Craft an Internal Communications Strategy
Choose communications empowerment over ownership to enable organizational strategy.
RETIRED CONTENT
Please note that the content on this page is retired. This content is not maintained and may contain information or links that are out of date.An immature or non-existent internal communications strategy causes:
- Wasted time and effort in failed communications attempts.
- Poor and incongruent distribution of information.
- Disengagement and confusion from messaging.
A formalized internal communications strategy results in:
- Defined target audience groups to target messaging.
- Communications goals and metrics to measure effectiveness.
- Defined communication mediums and optimization plans.
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Module 1: Define Current State and Determine Communications Goals
The Purpose
- Assess and evaluate internal communications strategy.
- Understand different mediums and their implications.
Key Benefits Achieved
- An understanding of the current state of internal communications.
- Identify ideal mediums of communication.
| Activities: | Outputs: | |
|---|---|---|
| 1.1 | Identify the strategic direction of the organization. |
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| 1.2 | Develop internal communications objectives. |
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| 1.3 | Set metrics. |
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| 1.4 | Evaluate data to identify key insights and themes. |
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| 1.5 | Evaluate communication channel usage and effectiveness. |
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| 1.6 | Conduct a SWOT analysis. |
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Module 2: Develop the Internal Communications Strategy
The Purpose
- Categorize the target audience groups.
- Identify steps needed to reach internal communications goals.
Key Benefits Achieved
- Defined target audience groups.
- A defined roadmap for achieving internal communications goals.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Segment audience and complete audience profiles. |
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| 2.2 | Conduct a gap analysis. |
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| 2.3 | Identify strategic action items. |
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| 2.4 | Define organizational communications principles. |
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| 2.5 | Review the employee value proposition. |
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Module 3: Customize the Guide and Develop an Action Plan
The Purpose
Prepare to implement and sustain the communications strategy.
Key Benefits Achieved
A plan to roll out the internal communications strategy.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Define key messages. |
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| 3.2 | Develop guidelines for choosing the right medium. |
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| 3.3 | Customize content guide and communications briefings. |
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| 3.4 | Prepare for rollout and management by developing an action plan. |
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