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Internal Communication Masterclass
Day 2
A quick recap from yesterday
Today’s agenda:
Planning internal communication – setting
objectives, identifying audiences and
designing messages
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
A good objective is SMART
 Specific
 Measurable
 Achievable
 Relevant
 Timed
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)
Lets make this objective SMART
“To increase awareness of the corporate strategy”
Lets set three objectives for our case study
Who are our audiences?
What are their communication
needs?
Stakeholder analysis
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
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
Tomorrow:
Channels and tactics
Evaluation

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Introduction to Internal Communication 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?
  • 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