Organizational Development for Knowledge Management at Water ...

Communications Plan
A method for linking messages to target audiences and indicating the timely communication of
important information.
Supports: knowledge sharing, learning, assessment
LEVEL OF EFFORT
SIZE OF UTILITY
LOW
SCALABLE
SCOPE OF WORK C 2
C2 = CONEXT/CONTENT DEPENDENT
The Communications Plan breaks down the process of sending a message out to a large
audience by helping an individual or team refine the message and develop the logistics of
delivering that message. The matrix (example below) provides a mechanism for evaluating the
message in terms of the stakeholders, receivers, the method of delivery, the sender, how the
sender is preparing it, reasons behind sending it, and how often it will be sent. This table
provides a comprehensive plan clearly indicating the timely communication of important
information.
The steps are quite simple. First, fill in the message (or messages) to be sent out. If it is
difficult to determine the message, try to evaluate the rationale for sending the message. The
rationale may help identify the desired message. The message should be thought of as the
action step for the rationale. Each message should be listed and then evaluated, based on each
of the following factors: stakeholder, receiver, vehicle, sender, sender preparation, rationale and
frequency, and timing. These steps are further discussed below.
1. Identify the desired message to send.
This could be a particular action that may affect the staff. For example, you may want to make
the staff aware of the purpose of this project. For example, in the ―Message‖ column write:
―The purpose of this project is to transform our Utility into a Knowledge-Centric Organization.‖
2. Identify Stakeholder/Receiver.
This individual or group would be the audience to whom your message is being directed.
Develop a detailed profile for each audience – listing number of people, location, easiest
method of contact, etc. Who is it that needs to get this message and how will they interpret it?
3. Determine Vehicle.
The vehicle is the way by which the message is delivered. Examples of channels include:
memos, E-mail, voice mail, videotape, newsletter, meeting, brochure, phone call.
4. Determine Sender.
The sender is the individual or group sending the message. This person is probably an
authority figure within your organization, or perhaps a group or team.
5. Sender Preparation.
This is how the sender will go about preparing the message to be delivered. This may be
designing the newsletter, or planning a meeting.
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