Effective Communications Tool Kit: Communication Roles


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Highlights the various roles that need accountability for a successful communications plan.

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Effective Communications Tool Kit: Communication Roles

  1. 1. Effective Communications Tool Kit: Communication Roles Created by Denise Mohr Strom
  2. 2. Seven Communication Roles Communication Messenger Editors/ Reviewers Writer Subject Matter Experts Key Stakeholders Senior Leadership Communications Manager/Driver
  3. 3. <ul><li>Communication roles can be fluid as long and there is an </li></ul><ul><li>accountability for each role </li></ul><ul><li>Common Examples of Fluid Roles: </li></ul><ul><ul><li>Key stakeholder can be a senior leader </li></ul></ul><ul><ul><li>A senior leader can be a communication messenger </li></ul></ul><ul><ul><li>A planner can be an editor/reviewer </li></ul></ul><ul><ul><li>A subject matter expert can be a writer </li></ul></ul>Communication Roles
  4. 4. Communication Roles <ul><li>Communication Manager/Planner </li></ul><ul><li>Center point and project manager for the communications planning process </li></ul><ul><ul><li>Drives the effective communication tool kit to completion </li></ul></ul><ul><ul><li>Oversees the development, delivery and measurement of communication plans </li></ul></ul><ul><ul><li>Facilitates and drives communication meetings </li></ul></ul><ul><li>Ensures communication key message alignment </li></ul><ul><li>Seeks out partnerships with stakeholders and senior leaders </li></ul><ul><li>Keeps all stakeholders and communication resources informed </li></ul><ul><li>Senior Leadership </li></ul><ul><li>Provides support and buy-in to the communication plan </li></ul><ul><li>Needs to be apprised on major key messages and audience dynamics </li></ul><ul><li>May need additional support to ensure message alignment </li></ul><ul><li>May want to provide feedback to the communications planning process </li></ul><ul><li>May be a steering committee or an executive sponsor </li></ul><ul><li>Can be a key stakeholder and/or a communication messenger </li></ul>
  5. 5. Communication Roles <ul><li>Key Stakeholders </li></ul><ul><li>Groups or individuals who will be impacted by the change </li></ul><ul><li>Provide input to communications planning process </li></ul><ul><li>Can influence a project’s success or failure </li></ul><ul><li>Can be a member of an audience or a regional representation spokesperson </li></ul><ul><li>Can be senior leadership or communication editor/reviewer </li></ul><ul><li>Subject Matter Experts </li></ul><ul><li>Provide expertise in the subject area being communicated. Examples include: </li></ul><ul><ul><li>Project manager </li></ul></ul><ul><ul><li>Project sponsor </li></ul></ul><ul><ul><li>Process lead </li></ul></ul><ul><ul><li>Systems or product expert </li></ul></ul><ul><ul><li>Technical expert </li></ul></ul><ul><li>May be part of the communication review/edit process </li></ul><ul><li>Can be a stakeholder, writer or editor/reviewer </li></ul>
  6. 6. Communication Roles <ul><li>Writer </li></ul><ul><li>Combines feedback from stakeholders and subject matter experts with the key messages and audience analysis to draft a written communication </li></ul><ul><li>Writes for the appropriate vehicle </li></ul><ul><li>Provides re-writes and implements edits. </li></ul><ul><li>Helps the communication manager facilitate the editing process </li></ul><ul><li>Can be a key stakeholder, subject matter expert, communication manager/planner or communications messenger </li></ul><ul><li>Editors/Reviewers </li></ul><ul><li>Provides feedback on communication drafts </li></ul><ul><li>Can be an individual known for excellent editing skills. Examples: </li></ul><ul><ul><li>Catches every typo in a meeting presentation </li></ul></ul><ul><ul><li>Writes e-mail with clear, concise style </li></ul></ul><ul><li>Can be someone with an organizational development background </li></ul><ul><li>Can be a member of the legal team </li></ul><ul><li>Can be key stakeholders, senior leadership, subject matter experts </li></ul>
  7. 7. Communication Roles <ul><li>Communication Messengers </li></ul><ul><li>Tasks may include: </li></ul><ul><ul><li>Sending an e-mail </li></ul></ul><ul><ul><li>Presenting at a meeting other presentation-type format </li></ul></ul><ul><ul><li>Performing one-on-one communications </li></ul></ul><ul><ul><li>Facilitating brown bag/coffee meeting/round table discussion </li></ul></ul><ul><li>May need support to help prepare for successful communication delivery </li></ul><ul><ul><li>If this needs is overlooked, issues may arise at inconsistent or contradictory communication delivery. </li></ul></ul><ul><li>May be the first to deliver a key message or be a message reinforcement (communication cascade) </li></ul><ul><li>Actions will need to align with key messages </li></ul><ul><li>Can be a first-line manager, senior leader or key stakeholder </li></ul>
  8. 8. Communication Roles <ul><li>Begin to consider who may be a preliminary resource for each role. </li></ul>Role Preliminary Resource Ideas Communications Manager/Driver Example: John Doe Senior Leadership Key Stakeholders Subject Matter Experts Writers Editors/Reviewers Messengers