As CNO states in his 2007 Guidance, “The great challenge today is in execution.” This sentiment also applies to the communications challenges that will emerge as we start down the path ahead of us.
To facilitate Leadership communication, use of this Playbook and its Tools will:
Ensure Message Alignment
Ensure Consistent Message Delivery
NAVSUPHQ OCC will continue to build messaging on each initiative as we receive additional information and feedback. Expanded messaging will be provided to leadership as initiatives progress.
For additional assistance or guidance please contact the NAVSUP HQ OCC Communications Director, Cathy Partusch, at (717)605-6547 / DSN 430-6549 or email at [email_address]
About this Playbook Table of Contents Section 1 Communication Approach Section 2 The Messages Section 3 Communication Products Appendix Available Resources
Communication Approach Section 1 Strategic & Tactical Communications Approach SECTION 1 In This Section
Strategic & Tactical Communications
Main focus Areas
Linking the Plans
Guide to Managing Communications
Choosing the right Channels
Choosing the right Messages
Choosing the right Messenger
Tactical: One-Way (Ordinary “Get the Word Out” Communication Tools ) Objective: Elevate Awareness Strategic: Two-Way (Extraordinary Communication Methods) Objective: Gain Active Support; Minimize Resistance As a result, our approach is constructed with the following goals in mind:
Equip Leadership with strategic and tactical communication methods
Generate supervisor awareness and support of Plan Initiatives
Gain active support of Project Leads / Process Owners by involving them in project decisions and design
Generate awareness across the workforce; gain support for key initiatives; mitigate resistance through knowledge gained
Our Goal is to promote a culture of collaboration and transparency, fostering two-way communication channels necessary to engage our workforce.
Understanding the relationships between Plans is important:
Communication Approach The chart shown on the next page visually depicts these relationships. Section 1 Main Focus areas … The 100-Day Plan defines 8 key initiatives requiring immediate action The NAVSUP Commander’s Guidance for 2007 has 6 strategic focus areas Together, the 100-Day Plan and NAVSUP Commander’s Guidance for 2007 SUPPORT the CNO’s Guidance …and his 2007 Focus on Execution
Communication Approach CNOs Three Priorities Sustain Combat Readiness Build a Fleet for the Future Develop 21 st Century Leaders NAVSUP Commander’s Guidance Focus Areas Alignment Navy Community Support Global Network Support Distance Support Logistics Systems People 100-Day Plan 8 Initiatives Enhance Stakeholder Outreach * Warfare & Provider Enterprises * Warehousing GSIP * Products & Services * BRAC Workforce & Diversity * Logistics Business Systems * ERP * * Messaging Required Think 3-6-8 3-6-8 Approach Culture of Collaboration and Transparency Section 1
Communication Approach Three Phased Strategic Approach Section 1 Continuous Meaningful Communication Actively Supports Learning, Progress and Real Change Initiative dependent *** As needed per unique needs of each initiative Genuine Support of or Increased Understanding of the Need to Support change and the Command Vision Use Multimedia and face-to-face Two-Way Communication to Integrate Information Sharing into the Operational Flow to Enhance Execution of Tactics/Strategies Expand Two-Way Flow of Information for Informed Support and Action Three Acceptance of Change Increases In Correlation With Chance to Voice Concerns and Receive Honest, Competent and Empathetic Feedback Begin 30 April and ongoing *** Or as needed per unique needs of each initiative Reflection on Changes versus Personal Risks and Benefits Gradual Social Trail of Change Continue to Deliver Timely and Activity-Based Information Communicate Opportunities for Stakeholders to Provide Feedback and Be Included in Guiding and Influencing the Execution and Results of Strategy Provide Information and Process Feedback to Facilitate Learning and Knowledge Two Timely and Adequate Information on Change and Consequences Help Mitigate Stakeholders’ Natural Resistance to Uncertainty Begin 30 March and ongoing Awareness and Potential Interest Communicate NAVSUP Commander’s Vision and Leadership Strategy For Realizing Organizational Goals Provide Information to Increase the Awareness of A Change and the Need for Change One COMMUNICATION PRINCIPLE TIME FRAME LEVEL OF RECEPTIVITY AND ACTIVE SUPPORT ACTION PURPOSE PHASE
Carefully choose the Right Message, Right Messenger and Right Channel
Consider the following:
Communication Approach Section 1 Managing Communications
People react based on perceptions (emotionally) rather than facts (rationally). Response : Ensure messages are delivered by trusted, credible sources, and open to discussion
People become less trusting. Response: Be personally respectful of people’s concerns … they are real to the people expressing them.
