the logic of effective employee communication · electronic newsletter existing publication 5c-15....
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The Logic of Effective Employee Communication
James Hanley, CEBSPresidentEeComm, Inc.Muskegon, Michigan
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Employee Communication Pitfalls• “I had these constant nagging thoughts, like
‘Have we covered all the bases?’”• “It seems my boss had a different vision of what
communication success would look like”• “Employees just didn’t care about/read/see the
materials”• “We simply ran out of time to do it well”
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Employee Communication StrategyAppropriate communication strategies help . . .• Minimize information overload• Ensure everyone can deliver consistent and
appropriate messages• Capture and hold attention• Coordinate with messages emanating from
elsewhere in the organization
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Employee Communication Logic
Individuals will beinfluenced to do, sayand believe thingsin a timely manner
by effectively conveyingappropriate information
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STEP 1: Organizational ObjectivesDISCUSS AND DOCUMENT . . .
Why is the success of this communication effort
important to the success of our organization?
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STEP 2: AudiencesDISCUSS AND DOCUMENT . . .
Whose understanding, beliefs or actions will we influence as a result of our
communication and education efforts?
What do we know about these audiences?
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STEP 2: AudiencesDISCUSS AND DOCUMENT . . . Corollary questions:• Who are the primary audiences? • What subsets exist for this primary audience?• Who might have influence on the primary
audiences? • Whom might we want to keep apprised—even if
not directly affected?
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STEP 3: Communication ObjectivesDISCUSS AND DOCUMENT . . .
For the campaign to be deemed successful, what must the primary audience members
do, say or believe as a result of the communications?
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STEP 3: Communication Objectives
1. [Audience] will be aware that ________________.
2. [Audience] will understand __________.
3. [Audience] will accept _____________________.
4. [Audience] will take action to __________.
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STEP 3: Communication Objectives
1. Ees and spouses will be aware that enrollment is required for all benefit-eligible employees this year.
2. Ees and spouses will understandthe enrollment process and deadlines for enrollment.
3. Ees and spouses will accept it is in their best interest to actively enroll in a timely manner and thereby avoid default coverage.
4. Ees and spouses will take action to enroll in a timely manner.
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Can you answer “yes” to these questions?
• If these communication and education objectives are achieved, will the communication campaign be considered a success?
• Can communication and education, alone, cause these objectives to be attained?
STEP 3: Communication Objectives
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STEP 4: Key MessagesDISCUSS AND DOCUMENT . . .
For each objective, what is the most important message(s) that must be
effectively communicated for the given objective to be attained?
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STEP 4: Key Messages
Communication Objective:“HR Representatives will be aware all benefit-eligible employees must complete a timely annual enrollment for next year’s benefit coverage.”
Corresponding Key Messages:“This year’s benefits annual enrollment period will begin at 12:01 a.m. on November 1 and will close at midnight on November 15.”
“All employees must successfully complete an online annual enrollment during the annual enrollment period.”
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STEP 5: Elements/VehiclesPossible Communication and Education Vehicles
Opt-In Text MessagePersonalized StatementsPlasma Display PPT/VideoPosterPowerPoint BriefingRecurring Mtg. Agenda ItemReview/Challenge Team
FAQsFlierFloor ClingFocus GroupGrapevineGroup DiscussionHome MailingLetter/MemoManager ToolkitOnline “tours”
Special MeetingSurveyTalking PointsTargeted E-MailVideoWallet CardWebinar/E-LearningWebsite/Microsite
Advance Copies to Management Annual/Periodic Town HallBrochureBrown Bag PresentationBulletin Board PostingCascade AppElectronic NewsletterExisting Publication
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STEP 6: Timing
Communication objectives documented in Step 3
are generally in a chronological order
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Develop a detailed project plan documenting work steps for each vehicle• Example: Postcard to mail to homes
Sept 1, 2019 First draft of Postcard TomSept 3, 2019 Review of first draft of Postcard SallySept 5, 2019 Second draft of Postcard TomSept 7, 2019 Approve Postcard Draft SallySept 11, 2019 Initial graphic layout of Postcard VelmaSept 13, 2019 Review initial graphic layout of Postcard SallySept 15, 2019 Second graphic layout of Postcard VelmaSept 17, 2019 Approve Postcard layout SallySept 19, 2019 Postcard to printer TomSept 21, 2019 Postcard printer proof PrinterSept 23, 2019 Review and approval Postcard print proof SallySept 30, 2019 Printed Postcards finished and mailed Printer
STEP 6: Timing
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Employee Communication StrategySTEP 1: Organizational ObjectivesSTEP 2: AudiencesSTEP 3: Communication ObjectivesSTEP 4: Key MessagesSTEP 5: Elements/VehiclesSTEP 6: Timing
HELPFUL RESOURCE:OrgCommStrategy.com
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