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Communication plan week 6
- 1. Tanya Taylor AET/560 Communication Plan October 15, 2018 Dr. Christine Nortz
- 2. The Change Leader of Today Relay messages as soon as you can. Allow space for face-to-face conversations. Prioritize empathy. Don’t forget to lead. Don’t use canned speech in your messaging.
- 3. Objectives of the Communication Plan The objective is to build on customer service with the following; Consistency Presentation Internal Audience Media Outlets
- 4. Target Audience Millennial Moms Teens to Adults Internal and External Stakeholders
- 5. Distributing the Communication Plan The message must be clear Take a look at the former structure Be flexible with how information from the team is perceived Repetition is key to how effective the sharing of the information will be Be a good listener. There are times when you can’t give an answer in the moment and that’s ok, but be a good listener and get back to them within a small window of time.
- 6. Frequency and Forms of Communication Face to Face Communication Feedback through formal and informal sessions Utilize technology to send an email to the team Memo’s
- 7. Evaluation of the Communication Plan Track any completed communications events, presentations, or reports Track any solicited and/or unsolicited feedback coming from audiences or stakeholders Track the development of interest in the evaluation from potentially new audiences or stakeholders that were not previously considered
- 8. References Jennings, Hayley (08/06/2018) ,5 Best Practices for Communicating Changes in Leadership retrieved from, https://www.prnewsonline.com/5-best-practices-leadership-changes Knight, Taylor (n.d.) JcPenny is attracting unlikely demographic: Millelnnal Moms, retrieved from, https://www.mytotalretail.com/article/j-c-penneys-attracting-unlikely-demographic-millennial-moms/ Root, George, N. III (nd.) The Objectives of an Effective Business Communication Plan, retrieved from, https://smallbusiness.chron.com/objectives-effective-business-communication-plan-13554.html
Editor's Notes
- CEO turnovers are becoming an increasingly common occurrence in the business world. According to a recent report by Challenger, Gray & Christmas, Inc., 90 chief executive officers left their positions just in June 2018, and 631 have stepped down since the beginning of the year (an 11% increase in comparison to the first six months of 2017). (Jennings, Hayley 08/2018) This can be said for the leaders over at JcPenny. In August of 2015, Marvin R. Ellison assumed the role as CEO of JC Penney. July of 2016, Ellison was assigned Chairman of the Board of Directors. Throughout his leadership, Ellison retired 1.4 billion of JC Penney’s debt but, May of 2018, Marvin R. Ellison resigned from JP Penney to pursue opportunities with Lowes Companies. (Learning Team F) The change leader of today needs to ensure that the mentioned is being followed; Relay messages as soon as you can. Employees can’t read your mind and if they don’t here form you they can start to feel less valued and not communicated to. Allow space for face-to-face conversations. Although we live in a world that is filled with technology and individuals communicate a great deal utilizing technology, you want to make sure that employees feel they are valued and not just a number or another employee but give them that face to face session. It will pay off Prioritize empathy. Know when to deliver a tough message and prioritize when the delivery will take place. Don’t forget to lead. Communicate effectively will send a strong sense of leadership Don’t use canned speech in your messaging. Ensure that they message you send represents the company at all times.
- With subsequent hiring and then firing of new CEO, JcPenny has to really avoid any other interruptions come from the top. The overall objectives that they need to establish in order to build the brand as it was suppose to be, they need to; Display consistency of hiring talent from the top on down. The presentation of the brand is important on how the stakeholders view the change that takes place The internal audience has to buy in to the change and the flow of how the company is changing., If there is no buy in from the internal customer, the brand will not make it. Maintaining effective communication within your own company is important in avoiding confusion that can affect morale and productivity. Your internal communication objective should be to develop a network that gets important information to staff members accurately and efficiently. The managerial staff needs procedures in place that release information only after it has been confirmed to avoid conflicting internal messages. (George N. Root III) Media Outlets is a resource that can be utilized to allow external customers see its change for the better in all aspects of the brand. The objective is to build on customer service
- An unlikely demographic is shopping at J.C. Penney — millennial moms. This group of women accounts for 45 percent of the retailer’s revenue, and is driving much of the growth in the company's sales and customer count. Sheeba Philip, J.C. Penney's vice president of marketing strategy and communications, told CNBC, "We want to be able to deliver her needs both as a woman and as a mother. That's a huge unmet need." To do this, J.C. Penney has brought back a dedicated toy section to its kids department, introduced Sephora shop-in-shops and InStyle-branded beauty salons, and pushed its new fast-fashion line, Belle & Sky. (Knight, Taylor n.d) Both employees and external customers are a huge part of the target audience.
- In order to put a effective plan in place and share the information accordingly there are some things that need to be in place. The message must be clear. The more you are clear and concise the more confusion is left out of the equation. Take a look at the former structure. Don’t repeat items that are no longer relevant… know how to make the adjustment. Be flexible with how information from the team is perceived Repetition is key to how effective the sharing of the information will be Be a good listener. There are times when you can’t give an answer in the moment and that’s ok, but be a good listener and get back to them within a small window of time.
- Due to the turnover at JcPenny it is important to ensure that communication is frequent and is delivered in multiple ways. Often times individuals thnk that communication on the job only is when a new change is occurring, however, part of a change leader is to be able to communicate with the team on anything even personal items, like” how are your children”. The point of frequent communication in varies ways is to let the employee know that change is needed and that everyone is on the same page and the more effective communication that can be given the better.
- Effective evaluation of the communication plan can be simple but productive. Evaluating the goals of the communication process allows for change to take place in the moment. Kotter’s eight step process can be used in the evaluation stage also by using the steps as questions to evaluate the process, as it relates to JcPenny. Both tracking results and feedback form internal and external customers will help track what the company is doing right and wrong and the changes that are needed in the moment.
- Jennings, Hayley (08/06/2018) ,5 Best Practices for Communicating Changes in Leadership retrieved from, https://www.prnewsonline.com/5-best-practices-leadership-changes Knight, Taylor (n.d.) JcPenny is attracting unlikely demographic: Millelnnal Moms, retrieved from, https://www.mytotalretail.com/article/j-c-penneys-attracting-unlikely-demographic-millennial-moms/ Root, George, N. III (nd.) The Objectives of an Effective Business Communication Plan, retrieved from, https://smallbusiness.chron.com/objectives-effective-business-communication-plan-13554.html