People can process less information when stressed or anxious. Response : Communications must be simplified to accommodate this reduced capacity.
People have shorter attention spans . Response: Limit presentations to 15 minutes (with three supported key messages) before opening the forum to discussion; limit responses to questions to two minutes (with one supported key message).
People focus on the negative. Response : Negative interpretations will be attached to all information, both verbal and non-verbal. Deliver three positive messages to balance one negative.
People ask challenging questions. Response : Listen to questions to identify the underlying concern expressed and respond to that concern.
Communication Approach Choosing the Right Channel Section 1 Some examples of Tactical (One-way) and Strategic (Two-way) communication channels are listed below:
One Way Channels
Email note from the Commander
Supply Corps Newsletter articles
NAVSUP In Brief / In Focus
Posters and Handouts
Video News Releases
Two Way Channels
Listening posts (Informal)
Brown Bag Lunches
Modified Information Exchanges
Online Chat events
Informal group discussions
Supervisor’s information Exchange communication network
Information Kiosks w/SMEs
Communication Approach Choosing the Right Messages Section 1 This Playbook contains Corporate Messages suitable for generating awareness and stimulating discussion. As the 100-Day Plan and the Focus Areas in the 2007 Commander’s Guidance matures, additional messaging based upon concerns and feedback expressed will be developed and provided to leadership and communicators. Selecting the right messages … will ensure that the information is accurately received and processed by the recipient. Key messages should be based on what the target audience most needs to know, most wants to know, and is most concerned about.
Relevant - Ensure the information addresses both the needs of the organization AND the concerns of receiving stakeholders.
Specific - Be Clear, Concise, Brief and Positive. Use Key messages of no more than 8-12 words.
Additional resources on messaging available on When Choosing Message Content, it should be:
MyNAVSUP – on the Command Support Tab / Change Communication
Paper Presented by Dr. Vincent Covello at the World Health Organization Workshop on Messaging and Risk Communication
Communication Approach Choosing the Right Messenger Section 1
Identify a trusted Subject Matter Expert at each local activity.
Ensure accessibility to all employees.
First line supervisors are considered trusted/credible sources of information to working level employees.
Individual who is trusted by a wide audience at all levels of the organization
Individual who is credible and knowledgeable
Someone deemed “accessible ,” or approachable to employees
Someone with a physical on-site presence
Someone possessing good listening skills
One who involves project leads, process owners and first line supervisors in the communication process
When Choosing the Right Messenger, consider:
Communication Approach Managing Feedback Section 1
Provide timely responses to feedback
Avoid letting feedback go unanswered
Provide personal responses where appropriate
Provide open responses where appropriate
Link responses to credible, trusted sources
When managing Feedback Promote Collaboration - Encourage Feedback - Adjust communication based upon Feedback. Feedback Tools: Formal and Informal Surveys - web-enabled responses - communication feedback cards - functional email boxes - face-to-face interaction. Feedback Mechanisms
Currently In Place
Feedback links on Public Web and MyNAVSUP
email boxes to OCC email@example.com Lean Six Sigma: [email_address] ERP: NAVSUP [email_address] BRAC:NAVSUPBRAC@navy.mil
Electronic and hard-copy opinion surveys
Question boxes (paper copies)
Face to Face (in person/online chat/VTC)
Communication Approach Measuring Our Success Section 1
Assess reliable data through formal/informal feedback mechanisms.
Show to what extent messages are being received, embraced and acted upon.
Promote communication course adjustments.
Use a combination of informal/formal methods to validate communication effectiveness.
