Seven Steps to a Strategic Communication...
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September 2015 Seven Steps to a Strategic Communication Plan For IABC Chicago
Transcript of Seven Steps to a Strategic Communication...
September 2015
Seven Steps to a Strategic Communication Plan For IABC Chicago
September 2015 2
Who we are
global leader in Risk. Reinsurance. Human resources.
500 offices
120 countries
1987 1680
66,000 colleagues
850,000 covered under the Aon Active Health Exchange
September 2015 3
What strategic communications planning is
Why you should strategically plan your communications
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
September 2015 5
We need to communicate
Let’s send a postcard
“Please do this. It’s important.”
Wait.
Did it work?
Why? Why not?
The case for a strategic communications plan
September 2015 6
Your business has a strategic plan
Your communications should be as well planned.
Your communications should align with the strategic plan.
The case for a strategic communications plan
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Get in front of communications
Make better use of scarce resources
Influence results Prove ROI
Why you need a strategic communications plan
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Know why. Know what.
Know how. Know if it works.
Your plan will help you:
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1. Where are we and how did we get here?
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What has led to the need
Past communications,
effectiveness, perception
What’s changing, potential areas of resistance, special
needs
Audience readiness audience
readiness, awareness, more
Situational analysis and past communications
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2. What do you want to accomplish?
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Intended effect: know, feel,
understand or do
Measurable outcomes linked to
overall project success
Desired results of communication
efforts
Communication objectives
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Communication Objectives
Complete this sentence: After our
communication plan is
implemented…
After our communication
plan is implemented…
…Operations leaders will
champion the new process and require its implementation among their direct
reports.
…Employees will be aware of the
changes to their benefits and will
enroll by the deadline.
…Investors will understand the
proposed changes and vote with the
board.
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3. What do people need to hear?
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WH
Y m
essa
ges
• Compelling messages
• Support objectives
• May address awareness and desire
• Link to overall strategy, business need, objective, values WH
AT m
essa
ges
• Key information to respond, take action, or understand
• Address awareness and knowledge
• Specifics: what will happen, when, how, and define required actions
Key Messages
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4. Who needs to hear the message?
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Prim
ary
Audi
ence
s • Who is directly affected
• Slice and dice
Seco
ndar
y Au
dien
ces • Need to
know • Supporters
of primary audience
• Other stakeholders
Audi
ence
Cha
ract
eris
tics • Culture
• Language • Locations • Access to
technology
Audiences
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5. What’s the plan?
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Comms channel • Leverage existing video channel as
primary source of info
Guiding principle • Communicate changes first to
group directly impacted
Exec champion • Spearhead change management and major communications
Strategy
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6. What does success look like?
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Raw data • Number of members, transactions,
orders • Likes/followers
Reports • Year-on-year comparison • Review of raw data from multiple
viewpoints
Anecdotal • Survey comments • Service center calls • Social media trends
Evaluation/Measurement
How will you measure success?
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7. How will you get there?
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High-level
Available channels
Leverage existing and new vehicles
Timing
Tactics/Timing
Use detailed tactical plan for actual execution
Consider other events, activities, promotions—tie to them or work around
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Budget
Staff, equipment, software
Time
What’s the spend?
Resources
Don’t leave anything out.
Include peer and SME review, approvals
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Put it all together
September 2015 26
Get a tool
SITUATION ANALYSIS & PAST COMMS
COMMUNICATION OBJECTIVES
KEY MESSAGES AUDIENCES STRATEGY EVALUATION / MEASUREMENT
TACTICS / TIMING
[Project Name] Communication Plan [date / version #]
September 2015 27
Get another tool
AUDIENCE MESSAGES TACTICS TIMING RESPONSIBILITY
Managers WHAT: New hire process is changing • New SharePoint site with tools,
checklists, links, PDFs • Enhanced communication to new hires • Detailed IT request form and process
WHY: We heard you • New hires and hiring managers told us
the old process wasn’t working • Needed to clarify next steps and timing • Streamlined IT request process
1. SharePoint site/content 1. Soft launch Sept. 24 1. Talent Acquisition
2. Introductory email 2. One week post-launch 2. HR Communications
3. Global newsletter article (translate for Canada)
3. Oct. 9 issue 3. HR Communications
4. Hiring manager webinar—live and recorded
4. Week of Oct. 21: two live webinars; record and post best recording within one week
4. TA & HR Communications
5. Manager toolkit 5. Add to SharePoint site by December 1
TA
Onboarding Process—Tactics by Audience
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Organizational/departmental strategic communications plan Project level plans Budget/staff/resource planning Creating Gold/Silver/Bronze Quill work plans
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