University of Sheffield
Principles of good communication
This document supports the communication planning process and should be used in conjunction with the Communication Plan
Template, which is available from the Media and Communications team.
The following guidelines or principles should be referred to when completing or planning communication activities:
Identify target audience/s.
Information should be clear and relevant to them. Over-riding message may be the same but the method or tone could differ.
The needs of the audience should be paramount. Each communication activity should answer the question – what’s in it for me?
This is essential for those taking part in the review but also for the wider community to ensure we do not promote speculation and
rumour.
Simple and complete
Straightforward communication avoiding the use of jargon should be strived for at all times. Communications should also strive to
be inclusive and accessible to all your audiences.
Mix and match the approach
Different approaches suit different situations and different audiences.
The vehicle used to deliver communications should be chosen with the audience and impact required at the heart (see Channel
and Engagement analysis below)
Plan your communications
All planned communication activity should be documented and delivered in a timely fashion using a standard communications
template
Assess risk/potential issues
Where sensitive issues are being addressed all parties need to be considered for impact / risk assessment – HR, Union, Finance
etc
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University of Sheffield
Channel and engagement analysis
More
Commitment
Involvement
L
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C
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Support
Understanding
Awareness
t Know
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Participate
and take action
Sense of
ownership
and
influencing
others
Can speak
positively
and is well informed
Can explain
to others
what is happening
what is happening
Less
Convenience
to sender
Degree
of engagement
More
University of Sheffield
Channel mix
Within the University of Sheffield we currently operate several communication vehicles that can be used for University wide
communications.
These should be used in conjunction with the engagement model above to identify the most appropriate communication vehicle.
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Internal staff newsletters (e.g., E-view, bulletins , Overview)
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Internal student newsletters (e.g., Your University)
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Dept newsletters (outside own dept)
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Mail address lists and Telephone groupings
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Face to face meetings
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Email broadcasts to staff / students
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Roadshows for staff
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Press releases to secure media coverage at key project milestones where necessary
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Noticeboards
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Web site / Intranet
For a more detailed look at our communication channels, please read the Guide to Communication Channels document which is
available from the Media and Communication Team.
Who to contact for communication support and advice
The Internal Communications Team
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University of Sheffield
5 Palmerston Road
Sheffield
S10 2TE
Tel: 0114 2228897
Malcolm.roberts@sheffield.ac.uk
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