Seven Steps To A Strategic Communication Plan
Seven Steps to a Strategic Communication PlanFor IABC ChicagoSeptember 2015
Who we are66,000colleagues120countries500officesglobal leader inRisk. Reinsurance. Human resources.850,000covered under the AonActive Health ExchangeSeptember 2015198716802
Here’s today’s planWhat strategic communications planning isWhy you should strategically plan your communicationsSeven steps to a sound strategic communications planWays to use your planning processQuestions and answersSeptember 20153
Strategic Comms PlanningSeptember 20154
The case for a strategic communications planWe need tocommunicateWhy? Why not?Let’s send apostcardDid it work?“Please do this. It’simportant.”Wait.September 20155
The case for a strategic communications planYour business has a strategic planYour communications should be as well planned.Your communications should align with the strategic plan.September 20156
Why you need a strategic communications planSeptember 2015Get in front ofcommunicationsMake better use ofscarce resourcesInfluence resultsProve ROI7
Your plan will help you:September 2015Know why.Know what.Know how.Know if it works.8
1. Where are we and how did we get here?September 20159
Situational analysis and past communicationsSeptember 2015What has led to What’s changing,potential areas ofresistance, specialneedsAudience readinessaudiencereadiness,awareness, more10
2. What do you want to accomplish?September 201511
Communication objectivesIntended effect:know, feel,understand or doMeasurableoutcomes linked tooverall projectsuccessDesired results ofcommunicationeffortsSeptember 201512
Communication ObjectivesComplete this sentence: Employees will beaware of theAfter ourchanges to theircommunicationbenefitsand willenrollplanby theisdeadline.implemented September 2015After ourcommunicationplan isimplemented Investors willunderstand theproposed changesand vote with theboard. Operationsleaders willchampion the newprocess and requireits implementationamong their directreports.13
3. What do people need to hear?September 201514
September 2015 Compellingmessages Supportobjectives May addressawareness anddesire Link to overallstrategy,business need,objective, valuesWHAT messagesWHY messagesKey Messages Key informationto respond, takeaction, orunderstand Addressawareness andknowledge Specifics: whatwill happen,when, how, anddefine requiredactions15
4. Who needs to hear the message?September 201516
September 2015 Need toknow Supportersof primaryaudience OtherstakeholdersAudience Characteristics Who isdirectlyaffected Slice anddiceSecondary AudiencesPrimary AudiencesAudiences CultureLanguageLocationsAccess totechnology17
5. What’s the plan?September 201518
StrategyCommschannelGuidingprinciple Leverage existing video channel asprimary source of info Communicate changes first togroup directly impactedExec champion Spearhead change management andmajor communicationsSeptember 201519
6. What does success look like?September 201520
Evaluation/MeasurementRaw dataHow will youmeasuresuccess?ReportsAnecdotalSeptember 2015 Number of members, transactions,orders Likes/followers Year-on-year comparison Review of raw data from multipleviewpoints Survey comments Service center calls Social media trends21
7. How will you get there?September 201522
Tactics/TimingLeverage existingand new vehiclesSeptember 2015HighlevelUse detailed tactical plan for actualexecutionTimingConsider other events, activities,promotions—tie to them or workaroundAvailablechannels23
What’s the spend?BudgetStaff, equipment,softwareResourcesTimeSeptember 2015Don’t leave anything out.Include peer and SME review,approvals24
Put it all togetherSeptember 201525
Get a tool[Project Name] Communication Plan [date / version #]SITUATIONANALYSIS & PASTCOMMSSeptember 2015COMMUNICATIONOBJECTIVESKEY MESSAGESAUDIENCESSTRATEGYEVALUATION /MEASUREMENT26TACTICS / TIMING
Get another toolOnboarding Process—Tactics by YManagersWHAT: New hire process is changing New SharePoint site with tools,checklists, links, PDFs Enhanced communication to new hires Detailed IT request form and process1. SharePoint site/content1. Soft launch Sept. 241. Talent Acquisition2. Introductory email2. One week post-launch2. HR Communications3. Global newsletter article(translate for Canada)3. Oct. 9 issue3. HR Communications4. Hiring manager webinar—live and recorded4. Week of Oct. 21: two livewebinars; record and post bestrecording within one week4. TA & HRCommunications5. Manager toolkit5. Add to SharePoint site byDecember 1TAWHY: We heard you New hires and hiring managers told usthe old process wasn’t working Needed to clarify next steps and timing Streamlined IT request processSeptember 201527
Use your power for good Organizational/departmental strategic communications planProject level plansBudget/staff/resource planningCreating Gold/Silver/Bronze Quill work plansSeptember 201528
Thank you connie.mayse@yahoo.com @cjmayseSeptember 201529
Seven steps to a sound strategic communications plan Ways to use your planning process Questions and answers . Here’s today’s plan . September 2015 4 Strategic Comms Planning . . Creating Gold/Silver/Bronze Quill work plans Use your power for good : September 2015 29 Thank you
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the world, but as the heart and mind of the people. So that conforms with what we have in the book of Revelation—seven out of which comes seven, out of which comes seven. We have that also in the pattern with the seals: seven seals seven trumpet plagues seven last plagues We find seven all the way through. Paul wrote 14
The Strategic Management Process 15 Developing a Strategic Vision: Stage 1 of the Strategic Management Process: 17 How a Strategic Vision Differs from a Mission Statement 19 The Importance of Communicating the Strategic Vision 22 The Benefits of an Effective Strategic Vision 22 Setting Objectives: Stage 2 of the Strategic Management Process 22 xxiv
strategic planning and have them master the mechanics of strategic planning for their school or educational organization. Course Objectives: To define strategic planning and determine the rationale for developing strategic plans To identify the key steps in strategic planning To manage the strategic planning process
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