Measurement Area Methods Used Level and Source of Awareness Intercept Interviews (using consistent Interview Guide) Random telephone Interviews Level of Knowledge (determine Intercept Interviews for focused target groups ability to explain the issue) Focus Groups (professional facilitated) Random Surveys (electronic or print) Understanding (determine Information Exchange (modified) Attitudes/beliefs, level of support) Listening Posts On-line Chats Web casts or similar discussions Acceptance (considered an indirect Skills testing (if applicable) communication metric due to number Promotion/Retention rates (if applicable, i.e. People/ of outside variables) Diversity issues)
The Messages Section 2 Using Messages SECTION 2 In This Section
Detailed outlines for Key Messages
Messaging facilitates message alignment and consistency. This section contains Organizational Messages suitable for communication with all stakeholders (Internal and External).
Key Communication guidelines:
Be concise – Use 3 Key messages, with no more than 2-3 Supporting Facts
Be Clear – Simple Language, 8-12 words per Key Message
Be Brief – Limit presentations to 15 minutes
Avoid negatives – words like No, Not, Never, Nothing, None
Responding to Tough Questions
Convey respect for the concerns
Provide 1 Message that responds to question (7-12 Words, positive
Provide Two supporting Facts (choose from message maps)
Repeat Message in exactly same words as Step 2
Describe future actions (as appropriate)
Using THREE levels of THREE brings substance and credibility to your message
Key Message Diagram Key Message 1 NAVSUP Commander’s Guidance is tied directly to CNO’s Guidance for 2007 SF1 CNO’s 3 Top Priorities focus on a changing environment
Build Fleet for Future– develop strong partnerships
Develop 21 st Centy. Leaders- Dev culture embracing diversity
Key Message 3 Focus Areas are supported by long-term Initiatives with key short-term Objectives Key Message 2 Commanders’ Guidance contains six strategic focus areas with clearly defined end states SF1 We assign responsibility and accountability to each initiative SF1 Each Focus Area relates to one or more CNO’s Priorities
Several focus areas linked to Sustaining Combat Readiness & Building Fleet for Future
Logistics Systems focus is a key enabler
People focus ties to Develop 21 st Century Leaders
Sr. leaders will champion objectives and initiatives
Each objective has a completion date
Emphasis on collaboration – partnering for success
SF2 Logistics systems must adapt to meet changes at global level
Reducing costs, buildg. a culture of efficiency (L6S)
Standardize supt. where appropriate across FRE
ERP update/adapts business processes & info. systems
Consistent/reliable service levels for new CONOPS across theaters
SF3 Culture & behaviors must change to support the Navy Enterprise framework
Projecting logistics support from shore infrastructure
Workforce development plans to meet future needs
Embrace changes to reflect global diversity in workforce
SF2 Eight key initiatives are detailed in the 100 Day Plan SF2 Each Focus has clearly defined end state w/ best business practices
Focus Areas are long term efforts - will continue & adjust
Measured annually & adjusted to Navy Requirements
Customer-focused, based on best Navy value
Ref. the eight Initiatives
Progress closely tracked
Deserve special attention – require immediate action
Some new efforts; Some existing efforts need to be accelerated
SF3 These will change the way we do business SF3 Each Focus Area has initiatives to achieve that end state
Alignment - Bus. Processes optimized across WE/Providers
Global Support Network - give consistent/reliable supt across theaters
Distance Supt – Project supt from shore infrastructure
Navy Community Supt – QOL
Logistics Systems – ERP, IT
People – diverse, operational military & civilian Workforce
Leadership meet w/teams to ensure progress
Two-way communication foster innovation, collaboration
First-line supervisors key role interface w/employees & leadership to ID add’l customer reqmts, concerns, improvements
Use this diagram as a quick reference tool, providing key words to select Supporting Facts and Proof Points supporting your Key Messages. For complete understanding of the contents, please see the detailed Outlines for each Key Message. Section 2
Key Message Diagram Key Message 4 Eight Initiatives require immediate action within first 100 days SF1 NAVSUP leadership, w/ stakeholder input, have formulated eight initiatives
These address key customer & stakeholder concerns
Align w/Warfare Enterprises & FRE
Partner for BRAC Execution
Accelerate preps for ERP implement.
