Crafting an Effective Communications Policy: A Guide for Communications Professionals

I recently interviewed for an internal communications role, and one of the pre-interview tasks was to develop a guide for developing a communications policy for the organization. This was a fortuitous coincidence, as I had recently completed a similar project at my previous employer. When presented with this task, I readily accepted the challenge and was pleased to receive positive feedback on my presentation during the interview.

The interviewers expressed surprise at the comprehensiveness of my proposed guide. They had initially envisioned a basic document to guide communications, but my presentation demonstrated the broader scope of a well-crafted policy. This experience highlighted a common misconception among organizations and communications professionals developing such policies. While the need for a comprehensive communications policy is widely recognized, there's often a lack of clarity on "how" to approach its development and "what" should be included.

If you find yourself in this situation, then you've come to the right place. This edition of Rhètorique will guide you through creating a comprehensive and effective communications policy.

Introduction

In today's dynamic and interconnected world, effective communication is paramount for organizations to thrive. A well-defined communications policy serves as the cornerstone of a consistent and coherent communication approach, guiding how an organization interacts with its internal and external stakeholders. This guide delves into the intricacies of crafting a comprehensive communications policy, empowering communications professionals to establish a robust communication framework that aligns with their organization's goals and values.

The Need for a Communications Policy

The first question that you need to ask yourself before you craft a communications policy is "Why?" Why should you undertake such a resource-consuming task, especially when you have not experienced any negative implications from your current communications approach? Whatever your answer to this "Why?" is, I assure you that establishing a communications policy is crucial for various reasons:

1. Consistency and Coherence: A policy ensures that all communication efforts are aligned with the organization's overarching messaging and objectives.
2. Regulatory Compliance: Organizations must adhere to legal and regulatory requirements governing communication practices. A policy helps navigate these complexities and ensure compliance.
3. Efficient Resource Allocation: A policy guides resource allocation, ensuring that communication efforts are focused and effective.
4. Risk Management: A well-defined policy helps mitigate communication risks, such as potential misinterpretations or negative public perception.
5. Brand Enhancement: A consistent communication approach reinforces brand identity and enhances brand reputation.

Pre-Policy Formulation Considerations

Now that you have decided to develop a communications policy, what steps should you take? Here are some:

1. Existing Policy Guidelines: Review existing policies to identify areas for improvement, gaps, and potential issues.
2. Assess Channels: Assess the utilisation of current communication channels, including email, social media, and direct-to-email newsletters. Explore new channels that can help you expand your reach and determine which to adopt or ignore.
3. Accessibility and Inclusivity: Ensure that communication strategies are inclusive and accessible to diverse audience demographics.
4. Legal Compliance and Regulatory Provisions: Identify and address legal and regulatory requirements applicable to communication activities.
5. Organizational Structure: Clarify the public-facing structure and communication responsibilities within the organization.
6. Communication Map: Trace your organisation's 'who says what, when, and how' map to understand how to streamline the communication processes.

Content of the Communications Policy

There is no strict requirement of what a communications policy can contain. The organisation's size, industry, goals, market, and other sociopolitical environmental factors all play a role in determining how it communicates. However, every comprehensive policy should encompass the following aspects:

1. Scope: Define the types of communication covered, such as internal, external, and social media communication. Identify responsible departments or teams. What types of communication does it cover, such as internal communication, external communication, or social media communication? Who are the responsible departments or teams that will be implementing the policy?
2. Purpose: What are the key objectives you want to achieve with the policy? Clearly articulate the objectives, such as ensuring professional, ethical, and consistent communication.
3. Guiding Principles: Establish clear guidelines for tone, style, format, accuracy, timeliness, and clarity of communication materials. These principles should outline the tone, style, format, accuracy, timeliness, and clarity of communication materials. They should also emphasize the importance of respecting all audiences, including customers, employees, partners, and the public.
4. Responsibilities: Outline the roles and responsibilities of all employees in adhering to the policy. Define procedures for reporting and addressing violations.
5. Communication Channels: Specify authorized channels for different communication types. Set guidelines for their appropriate use and distribution of communication materials. The policy should specify which communication channels are authorized for different types of messaging, such as email, social media, press releases, and internal communication platforms. It should also set guidelines for the appropriate use of each channel and the distribution of communication materials through these channels
6. Content Guidelines: Establish guidelines for content appropriateness, including topics, messaging, and language for each channel. The policy should be clear on guidelines for all communication materials, including the topics, messaging, and language that are appropriate for each channel. It should define the process for approving and reviewing communication materials before they are disseminated. It should also emphasize the need for sensitivity to cultural and linguistic differences.
7. Training and Awareness: Mandate regular training for employees on the policy and its principles. The training should help employees understand the importance of adhering to the policy and how to apply its guidelines in their daily communication activities. Promote awareness through internal channels and training materials.
8. Monitoring and Evaluation: Establish mechanisms to monitor compliance with the policy. Set performance metrics to assess effectiveness. Conduct regular reviews and updates to ensure relevance and effectiveness.

