This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here: http://flevy.com/browse/business-document/communication-966 A paper describing the key elements of Communication with the context of change including Communication Guidelines, Creating Awareness, Different Messages, Channels for Building Awareness, a simple 4-stage Communication Framework, examples of Communication Models, examples of the use of Existing Internal Communication Channels, examples of Communication problems, examples of Measuring and Tracking Communication effectiveness.

1. Communication ©
Ron Leeman
“Your Chauffeur”
on the Highway of Change

2. Creating
AwarenessThis document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/communication-966

3. A vision of the
organisation after the
change has taken place
Scope of the change …
process, organisation
and/or technology
Objectives for the change
… what does success
look like
Overall timeframe in
which to implement
the change
Alignment of the change
with the business strategy
How big is the change …
what is the gap between
now and where we
want to be
Who is most impacted by
the change and who is
least impacted
The basics of what is
changing … how and
when and also what is not
changing
Messages about the change itself …
This document is a partial preview. Full document download can be found on Flevy:
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4. My simple 4-step
Communication
Approach
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5. CHANNELS STRENGTHS WEAKNESSES
INTRANET
BUSINESS
ROADSHOWS
USER
GROUP
PROJECT
SPECIFIC
NEWSLETTER
IN-HOUSE
PUBLICATION
• Easily updated
• Visible
• Accessible
• Cost of maintenance
• Visual
• Captures large audiences
• Personal
• Convincing
• Focused audience
• For a specific purpose
• Business led
• Information readily available
• Can be used as a reference
• Cheap to produce
• Cost effective
• Utilises communication
channels that already exists
• Can be ignored
• Danger of not being kept
up to date
• Commitment of time and
effort for both presenter(s)
and attendees
• Commitment of time and
effort of all members
• Information not changeable
once distributed
• Can get into the wrong hands
• Constrained by others
timescales
• Information can be altered
by editor
Channels to be Communicated through (1) ...
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6. CALENDER DRIVEN
Each type of communication should have a frequency assigned to
it which will be agreed with Stakeholder Groups e.g.
PRODUCT DRIVEN
Frequency of Communication ...
Project
Milestone(s)
One-off
(project
success)
Request by
Stakeholder
Groups
Daily
Weekly
Fortnightly
Monthly
Quarterly
This document is a partial preview. Full document download can be found on Flevy:
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7. High-level model (2)
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8. Existing Channels Example (2)
For dissemination
of company-wide
information.
Need to carefully
consider content
and messages
mination
any-wide
ation.
carefully
content
ssages
Widespread
communication
tool.
Set up a team
specific site for the
program
spread
nication
ol.
a team
ite for the
gram
Delivery of f2f
communication of key
issues.
Provides an ideal
forum for questions
and feedback
This document is a partial preview. Full document download can be found on Flevy:
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9. Communication Problem (1)
The low scores for Australia were based on the input
from all seven End Users surveyed from that country
which prompted further investigation to try and
ascertain where the low scores originated from
Three out of the seven End
Users surveyed scored
questions at 1 & 2 whereas the
other four gave scores of 3 & 4
The three End Users who
scored the lower scores all
come from one specific part of
the organisation
As a result one of the Australian Project Team
members was asked to instigate specific local
awareness sessions to address the gap resulting
in a great improvement over 5-months
This document is a partial preview. Full document download can be found on Flevy:
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10. Example of tracking and
measuring Communication
effectiveness and
penetration in my last
assignment
This document is a partial preview. Full document download can be found on Flevy:
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11. Activity caused by
Monthly Status
Report e-mail
Activity caused by
Marketing e-mail
about My Manitowoc
Communication Tracking
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/communication-966

12. 1
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