Understand costs & value of our P&S
Accelerate Global Warehouse & Storage (GSIP)
Complete Workforce & Diversity plans
Develop NAVSUP Strategy for Logistics Business Systems
Enhance Stakeholder Outreach
SF2 Initiatives are linked to CNO’s Top 3 Priorities & NAVSUP Commander’s Guidance
Implementation responds to challenges from new customer platforms & CONOPS
Initiatives will improve our performance
Initiatives will strengthen our relationships with our customers
SF3 These initiatives are NAVSUP top priorities and make up the 100-Day Plan
Each initiative has a desired outcome
Each initiative has an action plan to realize desired end state
NAVSUP has assigned senior leaders to each initiative
Use only THREE KEY MESSAGES at any one time. A combination of any three key messages or three supporting facts is preferred. Section 2
Key Messages Section 2 Key Message 1: NAVSUP Commander’s Guidance is tied directly to CNO’s Guidance for 2007 Supporting Fact 1: The CNO has outlined three top priorities that focus on a changing logistics environment Proof Point 1: Sustaining Combat Readiness: Warfighting … improving core capabilities and balancing present and future needs Proof Point 2: Building a Fleet for the Future: Building Strong Partnerships … develop and sustain international partnerships to enhance our common security Proof Point 3: Develop 21st Century Leaders: Diversity … promote and engender a culture that embraces our diversity Supporting Fact 2: We must adapt the logistics system and business operations to meet the needs of a changing global environment Proof Point 1: Through tools like Lean Six Sigma, NAVSUP is reducing costs and building a culture of efficiency Proof Point 2: We will standardize support where appropriate across the Fleet Readiness Enterprise (FRE) through collaboration with other providers Proof Point 3: Navy ERP will enable us to update and adapt our business processes and information systems, combining legacy systems Proof Point 4: We must provide consistent and reliable levels of service for new Navy and joint operational concepts and mission areas across all combat theaters Supporting Fact 3: We must change our culture and behaviors to support the changing framework of the Navy Enterprise Proof Point 1: We must develop ways to project logistics support to afloat, expeditionary and ashore units from a streamlined “operationalized” shore infrastructure Proof Point 2: Workforce development plans will focus on skills and capabilities our workforce will need to meet future requirements Proof Point 3: We must embrace changes to reflect the diversity of the world in our workforce
Key Messages Section 2 Key Message 2: Commander’s Guidance contains six strategic focus areas with clearly defined end states Supporting Fact 1: Each Focus Area directly relates to one or more of the CNO’s Top Priorities Proof Point 1: Several NAVSUP Focus Areas are linked to Sustaining Combat Readiness and Building a Fleet for the Future Proof Point 2: NAVSUP’s Focus on Logistics Systems is a key enabler. Proof Point 3: NAVSUP’s People Focus Area ties directly to CNO’s Diversity and Developing 21st Century Leaders Supporting Fact 2: Each Focus Area contains a desired end state that is clearly defined and focuses on establishing best business practices Proof Point 1: Focus Areas are long-term efforts and will continue and adjust to emerging fleet requirements Proof Point 2: Focus Areas and initiatives will be measured annually and adjusted based on evolving Navy requirements Proof Point 3: Focus Areas are customer-focused, aimed at a culture of collaboration and transparency for best Navy value Supporting Fact 3: Each Focus Area contains specific initiatives that enables achieving a successful end state Proof Point 1: Alignment to desired end state: Business processes are optimized, and where appropriate standardized, across all Warfare Enterprises and Provider Domains Proof Point 2: Global Support Network desired end state: Logistics support is agile, quickly scalable…with standard processes and consistent and reliable service across all theaters of operation Proof Point 3: Distance Support desired end state: Logistics support is projected to afloat, expeditionary and ashore units from a streamlined operationalized ashore infrastructure Proof Point 4: Navy Community Support desired end state: Quality of Life services leverage joint service investments and cooperative efforts Proof Point 5: Logistics Systems desired end state: Modern, flexible and secure IT is aligned with Command Priorities and compliant with prevailing architectures and standards Proof Point 6: People desired end state: A diverse, operationalized total force of military, civilians and contractors, seamlessly works together to support joint and Navy missions
Key Messages Section 2 Key Message 3: Focus Areas are supported by Long-term Initiatives with Key Short-term Objectives
Supporting Fact 1: Our management approach assigns responsibility and accountability to each initiative
Proof Point 1: Senior leaders have been identified to champion designated Objectives and Initiatives
Proof Point 2: Each objective has a completion date
Proof Point 3: Emphasis on collaboration - some objectives require partnering to achieve maximum success
Supporting Fact 2: Eight key Initiatives are addressed in detail in the 100-Day Plan
Proof Point 1: 100-Day initiatives: 1) Align with the Warfare Enterprises and Fleet Readiness Enterprise; 2) Partner for Base Realignment and Closure Execution; 3) Accelerate Preparations for ERP Implementation; 4) Understand the Costs and Value of our Products and Services; 5) Accelerate Global Warehouse and Storage (Global Shore Infrastructure Plan (GSIP)); 6) Complete Workforce and Diversity Plans; 7) Develop Strategy for Logistics Business Systems; 8) Enhance Stakeholder Outreach.
