Developing a Communication Plan for the Year Ahead

DEVELOPING A

COMMUNICATION PLAN FOR

THE YEAR AHEAD

Join the conversation on Twitter #FCNTRNG

February 5, 2016

Jeffrey Brooke (JBrooke@MITRE.org)

Principal, Organizational Communication & Change Management

The MITRE Corp.

The author's affiliation with The MITRE

Corporation is provided for identification

purposes only, and is not intended to

convey or imply MITRE's concurrence

with, or support for, the positions, opinions

or viewpoints expressed by the author.

Agenda

• Key concepts of planning

• Applying the concepts to communication planning

• Discussion

• Breakout groups

• Develop communication plans

• Report out

Slides prepared by Jeff Brooke, The MITRE Corporation

General Systems Theory

• A system is an arrangement of interrelated parts.

• Input-process-output

• Mechanisms that:

• take things in

• process the inputs

• and export outputs

Slides prepared by Jeff Brooke, The MITRE Corporation

Logic Models

• Visual description of the

relationships among the

components of a program or

change effort

Slides prepared by Jeff Brooke, The MITRE Corporation

Two Types of Logic Models

1. Theory of change models

- Covers broad concepts about intended change

2. Program logic models

- Covers more detailed operational components

Slides prepared by Jeff Brooke, The MITRE Corporation

1. Theory of Change Model

How you expect change will occur

Slides prepared by Jeff Brooke, The MITRE Corporation

Theory of Change: Example

Slides prepared by Jeff Brooke, The MITRE Corporation

2. Program Logic Models

If…Then If…Then

If…Then If…ThenIf…Then

If…Then

Slides prepared by Jeff Brooke, The MITRE Corporation

Program Logic Model Example: Improved Health

Slides prepared by Jeff Brooke, The MITRE Corporation

Logic of Approach to Change

and Logic of Program to Implement

Change

Slides prepared by Jeff Brooke, The MITRE Corporation

Program Logic Model

Applied to Basic Communication

Process

Slides prepared by Jeff Brooke, The MITRE Corporation

Program Logic Model

Applied to Organizational

Communication

Slides prepared by Jeff Brooke, The MITRE Corporation

Program Logic Model

Applied to Basic Communication

Process

Slides prepared by Jeff Brooke, The MITRE Corporation

Program Logic Model

Applied to Communication Planning

Slides prepared by Jeff Brooke, The MITRE Corporation

Converting the Model to a Typical

Communication Plan Layout

Slides prepared by Jeff Brooke, The MITRE Corporation

Communication Plan Description of Sections

Draft Findings - Not for Distribution

Section Description

1. Business Objectives (1) What does the program ultimately want to accomplish?

(2) What changes in outputs, or other interim results, will lead to accomplishing the objectives?

2. Behavioral Objectives (1) Who needs to be involved?

(2) What does each stakeholder need to do to produce the targeted outputs/interim results?

3. Stakeholder Analysis

What will be noticed and

how it will be interpreted

(1) What is each stakeholders’ frame of reference about the change?

a) Drivers: What aspects of the program and organization support targeted behaviors?

b) Restrainers: What aspects of the program and organization support are barriers to

the targeted behaviors?

(2) What is each stakeholders’ frame of reference about communication? (e.g. stake of

channels, relationships, communication climate)

a) Drivers: What aspects of communication support reaching the stakeholder?

b) Restrainers: What aspects of communication are barriers reaching the stakeholder?

4. Communication

Objectives

In light of the drivers and restrainers:

(1) What knowledge will influence the targeted behaviors?

(2) What attitude will influence the targeted behaviors?

5. Strategic

Approach

The summary “story” of how communication will convey the targeted knowledge and attitudes.

a) What types of communication are essential (formal, engagement, leadership)?

b) What rhythm or phases will be employed?

6. Tactical Plan

--Messages, Channels and

Senders

The detailed action plan of communication activities that will be deployed, dates, responsibilities,

etc.

Foundations of Stakeholder

Analysis

Kurt Lewin

• Founding figure in modern

organizational science (1890 –

1947)

• Developed “force field” theory

for social sciences

Slides prepared by Jeff Brooke, The MITRE Corporation

Inspired by Field Theory in

Physics

Slides prepared by Jeff Brooke, The MITRE Corporation

Force-Field Analysis

Slides prepared by Jeff Brooke, The MITRE Corporation

Force Field Analysis Example

Slides prepared by Jeff Brooke, The MITRE Corporation

Force Field Analysis Example

Slides prepared by Jeff Brooke, The MITRE Corporation

Discussion

• Q&A

• Examples

Slides prepared by Jeff Brooke, The MITRE Corporation

What’s Next

• 10:15 AM Break

• 10:30 AM Breakout groups

• 11:15 AM Report out

Join the conversation on Twitter #FCNTRNG

Closing Remarks

• Interested in attending future Partnership events?

• Innovation Is a Contract Sport

• Join us on Tuesday, February 9 for an interactive dialogue on

how agencies are teaming with industry and academia to make

our nation stronger, safer and more prosperous.

• Check out the Partnership’s recently launched Center for

Presidential Transition

• www.presidentialtransition.org

Join the conversation on Twitter #FCNTRNG