John Underwood

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John Underwood

• Executive Director
• Freshwater Academy

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Developing a communications strategy for HR
initiatives

• 15 Great Ideas!

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What is a HR initiative?

• Development
• Threat
• Opportunity
• CHANGE!

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What is a communication strategy?

• A professional, written management tool
  offering a well-planned series of actions aimed
  at achieving agreed objectives through the use of
  communication tools, methods, techniques and
  approaches..."

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Communication strategy components

• Objectives
• Audience
• Messages
• Tools, methods, techniques

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Communication strategy components

• Approaches
• Resources
• Timescales
• Evaluation amendment

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Great ideas Number 1

• Use the payslip
• Everyone reads it... or opens the envelope

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Great ideas Number 2

• Use examples
• Use word pictures
• Use stories

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Great ideas Number 3

• Electronic newsletters
• Embed in emails
• Marginal cost

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Great ideas Number 4

• Communicate alwaysEven when no newsPeople
  will complain!!

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Great ideas Number 5

• Your messages... Short sweet
  Sharp simple

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Great ideas Number 6

• Use videoIt secures the messageNow cheaper
  editable

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Great ideas Number 7

• Professional team briefings Invest in
  training... to avoid collapse

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Great ideas Number 8

• Listen carefullyNo... really listen!Online
  staff surveys

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Try out
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Great ideas Number 9

• Develop a narrativeYour master
  templateEnsures consistency

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Great ideas Number 10

• Communicate like a journalistYou are competing
  with the real media

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Great ideas Number 11

• Promise only what you can deliver
• Deliver everything you promise

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Great ideas Number 12

• Recruit championsInvest in themBuild
  outwardsRemember your own PR

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Great ideas Number 13

• Test your messagesRepeat, repeat, repeat...

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Great ideas Number 14

• Communicate in plain EnglishAvoid HR jargon

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Great ideas Number 15

• CaptainRumour Buster!

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The big difference

• Keep something backPhase plan

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The big difference

• The SMART test? Strategic Measurable
  Attainable Relevant
  Time-specific

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The big difference

• Evaluate! Outputs Out takes
  Outcomes

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The big difference

• Design the outcome
• Plan for Point Z

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