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Presented by SMART Management Consulting, LLC Get- SMART.com Strategy Communications Matrix Jenine Serviolo, PMP | SDI® Facilitator 1

Strategic Planning Communications and Outreach Planning

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Page 1: Strategic Planning Communications and Outreach Planning

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Presented by SMART Management Consulting, LLC Get-SMART.com

Strategy Communications Matrix

Jenine Serviolo, PMP | SDI® Facilitator

Page 2: Strategic Planning Communications and Outreach Planning

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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

Page 3: Strategic Planning Communications and Outreach Planning

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

SMART Management Consulting, LLC

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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Page 10: Strategic Planning Communications and Outreach Planning

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?

Page 11: Strategic Planning Communications and Outreach Planning

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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Page 12: Strategic Planning Communications and Outreach Planning

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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Page 13: Strategic Planning Communications and Outreach Planning

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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Page 14: Strategic Planning Communications and Outreach Planning

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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Page 16: Strategic Planning Communications and Outreach Planning

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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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