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Presented by SMART Management Consulting, LLC Get-SMART.com
Strategy Communications Matrix
Jenine Serviolo, PMP | SDI® Facilitator
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Purpose
A Strategic Outreach and Communications Plan should help
• Develop commitment to the strategic plan throughout the stakeholder groups (audience)
• Gain, reinforce, and sustain the desired commitment level of the stakeholders
• In time, bring about the sustained change that is required to attain the strategic vision
Presented by SMART Management Consulting, LLC
Engaging Staff
Strategic planning is an instance of organizational change
To be successful, key stakeholders must not only understand the strategic plan but must embrace their role to executing the plan
The research company BlessingWhite just published its update to their Employee Engagement Research Report (2013). They cited that Clarity on the organization's priorities is among the top drivers of engagement
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Assessing Strategy Commitment
Conscious of
Cognizant of
Concur with
Champion for
Knows it’s there but can’t articulate it and doesn’t knowingly play an active role
Can articulate the strategy but doesn’t knowingly play an active role
Can articulate the strategy and plays active role as directed
Can articulate the strategy, plays an active role and consistently seeks out opportunities to further strategy
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Contrary to
Is at least conscious or cognizant of strategy but is opposed to it…
Also may be important to note…
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Assessing Strategy Commitment
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Commitment LevelChampionConcur XCognizant
Conscious OContrary
Current commitment level (O)? Target commitment level (X)?
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Building Strategy Commitment
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Discuss commitment to strategy with subordinates, peers, supervisors and/or strategy officer
• Consider influences ono Peerso Managerso Subordinateso Customerso Partnerso External agencies
• What is needed to get to target level?o Trainingo Awareness sessions
What do folks need to Start, Stop, or Continue doing to live up to their strategy commitment?
o Attitudeso Behaviorso Actions
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Communication Planning Matrix
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The Outreach and Communications Plan• Includes outline of stakeholders and
activities/communications that will be done to communicate strategy and move stakeholders to target commitment levels
• Use Communication Planning Matrix to help develop Outreach and Communications Plan
Communication Planning Matrix
Timing Audience Target Commitment
Level
Message Content
Delivery Methods
Sender
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Timing
• Preparationo Plan to plano Select strategic planning
teamo Conduct environmental
Scan
• Developmento Define mission, vision,
values, goals, targets
Ideally, communication is continuous and considers needs specific to each strategic planning phase
• Executiono Select projectso Align organizational units
• Managemento Report performanceo Balance resourceso Include strategic
references
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What is appropriate to communicate during each of
these phases?
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Timing
Should the communication come before or after certain events?
Will it be recurring?
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Communication Planning MatrixTiming Audience Target
Commitment Level
Message Content
Delivery Methods
Sender
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Audience
Who are the key stakeholders?• Executive team• Operational managers• Employees• Customers/consumers• Partners• Community members• Regulator/oversight committees
Communication Planning MatrixTiming Audience Target
Commitment Level
Message Content
Delivery Methods
Sender
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What groups can be formed to target communications?
Commitment Level
What commitment level is needed from the audience and how can you help them get there through outreach and communication ?
ChampionConcurCognizant
Conscious
Consider the current commitment level of the Audience - especially if they are contrary
Communication Planning MatrixTiming Audience Target
Commitment Level
Message Content
Delivery Methods
Sender
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Message Content
What content should your message have to achieve the desired response?
• Clarifying strategy, process, procedures• Identifying alignment• Responses to concerns, especially those surrounding ‘competing
objectives’• What’s in it for me (WIFM)?• Measures and reporting• Organizational culture• Recognition and awards• Data, people, task, team themes (Relationship Awareness Theory®)
Communication Planning MatrixTiming Audience Target
Commitment Level
Message Content
Delivery Methods
Sender
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Delivery Methods
Brochures Pocket cards Wall posters Company newsletters Broadcast emails Video Website
Company meeting Staff meetings Special training sessions Other educational events Face to face discussions
What methods should be used to achieve the desired response?
Communication Planning MatrixTiming Audience Target
Commitment Level
Message Content
Delivery Methods
Sender
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Sender
Who should deliver the message?
• Person at the ‘top of the change’o Business issueso Reasons for change
• Direct supervisoro Daily impact of changeo What do I need to
Start doing Stop doing Continue doing
Communication Planning MatrixTiming Audience Target
Commitment Level
Message Content
Delivery Methods
Sender
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Using the Communication Matrix…
1. Identify the timing, sequencing, and frequency of communication2. Identify the target audiences (by role or name) that are important for
successful strategy achievement. Group them as needed.3. Identify the commitment needed from each target audience4. Choose message content appropriate for that timing, target audience and
commitment level5. Define best methods to deliver the message 6. Identify who should send the message7. Use this information to complete your Outreach and Communication Plan
Identify what information needs to be provided to key stakeholders throughout the strategic planning lifecycle to make strategic planning successful . Use this information to complete the Outreach & Communications Plan.
Communication Planning MatrixTiming Audience Target
Commitment Level
Message Content
Delivery Methods
Sender
This is often an iterative process!!
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Communicating Strategy
• Strategic planning is often an instance of organizational change
• To be successful the workforce must not only understand the strategic plan but must identify their responsibility to executing the plan• Key to aligning organizational units• Can be a powerful tool for engagement
Getting complete buy-in requires an individual to go through all response
stages
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