What is the mission of your organization? (How will you get there?)
What is the leadership communications goal of your organization? (How will communications support the vision and mission?)
What is the communications climate within your organization? (Are people receptive to messages from their leaders?) Using interviews, focus groups, and surveys, you must discover the following:
How well leaders communicate
How well followers understand what the leaders communicate
How employees perceive senior leadership and the organization as a whole
The organizational understanding of vision, mission, and values
What are your leadership communications strategies? (How will you use communications to support organizational aims?)
What are your leadership communications objectives? (What do you want people to know?)
Select and target your audiences appropriately. Looking at the following table, consider the audiences you will select for your next key leadership message.
Will everyone receive the same message?
Will you set up an advance briefing for key influencers?
How will you adjust the content?
What outcomes do you expect from each audience?
It is important to use all available channels to communicate key messages. Use this table to help you think of your key stakeholder.
Use the following questions to assess the impact of communication:
Which media channel aroused the most interest?
How did leadership communications change employees' perceptions of the significant issues?
What is the impact of your leadership communications plan? Measure results according to the following criteria:
When did they receive it?
How did they receive it (channel and medium)?
What did they think of it (reaction)?
What action did they take as a result of receiving the message?
What behavioral changes resulted from the message?
Once your leadership communications plan is complete, what benefits will it deliver?