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AET 560 Assignment: Communication Plan

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#1 Cover page None

#2 Title page None


#3 Launching the Communication Plan: What is the need for change?

A change transition is required for the American Red Cross to enhance its service offerings and position the organization to provide more long-‐term disaster relief solutions for victims. The organization may accomplish this tasks through employee training related to crisis management, organization procedures, and responsive services.

#4 Launching the Communication Plan: How to Communicate the need for change

Creating Awareness-‐ To increase awareness of the organizational change a vision of the new programs and services the American Red Cross intends to provide will be publicized. In addition, the following components are recommended to create awareness: • Shared Diagnosis to manage alignment

with organizational goals and make adjustments throughout the change transition as needed

• Champion of Change Leader to build awareness and facilitate change


#5 Launching the Communication Plan: How to Communicate the need for change(CONTINUED)

Team Coaching-‐ Implementation of a goal setting model is recommended to communicate and guide behavior needed for the change transition and provide guidance on method to unify organizational objectives through consultative approaches. In addition, the approach will aid in: • Preparing team to collaborate towards

organizational goals • Communicating vision and purpose of the

change • Consulting on future tasks and objectives • Committing to improving processes and

procedures

#6 Technology Needed to Accomplish the Plan: What technology is needed?

Techno-‐structural change-‐ To successfully transition the organization’s expansion of disaster relief service offerings, change initiatives to formal structures, systems and technologies the following tools will be implemented: • Video conferencing applications such as

Adobe Connect, WebEx and Go-‐to-‐Meeting may be leveraged for companywide two-‐way communication

• Intranet platforms from American Red Cross may be leveraged to host surveys for employee feedback and suggestions

• Call center applications will be integrated into new processes and procedures


#7 Testing Change Effectiveness & Impact of Management’s Response: How to test change effectiveness and the impact of management’s response to the organizational change?

Constant monitoring is recommended throughout the change transition to collect data and make respective adjustments. Coordination with local emergency management agencies to gain insight to facility usage, access points and risks will be considered through: • Processes designed to integrate

departmental feedback related to procedures, programs and processes

• Managerial Commitment leveraged throughout all phases to collect feedback regarding progress in addition management response may impact

o effectiveness of communication o employee buy-‐in to the new vision o collaboration and involvement in

the feedback process NOTE: Successful communication of the plan requires appropriate management response and actions that align with the expected behaviors needed after the transition

• Environment Testing implemented to reproduce program execution through pilot programming and dry run processes. It will identify areas for improvement and provide measurable results


#8 Generating Feedback for Continuous Improvement: How to generate feedback for continuous improvement?

The Competing Values Model is recommended to generate feedback for continuous improvement. The approach promotes flexibility and control to gather feedback from a: • Human Resources View to identify team

work, human resource development, mentors, individuals and groups for different perspectives and ensure all elements of the initiative are considered

• Internal Processes View to understand, consolidate and internally monitor roles required during the implementation in accordance with Red Cross policies

• Open Systems View to collect feedback related to innovator roles and evaluation of each element to ensure effectiveness

• Rational Economic View to stimulate collective achievement, maximize output and produce new roles in review of the change on a regular and ongoing basis


#9 Addressing Negative Responses & Communications About Change: How to address negative responses or communication about the change?

The following strategies are recommended to manage negative responses and communication about change: • Education related crisis management,

organization procedures, and responsive services will be implemented to help employees understand the change initiative

• Participation in the develop new processes and procedures to maintain transparency, perspective and collaboration

• Support throughout all phases to guide adaptation of the change in a manner that reduces anxiety and fear of change

#10 Producing

Organizational Change through the Communication Plan: How the communication plan can help produce organizational change?

The proposed communication plan can help the American Red Cross enhance its service offerings to provide more long-‐term disaster relief solutions for victims by: • Up-‐skilling employees with new

competencies that align with organizational goals and objectives to support the transition

• Encouraging stakeholder involvement to enhance process and procedures associated to disaster relief services

• Leveraging existing services to test and increase efficiency and effectiveness

Documents

Title& Notes& Graphics&...AET$560$Assignment:$Communication$Plan$$ $ $ $ #3$ Launching$the$ Communication$Plan:$ Whatis%the%need%for% change?% A$change$transition$is$required$for$the$