A presentation to help a change leader manage communication about organizational change for a fictitious change at Netflix.

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Welcome to the Presentation on
Communication Planning
By:
Debra Lee Gould

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Communication Plan Launch

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 Understand Your Objectives
 Record what you want to achieve, when and why.
 Understand Your Audience
 Identify and list who you will communicate with and why.
 Decide on Communications Messages
 What does the audience need and what to know?
 When do you need to communicate?
 What is the most effective way to get your message across?
 Decide on Communications Channels
 List all the ways you can communicate with your audience
 Email, newsletter, teleconference, notice boards, CEO briefing, posters, lunchtime
meetings, intranet article, team meetings, podcast, etc.
 Monitor Effectiveness
 Check understanding of your audience by getting feedback from them.
(Jackson, 2015)

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Technology Needed

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Netflix employees have the flexibility of using any of these
technologies to gain more information on the proposed change
and additional training.
• Cell Phones
• Text
• Video chatting
• Internet
• Email
• Instant messaging
• Video chatting
• Social Networking
• LinkdIn
• Facebook
• Teleconference
• Go ToMetting
• Ready Talk
• WebEx
• E-learning Webinars
• SweetRush
• City & Guilds Kineo
Cawsey, Deszca, & Ingols, 2012)

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Test & Impact

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Effectiveness Test
1. Were the goals and objectives of the communication clear?
2. What was the most important message you took away from the communications?
3. Was the communication delivery method the right method of delivery for you? If not,
what would have been better?
4. Did the communications correspond with key dates involved with the change?
5. Did the communications interfere with other communications within the company? If
so, how?
6. Was there sufficient opportunity for questions, feedback, and ideas?
7. Did you understand how the change would affect you and your job?
Employee surveys with similar questions and space to provide personal thoughts,
concerns, and ideas will be emailed after the change cycle.
(Solium, 2015)

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Management Impact
 Management will respond to feedback (surveys) within three days.
 Management will listen to the ideas, concerns, and questions from
employees and respond immediately.
 Management will maintain interest and enthusiasm for the change.
 Management will emphasize quality and quantity of communication
during the change.
 Failure to express integrity and comply with promises made during
the change will have a negative impact on the change and other
future initiatives within the company.
(Cawsey, Deszca, & Ingols, 2012)

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Feedback for Improvement

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Feedback is an important element in the change process for the Netflix
employees. Feedback provides the change agents and change coalition
teams with information on how the employees feel about the change.
Misunderstandings and miscommunications can also be detected with
proper feedback from the employees.
 Surveys
 Interviews
 Lunch meetings
 Emails
 Company blogs
(Cawsey, Deszca, & Ingols, 2012)

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Address Responses

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Cawsey, Descza, and Ingols (2012), believe that negativity can be one
of the largest obstacles in an organizational change. To overcome this
obstacle at Netflix, we will adopt some of the key suggests from
Cawsey, Descza, and Ingols (2012).
 Education and Communication
 Participation and Involvement
 Facilitation and Support
 Negotiation and Agreement
 Manipulation and Cooperation
 Implicit and Explicit Coercion
 Systematic Adjustment

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Effect on Change

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“Creating a sense of fairness, trust, and
confidence in the leadership and interest and
enthusiasm for the initiative is important to
the success of change initiatives. Well-
executed communications strategies play an
important role here”
(Cawsey, Descza, & Ingols, 2012, p. 322)

15. References
Cawsey, T., Deszca, G., & Ingols, C. (2012). Organizational change: An action-oriented toolkit
(2nd ed.). Upper Saddle River, NJ: Prentice Hall
Jackson, K. (2015). Communications planning: Getting the right messages across in the right
way. Retrieved from https://www.mindtools.com/CommSkll/CommunicationsPlanning.htm
Solium. (2015). Ten questions to test the effectiveness of your employee communication plan.
Retrieved from https://solium.com/2012/09/25/ten-questions-to-test-the-effectiveness-of-
your-employee-communication-plan/
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