The purpose of this assignment is to develop and effectively communicate an organizational change communication plan, addressing change management s
The purpose of this assignment is to develop and effectively communicate an organizational change communication plan, addressing change management strategies and their impact on organizational outcomes. You will submit a completed "MGT-325: Developing an Organizational Change Communications Plan" template that will include a communications plan outline and a sample communication to your most important external stakeholder.
Part 1: Outlining the Communications Plan
For the company discussed and research gathered in Part 1 and 2 develop an organizational change plan, and communicate it to relevant stakeholders. You will accomplish this by first composing a bulleted outline (750-1,000 words total) that covers the following sections with prompting questions that have been updated from when you initially used this tool in Topic 5. Notice how these various sections relate to your three-part plan: summary, findings, and recommendations, as well as the connection to the ADKAR model you first learned about in Topic 2.
Summary:
Think "Awareness" and "Desire" in creating the summary.
The summary should address the following:
- Key Stakeholders
- Key Activities
- Communications Team
- Communication Goals
- A brief overview of your findings of Part 1 &2.
Findings:
Think "Knowledge" and "Ability" when collecting and summarizing observations and findings.
The findings should address the following:
- Key Messages and Stories
- Target Personas
- Communication Channels and Techniques
- Communications Budget
Recommendations:
Think "Reinforcement" when identifying next steps and success measurements.
The recommendations should address the following:
- Tracking/Measuring Results
- Two Proactive Steps or Sacrifices
- Techniques, Channels, and Technologies
Include a minimum of five sources in your references list that you used to complete the "MGT-325: Developing an Organizational Change Communications Plan" template. No new sources are required for this assignment, though at least one should come from the Wall Street Journal.
Part 2: Creating External Stakeholder Communication
Using the second part of the "MGT-325: Developing an Organizational Change Communications Plan" template, create a brief statement for external stakeholders on the change to take place and the desired end state by working through the following process steps.
- Plan: Using bulleted phrases, identify the key elements to be addressed.
- Write: Create the first rough draft of the statement.
- Complete: In 150-200 words, finalize the statement, indicating who in the organization would have reviewed the rough draft and who in the organization would approve of the final language. Communicate the technology techniques and channels to be employed when delivering this plan.
General Requirements
APA style is required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines.
MGT-325: Developing an Organizational Change Communications Plan
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<Name> |
Part 1 Directions:
Fill out the company's name below and then, using the updated question prompts starting in page 2 of this template, address each of the following 11 sections. Notice how these various sections relate to your three-part plan: summary, findings, and recommendations, as well as the connection to the ADKAR model you first learned about in Topic 2. In total, your responses will range between 750-1,000 words (i.e., approximately 70-90 words each).
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Company Name: |
Summary should address : Think "Awareness" and "Desire" in creating the summary.
· Key Stakeholders
· Key Activities
· Communications Team
· Communication Goals
· Key Messages and Stories
· Target Personas
· Communication Channels and Techniques
· Communications Budget
Recommendations should address : Think "Reinforcement" when identifying next steps and success measurements.
· Tracking/Measuring Results
· Two Proactive Steps or Sacrifices
· Identify the Techniques, Channels, and Technologies for Both Internal and External Communication
Communications Plan
Adapted from Business Model Canvas, Strategyzer, and the Business Model Generation
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KEY STAKEHOLDERS Who will help you? Of the three stakeholders identified in your Topic 3 research, identify the most impacted stakeholder and the importance/impact of change to this stakeholder. Describe ideal forms of communication for this stakeholder communication and reports that can be utilized. Describe establishment of feedback mechanisms for this stakeholder. |
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KEY ACTIVITIES How do you do it? Describe impending change, necessity of change, and sacrifices necessary. Indicate reports/metrics supporting impending change. |
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COMMUNICATIONS TEAM Who do you need? Identify role management will play during the change process, means to achieve collaboration, how servant leadership can be utilized by management, and the role of technology in communications. |
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COMMUNICATION GOALS What do you need to accomplish? Identify current vision, mission, values statement, manifestos, promises (etc.) for the organization, and what revisions should be made to these to align with the change? |
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TARGET PERSONAS How do you describe your recipients? Describe in detail the organization's primary personas of interest. Are there groups currently being served that are not a fit for the organization or groups not being served that should be considered? |
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COMMUNICATION CHANNELS AND TECHNIQUES How do you reach them? Summarize what communication channels are currently being used to reach the target personas. Provide examples of communication techniques applied. Identify untapped avenues that may be worth consideration as well as challenges related to technologically mediated communications when conveying important information. |
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KEY MESSAGES AND STORIES What will you communicate? Provide examples of key messages or relevant stories that currently exist and identify messaging issues or gaps. |
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COMMUNICATIONS BUDGET What will it cost? In addition to budget considerations, identify and explain significant obstacles that could be encountered by each of the following: management, employees, change agents, and two other significant stakeholders. Include essential resources the organization needs to sustain the required changes. |
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TRACKING AND MEASURING RESULTS How will you know the message was successfully deployed and received? What outcomes can be expected upon completion of the change; how will outcome progress be measured? What metrics will be utilized to measure change process. |
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TWO PROACTIVE STEPS OR SACRIFICES What Needs to Change? Identify two proactive steps or sacrifices that the organization might need to make to accomplish the goals/objectives of this organization or avert potential change-related problems. |
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TECHNIQUES, CHANNELS, AND TECHNOLOGIES FOR BOTH INTERNAL AND EXTERNAL COMMUNICATION What Needs to Be Leveraged? Identify the techniques, channels, and technologies for both internal and external communication to be leveraged to effectively communicate with the most-impacted stakeholder identified at the onset of change, during the change, and after the change is complete. What differentiations exist between the approach for internal versus external communications? |
References:
Part 2 Directions:
Review the three-step writing process model detailed in Figure 4.1 (below) from the Business Communications Today textbook. In the spaces provided on the following pages, complete each of the steps in the three-step writing process to ultimately create a brief statement for external stakeholders on the change to take place and the desired end state.
Step 1: Plan
Using bulleted phrases, identify the key elements to be addressed. Remember that you will likely include information in this section that does not make it into your draft section in Part 2.
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· <Point 2> · <Etc.> |
Step 2: Write
Create the first rough draft of the statement. Remember that you are demonstrating a process, so do not worry about editing this yet.
Step 3: Complete
In 150-200 words, finalize the statement, indicating in the provided space who in the organization would have reviewed the rough draft and who in the organization will need to approve the final language.
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State who would have reviewed the rough draft: |
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State who will need to approve the final language: |
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