MODULE 4--The Strategic Communication Process (Steps 1-4) Flashcards
(16 cards)
What is the Strategic Communication Process?
The steps in the process can be used as a framework to develop effective communications by helping to clearly determine what will be communicated, to whom it will be communicated, and how to deliver the message. This framework, when used consistently in a Total Rewards construct, can end in an organization that is well informed and feels effectively communicated with. The result is a communication plan that ensures communications meet the goals and objectives of the Total Rewards program.
■ Step 1: Analyze the situation.
■ Step 2: Define the objectives.
■ Step 3: Conduct audience research.
■ Step 4: Determine key messages.
■ Step 5: Select communication channels.
■ Step 6: Develop the communication plan.
■ Step 7: Implement the plan.
■ Step 8: Evaluate the plan.
What do the first 4 steps of the Strategic Communication Process Involve?
The Strategic Communication Process
The first four steps involve significant analysis, data collection and decision-making.
* Step 1: Analyze the situation — Ask questions to create a better understanding of the situation.
- Step 2: Define the objectives — Write objectives; take the information learned in Step 1 and define what the communication plan is trying to achieve.
- Step 3: Conduct audience research — Identify your target audience, seek more data to determine exactly who the audience is and what they are all about.
- Step 4: Determine key messages — Use the information and data collected from the previous steps to create an effective message targeted toward a specific audience.
What is the Purpose and Main Tasks of STEP 1 of the Communication Process?
Step 1: Analyze the Situation
Analysis can be as simple as talking with management and employees or as extensive as a formal plan utilizing surveys and focus groups.
■ Identify the specific Total Rewards programs to be communicated.
■ Ask questions — analyze the situation by asking the traditional questions: Why is the program being introduced now? Who is it for? Where will it be implemented? When is the rollout?
■ Conduct a SWOT analysis
It is important to look at the whole environment, outside and inside the company, in order to identify strengths (S), weaknesses (W), opportunities (O) and threats (T) that may impact your communication.
From your responses to the questions and the results of the SWOT analysis, you will be able to identify the issues that may support or hinder your communication.
What is the Purpose and Main Tasks of STEP 2 of the Communication Process?
Step 2: Define the Objectives
Objectives define what the strategic communication is trying to achieve. They determine and direct both the style and content of the strategic communication. Stated objectives should be able to
influence employee behaviors so that employees’ actions align with and support the organization’s mission, goals and values. Every good communication plan should have a call to action, but in order to achieve the action, employees must experience all of the following: awareness, understanding, acceptance and commitment.
All strategic communications objectives should be SMAART:
■ Specific (single focus)
■ Measurable (can be measured)
■ Attainable (challenging but achievable)
■ Audience-specific (you need to know the audience)
■ Relevant (to the TR program you want to communicate)
■ Tied to the business (linked to the business objectives)
Example of objective:
■ Increase “paid fairly” perceptions of employees and managers from 56% to at least 70% to improve engagement and motivation.
What is the Purpose and Main Tasks of STEP 3 of the Communication Process?
Step 3: Conduct Audience Research
Before jumping into communication plan specifics, it is important to first define who your audience is and then understand them so that messages can be tailored to meet their diverse needs. Therefore, the next step in the strategic communication process is to research your audience. Audience research
may be conducted before, during and after a communication plan.
■ Why do it?
Knowing your audiences and their frames of reference can be pivotal to:
■ Determine what the audience thinks is important — Determine what is important and how well communication needs are being met.
■ Determine what information is getting through to the audience.
■ Uncover trouble spots — Uncover trouble spots, disconnects or pitfalls before they become problematic.
■ Identify key appeals — Identify the key appeals of a new plan or program to learn what features to emphasize in the communication process.
■ Identify special information needs — Identify these needs on the part of particular audience segments.
■ Establish a benchmark — The benchmark is something you can return to for evaluation.
How should you Conduct Audience Research?
Identifying the Audience
■ Who are the targets of your communication/message? The
objectives, defined in the previous step, should identify your
audience at least at a high level. Thinking through audience
segmentations, such as those included below, will help to more
clearly identify the audience.
■ Which employee segmentations should be considered?
Remember that one size does not fit all and you will likely
need to tailor your communications differently based on your
segmentations.
* Managers — What do they need to know in order for them
to communicate to their departments?
* Supervisors — Since they may need to answer questions
from their direct reports, provide them with additional
training and access to frequently asked questions (FAQs).
* Professionals — Based on their level or perhaps even the
area they work in, you may wish to tailor communications
in the lingo with which professionals are most
comfortable.
