Post on 22-Jan-2016
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Creating a Strategic Communication Plan
Gwen Jayne
Dir. Compensation & Benefits
The Fundamentals
The primary purpose of communication is
SHARED UNDERSTANDING
Communication must be interactive, mutual and reciprocal.
The Fundamentals
Sender
Message
Receiver
NOISE
Source Destination
The Fundamentals
• Effective Communications– Supports an environment of feedback– Is a reciprocal process that involves the
receiver and sender– Is clearly understood– Clarifies and enlightens– Encourages desired behavior/action
Analyze the Situation
• Identify what is to be communicated.• Ask questions to create a better
understanding of the situation.• Who? What? Where? When? Why?
How?
Analyze the Situation
• Who will be the provider? Who will be eligible?
• What are the major challenges in creating acceptances?
• Where will they find information?• When will the plan become effective?• Why is the plan being introduced?• How will the plan affect eligible
employees?
Define the Objective
• Remember to keep the Objective SMAART
• Specific• Measurable• Attainable• Audience-Specific• Relevant• Tied to the business
Define the Objective
• Introduce a pay card program to eligible employees, and enroll 50% of “paper” check employees in the pay card program.
• Decrease recurring costs of traditional paper checks
• Manage final wage payments via instant payment
Conduct Audience Research
• Who is your audience? • What does your audience think is
important?• What are the trouble spots?• Any special information needs?• Considerations for employee segments?• Other major segmentations?
Conduct Audience Research
• All US based employees are eligible• Employees value accurate pay, ease of use. They
want to ‘see’ the money.• Technology resistant employees could be an issue.• Non-English speaking employees will require
separate materials.• Will need to identify the union contact for
communication coordination.• Family members, and prospective employees are
also potential audience members.
Determine Key Messages
• Information obtained through analysis and research provides input into key messages.
• Key messages must be aligned with communication objectives.
Determine Key Messages
Introduce a pay card program to eligible employees, and enroll 50% of “paper” check employees in the pay card program.
• With a pay card, cardholders can skip trips to the bank, and quit waiting for the mail.
• Funds are automatically deposited and always available the second they hit the card.
Objective: Key Messages:
Select Communication Channels
• Face to Face• Paper-Based• Technology Based
Select Communication Channels
Face to Face
• Meetings• Presentations• Social Gatherings• Workshops
Why or Why Not• Allows for real-time
interaction and feedback.• Delivery of information from a
trusted source• Empathy• Significant cost, time and
travel hurdles for multi-site.• Consistency of information• Best when you need to
change behavior or overcome resistance to change.
Select Communication Channels
Paper Based
• Brochures/booklets• Newsletters• Letters and Memos• Payroll inserts• Posters• Post Cards
Why or Why Not• Read at one’s own pace• Sharing with others• Consistency• Lack of interaction• Information may be
misinterpreted• Reading and language barriers• Cost and Environmental
Concerns• Particularly effective when
communicating information that is complex, or used as a reference.
Select Communication Channels
Technology Based
• Podcasts• Storage devices (flash
drive, CD, SD cards)• Mobile and wireless
devices• DVD/video• Webcasts• Email
Why or Why Not• Quick, convenient and cost
effective• Ideal for short, time-sensitive
messages• Employees can search and
access information as needed• Meeting employees where they
are 24/7• Security risk (privacy and
confidentiality)• Do all employees have access?• Information overload!
Select Communication Channels
• Multiple Modes of Communication – Pay Cards– Brochure/Postcard for reference, and to
include family members– Email blasts and Webcasts – Presentations and onsite meetings
A pay card program involves the most sensitive of subjects – MONEY. Be sure to reach all stakeholders, and provide information.
Develop the Campaign
• Create a project plan– Summarize/document findings up to this
point– Select the project team– Detail action items– Detail cost estimates– Detail evaluation plan
Develop the Campaign
• Pre-introduction– Create a teaser– Build excitement and make the audience
want to learn more– Determine who needs to know the details in
advance• Obtain senior leadership approval.• Prepare Q&A for supervisors• Conduct train-the trainer sessions
Develop the Campaign
• Release– Decide specifically how the message will be
communicated.– Types of materials and channels.– Key communicators.– Time lines/dates– Quality control– Obtaining feedback
Develop the Campaign
Develop the Campaign
• Reinforcement– Determine how the message will be clarified
and/or reinforced for the audience– HOW WILL YOU GET FEEDBACK?
Develop the Campaign
• Employer branding should be tied to the message.
• Branding • establishes a consistent image.• Improves employee attraction and retention• Enhances employee satisfaction and pride in
association with the brand image• Contributes to a recognizable
corporate/employee culture
Develop the Campaign
Implement the Campaign
• Does everyone know their assignment?• Have you informed all stakeholders?• Timing & Sequence
– What is first?– What follows and when?
• Who will answer questions?• Obtain feedback!!!! Continually check in
with your audience for reaction and feedback.
Develop the Campaign
Managing the Campaign
• Build a project team• Create a charter and/or use a roadmap• Apply leadership skills• Communicate on an ongoing basis
– Team – Management
• Manage/track to plan• Celebrate Success!!!
The Project Team
Face to Face Technology Paper
Project Manager
Roadmap
Communicate
Celebrate!!!
Evaluate the Campaign
• Evaluation is a continuous process, starting with the initial rollout and further evaluation 4 to 6 months later.
• Use questionnaires, focus groups, interviews. Don’t forget the informal networks! (Water cooler talk)
• Where appropriate, compare before and after responses.
Evaluate the Campaign
• Determine if the strategies that were developed are effective.
• Were communication objectives achieved?– If not, then why? Bad target? Bad
campaign?– Determine if continuous communication or
periodic reinforcement of key messages is needed.
Measuring ROI
• Review your objectives• Define success• Identify measurements
– Enrollments– Statistics– Cost savings
Special Considerations
Extra consideration should be taken when communicating these things:
• Compensation• Benefits• Work-Life• Performance & Recognition• Development & Career Opportunities• Communicating Negative Change• Mergers & Acquisitions• Union Environment• External Vendors
Gwen Jayne, Director of Compensation & Benefits, e+CancerCare