TRIGGER 6

Problem
Creating a structured communications plan.


What is a communication plan?

A communication plan is a written document that describes

• what you want to accomplish with your association communications (your objectives),
• ways in which those objectives can be accomplished (your goals or program of work),
• to whom your association communications will be addressed (your audiences),
• how you will accomplish your objectives (the tools and timetable), and
• how you will measure the results of your program (evaluation).

Communications include all written, spoken, and electronic interaction with association audiences. A communication plan encompasses objectives, goals, and tools for all communications, including but not limited to:

• periodic print publications;
• online communications;
• meeting and conference materials;
• media relations and public relations materials;
• marketing and sales tools;
• legal and legislative documents;
• incoming communications, including reception procedures and voice mail content;
• committee and board communiques;
• corporate identity materials, including letterhead, logo, and envelopes;
• surveys;
• certificates and awards;
• annual reports;
• signage;
• speeches; and
• invoices

http://www.hieran.com/comet/howto.html


LO#1
How to design a communication plan according to the goals?

How to prepare a communications plan?

1. Determine goals
   You have to start by defining the goals of the communication campaign.
   For example:
   
   • To increase product sales/success: it could be a new "product" or an existing improved "product" that you want to promote.
   • To become better known.
   • To announce/promote a precise event, policy or political initiative.
2. Identify target audiencesEach goal should address at least one relevant target audience. Knowing well your audience(s) in advance will help you to select appropriate messages and better way(s) to deliver them.
3. Determine resourcesYou have to envisage the necessary resources:
   
   • human resources/time
   • material/financial resources
   • technological expertise and technological means available.
4. Identify key messagesKey messages are the concepts that you want your audience to remember from your communication campaign. These messages should be carefully selected and woven through all of your communication materials and activities.
5. Determine channels of communicationYou will choose one or more different ways of communication in priority/importance order.
   

   Two main types of communication

   • Non-media communication: includes telemarketing, exhibitions, fairs, "open doors" events. A wide audience cannot be reached by means of non-media communication.
   • Media communication: electronic media (television, radio, video, Internet, CD-ROM, etc.), booklets, newspapers, etc. Large audiences can be reached in a short period of time.
6. BudgetYou have to evaluate the needed amounts to realise your communication plan and prepare a budget. An extra 10% of the final estimate should be included in order to anticipate unforseen/unplanned changes and obstacles in the develoment of the plan.
7.  EvaluationEach communication activity should be evaluated to measure how much it contributed to the  pre-defined goals. Information can be gathered by tracking visits to your Intranet or Internet site, and receiving mails with compliments or complaints or direct feedback when in direct contact with your audiences.

European commission, Information provider's guide
http://ec.europa.eu/ipg/go_live/promotion/communication_plan/index_en.htm


LO#2
How should resources allocated?



Types of resource allocation

Allocation by Merit
This can be seen as a rewards system of sorts. This view suggests that rewards should be distributed according to productivity, effort, or demonstrated ability.

• In the work place, this can be seen as salary increases, promotions, and even layoffs.
• In the college environment, this can be seen as the distribution of grades. As not everyone can receive an A for classes, the grades need to be distributed reflecting a students understanding of the subject.

In aspects where a necessity is involved, such as food, shelter, and water, this system breaks down. In impoverished countries, for example, few would argue for denying children food because they are not as productive as adults.
Allocation by Social Worth
Allocation by social worth tends to take a practical view toward resources, directing them toward those who appear most likely to contribute to the common good. This view suggests that resources should move in directions that ultimately do the greatest good for the largest number of people. Criteria for social worth can include age, seniority, rank, and expertise.

• In the work place, this can be seen as layoffs. Generally speaking, a senior worker will not be fired over a new worker.
• In the college environment, this can be seen as the distribution of money to labs. Labs for graduate students and upperclassmen tend to be better than freshman labs.

Allocation by social worth breaks down when the criteria for worth ignores basic human rights. For example, wealth is sometimes used to measure social worth, especially in countries with market economies. This attitude can cause food, energy, education, medical attention, and social influence to "flow uphill," thereby making severe imbalances in essential resources even worse.

Allocation by Need

Allocation by need tends to view resources in terms of basic human rights. This view suggests that every person has the same right to some minimal level of a given resource. Obvious examples include food, shelter, and clothes.

