, ways of working, historical legacy, key persons, culture, strengths, weaknesses, strategy…. Who we really are…

Reputation is built… Products and services Emotional factors Corporate responsibility Vision and leadership Economical success Working environment Reputation

Defining and analyzing stakeholders / target groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Channels and activities for INS external communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Channels for INS internal communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Resource analysis (and budgeting) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

INS Operations Communications 1H/2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Maintain and develop communication channels for delivering information and collecting feedback. Ops Info Share Jan Mar Apr May Jun Feb ,[object Object],[object Object],[object Object],*) Ops specific activities according to need. ,[object Object],[object Object],[object Object],[object Object],Ops Info Share Ops Info Share Compliance Ops comms strategy & plan Operations Internal Comms ,[object Object],[object Object],[object Object]

Evaluating success? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],HOW ? DRAFT Yes Monthly monitoring of INS Purchasing main sites using HBX and Webstatistics reports. Analyze if there were significant, unexplainable drop/growth in usage or has the end user behavior changed in general ? No Further investigation & analysis. Implement fixes/changes/updates according to need. No actions needed

Measuring the effectiveness of Comms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Examples of measurements for comms ,[object Object],DRAFT How will we know if we have succeeded and met our objectives? How are we going to evaluate our success, what performance indicators and evaluating measures will we use? ,[object Object],Development ,[object Object],[object Object],Efficiency ,[object Object],[object Object],[object Object],End user benefit ,[object Object],[object Object],[object Object],Successfulness and impressiveness (affect) Actions 2009 Target 2009 Key measure

Follow-up and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Keep it short and simple Channels Messages Sender e.g. INS Ops, representatives, etc. Recipient Stakeholders, target groups, INS, Influencers Commitment Interaction Image

Capability for Change Other on-going changes at work On-going changes in private life Past experiences of changes Personality Change Management Personal support network

Communications planning

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