COM510 Strayer University Strategic Communications Plan Create a written strategic communications plan for the professional communication challenge or opp

COM510 Strayer University Strategic Communications Plan Create a written strategic communications plan for the professional communication

challenge or opportunity of your choice. Your plan should include the

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following components and may be written in a professional report format. See

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WEEK 1
IT’S A DIGITAL WORLD
ASSIGNMENT 1
STRATEGIC COMMUNICATIONS PLAN
Due Week 4, worth 150 points
The ability to effectively communicate is one of the most in demand and sought
after skills in today’s workforce. As a business professional, you will be
expected to not only communicate in a clear and concise way, but to do so
strategically. These communication skills are necessary to manage personnel
effectively and to drive your organization toward its strategic goals and
outcomes. Effective communication starts with planning. By developing a
strategic communications plan you will be more intentional in your messages
and the actions you ask of your audience. This plan is the foundation for
Assignments 2 and 3.
INSTRUCTIONS
Create a written strategic communications plan for the professional communication challenge or opportunity of your choice. Your plan should include the
following components and may be written in a professional report format. See
the formatting requirements for additional information.
1. Description
a) What is your challenge or opportunity?
b) Why is this professionally important to you?
2. Goal
a) What goal or outcome do you want to achieve with
this communication?
i. Is it clear, concise, and actionable?
3. Audience
a) Who is your target audience?
i. What are the professional positions of the
audience members?
ii. What demographic characteristics will the
audience comprise?
iii. What is your relationship to the audience?
iv. What background knowledge and expertise does
the audience have?
v. What does the audience know, feel about, and expect
concerning this communication?
vi. What preconceptions or biases do you possess
that might prevent you from building rapport
with your audience?
b) What information is available about your audience?
i. What research/sources will you use to obtain information
about the audience?
ii. What conclusions have you been able to draw about
the audience?
c) What tone will you use to convey your message?
i. Is the setting casual or formal?
ii. Is the communication personal or impersonal?
4. Key Message
a) What is the primary message you must convey to
your audience?
i. Is the message compelling and memorable?
ii. Is the message clear and concise?
iii. Is the message aligned with your audience’s goals
and needs?
5. Supporting Points
a) What three to four points, reasons, or justifications
support your message?
i. What research/sources will you use to obtain facts/data
about your message?
6. Channel Selection
a) What communication style will you employ
(Tell/Sell or Consult/Join), and why?
b) What channel(s) will you use to deliver your message,
and why will they be the most effective?
c) What purpose is served by each channel you have selected?
7. Action Request
a) Is your call to action you are making to your audience clear,
concise, and easily actionable?
Note: You may create and establish all necessary assumptions needed
for the completion of this assignment. The scenario is yours to explain.
This course requires use of Strayer Writing Standards (SWS). The
format is different than other Strayer University courses. Please take a
moment to review the SWS documentation for details.
ASSIGNMENT 1: STRATEGIC COMMUNICATIONS PLAN
POINTS: 150
Criteria
1. Description
Weight: 10%
Unacceptable
Below 70% F
Does not or
incompletely
describes
challenge or
opportunity
and/or may
not provide
information on
why this topic
is professionallyimportant/relevant.
2. Goal
Weight: 5%
The communication goal is
unclear or is
not defined.
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
Partially
describes
challenge or
opportunity
and/or provides some
information on
why this topic
is professionally important/relevant.
Adequately
describes
challenge or
opportunity
and/or
provides
information on
why this topic
is professionally important/relevant.
Fully
describes
challenge or
opportunity
and provides
information on
why this topic
is professionally important/relevant.
The communication goal is
fairly defined.
It is somewhat
clear, and may
need further
refinement to
be concise
and clearly
actionable.
The communication goal is
satisfactorily
defined. It is
mostly clear,
is actionable,
but could be
more concise.
The communication goal is
exceptionally
well-defined. It
is clear, concise, and
actionable.
3. Audience
Weight: 20%
The communication does
not include an
audience
analysis,
draws irrelevant conclusions about
the audience,
or incompletely addresses
the characteristics, motivations, and
expertise of
the audience.
Does not
identify the
tone to be
used to
convey
message.
The communication
includes an
analysis of the
audience, but
this is insufficient. The
communication includes
some relevant
conclusions
about the
audience, the
characteristics, motivations, and
expertise of
the audience.
Identifies only
