TIPS & TECHNIQUES: 10 ways to rejuvenate your communication game plan

VII Annual Corporate Communicators Conference
Chicago May 7-8, 1998

Wilma Mathews, Director of Public Relations at Arizona State University, was unable to speak because of illness and Jack Pyle replaced her for on the program. Jack used Wilma’s 10 best ideas and combined them with his own 10 best ideas to present the "best of the best" ways to improve communications. Following is a summary of the presentation:

1. Use the elements of problem-solving
   • Research
   • Planning
   • Implementation
   • Measurement/evaluation

   Many people only do planning and implementation. Research before you get started improves action plans. Sometimes good research demonstrates there is no need for action. Measurement at the end tells you if the program worked. Often people keep doing programs that are ineffective, but they don’t realize it because they don’t measure results.
   
   

2. Know what is expected of you
   • Department only?
   • Communication plan for entire organization?
   • All aspects of communication or just employee communication?
     
     
3. Use planning assumptions to help you get started
   • Environmental scan:
     - Social, Political, Technological, Financial factors that affect the organization or the problem
   • SWOT analysis:
     - Strengths, Weaknesses, Opportunities, Threats
     
     
4. Get focused
   Make sure you have the same priorities as the organization leaders
   • CEO areas of emphasis
   • Goals of divisions, departments
     
     
5. Research, Research, Research
   Gather input from:
   • Key dates for the coming year for your organization
   • Market information
   • Competitive information
   • Don’t recreate the wheel – find out what others have done
     
     
6. Identify audiences very specifically
   Then tailor action plan and messages to fit each audience
   
   
7. Create a planning template
   Use a template that's right for you and your organization. It should list: strategies, tactics, who's responsible, time line, measurement, budget, and other items important for you to track.
   
   
8. Develop simple key messages
   Your organization's key messages must be:
   • Few words
   • Easily understood
   • Easy to say

   You will often find that a key message and one of your goals are the same. At Arizona State, a goal is: "Arizona State is indispensable to the community." That also is one of the school’s key messages.

   Jack’s overall mission is "Building trust by improving face-to-face communication." That’s his major business goal, the over-riding value, the major key message and it describes his business.
   
   

9. To build trust, include some face-to-face communication
   • Putting things in print often does not get the expected results because it is one-way
   • Emphasize two-way communication, not sending messages
   • Use relationship building
   • Create dialogue
     
     
10. Measure outcome, not output
    Evaluate what you did:
    • Did it change people’s minds or behaviors?
    • Can you use it again?

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» Contact Jack Pyle for information.

Face to Face Matters, Inc. 1560 Little Lake Drive #16 Ann Arbor, MI 48103 517-243-3223