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ABCDE Communications Model

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    8 Minute Guides

    For IT Leaders To Improve Skills,Productivity and Get Results 

    The ABCDE Communication Model

    Produced by Ken Martin, Third i Consulting !"#$%%&&&'(!)*+,-./01-20301,-*/&'(/4

    8 Minute IT Leadership Guides: ABCDE Communications Model

    http://www.third-i-consulting.co.uk/http://www.third-i-consulting.co.uk/http://www.third-i-consulting.co.uk/

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    Preface

    Welcome to the 8 Minute Guides for IT Leadership

    Success

    These 8 minute guides provide management best practices for arange of key topics that impacts and challenges new andexperienced IT leaders from effective communications, changemanagement to global teamwork.

    The aim of the guides are to save you valuable time in finding this

    information that is usually contained in 300 page books.

    The ABCDE Communications Model

    Communications is always a very difficult IT leadership skill to execute and

    is a major cause of dissatisfaction for IT staff and IT customers.

    • It can lead to demotivation in the IT department and the organisation

    does not work to its full potential.

    • If IT customers receive poor customer service then they are likely toquestion the value and cost of IT. It can also affect the aims andobjectives of the IT department as they did not reach the staff andcustomers.

    •  A common result of poor communications a bad decisions which canoccur owing to lack of information and engagement of the right people.

    • It is becoming increasingly important that IT organisations

    communicate effectively with their staff and customers as if there is nocommunication then it could result in customers look for IT servicessomewhere else.

    The ABCDE communications model is a simple, proven successful

    communication model that facilitates good communications.

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    THE 8 MINUTE ITLEADERSHIP

    GUIDEABCDE Communications Model

    5. 7,* 8)19*

    :!;1< ; =/*>0?9*+

    !"#$%%&&&'(!)*+,-./01-20301,-*/&'(/4

    Copyright © 2011 by Ken Martin

     All rights reserved.

    This book may be distributed in its present form with the copyright intact and the work attributed,

    without permission in writing from the author.

    http://www.third-i-consulting.co.uk/http://www.third-i-consulting.co.uk/

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    Table of Contents

    .........................................................1 Define the Problem  2

    ......................................2 The ABCDE Process Overview   3

    ..................................................................3 The Audience  4

    ...................................................4 Behavioural Objectives  5

    ...........................................................................5 Content  6

    ...........................................................................6 Delivery  7

    .......................................................................7 Evaluation  8

    .........................................................................8 Summary 

    9

    ..............................................................About the Author  10

    The 8 Minute IT Leadership Guides: ABCDE Communications Model

      Copyright © 2011 Third i Consulting  1

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    1 Define the Problem

    Effective communications is a complex topic andthese are the questions you need to ask?

    • What do we expect our target audience to know or to beable to do as a result of our communications programme?

    • How well are we communicating the messages?

    • How do we know?

    • How do we use the feedback from our communications toimprove?

    • Do the improvements we make to our communicationswork?

     

    The 8 Minute IT Leadership Guides: ABCDE Communications Model

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    2 The ABCDE Process Overview

    The needs analysis for a Communication Plan followsan “ABCDE” communication process model:

    • Audience

    • Behavioral Objectives

    •C

    ontent• Design

    • Evaluation Techniques

    The 8 Minute IT Leadership Guides: ABCDE Communications Model

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    3 The Audience

     You need to describe your target audience for thecommunications:

    • Define who are your primary and secondary audiences

    • Describe your primary audience in details

    • Who needs to receive the message?

    •  Where are they located?

    • What do they already know?

    • How willing are they to change their behaviors?

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    5 Content

    What are the key messages you need to deliver toyour target audience?

    • Have you defined roles, responsibilities and timeline?

    • How will you explain the main steps and actions to your target

    audience?

    • What reaction do you think you will get from your targetaudience?

    • Who are the people best qualified to provide the content

    • What is the best way to access their knowledge?

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    6 Delivery

    Which are the main channels and tools to deliveryyour message:

    • Write down a list of channels (physical and virtual)relevant toyour audience?

    • What is the most effective and efficient way to package themessage?

    •  Are there existing vehicles to appropriately carry the messagerather than design a new way to package it?

    • What approaches have worked in the past?

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    7 Evaluation

    • How will you measure the effectiveness of the communicationand by what time?

    • What are the factors for measuring effectiveness of messages,tools and channels?

    • Was it received and did it have the desired impact?  Are there

    lessons learned that should be passed along and shared?

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    8 Summary

    “The single biggest problem in communication is

    the illusion that it has taken place.” 

      George Bernard Shaw

    • It is critical to have clarity on steps A, B and C before makingany decisions on step D

    • Often, a good up-front needs analysis leads to the question ofwhether to generate a new communication effort or integrateyour message into existing vehicles

    • Only after Step C is completed should you move on to delivery

    The major benefits effective

    communications within your IT

    organisation will be that it may very

    likely lead to an improvement in

    team motivation and improved

    customer satisfaction 

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    About the Author

    Ken Martin

    Programme Manager Third i Consulting

    Ken has over 30 years experience in the IT industry including over 12 years

    experience in financial services (payment services, insurance) .

    Ken has had many different roles including technical specialist,

    development leader, VP Service Management, consultant and programme

    manager with employers such as HP, Digital, Apple, Microsoft, PWC,Gemini Consulting and American Express.

    Ken has experience of business-aligned IT architecture, strategy definition,

    technology roadmaps, workshops, risk management IT governance, BPR,

    change management

    At American Express where Ken was VP of technology based in New York,

    his team was awarded the !Chairman"s Award for Quality".

    Ken is a currently a contract Programme Manager working in London andthe Far East. Please see website for details.

    Email: [email protected]

    Tel: UK: (+44) 77 94 57 57 67

    Programme Management: http://www.third-i-consulting.co.uk

    Communications Consultancy:  http://third-i-consultancy.co.uk

    8 Minute Leadership Guides:  http://www.change-your-future-now.com

    The 8 Minute IT Leadership Guides: ABCDE Communications Model

      Copyright © 2011 Third i Consulting  10

    http://www.third-i-consulting.co.uk/http://www.third-i-consulting.co.uk/http://third-i-consultancy.co.uk/http://third-i-consultancy.co.uk/http://www.third-i-consulting.co.uk/http://www.third-i-consulting.co.uk/mailto:[email protected]:[email protected]

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