Change Management WalkMe TeamUpdated March 1, 2017

How to Build an Excellent Communication Strategy Template

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How to Build an Excellent Communication Strategy Template

You have just had a fight with someone you are close with, whether a friend, colleague or spouse. As the adrenaline fades you wonder, ‘what went wrong?’ Well stop banging your head against the wall, trying to figure out the root of the issue. I can sum it up for you in one word: communication.

Communication, or rather the lack of it, is the predominant cause of disagreements, fights, and challenges. Success requires effective and productive communication. However, there is a whole science behind how to communicate effectively, in a way that will move you forward in all areas of your life, specifically professionally.

Looking for a big change? Here’s a starting point. 

We have built a Communication Strategy Template that you can use in your professional life. This template will move you forward and aid in your company’s productivity and success.

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Change Management

Change is a part of our daily lives. Although constant, it never ceases to be one of the hardest aspects of our lives. With change comes tension, nerves, etc. In a professional setting, it is so important to make sure you are communicating effectively and productively whenever a change is occurring in the company.


Here are a few tips for effective change management communication:


A shared purpose

Employees who were not involved in building the current strategy being discussed, often times do not have a well-rounded understanding of the strategy itself. Therefore, any change communication strategy needs to start off with the question, ‘why?’ The people you are communicating with need to know what the goal is, why the goal exists, and why this change is needed. Employees need to know how the change aligns with the organization’s values and objectives. Make sure, when delivering information about the change, that you are providing a sufficient level of information so that they understand the change and be diligent in answering the above questions.

Staff engagement

Studies show that staff feels more engaged when they have a voice, feel well informed, and believe their manager is committed. Make sure that you are allowing your staff to voice their opinions, suggestions, and concerns.


Communication Strategy Template

Your Communication Strategy Template should include the following:


1. Strategy Overview

Communication Objectives: this section should describe what you want to achieve with your communication efforts. This should be as detailed as possible. For example, if you want to grow your list of e-mail subscribers, make sure to write that!

Positioning Statement: This is where you describe your organization and what makes it unique.

Target Audiences: It is crucial that you understand which type of audience you are trying to reach, and what you want from them. Here, it is useful to think about both your primary target audiences (i.e. donors) as well as your secondary target, or rather the people who influence your primary audience.

Desired Action: what actions do you want your target audiences to make? Be as specific as possible. For example, do you want them to donate? Do you want them to become a member?


2. Communication Platforms

– Which communication platforms are you using?

– Who are you trying to reach through each one?


3. Key Dates

Every organization has recurring dates. Whether it is an annual conference or fundraiser, make sure to state each one so that the communications team can prepare themselves with what’s to come.


4. Benchmarks for Success

This is one of the most important aspects of your communication plan. This is where you measure how influential and beneficial your communication plan was. For example, where are you starting in terms of social media community size, and what type of growth would you like to see every few months?


There are many benefits of a communication plan. It gives you a documented, concrete strategy. It keeps everyone on the same page. A plan also allows you to see whether or not you are meeting your goals and objectives. Take time to draft a communication plan for your company. See where it takes you.

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