Communication Plan
Thomas Ditri
AET/560
April 20, 2015
Dr. Raye White
Importance of a Good
Communications Plan
“Good communication programs are essential to
minimize the effects of rumors, to mobilize support
for the change, and to sustain enthusiasm and
commitment” (Cawsey, Deszca, & Ingols, 2012, p. 319).
“Effective communication and the fair treatment
of employees are often deciding factors in the
success or failure of any change initiative” (American
Management Association, 2015, para. 1)
Launching the Communications Plan
I. Prechange Approval
-This is the first phase of the communication plan.
- Sell top management why change is needed
(Cawsey et al., 2012)
Remaining Phases of the
Communications Plan
II. Developing the need for change
Explain the need for change and provide a rationale to
employees
III. Midstream change
Inform employees of change progress and obtain feedback.
Clear up misconception and clarify changes to the organization.
IV. Confirming the change
Final phase informs employees of the change success, as well as
prepping for the next change.
(Cawsey et al., 2012)
Launching Phase II
Developing the need for change
Explain the need for change and provide a rationale to
employees
FACE – to - FACE
Technology to Communicate
Depends on the phase.
•Face-to-face
•Websites
•Electronic bulletin boards
•Surveys
•Blogs
•Podcast
•Email
•Company newsletter
•Letters
(Cawsey et al., 2012)
Manage the Communications
“Use a single Communications Tracker as the primary
mechanism to schedule, track, and de-conflict formal
communications in order to logically leverage multiple
communications channels and minimize redundancy and
information overload for stakeholders” (Accenture, 2011)
Various Channels
Messages
Communications
Tracker
Consistent Message
Testing for Effectiveness
- A communication plan is not an activity that is planned,
delivered and then checked off the list of work to be done.
- Change agents need to ensure that employees are hearing and
interpreting the messages they are trying to send.
- Assessment tools will help you identify if you have
communicated effectively, or when the message is being
misinterpreted. This feedback can be used to correct and refine
your communications.
(Prosci, 2014)
Testing for Effectiveness
-Crew Surveys (both male and female)
-Analysis of non-judicial punishment incidents (NJP)
-Analysis of mission / operational readiness
-Fraternization / Harassment analysis
-Town Hall & smaller feedback meetings
-Communicator Feedback (Q & As, etc.)
Feedback
-Crew Surveys (both male and female)
-Town Hall & smaller feedback meetings
-Communicator Feedback (Q & As, etc.)
Feedback channels should be provided both autonomously and
open.
Negative Responses
Prevention
“An effective communications campaign can reduce the number
of rumors by lowering uncertainty, lessening ambivalence and
resistance to change, and increasing the involvement and
commitment of employees” (Cawsey et al., 2012, p. 321)
Communicate clear, consistent, truthful, and timely change
messages. Ensure rationale is provided for all change issues.
Who ?
What?
Why?
When?
How?
Summary
Submarine integration is inevitable…the
change decision has already been made.
An effective communication plan can aid
in making it a smooth transition.
Resulting in:
-Cost Savings
-Increased Operational/Mission Readiness
-Reduction in loss of man-hours
References
Accenture. (2011). North Carolina procurement transformation. Change management and communications
plan . Retrieved from
http://www.doa.nc.gov/procurement/documents/reports/ChangeManagementCommunicationsPlan_201
1.pdf
American Management Association. (2015). HR best practices during organizational change. Retrieved from
http://www.amanet.org/training/articles/HR-Best-Practices-During-Organizational-Change.aspx
Cawsey, T.F., Deszca, G., & Ingols, C. (2012). Organizational change (2nd ed.). Retrieved from
The University of Phoenix eBook Collection database.
Prosci. (2014). Communication checklist - best practices in managing change. Retrieved from
http://www.change-management.com/tutorial-checklist-communication.htm