• In the work place, this can be seen when a company diverts funds to a division in that company who's equipment is outdated.
• In the college environment, this can be seen as scholarships given to students who otherwise would not be able to attend college.

Allocation by need breaks down when this criterion is applied so strictly that it removes the incentive to produce. It's usually true that people work hardest when they believe they will enjoy the fruits of their labors. This is also the same reason why socialism doesn't work.

Allocation by Equal or Random Assignment
Allocation by equal or random assignment takes the view that no rational, unbiased way can be found to distribute resources. This is the default allocation method when no other allocation method works.

• • The most obvious example of this is a lottery. When there is no obvious way to distribute resources, a simple lottery can prove to be the "fairest" way.
  Allocation by random assignment breaks down when each portion of a resource is simply to small to do any good. For example, dividing antibiotics into small doses during an epidemic could make each dose so small that no one benefits.

University of Illinois
http://www.scs.illinois.edu/~eseebauer/ethics/Advanced/Allocation.html
 


LO#3
How to measure and monitor the effects of the communication plan?

 How to measure effective communication

1. Conduct regular surveys of your employees and customers to determine if you are communicating effectively.
   The survey should ask questions specifically related to your communication patterns. For example, ask customers, "How did you learn about our latest product or service?" Ask employees, "Do your superiors and team members clearly communicate information to you?" Have them rate their replies on a one-to-five scale.
2.  Post information online in blog format to better communicate with employees (interoffice) and customers (public information).
   Use a website tracking service to monitor visiting patterns and see how long visitors remain on your various website pages. If you see visitors spend several minutes reading content and making positive comments, then you know your communication is effective. If they click away in a few seconds, that could mean you are not sufficiently capturing their attention and effectively delivering your message.
3. Measure the progress of specific work projects to ascertain whether you and your employees are communicating effectively.
   If you find results are consistently at odds with your instructions or that your employees experience conflict, these are signs of possible communication problems.
4. Ask your employees to repeat verbal instructions back to you to see if they fully understand.
   You can simply ask each employee to send you an email summarizing your assignment and how they plan to get it done. If the employees clearly and accurately reiterate your instructions, that's a sign you're communicating effectively. This will also encourage your employees to ask questions to clarify points of confusion when you're talking to them in group and one-on-one meetings.

Chron
http://smallbusiness.chron.com/measure-effective-communication-3180.html


advantages of a structured communication plan?
 
 Top 10 reasons for creating a communication plan

1. To clarify your agency’s goals and objectivesThink of your plan as your road map; you know where you want to go, but you need a route to get there. The plan is your route.
2. To clarify the relationships between audiences, messages, channels, activities and materialsGoing through the communications planning process will help you identify who you need to reach, tell them what you want them to know, and how you will reach them. You will find that each of your audiences has unique characteristics, needs, and motivations. Through planning, you will discover the most effective ways to communicate with them.
3. To identify and implement a variety of communications activitiesThere are many different ways to spread your message. This will help you to settle on which activities you will engage in so that you aren’t continuously pulled in different directions.
4. To clarify staff members’, stakeholders’ and others’ roles in the processPeople need to know what they will be contributing to the organization and what they are responsible for. A plan will help manage people and their responsibilities.
5. To develop creativity and camaraderie among your teamInvolving many people in the planning process will bring in different perspectives and diversity of thought. Bring in staff, stakeholders, constituents, interns, and junior staff members.
6. To help your staff members and stakeholders get on the “same page.”
   A well articulated plan will help people get on the same page and articulate a consistent message.
7. To include stakeholder input in the communications processThese people are important to your organization, and this will show them how much you do value their input.
8. To ensure that you’re reaching out to your stakeholders and constituencies effectivelyThis is an extension of the previous point: when you go through the process and identify strategies to reach stakeholders from the start, you will communicate with them more effectively. This will also create a scenario in which they’re willing to give you honest feedback so that you can adjust your strategy accordingly.
9. To allow everyone on your team to have a stake in your successGetting involved in the process and integrating participants’ opinions brings a sense of ownership.
10. To gauge your plan’s success and areas in need of strengtheningOrganizations will often do a mid-course review to determine strengths, weaknesses, and obstacles and then create and implement new approaches. You can develop a unique, tailored evaluation strategy that will gather the information you need to improve your plan.

Network for good
 http://www.networkforgood.com/nonprofitblog/top-10-reasons-creating-communications-plan/