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4-step communication process

Step 1- Create the ‘why’

• Set the scene - tell the story so far, industry context and company purpose
• Explain company operating style and why it works
• Create presentation packs for key meetings
• Set up focus groups to give feedback
• Tell people what’s already been achieved

Step 2 - Explain the ‘how’

• Processes for change, timetable, actions, deliverables
• What’s in and out of scope

Step 3 - Define the delivery system

• List project teams, terms of reference, measures of success
• What people should expect to see
• How and when people might be involved
• Feedback mechanisms – face-to-face, telephone, web

Step 4 - Provide the detail

• As change begins, explain successes and problems
• Manage expectations – a little often
• Create multi-way communication – ease off on the ‘tell’

Critical success factors

• Clear purpose, and change processes
• Skills uplift for key players – not everyone’s a natural communicator
• Clear outcomes – explain the fit with other changes

Communication Planning Workshop

Session 1 – Background (‘Tell’)

• Organisation's history – how we come to be here
• Why the need for change – from...to...because...
• Change programme overview and organisation

Session 2 – What we need to do (‘Involve’)

• Brainstorm what needs to happen to support the change
• Draw out communication elements
• Prioritise – nice to have vs. essential, easy vs. difficult
• Plan – immediate tasks in detail, outline for further out
• Communication measures of success – for later review

Session 3 – How we should do it (‘Involve’)

• Role of this team – individual skills and responsibilities
• Difficulties we might face – how to overcome them
• Stakeholder map of key influencers
• Agree ‘activity streams’ and how to manage them
• Log the issues – agree how to resolve them

Session 4 – Mobilise (‘Involve’)

• Agree next steps – tasks, issues, stakeholders

Session 4 – Review (‘Summarise’)

• List conclusions and tasks
• Review the workshop – everyone has a final say