Strategic Communication Plan

A strategic communication plan is a comprehensive internal document intended to encapsulate plans, polices, procedures, techniques, and tools that managers should use to communicate with their team. Scenario and Receivers You are the Store Manager of a local brick and mortar retail store named ShopMore. Your store has five departments, each having their own department manager who reports directly to you. Each department employs approximately 15 employees each. The departments in your store include: Women’s Clothing, Men’s Clothing, Jewelry, Home Goods, and Electronics. Scenario Details Your store is quickly approaching its busiest season (November-December). Your upcoming Black Friday sale is critical for the store to meet its yearly projections.  Your entire organization has struggled with a lack of employee engagement over the last several months and your turnover numbers (along with exit interviews) suggest you may have an issue with your workplace culture and a lack of leadership in some departments.  Three of your department managers have a combined 34 years of experience with your organization, but the other two have a combined 18 months and are still developing their own leadership skills.  Your overall workforce is similar to that of any retail organization. Because of increased cost and lower summer revenues, you are unable to hire a large number of seasonal employees for the upcoming busy season, meaning you need to get more engagement from your current employees.  As the store manager, you have decided to draft a strategic communication plan to guide your management team over the next several months and to provide them with a comprehensive strategy for communicating with their team to increase engagement. This assignment is in 7 sections: Section One: Situation In this section, address the context surrounding the situation using the details above and any creative liberties you need to make the scenario realistic. This could also be one of several sections where you incorporate real evidence to help establish the need for your communication plan. This section should clarify the reason(s) for your document/plan. Section Two: Outcomes/Goals In Week One of this course, you learned that effective managerial communication is goal-oriented. Identify specific goals from a communication and organizational level. Section Three: Define Your Receivers Weeks Two and Three provided several resources and tools to better understand your business constituents and stakeholders in ways that optimize strategic communication. Use the resources provided or others that best fit your goals and the receiver’s needs. Section Four: Message Development The Week Five Module provides a version of 5Ws and an H that could be used if desired to brainstorm your messages. In short, this section will include strategic messaging and/or techniques that will permeate throughout your organization and thus should be rooted in many of the best practices throughout the course or from other external sources. The messages included should address the situation, goals, and receivers defined above. Section Five: Strategy and Modalities As noted previously, the manner in which something is said can be as important as the content of the message itself. Week Four provided a detailed look at the multiple modalities available to managers and the strengths and weaknesses associated with different communication channels. Strategy is needed throughout this section as well as every company has similar tools (e.g., telephones and email). Thus, you are encouraged to think about other technologies that allow for collaboration across groups. Consider both synchronous tools, such as instant messaging, video conferences, or in-person meetings, and asynchronous tools, like SharePoint or other means. As you research your plan, consider the tools that make the most sense for the situation and your specific plan. Section Six: Measuring Progress In this section, you will be asked to provide a plan for assessing and evaluating the effectiveness of the strategies and messages being implemented. Measuring your communication progress and success is a critical but often overlooked step in planning. Section Seven: Deliverables, Timeline and Key Takeaways Many of the resources provided throughout the course allude to the importance of clear deadlines and knowing when to follow-up with constituents and stakeholders. In this section, organize and plan your timetable for the communication plan for accountability. In addition, use this section to briefly summarize the most important takeaways from your strategic communication plan. You must also use at least five credible, and cite them using hyperlinks. Please read the attached pdf files and use those as a base for the work.

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