Introduction to Internal Communication Day 2

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Day two of three day introduction to internal communication masterclass delivered in Doha, Qatar, May 2013

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Introduction to Internal Communication Day 2

  1. 1. Internal Communication MasterclassDay 2
  2. 2. A quick recap from yesterday
  3. 3. Today’s agenda:Planning internal communication – settingobjectives, identifying audiences anddesigning messages
  4. 4. 13Six stages of an internalcommunication strategyand plan1. Research: understanding thesituation2. Aims & objectives3. Identify audiences4. Messages, strategies & tactics5. Budgets & resources6. Evaluation
  5. 5. A good objective is SMART Specific Measurable Achievable Relevant Timed
  6. 6. 21Setting objectivesGolden rules of objective settingAlly to organisational objectivesSet communication objectivesLink to aimsLink to specific groups – no such thing as ‘all employees’Be outcome focusedBased in researchBe singular – hard to evaluate objectives with more than one elementBe precise & specificDo what is achievable – you’ll never achieve 100% of anythingQuantify as much as possible – numbers where you canWork to a timescaleWork within budgetWork to a priority list Gregory (2010)
  7. 7. Lets make this objective SMART“To increase awareness of the corporate strategy”
  8. 8. Lets set three objectives for our case study
  9. 9. Who are our audiences?
  10. 10. What are their communicationneeds?
  11. 11. Stakeholder analysis
  12. 12. Stakeholder Power/Interest MatrixLEVEL OF INTERESTPOWERLOWLOW HIGHINFORM CONSULTHIGHINVOLVE PARTNER
  13. 13. 13Six stages of an internalcommunication strategyand plan1. Research: understanding thesituation2. Aims & objectives3. Identify audiences4. Messages, strategies & tactics5. Budgets & resources6. Evaluation
  14. 14. Tomorrow:Channels and tacticsEvaluation

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