COM 510 - Assignment 1

Running Head: STRATEGIC COMMUNICATIONS PLAN 1

Strategic Communications Plan

Jason Carroll

Strayer University

COM 510

Dr. De Luise

30 July 2017

STRATEGIC COMMUNICATIONS PLAN 2

Description

A. What is your challenge or opportunity? To introduce the latest Liaison Action Request (LAR) for a major boat alteration to the

Navy’s 34-foot patrol craft worldwide. This will include all overseas deployed locations

as well as all stateside commands. The greatest challenge in this task is trying to

coordinate mission schedules with maintenance availabilities to complete the installation.

B. Why is this professionally important to you? This is my first opportunity to lead a portion of the project as a new manager. Both the

senior military and government representatives along with my upper management will be

evaluating my proposals and choices as we move through the project. Additionally, this

is my first opportunity to show my fellow project members that I am capable of leading

them to success.

Goal

A. What goal or outcome do you want to achieve with this communication? My goal is to minimize confusion of task responsibilities, pass along the overall project

goals, create good group communication regarding mission and unit requirements, and

minimize delays.

Audience

A. Who is your target audience? The audience is the overall program manager for service team projects, senior

government and military personnel and is aimed towards the different subject matter

experts (SME’s) that will be performing the alteration and installation. Also included

will be the local Officers in Charge for all overseas locations, as it will take a lot of

planning and coordination with them to find the mission down time to complete the LAR.

I. What are the professional positions of the audience members? a. Government Contract Core personnel b. Valkyrie program manager c. Unit OIC’s (Officers in Charge) d. Overseas Deployment coordinator e. OPTAR Manager (Operating Target, Budget) f. Electrician g. Engine Mechanics h. Electronics communication technician i. Welder j. Quality assurance/NDT coordinator k. Supply logistician

II. What demographic characteristics will the audience comprise of? The demographics that cover this group vary greatly. There are military

personnel, white collar executives, blue collar office and shop personnel. Given

the use of technology in today’s workplace all are well versed in communicating

via email.

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III. What is your relationship to the audience? I was previously the logistician for the shop but recently completed my

Bachelor’s degree and have been promoted to a level 1 project manager. I have

had constant contact with all shop personnel along with the military management

because of the coordination of materials requirements.

IV. What background knowledge and expertise does the audience have? The service team mechanics and electricians have been working on this class of

patrol craft for over 10 years. Several of the senior management for the military

and Valkyrie are retired or prior service personnel. The unit OIC’s deal with

these craft daily in an operational capacity. All have a basic knowledge of the

boat system requirements.

V. What does the audience know, feel about, and expect concerning this communication?

The senior management believes that this is a necessary part of the upgrade

process. However, the majority of the shop workers and unit commanders feel

that they know the boats and what it takes to work on them so all they want are

the schematics and to go to work.

VI. What preconceptions or biases do you possess that might prevent you from building rapport with your audience?

Having spent 17 years in the military along with the past 3 years working with the

shop personnel it will be difficult to develop the fact that I am now a manager and

responsible for the overall performance.

B. What information is available about your audience? a. Preferred methods of communication b. Typical time off patterns c. Types of humor they like

I. What research/sources will you use to obtain information about the audience?

I plan to use my personal interactions with the audience members over the past 3

years as my source of information.

II. What conclusions have you been able to draw about the audience? Since they all know these boats inside and out it will be difficult at times to keep

their interest during any presentation.

C. What tone will you use to convey your message? I. Is the setting casual or formal?

The setting will be formal however I will be trying to encourage the participants

to be casual and relaxed when interacting about the topics.

II. Is the communication personal or impersonal? The overall goal is make this communication personal. The more I can make it

relate to the shop personnel the more they will be willing to communicate.

Additionally, the more personnel I make it to the senior executives the greater

flexibility they will give me and the workers in getting the task completed.

STRATEGIC COMMUNICATIONS PLAN 4

Key Message

A. What is the primary message you must convey to your audience? This installation has many moving parts but if we work together and maintain open lines

of communication the task will be accomplished with ease.

I. Is the message compelling and memorable? The message is compelling because we have all worked on this contract for

several years and our ultimate goal is to support the sailors using the boats.

II. Is the message clear and concise? The message cannot get any clearer than we need to communicate.

III. Is the message aligned with your audience’s goals and needs? Supporting the sailors and getting the job done right the first time has always been

out goal.

Supporting Points

A. What three to four points, reasons, or justifications support your message? a. Whether we are civilian employees or military personnel the goal is the end

mission and that we need precise communication for that outcome.

b. Providing feedback and having open lines of communication will allow to quickly adapt to changes and challenges in the upgrade process.

c. The more information that can be gathered from each group will allow for greater foresight into possible problems and schedule issues.

I. What research/sources will you use to obtain facts/data about your message? I will be utilizing prior experiences on upgrades. Considering the work packages

of prior jobs will help to establish possible obstacles we may face. Additionally, I

will be utilizing the Navy manuals that support maintenance and upgrades to

ensure all personnel are provided with the proper procedures.

Channel Selection

A. What communication style will you employ (Tell/Sell or Consult/Join), and why? The initial communication style that I will be shoorting for is the Consult/Join. Since

there is not much that can be learned from me other than the type of upgrade that will be

performed the consult/join style will allow me to learn from the shop workers what they

will need and what possible challenges they expect. I may need to utilize the tell/sell

method down the line when we hit obstacles and I need to convince the upper chain of

command what direction we should go.

B. What channel(s) will you use to deliver your message, and why will they be the most effective?

I. Power point presentations- This will allow for the incorporation of picture as well as videos to illustrate the changes to be performed. Additionally, it will interface

with video conferencing.

II. Microsoft net meeting or similar software to connect to offices overseas and across the country during the presentation so everyone can be on the same page.

STRATEGIC COMMUNICATIONS PLAN 5

This can also serve as a good supporting action to what types of communication

are expected and to the scope of the project.

III. Email updates will be sent out as required to keep everyone informed of the progress.

Action Request

A. Is your call to action you are making to your audience clear, concise, and easily actionable?

The call to action to maintain open lines of communication up and down the chain of command

and to identify the task required by each group of employees is very clear and easily actionable.

STRATEGIC COMMUNICATIONS PLAN 6

References

Munter, M. (2014). Guide to Managerial Communication, 10th Edition. [Strayer University

Bookshelf]. Retrieved from https://strayer.vitalsource.com/#/books/9780133558050/