Proof Point 2: Progress in each area will be closely tracked
Proof Point 3: These eight Items were singled out as deserving special attention and immediate action
Proof Point 4: Some are new efforts that need a kick-start; others are existing efforts which need to be accelerated
Supporting Fact 3: These initiatives will change the way we do business.
Proof Point 1: Leadership will meet with their teams to better define products and services, support ERP implementation, and enhance stakeholder outreach.
Proof Point 2: Two-way communication will foster innovation, encourage feedback and enhance collaboration.
Proof Point 3: First-line supervisors will play a key role interfacing with employees and leadership to better understand NAVSUP customer requirements, concerns, and need for improvements.
Key Messages Section 2 Supporting Fact 1: NAVSUP Leadership, with stakeholder input, have formulated eight initiatives Proof Point 1: These eight initiatives address key concerns of our customers and stakeholders Proof Point 2 : Initiatives are: 1) Align with Warfare Enterprises and FRE Proof Point 3: 2) Partner for BRAC Execution; Proof Point 4: 3) Accelerate Preparations for ERP implementation; Proof Point 5: 4) Understand costs and value of our P & S; Proof Point 6: 5) Accelerate Global Warehouse & Storage (GSIP); Proof Point 7: 6) Complete Workforce & Diversity Plans; Proof Point 8: 7) Develop NAVSUP Enterprise Strategy for Logistics Business Systems; Proof Point 9: 8) Enhance Stakeholder Outreach Supporting Fact 2: Our initiatives are directly linked to the CNO’s top three strategic priorities and our NAVSUP Commander’s Guidance Proof Point 1: Implementation responds to emerging challenges from customers’ new platforms and operational concepts Proof Point 2: We have eight initiatives to improve performance Proof Point 3: These initiatives will strengthen our relationships with our customers Supporting Fact 3: These Initiatives are top priorities for NAVSUP and make up the 100-Day Plan Proof Point 1:Each initiative has desired outcome Proof Point 2: Each initiative has an action plan to realize the desired end state Proof Point 3: NAVSUP has assigned senior leaders to each initiative Key Message 4: Eight Initiatives require immediate action within first 100 Days
Communication Products Section 3 SECTION 3 In This Section
This section contains products to support Leadership communications including: Presentation Brochure Posters Throughout this communication campaign additional products will be added to support communication of the 100-Day Plan and Commander’s Guidance for 2007
Available Resources Appendix CNO Guidance for 2007 NAVSUP Commander’s Guidance for 2007 and 100-Day Plan Memo https://www.navsup.navy.mil on MyNAVSUP – Commander’s Corner Available Resources … at http://www.navy.mil/features/CNOG_2007.pdf Additional Change Communication Background https://www.navsup.navy.mil on MyNAVSUP – Command Support Tab
Additional Information Appendix 2007 NAVSUP Commander’s Guidance focus areas …
Additional Information Appendix 100 Day Action Plan Priorities Align with the Warfare Enterprises and Fleet Readiness Enterprise (FRE) - Lead SUP 03: The Navy is reorganizing support into Warfare Enterprises collectively known as the Fleet Readiness Enterprise (FRE.) The FRE consists of six Warfare Enterprises: the Naval Aviation Enterprise (NAE), Surface Warfare Enterprise (SWE), Undersea Enterprise (USE), Navy Expeditionary Combat Enterprise (NECE), Naval NETWAR/FORCEnet Enterprise (NNFE), and Navy Special Warfare Enterprise (NSWE). Each Warfare Enterprise has a Fleet command that serves as the single process owner (ex. Commander Naval Air Forces for the NAE) responsible for identifying, delivering and optimizing all warfighting capabilities across the Navy for their Enterprise. The emphasis is on delivering readiness at reduced cost. As a key provider supporting these enterprises, we need to align our metrics and goals with theirs and continually seek ways to improve performance at reduced cost. Partner for Base Realignment and Closure (BRAC) Execution - Leads NAVICP and COMFISCS: The BRAC recommendations are law. We must work with a spirit of cooperation and foster an environment of collaboration with our partners to make these initiatives a reality. In our planning to realign warehousing and distribution operations, or transfer the responsibility for procuring Depot