Developing a communication concept

Key questions for the development of a communication concept/ communication skyline

I. Definition of the relevant communication target groups:

Who is affected directly? Who do we need as supporter of the process?

II.   Which information („info-unit“) is to be communicated at what time?

Answers that have to be given in the phase of expectation management: push motivation

Where does the “necessity of change” come from? Which alternative ways have been considered?

Answers that have to be given in the phase of expectation management: pull motivation

Which benefit does the company have/do the employees have, if this contribution is made? What are the “sense, benefit and goal” of the transformation?

Answers that have to be given in the phase of initial communication: All answers regarding push and pull motivation as well as those regarding the following questions

What are the concrete decisions? Which specific changes are available for which target group? Which alternatives have been considered, which are used and which discarded? What will help us to manage these measures?

Answers that have to be given regarding the personally involved people (direct and indirect) and attitudes (towards possible FAQs) change initiators have to adopt:

What questions will the affected persons raise (unspoken/spoken)? Which questions will the surrounding interest- or stakeholder groups raise?

Answers that have to be given in the phase of “promoting successes“ (beside all answers regarding push and pull motivation):

What has concretely been implemented so far? How have our measures had an impact?

III.  Which participative topics can be offered at which point? Where/at which point could the affected persons be involved?