Communication strategy

STATS
Suggested Reading Time

40 min.

Suggested Implementation Time

The development of a good communication strategy can take several days.

Role of Participants involved

You need to read the text and to reflect on your own communication plan by filling the templates. Additional support can be received in the DIGITRANS incubator space.

Templates/Printouts

Communication Plan (pdf)

 


Description:

The development of a good communication strategy is a key success factor for the company's digital transformation. Therefore, you need to understand the role of the communication strategy and to ensure that all its elements, including content, selected media and key messages open the way toward a two-way communication.

You will recognize the sources of peoples' fears and resistance to change, including communication deficits, skills deficits, lack of motivation or organisational deficits. The managers play a crucial role in change management acceptance by providing the right information, by involving people in decisions related to their work and by leading by example. Therefore, you will have to make additional efforts to ensure enough one-to-one conversations between your employees and your managers, in the project team or in organisational units.

Stages:

1. Develop a suitable communication strategy and a consistent communication plan taking in consideration your company: vision, target, media, messages, milestones, responsibilities and action plans.

2. Select appropriate communication methods and use existing and new communication tools:

  • What symbols, names, or which slogan will be used?
  • What are the key messages in the process of change?
  • Which target groups/employees/decision makers/stakeholders should be informed in what order, with which media, and the style, in which periods of time?
  • What are the technical means that should be used?

3. Develop an attitude and culture for bringing everybody in the process, check the opinion of employees and review the communication plan with managers and leaders on different levels.

4. Each communication incentive must take into account the principles of marketing and use emotionalising pictures and stories.

5. The best change programmes reinforce core messages through regular, timely advice that is both inspirational and actionable. Communication should be both outbound and inbound. It should be targeted so as to provide employees the right information at the right time, to solicit their input and feedback and to check in on their emotional response to what they've heard. Change programmes often require over-communication through multiple, redundant channels. However, communication must be ontime, coordinated, consistent and personal. The best change leaders speak from the heart and convey a deep sense of personal commitment. They tell a consistent story and consider the story as a key responsibility in the change process.