Segment of Communication Plan | Specifics of the Organization |
Context * will efforts reach one or more people * does this mean working within norms * the involvement of external communication * will efforts get caught up in polarized and diversified media cultures * know your territitory | History of little communication, arm's-length labor negotiations, severe competitive environment, increasingly militant union, conservative top-down management tradition. |
Goals- test each goal against your context * Are my goals ethically sound * Am I a credible source * Are adequate resources available * What are the consequences of success * Does any one goal conflict with another | (many of which are in conflict): Prevent a strike, improve quality, develop more participatory management, strengthen the chain of command, reduce employment costs, preserve management's right to manage, be fair to all employees, and educate employees to the realities of the competitive environment. |
Audiences- Define your Audience * What will move them to support you * Are their attitudes positive, neutral, or negative * How do they perceive you * Is there one key audience or several * Secondary or primary audience types * How much do they already no | Salaried/hourly employees, unionized/non-unionized employees, old/new plants, bearing/steel, stockholders, the financial markets, residents of affected communities, customers, suppliers, competitors, regulators, the general public. |
Messages – What message will achieve the goal * How much information is needed * How will the proposal benefit the audience * What message medium is best * Make the message convincing and memorable | Work harder to preserve job security, win one for America, beat the Japanese, the competitive crunch is not the company's fault, build team spirit, management is making sacrifices too, we're partners in a new Timken Company,... [continues]
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