7 Elements of an Effective Communication Team's Engagement Model
Aniisu K Verghese Ph.D.
I help organisations, leaders and teams to communicate with clarity, connect employees to the purpose, enhance reputations, and embrace change | Author | Speaker | Global Digital Workplace Expert | Australia based
To be seen as an effective business partner, the communications team must operate with a clear framework and be guided by principles that set it apart. The communication team's engagement model
Often, due to various internal and external influences this important aspect takes a backseat impacting how the function is perceived.
So what must be a communication team's engagement model and what design elements go into making it a success?
·??????Vision: Without a vision for the function and the engagement that follows, there is bound to be gaps and inconsistencies in deliverables and outcomes. The vision can consider aspects of stakeholders’ goals
·??????Principles: To succeed, every communication engagement will need a set of principles to be agreed upfront. There will be key touchpoints, time and effort investments, reviews, and focused attention for the engagement to flourish. Level of involvement, results orientation and active participation are among key principles to make the model relevant. All stakeholders will need to have ‘skin in the game’ to be viewed as equal partners in the journey.
·??????Approach: Every stakeholder will expect the communications team to be proactive. Being reactive will lead to perceptions of disinterest or lack of shared ownership. Being on the other side of the spectrum is the ideal situation, although that will mean having a stronger grip over resources, priorities, funding, team and outcomes. Often, stakeholders may have very low expectations and the role of the model is to uplift the understanding. Going overboard with engaging stakeholders can often result in overcommitting and under delivering and not offer significant value. Therefore, striking the right balance is helpful for the organization, stakeholders and even for your team’s well-being.
·??????Inputs: While ‘input’ is a simplistic term to define this next aspect of the model, it is a vital element that can make or mar the outcomes downstream. Gaining business insights
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·??????Strategy and execution plan: Having a focused approach to driving the business agenda will be valued by stakeholders. The strategy must weigh the evolving external environment as well as internal changes that can shift the focus and priorities. A structured execution plan
·??????Outcomes: The proof of the pudding is in the eating. Stakeholders will need to see impact and business value and the model is expected to show the direct connection from communication interventions made. Setting clear expectations that communication isn’t a sliver bullet that can solve all issues stemming from poor business decisions or policies can reduce angst among stakeholders. The model serves as a way to also surface ideas and newer approaches – which are outcomes, nevertheless.
·??????Feedback: This aspect of the model is closely linked to how communication continues to be improved. Stakeholders aren’t just the business teams or leaders you engage with but the receivers and users of communication in the organization. The feedback loop
Putting your best foot forward means having a communication engagement model that suits your team’s goals, stakeholders’ aspirations, and company’s strategic direction. Every model will range from being reactive (engaging in the moment) and proactive (engaging ahead of the moment). While the ideal situation is to be on the proactive side, it is best to set expectations on what will deliver optimal value while raising the profile of the function in the long term.
What are your experiences with your communications team's engagement model? What suggestions do you have?
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HR Leader with 20 yrs+ exp with Global & Indian MNC's at Board Level I Member Of Corp Advisory Board I Strategic Advisor for Start Ups I 50 Best HR Leaders & CXO 2021
2 年Wonderfully summarized Aniisu ??
Gerente de Comunicaciones Vicu?a (BHP/Lundin Mining Joint Venture)
2 年Maximiliano Bilella
NMF Founder and CEO, University Teaching, Int'l Development, SDGs; Focusing: Climate Action, Gender Equality, Environment, Good Health, Quality Education, and Well-being for PWD & MH; ex UN (FAO and WFP), and ex CARE USA
2 年Aniisu K Verghese Ph.D., many thanks and all the best