CARE Toolkit Change Mgmt Communications Plan_Tajikistan v1

8/8/2019 CARE Toolkit Change Mgmt Communications Plan_Tajikistan v1

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CARE Tajikistan

Communication

General Overview and TemplatesOctober 2006


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2 2006 Accenture. All rights reserved.

O utline

Communication ObjectivesCurrent SituationAudience GroupsCommunication GuidelinesFeedback MeasurementProposed Actions Going Forward

Stakeholder (Audience) Analysis Communication Plan Communication Calendar Appendix Lessons Learned Communications Goals and Levels of Acceptance Stakeholder Understanding Levels (TBC) Communication Channel Matrix (TBC)


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Communication Ob jectives

The purpose of communications in any change programme is to build sufficientsupport for the changes that are envisaged as part of the change programme to allowthese changes to actually take place successfully

Ensure clear, timely and effective communication

Support the overall transition effort for Care Tajikistan Background, reasons, options supporting strategic business initiatives a fair and transparent process maintaining program quality move towards the new strategic direction

Support the successful transition to and implementation of a new structure (in phases) transparent process clear process clear criteria timelines impact on organisation / individual


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Lack of understanding about currentsituation and options for CARETajikistanOrganisation and staff unsettled dueto rumours and key people leavingorganisationLack of motivation of team toperform in new roles (likely tohappen in new structure)Retention of key staff

Communication Current Situation

Key Focus Areas

Re-structureKey people leavingorganisation

Dependencies

Decision on Tajikistanoption for future modelNew organizationalStructure developed

Tools & Resources

CARE CommunicationGuides / standards

Increase communication (utilizingexisting forums)Leadership teams to lead andinspire a positive cultureEnsure transparency across allprocesses (especially for re-structuring process, selectioncriteria and timing)Conduct a Stakeholder Analysisto determine current awarenesslevels (including externalaudiences)Develop Communication PlanDevelop CommunicationCalendar Assign ResponsibilitiesAlign and incorporate into existingcommunication methods

Motivated staff Increased Staff retentionMaintains respect for people andindividualsTransparent organisationEffective organisational transitionReduced confusion and

disappointment

BenefitsChallenges Recommended Activities


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Audience Groups

Internal Core Team Senior Management Team Program Support Staff Program Staff Other?Global and Regional Other?External Government Ministry Other?

Each of these primary audience categories includes many subgroups


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Communication Guidelines

All communication is managed through the Communication Plan.Communication will be open, honest and two-way.Communication will always be delivered as soon as is practicable to stop anyrumours.Communication will be conducted on a regular basis.

Messages will be customised to meet the needs of the audience groups.Leverage existing communication methods.To ensure information effectively reaches targeted stakeholders, it is important thatthey be conveyed through a variety of channels.Feedback will be generated and evaluated in order to monitor, check and improvecommunications.


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Feed b ack and Measuring Effectiveness

Feedback is key to ensuring the ongoing effectiveness of the communication. Feedbackwill focus on finding the answers to a series of questions, for example, whether people: understand what is going to happen; understand why the changes are happening; are looking forward to the future; are nervous about the future; feel they have had a chance to voice their opinions; feel their questions have been answered; believe in the changes/are committed to the changes; we will also need to determine whether people feel our communicators are doing

a credible job.

Examples: Comment box, Focus Groups, Q&A Meetings, Surveys


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Stakeholder (Audience) Analysis

A Stakeholder (Audience) Analysis is designed to identify and assess all significantindividuals or groups who will be affected by the change.You may want to define your stakeholders communication goals (refer toCommunication goals in hints and tips section) based on the following outcomes: Awareness Understanding

Acceptance CommitmentFor each of these steps, different actions will need to take place at differenttimeframes.The Stakeholder Analysis Template on the following slide consists of 6 categories.There are also descriptions of each category to help you fill them in with theappropriate content.


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P roposed Actions Going Forward

1. Define Communication Needs The foundation for efficient communication relies on completing the following three

tasks. They are to be completed in the following order:Stakeholder / Audience AnalysisCommunication PlanCommunication Calendar

Templates and examples for each of these tasks are provided in the following slides.

For each task above, a validation with the Country Director will be needed. It will alsobe necessary to define ahead of time what is expected to be done by whom within theorganization.

2. Develop & Deliver Communication As soon as the above three tasks are achieved, you are ready to develop and deliver

your specific communication. Develop key messages and other content.

3 . Manage Your Plan Managing your Communication Plan on an on-going basis is critical to ensure the

success of your communication. Determine ownership and responsibility for this task.


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SAMPLE ANALYSIS

Stakeholder (Audience)

StandingTo day

DesiredStanding inthe Future

Resistance /Barriers

How you planto Address

Comments

A stakeholder refers to abroad range of peoplewho have an interest inthe outcome of initiative

or who have the abilityto influence the outcomeof the initiative (either positively or negatively).These are people whoare likely to be impactedby the changeHave the ability toprevent/slow down theinitiative. Their supportwill encourage the

support of others.

This is theStakeholderscurrentacceptance of the

change. AwarenessUnderstanding

AcceptanceCommitment

This is the desiredacceptance of thechange thestakeholder should

have on the day of go-live or impact.

AwarenessUnderstanding

AcceptanceCommitment

This is any foreseenopposition or barriersthat the Stakeholder may present (e.g.

lack of technicalunderstanding,language barrier, or personnel likely toresist because of unsuccessfulimplementations inthe past etc.).