* Salaried and hourly employees — Communications may
be specific based on the level of the employees within
the organization. For example, some higher-salaried
employees may receive information on available
stock options.
* Union employees — From the union perspective, who will
you work with to coordinate communications for union
employees?
* Other segmentations may include age, education, years
of service.
■ What other major segmentations should be considered? Many
times, especially with benefits communications, the message
is intended not only for employees but for others as well. Other
major segments may include:
* Prospective or future employees
* Family members of employees
* Former employees, perhaps further segmented into
retirees and nonretiree past employees
* Other stakeholders — Key stakeholders are individuals
who need to be knowledgeable about and supportive of the
program’s success. Use the following checklist to conduct
a stakeholder analysis to determine the level of support
and who will need communication. A “yes” response to
any of the questions indicates that the individual
What are the two methods of Quantitative and Qualitative Audience Research?
The best audience research results in both quantitative and qualitative feedback. Not only do you want to
benchmark the numbers (quantitative data), you also want to understand the “why” (qualitative reasons)
behind the numbers in order to tailor your communication strategy.
■ Quantitative
* Determine how many employees feel a certain way and whether various employee subgroups have similar or different points of view. This research results in numerical data that you will be able to match with the qualitative research you gather. The challenge is to develop a survey questionnaire that is comprehensive and clear. The questionnaire must address all the relevant issues, and employees must understand and be capable of responding to the questions asked.
■ Obtain data from:
– Employee questionnaires
– Exit interviews
– Survey responses
– Email
■ Qualitative
* Determine why employee attitudes exist. This will help you begin to understand the rationale behind the data acquired through the quantitative methods. With this knowledge, the employer can
identify ways to maintain the positive attitudes it wants to reinforce or strengthen, and ways to correct or overcome any negative attitudes.
* Obtain data from:
– Opinion leaders — Who are they? Why?
– Cross-functional teams
– Individual interviews
– Focus groups
How do you identify Audience Concerns?
Identifying Audience Concerns
* What employees think is important
* What information they need to make informed decisions
* Employees’ sphere of experience (positive or negative previous
experience, preconceived ideas, etc.)
* Fears or concerns
* Special information needs
What is the Purpose and Main Tasks of STEP 4 of the Communication Process?
Determine Key Messages
- Purpose: Identify key messages and themes that tie the key messages together
- Information obtained through analysis and research provides input into key messages
- Key messages must be aligned with communication objectives
Determine Key Messages — Example
An objective, selected from the examples provided in Step 2, is used here to illustrate how to determine key messages that align and support the objective.
Objective: Increase “paid fairly” perceptions of employees and managers from
56% to at least 70% to improve engagement and motivation
■ Key messages:
* Base salary ranges are established for each position using market data.
* Market data is gathered and evaluated annually from other companies in our industry.
* Top performers will receive larger merit increases than lower performers.
* We strive for market competitiveness and internal equity in our compensation programs.
In Determining Key Messages, how do you create a theme?
Create a Theme
When determining key messages, it may or may not be appropriate to think of a potential theme for the
communication plan. Using a theme may help a communications plan achieve its objectives by drawing
attention to communication, creating interest and creating a recognizable association with a Total
Rewards program.
The theme should:
■ Fit the message being communicated
■ Tie to the strategy behind the program
■ Act as an identifier and unifier
■ Set the context and tone for the communication plan
■ Frame key messages
■ Complement the HR or program brand
Using a theme may involve both copy text and graphic elements. Examples of using a theme include:
■ Promotion of a defined contribution plan by giving away umbrellas with the plan logo to remind
employees to save for a rainy day
■ Promotion of flex benefits by giving away disposable cameras with the flex logo and the theme “Focusing on the Best
- Which of the following is a method for analyzing the situation prior to developing the communication plan?
A. Networking with organizations in the same industry
B. Conducting informal discussions with employees
C. Seeking out advice from communication consultants
D. Reviewing the communications budget
B. Conducting informal discussions with employees
- Which of the following best describes an attribute of a well-stated communications objective?
A. Task-oriented
B. Easily achieved
C. High-level
D. Tied to the business
D. Tied to the business
- Which of the following is a qualitative method used to obtain audience data?
A. Focus groups
B. Benefits enrollment data
C. Age and education segmentations
D. Demographic data
A. Focus groups
- Key messages must be aligned with which of the following?
A. Communication objectives
B. Sphere of experience
C. Evaluation methods
D. Senior management values
A. Communication objectives
- How does a theme help a communication plan?
A. It uses music to create emotion.
B. It draws attention to it and creates interest.
C. It simplifies the message.
D. It helps diminish negative feedback.
B. It draws attention to it and creates interest.
