Assessment Task 3: Communication/education plan Develop a company-wide plan detailing the implementation of the change. Scenario or background information: The strategy you proposed in Assessment Task 2 has now been approved and has been given the green light to proceed. Your task is to now develop a communication/education plan that will be written in a report format designed to assist staff and key stakeholders of your chosen organisation. The intention is to help staff and stakeholders understand what is going on and to guide them through the process you have previously identified. It should help them see, feel and understand why this is necessary and will need to demonstrate your concern for the people element in the change process. Note: there is no specific word limit. Requirements: This plan should briefly outline or summarise the company strategy from Assessment Task 2 (only reference what the employees need to know). Describe its purpose and what call to action is required of the employees. This plan should take into consideration the principles of some wellaccepted change management and organisational behaviour philosophies, for example Lewin’s theory or Kotter’s 8-steps. Your guide should address the following elements: 1. Outline purpose. What is this plan for, who is it for, what is it about and what is expected of the reader? 2. Introduction/background. A brief background as to the situation surrounding the impending change. Why is this necessary? Outline the expected outcomes and describe the pros and cons of moving forward or not with this strategy. Sell the concept! 3. Communication plan. Let them know how you are going. Communicate your vision, steps, activities, techniques and initiatives for this bold new change. Ensure that it is appropriate and engaging and minimises loss. Describe the specifics and messages and how they might change over time or for different audiences. SGA1249 Manage Change Workbook 306 © Study Group Australia Pty Limited, SGA1249-L6/09/13-V2 Developing the communication plan a) Start by identifying the topics of your communication, and then identify the target audience for each communication topic. Examining the groups of people impacted by the foreseen changes to the business can do this. b) Next, identify the preferred media for each topic, keeping in mind that the top method of communication is face-to-face. c) Try to identify at least three different media per topic to ensure a higher percentage of the plant population can be reached. Next, evaluate each media based on the following characteristics, which will enable you to determine the communication effectiveness as prescribed: i. Circulation. Does this media type require a high level of circulation in order to reach at least 70 percent of the target audience? ii. Frequency. Based on the content and production preparation required, will this media easily allow your leadership team or sponsors to repeat the message a minimum of six times to ensure that 70 percent of the target audience internalises the message? iii. Credibility. Identify who should deliver the message using the prescribed media in order to reach the highest level of credibility. iv. Feedback opportunity. Is the media capable of soliciting feedback in order to effectively gauge paths of resistance or message interpretation? d) Schedule the communication topics in accordance with your strategic proposal. Identify the frequency of communication required for each message using the predetermined media. e) Identify who will deliver each topic or message based on the media characteristics, and execute the plan. Workbook SGA1249 Manage Change © Study Group Australia Pty Limited, SGA1249-L6/09/13-V2 307 f) How will it be managed? You can use the following table template or similar to support your answer (not replace) and to ensure you cover the main activities or initiatives: 4. Monitoring (scenario). As a result of the changes, two months into the implementation you discover several staff, who are members of a union, have complained to their union boss relating to staff cuts and changes. The union representative wants to know how many staff will be affected and what changes are made to the staff conditions. Type a letter to the union representative/staff responding to this query using appropriate names/dates and information. 5. Results. Describe what happens with the information that is collected. Where does it go and how is it used at the different stages of the change process? (i.e. before, during and after). Describe the milestones and the areas of success for the project. How will you make these visible in the organisation to reinforce the change? 6. Summary. Reiterate the key points very simply and describe the call to action required. Due Date: TBA When you have completed this assessment upload your file to Study Smart (refer to the link ‘How to submit an assessment’ in the Study Smart home page). Criteria: 1. Outline/purpose: The plan must show the reason for the document and its intentions, background information on who the readers are and the expectations. 2. Introduction/background: The learner has to demonstrate the benefits/disadvantages of the plan and convince the reader of its worth. Persuasive language is required to motivate the reader. 3. Communication plan: The learner must develop a comprehensive communication plan that demonstrates and promotes the benefits to the organisation. It must outline what groups would need to be consulted with and what activities are required to ensure a successful implementation of the change strategy. SGA1249 Manage Change Workbook 308 © Study Group Australia Pty Limited, SGA1249-L6/09/13-V2 The learners must also describe the potential risks and resistance to the changes and how they propose to deal with them. The learners will demonstrate techniques and interventions that will ensure the success of the program rollout. The learners must describe and outline the audience, the methods, the mediums and frequencies that will be addressed/proposed in the communications. Learners should also incorporate any interventions or activities into the plan to ensure that the plan is adhered to. A sample communications plan should be attached as an appendix to support the learners’ answers. 4. Monitoring (scenario): The learners should set this out as a formal letter addressed to the ‘complainant’, making sure to address the concerns. The letter should demonstrate to the reader that the organisation is happy to consult with relevant groups to seek their input; and, where appropriate, be prepared to modify the change plan to achieve change management objectives, whilst justifying and promoting the benefits of the rollout. 5. Results: The learners should be able to describe the critical success factors of the project and be able to identify strategies needed to embed the changes into the organisation’s new environment (proposed change state). They should also describe and outline the process for critically evaluating and reviewing the change process through its main stages. 6. A summary of the key points and a description of what needs to be done.