Strategic Communications Template

ADM(PA) Communications Plan Template
[DATE]
QETE COMMUNICATIONS PLAN – (INSERT TOPIC)
Distribution List
Background

1. Briefly describe the context in which the planned communications event or activity is going to take place. You may wish to provide a synopsis of what the organization does and a recent history of the organization.

The Quality Engineering Test Establishment (QETE) provides the Department of National Defence and the Canadian Armed Forces (CAF) with specialized, technology-based test and investigative services required to support engineering decisions throughout all phases of Materiel Acquisition and Support. QETE will be using the tools provided as vehicles for all virtual communications, externally and internally.

2. If your communications approach tackles a specific issue, you may wish to place the issue in context.

QETE lacks cohesion in its communications with clients, the public, and between departments. It does not present each of its many Technical Specialty Areas (TSAs) in a uniform manner to the public. Messages between key staff often go unseen, and many person-days are lost to this inefficiency. Outgoing emails, newsletters, and communiques have no standard template to communicate with clients and employees, which can give the impression of disorganization. Different Sections have inconsistent formatting and presentations when offering presentations and tours, further creating a feeling of misalignment.

The tools developed include: standard templates for regular communications, communication systems, key messaging, evaluation tools, how-to guides, etc. These tools will allow QETE to have a united approach in how the organization represents itself in all communicative interactions.

Planning Environment

3. Address the environment (public, internal or external as applicable), dealing with all audiences and stakeholders, defining positive and negative tendencies, and underscoring any strategic considerations. Facts can be drawn from surveys, Public Environment Analysis, focus groups and interviews. Consider how the audience’s opinion might impact on the communications activity. Also take into account events or activities taking place concurrently (both inside and external to your organization) which might impact your event.

Environment: Internal, external

Positive tendencies:

Regularly hold events to boost visibility of the organization, securing new clients and prospective employees with good visibility.

Communicate necessary information via QETE-wide email system.

Have some existing formats and templates which can be used as a basis to develop related documents in the same styles.

Have regular Senior Management Team (SMT) meetings to discuss important tasks and mission.

Negative tendencies:

Interpersonal communications have no required response or reminder tools, leading to unread or unacknowledged communications (generally emails), which lead to delays and tension between employees/departments.

Have no consistent formatting/rules/guides for any communications at QETE.

SMT do not have checks and balances to assure tasks are acknowledged or being worked on.

No guides on consistent messaging have been established, meaning tone can vary greatly across external, public, and organization-wide communications.

Audiences and Anticipated Reactions

5. Outline the intended audiences who will receive the communications. While each audience must receive the same messages, the delivery, language and images used should be tailored to the needs and interests of the specific audience. Consider internal, external to QETE, and external to DND/CF.

The intended audiences include employees of QETE (for internal communications), presentation/tour audiences, external governmental audiences, and current/potential clientele. They should have positive impressions that become a productive dialogue.

Communication Approach and Objectives

5. The approach should be a simple, clearly defined sentence that outlines the communications activity (i.e. proactive internally but reactive externally or merely administrative). Indicate any phases (if applicable), the overall tone, and timeframe. The objectives should include (as appropriate):

a. Informing;

b. Changing attitudes or behaviour;

We are taking a proactive, internal approach to aim for clear and consistent messaging across the whole of QETE, with an emphasis on efficient and effective internal communication.

c. Reinforcing existing attitudes or behaviour; and

Build, Maintain, Grow

d. Building relationships

Grow

It is important that objectives be SMART Communications Objectives – Specific, Measurable, Achievable, Relevant, Timely.

Messages

6. Messages should be written to achieve the objectives. Each should be clearly written, no longer than 2 sentences. A limit of 3 or 4 key messages is recommended.

7. These messages do not have to be disseminated word-for-word. Instead, incorporate elements of the message in the communication products.

8. In addition to event-specific messages, ensure that overarching QETE messages are included.

Communications Products and Activities

9. Fill in table below, selecting product/activity that will accomplish the objectives and appeal to the target audience(s):

Budget

10. Most communications products and activities will require the use of existing resources. Depending on whether promotional products are produced in-house or outsourced, specific funding may be required.

The event/project OPI must review/approve proposed expenditures. Activities that have no associated costs will be considered over activities bearing costs.

Coordination

11. Outline who is the overall OPI for the plan, and who will play supporting roles. SMEs and consulting staff should be identified. Include names, telephone numbers, positions and roles of the main players, as well as external contacts that may be needed.

Evaluation of Performance

12. Data will be gathered using the following methods:

a. An interim review of all communications delivered regarding each of the above products/activities, analyzed for criteria met and registered in RDIMS

b. (insert); and

c. (insert).

13. A deadline should be indicated for submitting an evaluation report. The data will be assessed against the following performance indicators to determine whether or not this plan has met its objectives:

a. The key messages/QETE goals are consistent with the messaging guidelines;

b. The length is consistent with the messaging guidelines;

c. The language is consistent with the messaging guidelines; and

d. (insert).

(Signature block of approving authority.)
If only one directorate is involved with the event/activity, that DG may sign. Events involving multiple directorates, or group-wide events require ADM(IM) or COS(IM) signature.

Distribution List

Action

Information

MAT Communications Vehicles
Materiel Group Communications

The ADM(Mat) Communications Team offers a wide-range of client services to fit all your communications needs. All products have varying timelines, so please use this table to identify your needs, and use the contact to get your project started.

DAOD Requirements

A. DAOD 2008-0, Public Affairs Policy
B. DAOD 2008-2, Media Relations & Public Announcements
C. DAOD 2008-3, Issue & Crisis Management
D. DAOD 2008-5, PA Planning and Program Delivery

QETE Communications Tools

Templates

• QETE Post-Tour Questionnaire Template
• QETE Email Newsletter Template
• QETE Communique Template
• QETE After-Action Report Template
• QETE Tours Roadmap and Work Plan Template
• QETE Single-Stop Tour Checklist
• QETE Generic Town Hall Presentation Template

Roadmaps

• Post-Tour Questionnaire Roadmap
• After-Action Report Roadmap
• ATSOP/ATWOP Field Study Roadmap + WBS
• DGLEPM Tour Roadmap + WBS
• OIQ Tour Roadmap + WBS
• QETE Tours Roadmap and Work Plan Template
• QETE Communications Plan and 2021/22 Work Roadmap

How-To Guides

• QETE Communications Style Guide
• How to Make a QETE Post-Tour Questionnaire
• How to Make a QETE Email Newsletter
• How to Make a QETE Communique
• How to Make a QETE After-Action Report

Presentations

• QETE Omnibus Master (Individual TSAs, QETE 2-5 + METC)
• QETE Section Capability Map
• QETE Generic Town Hall Presentation Template
• QETE 4 Presentations (4-2a, 4-2b, 4-4, 4-5, 4-10-116, 4-7)
• Superintendent’s Welcome (ATSOP/ATWOP)

Schedules

• ATSOP/ATWOP Field Study