Framework 75 Communications Strategy as a Change Process
Key message template
Context | Change strategy | WIIFM*i | Roles | Support |
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(source: Prue Robson, 2010 |
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Notes
- i) WIIFM = What's in it for me or management
A sample change communication plan
- Introduction (what is changing?)
- Situational analysis (background/rationale/business drivers/context/PESTLEC Analysis/ SWOT, etc)
- Change vision
- Key messages
- Stakeholders (especially target market)
- Communication principles (Guidelines to follow when developing the communication strategies and deliverables, etc)
- Communications objectives (What communications results do you want to achieve?)
- Strategies (How do you plan to achieve that result?)
- Tactics (What precisely has to be done? Understand your key audience; develop key messages; develop communication channels/vehicles, etc/importance of timing, etc)
- Schedule (Details of when each tactic will occur)
- Budget (Allocation of resources with costings)
- Measures (How to monitor and evaluate; use feedback; how to measure success)
- Risk and mitigation strategies
(source: Prue Robson, 2010)
Some tips
Top tips | Details |
1. Understand your audience and know best how to engage and influence |
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2. Keep communication simple and engaging |
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3. Remain abreast of communication trends and what will work in your situation |
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4. Learn the strengths and limitations of different communication vehicles |
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