care toolkit change management communication plan tajikistan

CARE TajikistanCommunication

General Overview and TemplatesOctober 2006

2© 2006 Accenture. All rights reserved.

Outline

• Communication Objectives• Current Situation• Audience Groups• Communication Guidelines• Feedback Measurement• Proposed 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)


Communication Objectives

• The purpose of communications in any change programme is to build sufficient support for the changes that are envisaged as part of the change programme to allow these 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


• Lack of understanding about current situation and options for CARE Tajikistan

• Organisation and staff unsettled due to rumours and key people leaving organisation

• Lack of motivation of team to perform in new roles (likely to happen in new structure)

• Retention of key staff

Communication – Current Situation

Key Focus Areas

• Re-structure• Key people leaving

organisation

Dependencies

• Decision on Tajikistan option for future model

• New organizational Structure developed

Tools & Resources

• CARE Communication Guides / standards

• Increase communication (utilizing existing forums)

• Leadership teams to lead and inspire a positive culture

• Ensure transparency across all processes (especially for re-structuring process, selection criteria and timing)

• Conduct a Stakeholder Analysis to determine current awareness levels (including external audiences)

• Develop Communication Plan• Develop Communication

Calendar• Assign Responsibilities• Align and incorporate into existing

communication methods

• Motivated staff• Increased Staff retention• Maintains respect for people and

individuals• Transparent organisation• Effective organisational transition• Reduced confusion and

disappointment

BenefitsChallenges Recommended Activities


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


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 any

rumours. • 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 that

they be conveyed through a variety of channels.• Feedback will be generated and evaluated in order to monitor, check and improve

communications.


Feedback and Measuring Effectiveness

Feedback is key to ensuring the ongoing effectiveness of the communication. Feedback will 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


Stakeholder (Audience) Analysis

• A Stakeholder (Audience) Analysis is designed to identify and assess all significant individuals or groups who will be affected by the change.

• You may want to define your stakeholders communication goals (refer to Communication goals in hints and tips section) based on the following outcomes:

– Awareness– Understanding– Acceptance– Commitment

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

• 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 the appropriate content.


Proposed 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 Analysis• Communication Plan• Communication 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 also

be necessary to define ahead of time what is expected to be done by whom within the organization.

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.


SAMPLE ANALYSIS

Stakeholder (Audience)

“Standing” To day

Desired “Standing” in the Future

Resistance / Barriers

How you plan to Address

Comments

A stakeholder refers to a broad range of people who have an interest in the outcome of initiative or who have the ability to influence the outcome of the initiative (either positively or negatively). These are people who are likely to be impacted by the change

Have the ability to prevent/slow down the initiative. Their support will encourage the support of others.

This is the Stakeholders current acceptance of the change.

Awareness

Understanding

Acceptance

Commitment

This is the desired acceptance of the change the stakeholder should have on the day of “go-live” or impact.

Awareness

Understanding

Acceptance

Commitment

This is any foreseen opposition or barriers that the Stakeholder may present (e.g. lack of technical understanding, language barrier, or personnel likely to resist because of unsuccessful implementations in the past etc.).

This how you plan to address resistance from the stakeholder. This can include key messages, tone of the message, delivery method, etc (e.g. series of training seminars to bring personnel up to speed, highlight the benefits and the differences of the change).

This is comments around anything relevant 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 in terms of communication materials on benefits

Stakeholder Analysis Template


Communication Plan

• A Communication Plan is intended to outline in detail how the communication strategy will 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 messages for each audience that are meaningful, timely, effective, and complete. (Refer to Lessons 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 the appropriate content.


SAMPLE COMMUNICATION

Purpose Stakeholder

(Audience)

Content Delivery Method

Schedule /Timing

Owner Developer

This is the overall purpose of the communication. What are you trying to achieve? What is the end goal? (E.g. for staff to have full understanding of re-structure, understanding of new policy etc.) This is the most important driver of your Communication Plan

This is the list of stakeholders you defined on the Stakeholder Analysis Template

This is the material or subject matter that should be included in your communication.

This is the vehicle or channel or method you intend to use to convey the intended communication. (E.g. email, meeting, site visit, etc.)

This is the frequency and timing of the particular communication. This can be general or specific (e.g. As needed, 1st of every month, weekly, once, July 14, etc.)

This is the individual(s) responsible for delivering the specific communication (e.g. Country Director, HR Lead, Finance Manage, So Director etc.)

This is the individual(s) responsible for creating the specific communication (e.g. Human Resources, CARE Atlanta, Kuito Director or a name of a person etc.)

•Ensure common direction•Generate/keep high enthusiasm•Inform of major changes, •Share status•Address/resolve issues / questions

•Drives•SMT•Government

Direction, changes

•• Team results

Progress overview

• Training Opportunities

Monthly email update

• Information lunches

• Website

• Communication

meeting

• Group events, celebrations

Once per month

Once per week

After each SMT

As Needed

On the 3rd of each month

Etc..

Country Director

Program Co-ordinator

Admin Lead

SMT

HR

Program Coordinator

SO Director

Finance Function

Communication Plan Template


Communication Calendar

• The Communication Calendar is intended to visually represent the communication deliverables listed in the Communication Plan.

• This calendar represents a summarized snapshot of the actions you need to take to ensure 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 example

internal/external is used but other suggestions include Country office / Sub Office etc.

– 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 day basis as part of business as usual.


Communication Calendar Template

Communications Calendar Template

Month Communication

1

Internal

Inform all staff about upcoming changeHold Meeting

Send Follow up email

Post Question and Answer Sheet

Inform impacted staff about Training opportunities

External

Hold Meetings with Donor X

Hold Meeting with Dony Y

Meet with Goverment Officials XYZ

INSERT ACTUAL DATES

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

Change Takes Place

SAMPLE PLAN


Appendix

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


Lessons Learned

• Communication events do not happen by themselves. They need to be planned in a structured 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. Differentiate your 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 you communicate.


Communications Goals and Levels 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 the impact of the change on them and on their organization.

Stakeholders have a positive attitude toward the change and of the changes that will personally affect them. They are prepared and willing to “give it a try.”

Stakeholders will champion the changes associated with the change to their peers and will do everything in their power to make it work and deliver the expected benefits in their organization.

Time

Stakeholders know that change is imminent. They do not know yet what will be the benefits coming from the change.


Stakeholder Understanding Levels

• TBC as part of the global report.


Communication Channel Matrix

• TBC as part of the global report.

care toolkit change management communication plan tajikistan

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