The corporate communications team will play a critical role in mapping out how the entire system should function to achieve these CSFs. They will design the strategic planning communications program, as well as receive and report CSF status every quarter to determine whether the organization is on schedule for success. Every service line and department should report the feedback of their employees' CSF achievements by threshold, goal, or exceeds goal. Senior management should work with human resources to tie in CSFs to employee evaluations with review and recognition incentives.
Using the CSF information noted above, the corporate communications team should determine the strategic planning communications program targeting the right audiences with the right information at the right time. Messages must be relevant to the individuals targeted. Messages should be organized by target audience segments. Key messages need to answer:
Just like in an advertising plan, reach and frequency of message delivery through a variety of communications channels will be vital to success. Because people react to information in different ways, using both "rich" and "lean" channels of communications is important. Rich channels are "sticky" media and involve personal interaction such as meetings, workshops and webinars. Lean channels are more impersonal, passive forms of communications such as brochures and newsletters.
In part two of this column, we'll discuss more about the implementation and feedback stages of strategic planning execution including the importance of support and empowerment.