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Strategic Planning Communications and Outreach Planning

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Strategic Planning Communications and Outreach Planning

  1. 1. Strategy Communications Matrix Jenine Serviolo, PMP | SDI® FacilitatorPresented by SMART Management Consulting, LLC Get-SMART.com 1
  2. 2. PurposeA Strategic Outreach and Communications Planshould help • Develop commitment to the strategic plan throughout the stakeholder groups (audience) • Gain, reinforce, and sustain the desired commitment level of the stakeholders • In time, bring about the sustained change that is required to attain the strategic visionPresented by SMART Management Consulting, LLC 2
  3. 3. Engaging Staff Strategic planning is an instance of organizational change To be successful, key stakeholders must not only understand the strategic plan but must embrace their role to executing the plan The research company BlessingWhite just published its update to their Employee Engagement Research Report (2013). They cited that Clarity on the organizations priorities is among the top drivers of engagementGet-SMART.com SMART Management Consulting, LLC 3
  4. 4. Assessing Strategy CommitmentConscious Cognizant Concur Championof of with forKnows it’s Can Can Can articulatethere but articulate the articulate the strategy,can’t strategy but the plays an activearticulate it doesn’t strategy role andand doesn’t knowingly and plays consistentlyknowingly play an active role seeks outplay an active active role as directed opportunities torole further strategy Contrary to Also may be Is at least conscious or important to cognizant of strategy note… but is opposed to it… Get-SMART.com SMART Management Consulting, LLC 4
  5. 5. Assessing Strategy Commitment Current commitment level (O)? Target commitment level (X)? Commitment Level Champion Concur X Cognizant Conscious O ContraryGet-SMART.com SMART Management Consulting, LLC 5
  6. 6. Building Strategy CommitmentDiscuss commitment to strategy with subordinates, peers, supervisorsand/or strategy officer • Consider influences on o Peers o Managers o Subordinates o Customers o Partners o External agencies • What is needed to get to target level? o Training o Awareness sessionsWhat do folks need to Start, Stop, or Continue doing to live up to theirstrategy commitment? o Attitudes o Behaviors o Actions Get-SMART.com SMART Management Consulting, LLC 6
  7. 7. Communication Planning MatrixThe Outreach and Communications Plan • Includes outline of stakeholders and activities/communications that will be done to communicate strategy and move stakeholders to target commitment levels • Use Communication Planning Matrix to help develop Outreach and Communications Plan Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods LevelGet-SMART.com SMART Management Consulting, LLC 7
  8. 8. TimingIdeally, communication is continuous and considersneeds specific to each strategic planning phase • Preparation • Execution o Plan to plan o Select projects o Select strategic planning o Align organizational units team • Management o Conduct environmental o Report performance Scan o Balance resources • Development o Include strategic o Define references mission, vision, values, go als, targets What is appropriate to communicate during each of these phases?Presented by SMART Management Consulting, LLC 8
  9. 9. Timing Should the communication come before or after certain events? Will it be recurring? Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods LevelGet-SMART.com SMART Management Consulting, LLC 9
  10. 10. AudienceWho are the key stakeholders? • Executive team • Operational managers • Employees • Customers/consumers What groups can be formed • Partners to target communications? • Community members • Regulator/oversight committees Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods LevelGet-SMART.com SMART Management Consulting, LLC 10
  11. 11. Commitment LevelWhat commitment level is needed from theaudience and how can you help them get therethrough outreach and communication ? Champion Concur Cognizant Consider the current commitment level of the Audience - especially if they are contrary Conscious Communication Planning Matrix Timing Audience Target Message Delivery Sender Content Methods Commitment LevelGet-SMART.com SMART Management Consulting, LLC 11
  12. 12. Message ContentWhat content should your message have toachieve the desired response? • Clarifying strategy, process, procedures • Identifying alignment • Responses to concerns, especially those surrounding ‘competing objectives’ • What’s in it for me (WIFM)? • Measures and reporting • Organizational culture • Recognition and awards • Data, people, task, team themes (Relationship Awareness Theory®) Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Methods Level ContentGet-SMART.com SMART Management Consulting, LLC 12
  13. 13. Delivery MethodsWhat methods should be used to achieve the desiredresponse? Company meeting  Brochures Staff meetings  Pocket cards Special training sessions  Wall posters Other educational events  Company newsletters Face to face discussions  Broadcast emails  Video  Website Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Level Methods Get-SMART.com SMART Management Consulting, LLC 13
  14. 14. SenderWho should deliver the message? • Person at the ‘top of • Direct supervisor the change’ o Daily impact of change o Business issues o What do I need to o Reasons for change  Start doing  Stop doing  Continue doing Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods LevelGet-SMART.com SMART Management Consulting, LLC 14
  15. 15. Using the Communication Matrix…Identify what information needs to be provided to key stakeholdersthroughout the strategic planning lifecycle to make strategic planningsuccessful . Use this information to complete the Outreach &Communications Plan. Communication Planning Matrix Timing Audience Target Message Delivery Sender Commitment Content Methods Level This is often an iterative process!!1. Identify the timing, sequencing, and frequency of communication2. Identify the target audiences (by role or name) that are important for successful strategy achievement. Group them as needed.3. Identify the commitment needed from each target audience4. Choose message content appropriate for that timing, target audience and commitment level5. Define best methods to deliver the message6. Identify who should send the message7. Use this information to complete your Outreach and Communication PlanGet-SMART.com SMART Management Consulting, LLC 15
  16. 16. Communicating Strategy• Strategic planning is often an instance of organizational change• To be successful the workforce must not only understand the strategic plan but must identify their responsibility to executing the plan • Key to aligning organizational units • Can be a powerful tool for engagement Getting complete buy-in requires an individual to go through all response stages Get-SMART.com SMART Management Consulting, LLC 16

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