Successful internal communications planning

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Course Overview

Effective internal communications can be a very powerful, strategic tool. Done well, it will engage and motivate staff, support leadership development and help your organisation deliver and manage change.

But getting the right message to the right people in the right way at the right time' is a mantra more easily said than done. Your creative ideas and hard work are only part of the story: having the tools to develop a concise communication strategy and implement an effective communication plan will enable you to deliver real value to your organisation.

In this interactive one-day workshop, we give you the tools to formulate your objectives, plan your communication activity to have real impact with your target audience, and win the support of your senior management team. You will also discover practical approaches for encouraging and handling feedback, and for evaluating the success of your communication campaigns.

Audience

This workshop is aimed at anyone who is new to internal communications or who wishes to sharpen their communication planning skills. It is valuable for people in other functions, such as HR or public relations, who have responsibility for employee communications. The workshop is ideal for people working in agencies and in-house departments alike.

Skills Gained

This interactive workshop will give you the tools and skills to:

• Understand the difference between communication objectives, strategies and plans
• Formulate communication objectives that support and enhance your organisation's vision and cultural development
• Develop clear and concise internal communication strategies that support your corporate aims and objectives, and win senior level support
• Plan your communication campaigns simply and effectively
• Identify the needs of your target audience and develop communications that make a real impact
• Select the most appropriate communication channels and use each to best advantage, building a story and reinforcing the key messages without duplication
• Manage feedback effectively and make best use of this valuable information
• Apply practical techniques to monitor and evaluate the success of your communication activity.

Course Outline

Internal communication objectives, strategies and plans

• The difference between objectives, strategies and plans
• Formulating clear internal communication objectives
• Aligning internal communication objectives with corporate goals
• The value of internal communications in managing organisational and cultural change
• Identifying opportunities and being aware of potential problems
• Identifying the key stakeholders and managing their expectations

Writing an internal communication strategy

• The key components
• What to put in and what to leave out
• Aligning internal communications with the corporate strategy
• Aligning communications with training and leadership development
• Focusing on benefits to both the organisation and staff
• Getting buy-in and support from different senior managers
• Being realistic about what is achievable and identifying the critical dependencies
• Planning and securing budgets and other resources

Planning communication campaigns

• Introducing the very-simple-communication planner: a proven approach to communication planning for all types of campaign
• Balancing the needs of the business and the audience
• Managing information up, down and across the organisation
• Using the planner to provide valuable communication support and expertise to all business areas
• Implementing the plan: keeping control of your activities, timescale and budgets
• Keeping the plan alive: an interactive process that builds and build
• Identifying key people who can help you deliver the plan, and getting them onside

Understanding your audience

• Categorising 'staff' into meaningful sub-groups
• Getting to know your target audiences and their specific needs
• Structuring messages that have real impact
• Checking the message: using buzz groups and focus groups
• Choosing the right channels
• Speaking the right language
• Meet Mary Jo: introducing 'pocket people' for you and your chief executive

Managing feedback

• The different feedback channels: when and how to use them
• The pros and cons of each approach and how to avoid the pitfalls
• A question of control: from informal chat rooms to structured FAQs
• Dealing with 'running sores' and 'black holes'
• Your window on the world: using this valuable source of information in your communication planner
• Gaining support and time from senior managers to provide answers, and providing constructive advice on style, tone and content
• Managing upward feedback

Monitoring and measuring success

• Identifying different evaluation techniques and when and how to use them
• Quantity or quality: what exactly are you measuring?
• Quick and simple surveys using you communication channels
• Getting the most from staff surveys - a costly but valuable resource
• Digging deeper with group discussions including techniques to manage focus groups effectively
• Working in partnership with other key stakeholders to identify their needs and make full use of evaluation
• Using evaluation to support your organisation's accreditation for Investor in People and Business Excellence (EFQM)
• Reporting upwards on the results of your evaluation

Successful internal communications planning / CM032586