Slideshow for the presentation "Developing a Communication Plan for the Year Ahead". Presented on 2-5-16.

1. DEVELOPING A
COMMUNICATION PLAN FOR
THE YEAR AHEAD
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February 5, 2016
Jeffrey Brooke (JBrooke@MITRE.org)
Principal, Organizational Communication & Change Management
The MITRE Corp.
The author's affiliation with The MITRE
Corporation is provided for identification
purposes only, and is not intended to
convey or imply MITRE's concurrence
with, or support for, the positions, opinions
or viewpoints expressed by the author.

2. Agenda
• Key concepts of planning
• Applying the concepts to communication planning
• Discussion
• Breakout groups
• Develop communication plans
• Report out
Slides prepared by Jeff Brooke, The MITRE Corporation

3. General Systems Theory
• A system is an arrangement of interrelated parts.
• Input-process-output
• Mechanisms that:
• take things in
• process the inputs
• and export outputs
Slides prepared by Jeff Brooke, The MITRE Corporation

4. Logic Models
• Visual description of the
relationships among the
components of a program or
change effort
Slides prepared by Jeff Brooke, The MITRE Corporation

5. Two Types of Logic Models
1. Theory of change models
- Covers broad concepts about intended change
2. Program logic models
- Covers more detailed operational components
Slides prepared by Jeff Brooke, The MITRE Corporation

6. 1. Theory of Change Model
How you expect change will occur
Slides prepared by Jeff Brooke, The MITRE Corporation

7. Theory of Change: Example
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8. 2. Program Logic Models
If…Then If…Then
If…Then If…ThenIf…Then
If…Then
Slides prepared by Jeff Brooke, The MITRE Corporation

9. Program Logic Model Example: Improved Health
Slides prepared by Jeff Brooke, The MITRE Corporation

10. Logic of Approach to Change
and Logic of Program to Implement
Change
Slides prepared by Jeff Brooke, The MITRE Corporation

11. Program Logic Model
Applied to Basic Communication
Process
Slides prepared by Jeff Brooke, The MITRE Corporation

12. Program Logic Model
Applied to Organizational
Communication
Slides prepared by Jeff Brooke, The MITRE Corporation

13. Program Logic Model
Applied to Basic Communication
Process
Slides prepared by Jeff Brooke, The MITRE Corporation

14. Program Logic Model
Applied to Communication Planning
Slides prepared by Jeff Brooke, The MITRE Corporation

15. Converting the Model to a Typical
Communication Plan Layout
Slides prepared by Jeff Brooke, The MITRE Corporation

16. Communication Plan Description of Sections
Draft Findings - Not for Distribution
Section Description
1. Business Objectives (1) What does the program ultimately want to accomplish?
(2) What changes in outputs, or other interim results, will lead to accomplishing the objectives?
2. Behavioral Objectives (1) Who needs to be involved?
(2) What does each stakeholder need to do to produce the targeted outputs/interim results?
3. Stakeholder Analysis
What will be noticed and
how it will be interpreted
(1) What is each stakeholders’ frame of reference about the change?
a) Drivers: What aspects of the program and organization support targeted behaviors?
b) Restrainers: What aspects of the program and organization support are barriers to
the targeted behaviors?
(2) What is each stakeholders’ frame of reference about communication? (e.g. stake of
channels, relationships, communication climate)
a) Drivers: What aspects of communication support reaching the stakeholder?
b) Restrainers: What aspects of communication are barriers reaching the stakeholder?
4. Communication
Objectives
In light of the drivers and restrainers:
(1) What knowledge will influence the targeted behaviors?
(2) What attitude will influence the targeted behaviors?
5. Strategic
Approach
The summary “story” of how communication will convey the targeted knowledge and attitudes.
a) What types of communication are essential (formal, engagement, leadership)?
b) What rhythm or phases will be employed?
6. Tactical Plan
--Messages, Channels and
Senders
The detailed action plan of communication activities that will be deployed, dates, responsibilities,
etc.

17. Foundations of Stakeholder
Analysis
Kurt Lewin
• Founding figure in modern
organizational science (1890 –
1947)
• Developed “force field” theory
for social sciences
Slides prepared by Jeff Brooke, The MITRE Corporation

18. Inspired by Field Theory in
Physics
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19. Force-Field Analysis
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20. Force Field Analysis Example
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21. Force Field Analysis Example
Slides prepared by Jeff Brooke, The MITRE Corporation

22. Discussion
• Q&A
• Examples
Slides prepared by Jeff Brooke, The MITRE Corporation

23. What’s Next
• 10:15 AM Break
• 10:30 AM Breakout groups
• 11:15 AM Report out
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24. Closing Remarks
• Interested in attending future Partnership events?
• Innovation Is a Contract Sport
• Join us on Tuesday, February 9 for an interactive dialogue on
how agencies are teaming with industry and academia to make
our nation stronger, safer and more prosperous.
• Check out the Partnership’s recently launched Center for
Presidential Transition
• www.presidentialtransition.org
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