The document outlines the agenda and key points from Day 2 of an internal communication masterclass, focusing on strategies for planning effective internal communication. It emphasizes the importance of setting SMART objectives, conducting stakeholder analysis, and detailing the six stages of an internal communication strategy. Key concepts include aligning communication objectives with organizational goals, identifying specific audiences, and evaluating outcomes based on research.

1. Internal Communication Masterclass
Day 2

2. A quick recap from yesterday

3. Today’s agenda:
Planning internal communication – setting
objectives, identifying audiences and
designing messages

4. 13
Six stages of an internal
communication strategy
and plan
1. Research: understanding the
situation
2. Aims & objectives
3. Identify audiences
4. Messages, strategies & tactics
5. Budgets & resources
6. Evaluation

5. A good objective is SMART
 Specific
 Measurable
 Achievable
 Relevant
 Timed

6. 21
Setting objectives
Golden 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. Lets make this objective SMART
“To increase awareness of the corporate strategy”

8. Lets set three objectives for our case study

9. Who are our audiences?

10. What are their communication
needs?

11. Stakeholder analysis

12. Stakeholder Power/Interest Matrix
LEVEL OF INTEREST
P
O
W
E
R
L
O
W
LOW HIGH
INFORM CONSULT
H
I
G
H
INVOLVE PARTNER

13. 13
Six stages of an internal
communication strategy
and plan
1. Research: understanding the
situation
2. Aims & objectives
3. Identify audiences
4. Messages, strategies & tactics
5. Budgets & resources
6. Evaluation

14. Tomorrow:
Channels and tactics
Evaluation