Communication Policy Crafting Process

1. Internal Process: Engage with stakeholders, including trustees, administrators, management, and staff. Identify training needs for effective implementation. Establish regular feedback channels for internal input.
2. External Process: Collaborate with external agencies, financial advisors, and industry experts to gather insights. Document strategies for reaching beneficiaries and pensioners. Clearly define the chain of communication with pension scheme members.

Communicating the Developed Policy

• Internal Stakeholders: To ensure staff compliance, organize a grand unveiling event, present the policy in simplified language, create a dedicated policy updates section on the intranet, deploy visual displays at key worksites, and organize mini-trainings for all staff involved.
• External Stakeholders: Foster participation by adopting a diversified approach, including emails, newsletters, webinars, website articles, and social media. Coordinate a digital campaign showcasing new touchpoints, add a sign-up widget to the website, organize coordinated digital campaigns, and host interactive sessions and forums.

Empowering Your Communications Policy

Crafting an excellent communications policy will not automatically transform your communications processes. What will make the document a powerful tool for driving consistent and effective communication is how strategically you deploy it and this is dependent on key actions such as:

1. Role-Specific Guidelines: Divide the policy into role-specific guidelines to provide clear and tailored instructions for different departments or teams. This approach ensures that each group understands their responsibilities and adheres to the policy's principles.
2. Key Performance Indicators (KPIs) for Responsible Officers: Establish KPIs to measure the effectiveness of the policy. These metrics can track compliance rates, stakeholder satisfaction, and the achievement of policy objectives.
3. Clear Metrics for Policy Effectiveness: Establish performance metrics to assess the effectiveness of the policy in achieving its objectives. These metrics can include compliance rates, stakeholder satisfaction, and the impact on brand reputation and overall communication strategy.
4. Anticipate Evolving Stakeholder Needs: Continuously monitor and adapt the policy to address evolving stakeholder needs and industry trends. Stay informed about emerging communication channels, technologies, and best practices to maintain a forward-looking approach.
5. Comprehensive Feedback Mechanisms: Incorporate robust feedback mechanisms into the policy implementation process. Encourage open communication from both internal and external stakeholders, utilizing surveys, forums, and focus groups to gather valuable insights.

Monitoring and Adaptation

The policy should be monitored to ensure that it is being implemented effectively. This may involve tracking compliance rates, conducting surveys or focus groups to gather feedback, and reviewing employee performance related to communication:

1. Anonymous Surveys: Conduct anonymous surveys for both internal and external stakeholders to gather feedback on the policy.
2. Forums and Focus Groups: Establish forums and focus groups to facilitate open communication and engage with internal and external stakeholders. These platforms allow for constructive feedback and discussions, fostering a sense of ownership and involvement in the policy's implementation.
3. Compliance Tracking: Track compliance rates vis-a-vis the KPIs of responsible officers.
4. Regular Reviews and Updates: Schedule regular reviews and updates to the policy to ensure it remains relevant and effective in the ever-evolving communication landscape. Communicate changes to all stakeholders to maintain consistency and compliance.

The Communications Policy as a Living Document:

View your communications policy as a living document that evolves alongside the organisation's growth, communication needs, and industry landscape. Implementing regular reviews and updates ensures that the policy remains relevant and effective in promoting effective and consistent communication practices. I recently saw a communications policy document that talked about Google+, Skype and other extinct channels and mentioned nothing about their replacements such as Zoom and Instagram.

Closing Words

Crafting a compelling communications policy is an ongoing endeavour that requires careful planning, stakeholder engagement, and a commitment to continuous improvement. By following these guidelines, you can establish a robust framework that aligns with your organization's goals, values, and communication strategies, fostering effective and consistent communication that drives organizational success.