Change Communications

The Communication Plan Template reflects the following Seven Principles of Strategic Organizational Communications, developed by Francois Basili:

1- Organizational Communication is a management process..
with a specific business purpose and disciplined methods of development, implementation, and measurements. It is accomplished through a strategic communication plan reviewed and approved by senior management.

2- Organizational Communication is a change agent.
The purpose of communication is not just to convey information, but to change behavior. It changes behavior by persuading people to take action toward the organization’s objectives.

3- The primary responsibility for internal communication lies with all managers and supervisors.
The Organizational Communication unit is responsible for designing and delivering the system and tools that enable managers to play their role as communicators. Face to face communication with the immediate manager is the most effective form of communication, and is the way employees prefer to receive key information.

4- Communication is a two way process.
Listening and encouragement of feedback must be as emphasized and practiced as speaking and providing information and directions. Two-way is the only way for communication to actually exist in the organization.

5- To be understood, communication must be grounded in the interests and language of the receiver.
While it seeks to achieve the organization’s strategic objectives, it cannot do so effectively unless it uses a receiver-focused approach in both content and context.

6- To be noticed, communication must be compelling and continuous
As it must compete for the receiver’s attention, communication must use highly compelling and creative ways to deliver its message. To be remembered and internalized, communication needs to be continuous and consistent. We can not afford not to communicate.

7- To be influential, communication must be credible.
Without a high degree of credibility, the integrity and believability of the message will be lost, and the whole communication process will be a waste of resources.

Source: (c) 2003-2005 Francois Basili, President, Communication Ideas. Taken from the Communication Plan Template. All Rights Reserved.