Level Repairables, or implementing a new maintenance support structure for aviation items, or establishing the infrastructure to facilitate Joint Basing, it is imperative that we work closely and collaboratively with DLA, other services and other Navy activities to successfully implement the decisions resulting from BRAC 2005. The savings generated from these changes are a necessary and important part of financing the Navy of the future. We must make BRAC successful. Accelerate Preparations for Enterprise Resource Planning (ERP) Implementation - Lead SUP E: We have a big challenge in front of us. Much of the work we do involves the use of our legacy computer systems. These systems are based on a sixties-era programming language called COBOL that is becoming increasingly difficult and expensive to maintain. The people with the expertise in these systems or COBOL, in general, are becoming harder and harder to find. ERP will not only replace our old legacy IT systems but will also afford us an opportunity to improve our business practices - reengineered business processes, CFO compliance, and the integration of financial, supply chain, acquisition and intermediate maintenance functionality. It is imperative that we implement ERP successfully. It will take all of us working together to get this right. I expect your full support. Excerpt from 100-Day Plan Initiatives … Message from the Commander …
Additional Information Appendix Understand the Costs and Value of Our Product and Services - Lead SUP 01: CNO has made it clear that the Navy needs to understand and reduce the costs of delivering all its Products & Services, whether the costs are for material or people. Last year’s PR09 exercise mapped all military and civilian billets to a product, a function and a customer. Contractor costs will be mapped this year. This mapping will serve as the baseline that will allow us to examine the cost of providing a product or service, performing a function or supporting a customer and will give us a cost transparency that we’ve never had before. We must be able to articulate the value we deliver in each of our products and services and aggressively look for opportunities to provide solutions to problems and reduce costs. Accelerate Global Warehouse & Storage (Global Shore Infrastructure Plan GSIP) - Lead COMFISCS: We have already begun working with Commander, Navy Installations Command (CNIC) and Naval Facilities Engineering Command (NAVFAC) to look at the 63 million square feet of warehouses that Navy currently maintains. We will work with these Navy commands to determine how much material needs to be stored and how much warehouse space we need. It is an important opportunity to reduce our footprint and associated maintenance costs. Complete Workforce and Diversity Plans - Lead SUP 03: In his 2007 Guidance, CNO states that diversity is “A strategic imperative for the U.S. Navy.” This is the perspective we need to keep in mind. The link between diversity and future success is clear. With a large percentage of our civilian personnel nearing retirement age, we have an unprecedented opportunity to influence the make-up of our workforce now and in the future. We must develop a strategy to ensure we have the people with the necessary skills to operate in the 21st century workplace. We also need to utilize the unique capabilities and talents a diverse workforce offers. Diversity engenders new and different ideas and perspectives and is a productivity multiplier for the future. We must ensure that we take this opportunity to recruit and develop a skilled and diverse workforce. Develop NAVSUP Enterprise Strategy for Logistics Business Systems - Lead CIO: Even as we move to ERP to replace our primary supply systems, there are still a large number of systems used by NAVSUP and by the Fleet customer that will not be replaced. We must take a leadership role in determining the best mix of business processes and information systems to make it easy for customers to deal with the supply system and to do so in a consistent, seamless way. Enhance Stakeholder Outreach. Know your customer - Lead SUP 03: To be successful, any large business enterprise must be in touch with and understand the needs of its customers. Our basic business performance has never been better and is valued by the Fleet. We must continue to be agile and adjust our service delivery as our customers’ requirements change.