one element
of the tone to
be used to
convey
message.
Audience
analysis is
sufficient to
the task. The
author
thoughtfully
considers
most of the
characteristics, motivations, and
expertise of
the audience,
drawing
mostly relevant conclusions. Identifies both
elements of
the tone to be
used to
convey
message.
Audience
analysis is
thorough. The
author
thoughtfully
considers the
characteristics,
motivations,
and expertise
of the audience, drawing
highly relevant
conclusions.
Identifies both
elements of
the tone to be
used to
convey
message.
4. Key Message
Weight: 15%
The key
message is
unclear and/or
is illogical. It
does not align
with the
goals/needs
of the audience.
The key message is fairly
clear, concise,
and logical. It
may be
somewhat
compelling
and memorable and aligns
somewhat
with the
goals/needs
of the
audience.
The key message is mostly
clear, concise,
and logical. It
is sufficiently
compelling
and memorable and is
sufficiently
aligned with
the
goals/needs
of the audience.
The key message is
completely
clear, concise,
and logical. It
is exceptionally compelling
and memorable. It is
well-aligned
with the
goals/needs
of the audience.
5. Supporting
Points
Weight: 15%
The communication does
not provide
three or four
points,
reasons, or
justifications
to support the
key message,
and does not
list sources
to be used to
support the
message.
The communication provides three or
four points,
reasons, or
justifications
that support
the key message to some
degree, but
this support is
incomplete,
and may not
list relevant
sources to be
used to support the message.
The communication provides three or
four points,
reasons, or
justifications
that support
the key message sufficiently, and
lists mostly
relevant sources to be used
to support the
message.
The communication provides three or
four points,
reasons, or
justifications
that clearly
support the
key message
in a compelling manner,
and lists
entirely relevant sources
to be used to
support the
message.
6. Channel
Selection
Weight: 10%
The communication does
not identify or
incompletely
identifies the
communication style
and/or communication
channel(s),
while failing to
provide sufficient rationale
for the channel selection(s).
The communication identifies the communication
style and
communication channel(s), but to
an insufficient
degree. Rationale for the
style and
channel selection(s)
explains the
chosen
method of
delivery insufficiently.
The communication identifies the communication
style and
communication channel(s) sufficiently. Rationale for the
style and
channel selection(s)
explains the
chosen
method of
delivery adequately.
The communication style
and communication channel(s) are
thoughtfully
chosen. Rationale for the
style and
channel selection(s)
explains the
chosen
method of
delivery in a
compelling
and thorough
manner.
7. Action Request
Weight: 15%
The request
made of the
audience is
unclear, or
action cannot
be taken
based on the
communication.
The request
made of the
audience is
fairly clear, but
may not be
actionable.
The request
made of the
audience is
sufficiently
clear and is
actionable.
The request
made of the
audience is
thoroughly
clear and
easily actionable.
8. Write in a
professional
manner using
proper
grammar,
mechanics,
spelling,
formatting,
and citations.
Weight: 10%
Writing does
not meet
minimal standards.
Tone is not
professional.
Communication is wholly
lacking in
logic, clarity,
and/or consistent formatting.
Contains
many spelling,
mechanical,
formatting,
citation,
and/or grammatical errors.
Writing is
satisfactory.
Professional
tone is developing.
Shows moderate logic,
clarity, and/or
consistent
formatting.
May contain
more than a
few spelling,
grammar
mechanical,
formatting, or
citation errors.
Writing could
be improved,
but meets
acceptable
standards.
Tone is professional.
Shows logic,
clarity, and
consistent
formatting.
May contain
few or no
spelling,
mechanical,
and/or grammatical errors.
There may be
a small
formatting or
citations
errors.
Writing is
excellent.
Tone is professional and
sophisticated.
Shows logic,
clarity, and
consistent
formatting.
Contains no
spelling,
mechanical, or
grammatical
errors, and
formatting and
citations meet
standards.
Running Head: STRATEGIC COMMUNICATIONS PLAN
Strategic Communications Plan
Jason Carroll
Strayer University
COM 510
Dr. De Luise
30 July 2017
1
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.
II.
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
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.
STRATEGIC COMMUNICATIONS PLAN
III.
3
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.
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.
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.
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.
IV.
V.
VI.
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.
II.
III.
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.
Is the message clear and concise?
The message cannot get any clearer than we need to communicate.
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
III.
This can also serve as a good supporting action to what types of communication
are expected and to the scope of the project.
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.
5
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/

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