Strategic Planning Communications and Outreach Planning
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The document provides guidance on developing a strategic communications plan to build commitment to an organization's strategic plan among stakeholders. It recommends identifying target commitment levels needed for each audience and determining the appropriate timing, messages, delivery methods, and senders to move audiences to those levels of commitment. A communication planning matrix is presented as a tool to help plan these elements in a structured way.
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Strategic Planning Communications and Outreach Planning
- 1. Strategy Communications Matrix Jenine Serviolo, PMP | SDI® Facilitator Presented by SMART Management Consulting, LLC Get-SMART.com 1
- 2. Purpose A Strategic Outreach and Communications Plan should help • Develop commitment to the strategic plan throughout the stakeholder groups (audience) • Gain, reinforce, and sustain the desired commitment level of the stakeholders • In time, bring about the sustained change that is required to attain the strategic vision Presented by SMART Management Consulting, LLC 2
- 3. Engaging Staff Strategic planning is an instance of organizational change To be successful, key stakeholders must not only understand the strategic plan but must embrace their role to executing the plan The research company BlessingWhite just published its update to their Employee Engagement Research Report (2013). They cited that Clarity on the organization's priorities is among the top drivers of engagement Get-SMART.com SMART Management Consulting, LLC 3
- 4. Assessing Strategy Commitment Conscious Cognizant Concur Champion of of with for Knows it’s Can Can Can articulate there but articulate the articulate the strategy, can’t strategy but the plays an active articulate it doesn’t strategy role and and doesn’t knowingly and plays consistently knowingly play an active role seeks out play an active active role as directed opportunities to role further strategy Contrary to Also may be Is at least conscious or important to cognizant of strategy note… but is opposed to it… Get-SMART.com SMART Management Consulting, LLC 4
- 5. Assessing Strategy Commitment Current commitment level (O)? Target commitment level (X)? Commitment Level Champion Concur X Cognizant Conscious O Contrary Get-SMART.com SMART Management Consulting, LLC 5
- 6. Building Strategy Commitment Discuss commitment to strategy with subordinates, peers, supervisors and/or strategy officer • Consider influences on o Peers o Managers o Subordinates o Customers o Partners o External agencies • What is needed to get to target level? o Training o Awareness sessions What do folks need to Start, Stop, or Continue doing to live up to their strategy commitment? o Attitudes o Behaviors o Actions Get-SMART.com SMART Management Consulting, LLC 6
- 7. Communication Planning Matrix The Outreach and Communications Plan • Includes outline of stakeholders and activities/communications that will be done to communicate strategy and move stakeholders to target commitment levels • Use Communication Planning Matrix to help develop Outreach and Communications Plan Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods Level Get-SMART.com SMART Management Consulting, LLC 7
- 8. Timing Ideally, communication is continuous and considers needs specific to each strategic planning phase • Preparation • Execution o Plan to plan o Select projects o Select strategic planning o Align organizational units team • Management o Conduct environmental o Report performance Scan o Balance resources • Development o Include strategic o Define references mission, vision, values, go als, targets What is appropriate to communicate during each of these phases? Presented by SMART Management Consulting, LLC 8
- 9. Timing Should the communication come before or after certain events? Will it be recurring? Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods Level Get-SMART.com SMART Management Consulting, LLC 9
- 10. Audience Who are the key stakeholders? • Executive team • Operational managers • Employees • Customers/consumers What groups can be formed • Partners to target communications? • Community members • Regulator/oversight committees Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods Level Get-SMART.com SMART Management Consulting, LLC 10
- 11. Commitment Level What commitment level is needed from the audience and how can you help them get there through outreach and communication ? Champion Concur Cognizant Consider the current commitment level of the Audience - especially if they are contrary Conscious Communication Planning Matrix Timing Audience Target Message Delivery Sender Content Methods Commitment Level Get-SMART.com SMART Management Consulting, LLC 11
- 12. Message Content What content should your message have to achieve the desired response? • Clarifying strategy, process, procedures • Identifying alignment • Responses to concerns, especially those surrounding ‘competing objectives’ • What’s in it for me (WIFM)? • Measures and reporting • Organizational culture • Recognition and awards • Data, people, task, team themes (Relationship Awareness Theory®) Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Methods Level Content Get-SMART.com SMART Management Consulting, LLC 12
- 13. Delivery Methods What methods should be used to achieve the desired response? Company meeting Brochures Staff meetings Pocket cards Special training sessions Wall posters Other educational events Company newsletters Face to face discussions Broadcast emails Video Website Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Level Methods Get-SMART.com SMART Management Consulting, LLC 13
- 14. Sender Who should deliver the message? • Person at the ‘top of • Direct supervisor the change’ o Daily impact of change o Business issues o What do I need to o Reasons for change Start doing Stop doing Continue doing Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods Level Get-SMART.com SMART Management Consulting, LLC 14
- 15. Using the Communication Matrix… Identify what information needs to be provided to key stakeholders throughout the strategic planning lifecycle to make strategic planning successful . Use this information to complete the Outreach & Communications Plan. Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods Level This is often an iterative process!! 1. Identify the timing, sequencing, and frequency of communication 2. Identify the target audiences (by role or name) that are important for successful strategy achievement. Group them as needed. 3. Identify the commitment needed from each target audience 4. Choose message content appropriate for that timing, target audience and commitment level 5. Define best methods to deliver the message 6. Identify who should send the message 7. Use this information to complete your Outreach and Communication Plan Get-SMART.com SMART Management Consulting, LLC 15
- 16. Communicating Strategy • Strategic planning is often an instance of organizational change • To be successful the workforce must not only understand the strategic plan but must identify their responsibility to executing the plan • Key to aligning organizational units • Can be a powerful tool for engagement Getting complete buy-in requires an individual to go through all response stages Get-SMART.com SMART Management Consulting, LLC 16