1. Strategy Communications Matrix
Jenine Serviolo, PMP | SDI®
Facilitator
Presented by SMART Management Consulting, LLC Get-SMART.com
1

2. Purpose
A Strategic Outreach and Communications Plan
should help
• Develop commitment to the strategic plan throughout
the stakeholder groups (audience)
• Gain, reinforce, and sustain the desired commitment
level of the stakeholders
• In time, bring about the sustained change that is
required to attain the strategic vision
Presented by SMART Management Consulting, LLC 2

3. Engaging Staff
 Strategic planning is an instance of
organizational change
 To be successful, key stakeholders must not
only understand the strategic plan but must
embrace their role to executing the plan
 The research company BlessingWhite just
published its update to their Employee
Engagement Research Report (2013). They
cited that Clarity on the organization's
priorities is among the top drivers of
engagement
Get-SMART.com SMART Management Consulting, LLC 3

4. Assessing Strategy Commitment
Conscious Cognizant Concur Champion
of of with for
Knows it’s Can Can Can articulate
there but articulate the articulate the strategy,
can’t strategy but the plays an active
articulate it doesn’t strategy role and
and doesn’t knowingly and plays consistently
knowingly play an active role seeks out
play an active active role as directed opportunities to
role further strategy
Contrary
to
Also may be Is at least conscious or
important to cognizant of strategy
note… but is opposed to it…
Get-SMART.com SMART Management Consulting, LLC 4

5. Assessing Strategy Commitment
 Current commitment level (O)?
 Target commitment level (X)?
Commitment Level
Champion
Concur X
Cognizant
Conscious O
Contrary
Get-SMART.com SMART Management Consulting, LLC 5

6. Building Strategy Commitment
Discuss commitment to strategy with subordinates, peers, supervisors
and/or strategy officer
• Consider influences on
o Peers
o Managers
o Subordinates
o Customers
o Partners
o External agencies
• What is needed to get to target level?
o Training
o Awareness sessions
What do folks need to Start, Stop, or Continue doing to live up to their
strategy commitment?
o Attitudes
o Behaviors
o Actions
Get-SMART.com SMART Management Consulting, LLC 6

7. Communication Planning Matrix
The Outreach and Communications Plan
• Includes outline of stakeholders and
activities/communications that will be done to
communicate strategy and move stakeholders to
target commitment levels
• Use Communication Planning Matrix to help develop
Outreach and Communications Plan
Communication Planning Matrix
Timing Audience Target Message Delivery Sender
Commitment Content Methods
Level
Get-SMART.com SMART Management Consulting, LLC 7

8. Timing
Ideally, communication is continuous and considers
needs specific to each strategic planning phase
• Preparation • Execution
o Plan to plan o Select projects
o Select strategic planning o Align organizational units
team • Management
o Conduct environmental o Report performance
Scan
o Balance resources
• Development o Include strategic
o Define references
mission, vision, values, go
als, targets
What is appropriate to
communicate during each of
these phases?
Presented by SMART Management Consulting, LLC 8

9. Timing
 Should the communication come before or after
certain events?
 Will it be recurring?
Communication Planning Matrix
Timing Audience Target Message Delivery Sender
Commitment Content Methods
Level
Get-SMART.com SMART Management Consulting, LLC 9

10. Audience
Who are the key stakeholders?
• Executive team
• Operational managers
• Employees
• Customers/consumers What groups can be formed
• Partners to target communications?
• Community members
• Regulator/oversight committees
Communication Planning Matrix
Timing Audience Target Message Delivery Sender
Commitment Content Methods
Level
Get-SMART.com SMART Management Consulting, LLC 10

11. Commitment Level
What commitment level is needed from the
audience and how can you help them get there
through outreach and communication ?
Champion
Concur
Cognizant Consider the current commitment level of the
Audience - especially if they are contrary
Conscious
Communication Planning Matrix
Timing Audience Target Message Delivery Sender
Content Methods
Commitment
Level
Get-SMART.com SMART Management Consulting, LLC 11

12. Message Content
What content should your message have to
achieve the desired response?
• Clarifying strategy, process, procedures
• Identifying alignment
• Responses to concerns, especially those surrounding ‘competing
objectives’
• What’s in it for me (WIFM)?
• Measures and reporting
• Organizational culture
• Recognition and awards
• Data, people, task, team themes (Relationship Awareness Theory®)
Communication Planning Matrix
Timing Audience Target Message Delivery Sender
Commitment Methods
Level Content
Get-SMART.com SMART Management Consulting, LLC 12

13. Delivery Methods
What methods should be used to achieve the desired
response?
 Company meeting  Brochures
 Staff meetings  Pocket cards
 Special training sessions  Wall posters
 Other educational events  Company newsletters
 Face to face discussions  Broadcast emails
 Video
 Website
Communication Planning Matrix
Timing Audience Target Message Delivery Sender
Commitment Content
Level Methods
Get-SMART.com SMART Management Consulting, LLC 13

14. Sender
Who should deliver the message?
• Person at the ‘top of • Direct supervisor
the change’ o Daily impact of change
o Business issues o What do I need to
o Reasons for change  Start doing
 Stop doing
 Continue doing
Communication Planning Matrix
Timing Audience Target Message Delivery Sender
Commitment Content Methods
Level
Get-SMART.com SMART Management Consulting, LLC 14

15. Using the Communication Matrix…
Identify what information needs to be provided to key stakeholders
throughout the strategic planning lifecycle to make strategic planning
successful . Use this information to complete the Outreach &
Communications Plan.
Communication Planning Matrix
Timing Audience Target Message Delivery Sender
Commitment Content Methods
Level
This is often an iterative
process!!
1. Identify the timing, sequencing, and frequency of communication
2. Identify the target audiences (by role or name) that are important for
successful strategy achievement. Group them as needed.
3. Identify the commitment needed from each target audience
4. Choose message content appropriate for that timing, target audience
and commitment level
5. Define best methods to deliver the message
6. Identify who should send the message
7. Use this information to complete your Outreach and Communication Plan
Get-SMART.com SMART Management Consulting, LLC 15

16. Communicating Strategy
• Strategic planning is often an instance of
organizational change
• To be successful the workforce must not only
understand the strategic plan but must identify
their responsibility to executing the plan
• Key to aligning organizational units
• Can be a powerful tool for engagement
Getting complete buy-in requires an
individual to go through all response
stages
Get-SMART.com SMART Management Consulting, LLC 16