安达信咨询方法与工具资料库COMMTRT.DOC免费

Communication Strategy Guidelines and Shell Communication Strategy Shell The following section details the primary questions that a communication strategy addresses: Objectives a. Why is the communication necessary? b. What is it intended to achieve? 2. Benefits a. What will be the benefits to the change strategy and to the business if these objectives are achieved? b. What issues will be critical to the success of communication? c. What are the existing barriers that the communication strategy needs to overcome? 3. Statement of Intent and Guiding Principles a. What are the guiding principles that will form the foundation for communication strategy and practice, for example, clear identification of audience, clear messages, two-way communication, management ownership, continuing commitment? 4. Stakeholders a. Which stakeholders will be affected by the change strategy? b. Where should they be on the change curve at various stages of the change process? 5. Channels of Communication a. What channels for communication and feedback are available and acceptable within the organization? b. Which channels will communicate the vision most effectively? c. Which channels will need to be developed or improved? 6. Key Messages a. What are the vital messages to communicate to those involved in the change process? b. How will the key messages be impacted by this and other change initiatives? Note: You can use the change formula as a framework for the messages needed. Key messages should include the Dissatisfaction in the current reality, the Vision for the future, and First steps people can take. 7. Style and Tone a. How should the key messages be communicated? b. Will the communication styles be simple or flashy? c. How do we want the audience groups to feel about communication? d. How important is it that our messages are consistent in style and tone? 8. Timing a. At what stage in the overall change plan do key messages need to be communicate