Communication Plan Template and Example

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Communication Plan Template

KEY MESSAGES Summarize the themes and messages you intend to convey. Describe what the themes and messages mean for stakeholders.

SITUATION ANALYSIS Provide background on the situation and events driving the need to communicate.

COMMUNICATION OBJECTIVES Identify your desired outcomes. To the extent possible, make your objectives SMART (specific, measureable, attainable, relevant and time-bound)

APPROACH Explain your overall strategy for communicating the messages. How will the messages be conveyed? What guiding principles will you follow?

OPPORTUNITIES AND CHALLENGES What will generate a positive response? What is likely to cause resistance?

Communication Plan Template

Purpose Audience Timing Accountable

List the specific communication tactics to be employed. Try to think in terms of phases and steps.

Tactic Phase 1:

Phase 2:

Phase 3:

Communication Plan Example

SITUATION ANALYSIS Factors likely to produce resistance to change: XYZ Company has been losing ground to competitors for the past five years. Employees must learn new HR processes. To turn the business around, the company must: Employees have more pay at risk. Reduce operating expenses. Managers need to have tough discussions with low performers. Nurture and reward innovation. Enhance product quality. KEY MESSAGES Rewards Employees will have new opportunities for rewards. To achieve these goals, XYZ is implementing a new strategic plan. To ensure Tighter link between pay and performance employee actions and rewards are aligned to the plans objectives, the Better reward opportunities for top performers company is introducing a new incentive program. Clarity A consistent pay approach will be used companywide. COMMUNICATION OBJECTIVES Managers have easier time measuring employee contribution 1. Employees are aware of whats changing, the rationale and what it Common benchmarks used to measure results means for them: 80% of employees believe the information they received explained APPROACH the changes thoroughly. Gain active support from managers. 80% of employees believe they understand what the changes Provide tools that help managers explain the new incentive program. mean for them personally. Prepare managers to hold difficult discussions with low performers. 90% of managers believe they know what to do by when. Provide clear instructions. 2. Employees stay focused on customers throughout the transition: Keep communications simple, straightforward and direct. Customer satisfaction scores remain at current level or better. Help employees understand the new program. Calls to HR call center are less than five percent above normal. Manager and employee feedback suggests the changes produced Listen and respond to feedback. minimal noise and distraction across business units. Capture ongoing feedback from managers and employees. Maintain flexibility and respond quickly to communication needs as OPPORTUNITIES AND CHALLENGES they arise. Positive messages to convey: Tighter link between pay and performance Less ambiguity for managers assessing employee results Chance for top performers to earn more

Communication Plan Example

Timing Feb. 1 28 Accountable Corporate Communications

Feb. 15 28

Human Resources

March 10 March 24

Corporate Communications Corporate Communications

April 1-30

Line managers

April June

Corporate Communications

May 15

Corporate Communications

Tactic Purpose Audience Phase 1: Prepare managers to communicate changes. Prepare manager briefing kits that Inform managers of the new incentive All line managers highlight changes, explain manager program and prepare them to implement responsibilities, and provide talking the changes in their business units. points for addressing employee questions and concerns. Include a video portraying manager/employee discussions about the changes and potential employee reactions. Create execution teams consisting of Ensure communication and Local HR managers local HR managers to review implementation plans are appropriate communication materials and across business units. Assess whether implementation plans for their business modifications or additions are needed. units. Pilot test briefing kits with selected Ensure briefing kits achieve desired Selected line managers. results. managers Email briefing kits to managers and post Prepare managers to communicate the All managers a copy on the HR website. Use HR site for changes and keep an archive of posting follow-up information. communications in one location. Phase 2: Communicate to employees. Hold employee discussions to explain the Ensure employees know how the changes All employees changes and their implications. will affect their job responsibilities and pay opportunities. Publish a series of print and online Build understanding of whats happening, All employees newsletter articles that describe what why and the implications for employees. the changes will mean and how the implementation schedule is proceeding. Send an email or letter to all employees Encourage managers to convey the All employees stating that by now they should have had changes before employees receive the a conversation with their manager about email or letter. the new incentive program. Email managers an advance copy of this communication. Phase 3: Survey managers and employees to assess the effectiveness of communication. Conduct an online survey with a sample Gauge communication results: Compare Sample of managers of managers and employees. actual to target results and determine and employees whether follow-up action is warranted. June 1-10

Research Group