Communication Plan Template and Example

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Communication Plan Template

and Example

APPROACH

Explain your overall strategy for communicating the messages. How

will the messages be conveyed? What guiding principles will you

follow?

?

?

?

COMMUNICATION OBJECTIVES

Identify your desired outcomes. To the extent possible, make your

objectives SMART (specific, measureable, attainable, relevant and

time-bound)

?

?

?

OPPORTUNITIES AND CHALLENGES

What will generate a positive response? What is likely to cause

resistance?

?

?

?

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 Plan Template

2

Phase 3:

Phase 2:

Tactic

Phase 1:

Purpose

Audience

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

Timing

Communication Plan Template

Accountable

3

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 ¨C 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 plan¡¯s objectives, the

? Better reward opportunities for top performers

company is introducing a new incentive program.

Clarity ¨C A consistent pay approach will be used companywide.

COMMUNICATION OBJECTIVES

? Managers have easier time measuring employee contribution

1. Employees are aware of what¡¯s 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

4

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 what¡¯s 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.

Corporate

Communications

Human Resources

Corporate

Communications

Corporate

Communications

Feb. 1 ¨C 28

Feb. 15 ¨C 28

March 10

Line managers

Corporate

Communications

Corporate

Communications

Research Group

April 1-30

April ¨C June

May 15

June 1-10

March 24

Accountable

Timing

Communication Plan Example

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