Page 17 - Warwickers Communication Counts v2015

communication 17 COMMUNICATION STRATEGY

strategy

Being strategic means influencing outcomes and Value proposition: what you
affecting results. Being strategic is not just about are here to do and how you
having a plan. It is more about the quality of the
thinking; seeing issues and challenges from go about doing it.
different perspectives to gain insights;
challenging preconceptions and being a catalyst Structure
for change. A communication strategy is merely Culture
a means to an end i.e. helping tackle the Management style
challenges facing the organisation. These Communication style
headings and the model provide maps and Power sources
words to get you thinking about content and Change agenda
context rather than process. Audiences

1. Organisation identity and story
2. Leadership agenda
3. Business context and needs
4. Organisation objectives: focus and priorities
5. Employee perspectives : interests and needs
6. IC strategy, purpose and ethos
7. Remit and roles for IC
8. Framework and infrastructure
9. Channels and activities
10. Process and policy
11. Resources: financial , time and people
12. Plans and measurement

Simply:

Where are we now?; where do we want to go? = the difference is the gap;
and then: How do we get there?; Why does it matter?; What do we need from our

people?; Where can internal communication have the greatest impact?