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How can you use a stakeholder communication plan to inform employees of company policy changes?

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When your company decides to implement a new policy or change an existing one, you need to communicate it effectively to your employees. But how do you ensure that your message reaches the right people, at the right time, and in the right way? This is where a stakeholder communication plan can help you. A stakeholder communication plan is a document that outlines the objectives, strategies, and tactics for communicating with your internal and external stakeholders. It helps you identify who needs to know what, when, how, and why, and how to measure the impact of your communication. In this article, we will explain how you can use a stakeholder communication plan to inform employees of company policy changes.

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1 Define your communication goals

The first step in creating a stakeholder communication plan is to define your communication goals. What do you want to achieve by informing your employees of the policy change? Do you want to increase awareness, understanding, acceptance, or compliance? Do you want to address any concerns, questions, or feedback? Do you want to motivate or inspire your employees to adopt the new policy? Your communication goals should be SMART: specific, measurable, achievable, relevant, and time-bound. They should also align with your overall business objectives and the purpose of the policy change.

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LETICIA ZORNOSA

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Para definir los objetivos de comunicación en cambios, crisis o situaciones muy delicadas de las empresas hay que estudiar todos los escenarios posibles que se tendrá después de dar a conocer la noticia, y es estratégico anticiparse a qué pasará en cada uno de los hipotético escenarios.

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Jan Lies

Prof. Dr.
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The conventional planning process will not lead to success here. If corporate policy means strategic and operational changes that characterize a profound change, change communication in the sense of "communication actions" is not enough. Far-reaching changes arouse worries, fears and thus resistance, which are only triggered by this information if rumors have not already caused this. That is why "change" should focus on involvement and incentives. Managers and employees therefore help to shape the policy. But it is not imposed on them through information.

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Joshua R. Mansbach

Senior Director, Communications | Executive Vice President, Public Relations | 15+ years of experience catalyzing brand growth, generating ROI, and solving communications challenges for healthcare companies and agencies
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Remember you're not just talking to "employees"; these are people, first and foremost. While the question doesn't specify type of announcement, let's assume bad news, like mass layoffs or product recall. Communications leaders need to approach with empathy and tact, and consider the impacts on different people in the organization. This will guide both message tone and delivery tactic. For instance, not everything should be an email or a Town Hall. There's far more variables involved than characters allowed here, so the best advice is to approach the challenge with humanity, because there's really only one chance to get it right, and getting it right can make all the difference in the world. In sum, be kind above all else.

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Shubham Uike

LinkedIn Top Voice 43x | Strategic HR Professional | Campus/University Recruiting | People Analytics & Talent Acquisition | Project Management | Workday Human Capital All opinions shared here are personal.
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"Clarifying Intentions" Defining Your Communication Goals The first step is to define clear goals for the communication plan. My goal was to ensure that all employees understood the new policies, the reasons behind the changes, and how these would affect their roles.

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2 Identify your stakeholders

The next step is to identify your stakeholders. Stakeholders are any groups or individuals who have an interest or influence in your company or the policy change. They can be internal or external, such as employees, managers, customers, suppliers, regulators, or media. You need to segment your stakeholders into different categories based on their level of interest and power. For example, you can use a stakeholder matrix to map them on a grid of low to high interest and low to high power. This will help you prioritize and tailor your communication to each group. You should also consider their needs, expectations, preferences, and potential reactions to the policy change.

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Shubham Uike

LinkedIn Top Voice 43x | Strategic HR Professional | Campus/University Recruiting | People Analytics & Talent Acquisition | Project Management | Workday Human Capital All opinions shared here are personal.
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"Knowing Your Audience" Identifying Your Stakeholders Identifying stakeholders is crucial. In my experience, stakeholders included not just employees but also department heads, union representatives, and HR personnel. Understanding their concerns and information needs was essential.

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3 Develop your key messages

The third step is to develop your key messages. Key messages are the main points that you want to convey to your stakeholders about the policy change. They should be clear, concise, consistent, and compelling. They should also answer the following questions: What is the policy change and why is it necessary? How does it affect the stakeholders and what are the benefits for them? What are the actions or behaviors that are expected from them? How can they get more information or support? You should have one overarching message that summarizes the policy change and its purpose, and then customize it for each stakeholder group based on their interests and concerns.

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4 Choose your communication channels

The fourth step is to choose your communication channels. Communication channels are the mediums or platforms that you use to deliver your key messages to your stakeholders. They can be formal or informal, written or verbal, digital or physical, such as emails, newsletters, intranet, meetings, webinars, videos, posters, or flyers. You should select the most appropriate and effective channels for each stakeholder group based on their communication preferences, accessibility, and frequency. You should also consider the tone, style, and format of your communication to suit the channel and the audience.

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5 Implement and monitor your communication plan

The final step is to implement and monitor your communication plan. This means executing your communication strategies and tactics according to your timeline and budget. It also means tracking and measuring the results of your communication against your goals and indicators. You can use various tools and methods to monitor your communication, such as surveys, feedback forms, analytics, or observation. You should evaluate the strengths and weaknesses of your communication plan and make adjustments as needed. You should also report and share your findings and outcomes with your stakeholders and other relevant parties.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use a stakeholder communication plan to inform employees of company policy changes?

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6

1 Define your communication goals

2 Identify your stakeholders

3 Develop your key messages

4 Choose your communication channels

5 Implement and monitor your communication plan

6 Here’s what else to consider

Strategic Communications

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How can you use a stakeholder communication plan to inform employees of company policy changes?

1

2

3

4

5

6

1 Define your communication goals

2 Identify your stakeholders

3 Develop your key messages

4 Choose your communication channels

5 Implement and monitor your communication plan

6 Here’s what else to consider

Strategic Communications

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