Day 14: Create an internal communication strategy
Your implementation of an Integrated Workplace Management System is not a standalone project. It has to be treated as a powerful and strategic instrument that your organization uses to maximize the contribution to the core business.
However, modern day life and individualism of the society as a whole, has slowly reduced the internal knowledge about, and the commitment to the organization.
You probably acknowledge this. Just think about the diversity of projects within your own organization. You don’t know a lot about these projects and even if you do, little information is available. And this is exactly what today’s task and teaching is about. If you want support for your project, you need market and communicate the project internally.
Today’s teaching
There is a significant amount of literature, scientific and popular, available about internal communication.
Internal communication is the communication that exists within a company, between and among employees. It can take many forms, such as face-to-face casual conversations, formal meetings, phone calls, emails, memorandums, and internal wikis. Communication within an organization is key to success. An organization’s adaptability to external changes relies on efficient communication internally.
The function of an Internal Communications department is to ensure a cohesive communications culture throughout the organization. Internal Communications may be labeled Employee Communications, Engagement Communications, Communications, and other variants. The key theme running through these titles is communication, in whatever format, among a firm’s employees. (Source: Wikipedia)
In particular Engagement Communications is an excellent definition about what you want to achieve with your internal communication. If you want widespread support for the IWMS you have to start communicating internally about it. People need to be engaged about the project because although you might be enthusiastic, others might not.
Today’s Task
In today’s task you are going to create an internal communication strategy for your IWMS.
There are 12 essential elements of a successful internal communications strategy:
1. Effective employee-directed communications must be led from the top
Effective communications require the active commitment and endorsement of senior managers. It is not enough simply to develop a ‘vision statement’ or formulate in general terms the values by which the company lives. Behavior is what counts. Managers must be seen to behave in a manner that is consistent with the ethos they are promoting.
2. The essence of good communications is consistency
At all costs, avoid following fashion and tinkering. If you try to improve communications and then fail—because your messages are inconsistent or are ‘good news only’—things will not quietly settle back into the way they used to be. You will inevitably have created expectations, and may have to live with the consequences of having disappointed those expectations.
3. Successful employee communications owe as much to consistency, careful planning and attention to detail as they do to charisma or natural gifts
We might not all be another Zig Ziglar, Tony Robbins or Bill Clinton. But even such communication ‘giants’ slip up if they fail to plan, fail to pay attention to detail and fail to project a consistent message.
4. Communication via the line manager is most effective
‘ Line Manager to employee’ communication is an opportunity for people to ask questions and check that they have understood the issues correctly. However, be aware that business urgency and reality may dictate the need, on many occasions, to inform employees directly rather than relying entirely on the cascade process. (Though managers will still need to answer people’s questions and listen to their views.)
5. Employee communications are not optional extras, they are part of business as usual and should be planned and budgeted for as such
An employee communications plan—key themes, targets, objectives and resources—provides a context in which to deliver initiatives that arise at short notice.
6. There must be integration between internal and external communications
There must be a fit between what you are telling your people and what you are telling your customers, shareholders and public. (By the same token, there must be a fit between what you are telling your people, and what the external media are telling them.)
7. Timing is critical
However clearly expressed and well-presented your message may be, if it arrives at the wrong time you might as well not have bothered. Old news is often worse than no news. Consequently, it is important to ensure that the channels you use can really deliver at the time you need them to.
8. Tone is important
Expressing overly-gushing enthusiasm about a technical change of little real significance to your staff or public at large is scarcely calculated to make people take your message to heart. If they don’t take that message to heart, why would they take the rest of what you say to their bosoms?
9. Never lose sight of the ‘what’s in it for me?’ factor
We are self-interested creatures. I may have invented the most amazing gadget ever, but unless I get you emotionally involved you are never likely to listen to my message about it. But if I can show you how my gadget will revolutionize your life, add dollars to your wallet, free up your time, fix your smelly feet, wash your car for you, stop your kids arguing with you, bring peace with your spouse, and bring world peace…
10. Communication is a two-way process
Employee communications are NOT a one-way information dump. Capturing feedback is of critical importance, and if you are not seen to be listening and acting on what you are told, why should people bother telling you?
11. A single key theme or a couple of key themes is a means of giving coherence to a range of diverse employee communications initiatives
In recent years, the overriding theme of many corporate employee communications has been the impact on the business of competition, regulation and economic forces. Many messages and initiatives can therefore be evaluated according to the light they shed on one or more of these key themes.
12. Set your standards and stick to them
Determine which channels should be mandatory and which should be optional; establish quality standards for all channels and review these at least annually.
When you match consumer psychology with effective communication styles you get a powerful combination. Lee Hopkins can show you how to communicate better for better business results. At Hopkins-Business-Communication-Training.com you can find the secrets to communication success.
Source: http://EzineArticles.com/?expert=Lee_Hopkins
Examples of IWMS Internal Communication:
- Successful new modules implemented
- Introductions
- Periodical Newsletter
- Celebrate successes
- Posts on the intranet
- E-mail marketing campaign
Resources
Below you will find some resources about writing an internal communication strategy.
- Why you need an internal communication plan
http://blog.stratcommunications.com/?p=323 - How to write an internal communications plan and strategy
http://rapidbi.com/created/howtowriteaninternalcommunicationsplanandstrategy.html - Internal Communication Toolkit
http://www.civicus.org/new/media/CIVICUSInternalCommunicationToolkit.pdf - Internal Communications
http://en.wikipedia.org/wiki/Internal_communications
Good Luck!
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[...] on 15 August 2009 Tags: 31 Days, Implementation, Management Summary Internal communication is extremely important to get the widespread support that you need for your Integrated Workplace [...]
[...] solving. This often leads to better, more creative decisions and a more successful enterprise. Day 14: Create an internal communication strategy – iwmsnews.com 08/14/2009 Your implementation of an Integrated Workplace Management System is [...]
[...] IWMS implementation project will not be run in a vacuum nor in your head. Communication with project stakeholders is extremely important. Don’t count on people’s mind-reading [...]