This how you plan toaddress resistancefrom the stakeholder.This can include key

messages, tone of the message, deliverymethod, etc (e.g.series of trainingseminars to bringpersonnel up tospeed, highlight thebenefits and thedifferences of thechange).

This is commentsaround anythingrelevant to consider for this stakeholder or

planned activity.

Accountant Finance Manager and HR Manager to meet with Finance Group to

present benefits,business case, cost structure, and address concerns.

Investigate possibility of global support interms of communicationmaterials on benefits

Stakeholder Analysis Template


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Communication P lan

A Communication Plan is intended to outline in detail how the communication strategywill be implemented. It defines the messages, delivery methods, audiences,timeframes, and the methods/channels for delivery.Determining this kind of information involves a lot of initial analysis to derive messagesfor each audience that are meaningful, timely, effective, and complete. (Refer toLessons Learned in Appx).Taking the time to create a detailed and well thought out Communication Plan will help

in facilitating a successful change implementation.The Communication Plan Template on the following slide consists of 7 categories.There are also descriptions of each category to help you fill them in with theappropriate content.


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SAMPLE COMMUNICATION

P urpose Stakeholder (Audience)

Content DeliveryMethod

Schedule /Timing

O wner Developer

This is the overallpurpose of thecommunication. Whatare you trying toachieve? What is theend goal? (E.g. for staff to have fullunderstanding of re-structure,understanding of newpolicy etc.) This is themost important driver of your Communication P lan

This is the list of stakeholders youdefined on theStakeholder

Analysis Template

This is thematerial or subject matter that should beincluded inyour communication.

This is the vehicleor channel or method you intendto use to convey theintendedcommunication.(E.g. email,meeting, site visit,etc.)

This is thefrequency andtiming of theparticular communication.This can be generalor specific (e.g. Asneeded, 1st of every month,weekly, once, July14 , etc.)

This is theindividual(s)responsible for delivering thespecificcommunication(e.g. CountryDirector, HR Lead,Finance Manage,So Director etc.)

This is theindividual(s)responsible for creating the specificcommunication (e.g.Human Resources,CARE Atlanta, KuitoDirector or a nameof a person etc.)

Ensure commondirection

Generate/keep highenthusiasmInform of major

changes,Share status

Address/resolveissues / questions

DrivesSMT

Government

Direction,changes

TeamresultsProgressoverview

Training Opportunities

Monthly email update

Informationlunches

Website Communicationmeeting Group events,

celebrations

Once per monthOnce per week

After each SMT As Needed On the 3rd of eachmonthEtc..

Country Director Program Co-

ordinator Admin Lead

SMT HR

ProgramCoordinator SO Director Finance Function

Communication P lan Template


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Communication Calendar

The Communication Calendar is intended to visually represent the communicationdeliverables listed in the Communication Plan.This calendar represents a summarized snapshot of the actions you need to take toensure communication tasks are taking place on a regular basis.This is a great way to view your plan as a whole and drive your communications.The Communication Calendar Template on the following slide consists of a calendar in Excel.

The general approach is to plan communication counting back a number of months / weeks prior to the change or impact.

A number of categories can be listed in the left hand column and in this exampleinternal/external is used but other suggestions include Country office / Sub Officeetc.

The Communication Calendar can also be used to list all the regular events(including status reports, staff meetings etc.) that takes place on a day to daybasis as part of business as usual.


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Communication Calendar Template

Communications Calendar TemplateMonth

Communication1

Internal

Inform all staff a b out upcoming changeHold MeetingSend Follow up emailPost Question and Answer Sheet

Inform impacted staff about Training opportunities

External

Hold Meetings with Donor XHold Meeting with Dony Y

Meet with Goverment Officials XYZ

INSERT ACTUAL DATES

-9 -8 -7 -6 - 1-5 -4 -3 -2

Change Takes P


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Appendix

Lessons Learned Communications Goals and Levels of Acceptance Stakeholder Understanding Levels (TBC) Communication Channel Matrix (TBC)


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L essons L earned

Communication events do not happen by themselves. They need to be planned in astructured way and need to be managed on a constant basis as any other activity.Define precisely who your audience is. This is not only one category. Differentiateyour people by their current and future roles as well as the level of impact.Clearly state your intention for each stakeholder group: what do you want to achieve?To change the way they operate today? To only be informed about the change?Define your success criteria early on: how will you know that people have bought in

and are happy with the planned activities?Use multiple communication tools to deliver the same message: some people prefer visuals, others prefer to read or to listen. Try to combine multiple methods when youcommunicate.


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Communications Goals and L evels of Acceptance

You may want to define your stakeholders communication goals based on the following outcomes: Awareness Understanding Acceptance Commitment

For each of these steps, different actions will need to take place at different timeframes

Awareness

Commitment

Acceptance

Understanding

Stakeholders can explain theimpact of the change on themand on their organization.

Stakeholders have a positiveattitude toward the changeand of the changes that willpersonally affect them. Theyare prepared and willing togive it a try.

Stakeholders will champion thechanges associated with thechange to their peers and will doeverything in their power to makeit work and deliver the expectedbenefits in their organization.

Time

Stakeholders know thatchange is imminent. Theydo not know yet what will bethe benefits coming fromthe change.


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Stakeholder Understanding L evels

TBC as part of the global report.


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Communication Channel Matrix

TBC as part of the global report.

CARE Toolkit Change Mgmt Communications Plan_Tajikistan v1

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