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Communication Plan The Communication Plan defines the internal and external audiences, information, and feedback requirements of those leading and affected by the change, as well as the specific communication activities and events. Strategic communication activities may include messaging that add...

Communication Plan The Communication Plan defines the internal and external audiences, information, and feedback requirements of those leading and affected by the change, as well as the specific communication activities and events. Strategic communication activities may include messaging that addresses the Case for Change, how the change aligns with the organizational strategy, why the change is occurring, intended outcomes, benefits of the change, and the risks or consequences of a failed effort. More tactical communications could include status reports and “how to” guides for technology changes.The Communication Plan should include all actions needed to build awareness of the change and clearly outline what is expected from people affected by the change. The Communication Plan includes key components such as: Target Audience(s): Segments the stakeholder audiences according to demographics, outcomes, and the roles stakeholder groups may have in a change effort. There are often multiple stakeholder groups with different communication needs, and communications should be developed accordingly. The audiences should encompass stakeholders directly impacted by the change, along with those not impacted but who should be aware of the change. Outcomes: Defines what the audience should know, think, and do because of communication actions. Some communications may be for informational purposes only, whereas others may be required to drive desirable behaviors. Sender: Identifies from whom the communication will come. Strategic communications should come from organizational leadership or other key leaders to ensure maximum impact. The Change Sponsor typically communicates regarding topics that define the change, and the sponsor should demonstrate support. Other leaders or the change team may communicate directly to stakeholder groups for tactical communications. Key Messages: Describes the words and visuals that will drive achievement of the intended communication goal for each unique stakeholder group. Communications Channels: Identifies the specific ways that information is distributed to and received back from stakeholder audiences. Channels should be selected based on their potential effectiveness in reaching each target audience. For maximum effectiveness, channel selection should factor in the purpose of communication, audience demographics, content, messaging, and interaction or feedback requirements. Examples of communication channels include email, social media, town halls, webinars, meetings, intranets, collaboration sites, video, newsletters, posters, and digital signage. Most change activities require that multiple channels be used for effective communication. An effective Communication Plan should allow for two-way conversations that provide opportunities for conversation and dialogue. Frequency: Specifies the number of times key messages will be communicated in selected channels. Most change activities require a relatively high frequency of messages being communicated to stakeholder audiences Timing: Defines the schedule for communication activities. This ensures the timeliness of communications and prevents communication overlap from multiple stakeholders. Reviewing non-project communications against the change communication plan can avoid saturation. Costs and Resources: Identifies the resources and associated costs needed to produce and distribute the communications. These costs should be integrated into the overall project budget. Reviewers and Approvers: Identifies the individuals who need to review and approve the plan. Monitoring and Feedback: Monitoring and adjusting the Communication Plan ensures continued effectiveness to achieve the expected benefits of the change effort. Clearly defined feedback mechanisms (e.g., surveys, focus groups, help desk tickets) assess the effectiveness of the plan. Communications may need modification to address cultural norms of a diverse workforce. Inputs Outputs Communication Strategy Current Communication Channels, Tools, and Methods Key Messages Learning and Development Strategy Project Charter and Documentation Project Schedule and Plan Sponsorship Strategy Stakeholder Analysis Stakeholder Engagement Strategy Transition Strategy Communication Plan