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How To Write A Business Diagnostic Tool Humour Recruitment how to write an internal communications plan and strategy By support - Last updated: Friday, June 29, 2007 - Save & Share - 12 Comments
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Are employees receiving accurate information? How are employees receiving regular information? Are messages consistent across the company? Do employees understand both the goals and the results of communications? Approach An effective approach to developing an internal communication plan starts not with what we need to do, but why we need to do it. A common mistake that is made is that many communications strategies tell what is happening, but not why. This is a fundamental flaw. One of the key principles of effective internal communication is not just to tell people the what, it is critical to tell them why something is happening in the way it is. If your people dont understand the problem that you are attempting to solve, they wont feel any ownership of the solution you are proposing, and as a result not be proactive in the solution, undermining your attempts at progress. An effective approach in the development of the communications strategy is to identify: What are the goals, ambitions and it strategic aspirations for the future? What do the people in the organization need to think, feel and do in order to make those goals a reality? Where are employees now, and what needs to change in their current perceptions, attitudes, or access to basic information? Whats the role of the internal communication function in helping close the gap of what we want for the future, and what weve got today? What are the roles and responsibilities of leaders, managers, employees and communication professionals? What are the communication activities were going to need and who will be responsible for what? Whats the resource levels we need? Remember Effective internal communication is a means to an end, not an end in itself. For your people to be fully engaged in their work and the organization you need to clearly demonstrate show the link between business problems and internal communication as a possible solution. Internal communication is not an end in itself. top Overview of Internal Communications So what is Internal communications? Communication within any organization is like the human circulation system, it serves as a channel or network that links parts of the organization together Much of the communication that occurs in an organization is informal and uncontrollable (so dont try!), other communications are structured and intentional and carefully planned. You cannot not communicate so be careful what you do. Even not actively communicating on a topic says a lot! If you are not actively communicating on a regular basis, your people will even if they have to make it up. top Who needs what? The employees need to know the direction of the organization, how they can engage and participate (belonging) and need feedback the progress being made.
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Examples of employee communications include: Intranet, website, newsletters, memos, notice boards, press, company magazine, blogs, employee forums top Internal Communications Plan contingency preparedness Most effective organizations that operate structured approaches to internal communications appoint a dedicated communications manager. Because this person has a thorough knowledge and understanding of the company, its people and systems, in times when rapid and clear communication is required they provide the management team with a strategic advantage. Having a dedicated roles means that preparations can be made for disaster or contingency management and the appropriate communications required. During your crisis communication planning stage, the internal communications manager can collect contact information from all employees and other key resources. This contact information should be exhaustive and can include home, mobile, email, instant messaging and other contact methods and maintain the accuracy of this over time. Creating your communications plan to include crisis and contingency plans can help reduce and avoid unnecessary crisis. Part of your plan may include the creation of an emergency notification cascade system. There are commercial systems which can in an emergency send SMS messages to 100s of mobile phone numbers informing staff of critical factors top It is said that there are 12 steps required for an effective internal communications strategy and plan: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. top Example plan matrix The following table, shows how a company may plan and manage its internal communications. Strategy Intranet Purpose Intended result Communications team role Frequency Employee focused communications must be led from the top Consistency in message is vital Charismatic yet natural and planned communications are more effective. Communication via the line manager is preferred and more effective Employee communications are not optional extras, they are part of business as usual and should be planned and budgeted for as such There must be integration between internal and external communications Timing is critical The tone of any communication is important if we want people to engage effectively Keep all communication focused on the WIIFM the whats in it for me? factor Communication is a two-way process A single key theme or a couple of key themes is a means of giving coherence to a range of diverse employee communications initiatives Set your standards and stick to them
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Home page
Daily
Departmental page
Daily
Project page
None
Daily
E-mail Information bulletins Director messages Other organizational information Activity reports Inform Inform, engage Employees understand our purpose, progress, and how they connect Consult, develop, publish Weekly and as necessary
monthly
Meetings Coffee with director Brown Bag lunches/ info sessions Leadership team employee meeting (open to all) All-manager meetings All-employee meetings Staff meetings Inform, clarify, exchange Inform, clarify, exchange Model open organization, inform Inform, clarify Inform, clarify Inform, clarify Attend, notes if required Plan, announce Take notes Twice a month Varies Weekly
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Team meetings Corridor conversations Cafe based conversations Website pages Monthly news e-zine
Connect people to colleagues, to organization and to to job Connect people to organization and to document organizational history Provide visibility over organization activities Provide organizational accountability Document organizational decisions Connections to organization
Develop, publish
Monthly
Develop, publish
Weekly
Organization calendar
Maintain
As required
Meeting actions
Employees connected and informed Organization has record of decisions Employees understand how organization fits together
Develop, publish
Weekly
Decision log
Develop, publish
As required
Field-guide to organization
Develop, publish
As required
Organization support, infrastructure development Develop communications plans for other parts of the organization Consulting Single organizational message; communications activities are coordinated Lists are current Develop, coordinate, publish As required
Infrastructure development
As required
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Performance is visible Information under configuration control Consistent use of name and logo on signage, websites, etc.
To be determined
Monthly.
To be determined
As required
As required
top Action Plan template Activity Responsibility Timeline Resources Needed Indicators of Success Date Completed
top
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support team at rapidbi View all posts by support Blog RapidBI is an organizational effectiveness consultancy based in the UK but working internationally. RapidBI & Mike Morrison 2011 - this article/ page is free to copy and use on the condition that an active link back and reference is made to this site and page. Thank you for your understanding and co-operation.
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One Trackback to how to write an internal communications plan and strategy 11 Responses to how to write an internal communications plan and strategy
Comment from theLBSS Time May 10, 2011 at 13:00 Useful post from @rapidbi site- http://rapidbi.com/created /howtowriteaninternalcommunicationsplanandstrategy/
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Comment from monicabooth Time September 27, 2011 at 16:14 This is great Mike thanks!
Comment from ChristinaMcGill Time October 13, 2011 at 12:32 Today I'm reading about internal communications strategy
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