Process Step 1: Determine Participants and Launch Project (3ZBZ)
Activity 1.5: Establish the communications strategy (3ZC0)
Activity Description: (3ZC1)
Successful communication requires the development of a communication strategy. The communication strategy should identify relevant stakeholders in the context of the purpose statement and the core team’s knowledge of the affected organizations. The communication strategy includes the necessary value-based messages for the respective types of stakeholders. (3ZC2)
For effective communications and collaboration, the core team should establish a web site to facilitate barrier-less information dissemination. The communication strategy should also address the necessary targeting (stakeholder, timing and delivery means) of the value message. This targeting should be orchestrated with existing organizational, informational channels, behaviors, calendars and events to optimize reach and usefulness. (3ZC3)
Examples of key organizational events would be workshops, collaborative forums, communities of practice or interest (COP, COI), and the annual budget and CPIC cycles. The plan should identify the optimal formats and delivery channels (email, brochure, presentations, and web) to sustain effective communications. (3ZC4)
Activity Inputs: (3ZC6)
Activity Tasks: (3ZCA)
1.5.1 Determine communications goals and objectives (3ZCB)
First, it is important to consider what the core team needs to accomplish its communications strategy. A simple dialogue with the core team can help determine objectives to be included in their communications efforts. The governance framework can also provide additional guidance as to the specific communication needs and requirements associated with key segment governance stakeholders. The effectiveness of communication efforts can be measured by the goals and objectives established. (3ZCC)
1.5.2 Identify audience groups and design themes and key messages (3ZCD)
Once the goals and objectives of the segment architecture have been established, a facilitated session with the core team can help identify the audience groups to which communications should be directed. For each audience group, the communication strategy should capture the design themes and key messages that are relevant throughout the segment architecture development process. (3ZCE)
1.5.3 Select tactical communications vehicles (3ZCF)
The tactical communications vehicles should be determined based on the communications strategy. Since the core team has already established the communications goals and objectives, audience groups, and design themes and key messages, tactical communications vehicles can be selected more intelligently as appropriate. Common vehicle types include print, web and multimedia. Within those vehicle types are tactical communications vehicles such as brochures (print), slick sheets (print), website (web), collaboration forums (web), videos (multimedia), and podcasts (multimedia). (3ZCG)
1.5.4 Implement project collaboration website (3ZCH)
Since there are many documents (e.g., analytical results, findings, recommendations, presentations, artifacts, transition plans) that will be formulated and reviewed throughout the segment architecture development process, a collaborative website improves communication and consensus building. Project websites are an ideal way of keeping core team members and even audience groups abreast of meetings, presentations, decisions and overall architecture development progress. (3ZCI)
Communications Considerations: (3ZCJ)
A realistic and practical communications strategy is an important component to the segment architecture development process. In many cases, resources will be scarce and effective communications to key audience groups is better than weaker communications to a wider audience. (3ZCK)
Activity Outputs: (3ZCL)
- Communications strategy (3ZCM)
Suggested Analytical Techniques: (3ZCN)
- Link to Communications Strategy (MS Word Format) Federal Segment Architecture Working Group (FSAWG) (3ZCO)
