Preparing your communication plan

1. PREPARING YOUR
COMMUNICATION PLAN

2. HOW COMMUNICATION IMPACTS
THE RECEIVER
8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak
Foxconn,thegiantelectronicsassembling
company,recentlyannouncedcuttingovertime
for1.2millionChineseworkerswhile
promisingcompensationthatprotectsthem
againstlosingincome.
Foxconnsaiditwillreduceworkinghoursto
49perweek,includingovertimeofmaximum
36hoursperweek.Itdidnotmentionanything
aboutthereasonbehindthisannouncement.How
doyouthinkthisnewsmighthavebeenreceived
bytheworkers?

3. FOXCONN BEFORE THE
ANNOUNCEMENT
8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak

4. HOW COMMUNICATION IMPACTS
THE RECEIVER
8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak

5. KINGFISHER AIRLINES
8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak
ForthefirsttimesinceKingfisherAirlines'inception
almostsevenyearsago,itschairmanVijayMallya
heldameetingwithhispilots.
ThoughMallyadeclinedtosetadateforsalary
payments,hisinteractionwiththeemployeeshada
positiveeffectontheairline'sflightscheduleasa
numberofpilotshavedecidedtoresumetheirflying
dutiesfromFridayonwards.
overahundredpilotsturnedupforthemeetingand
Mallyahadtofaceabarrageofabout60-80questions
evenasthediscussionsstretchedontoaboutfour
hours.
Thechairmanreasonedthatinthepasthehad
announceddatesforsalarypaymentsbutcouldnot
honorthembecauseofunforeseendevelopments.
"Sohesaid,hedidnotwanttosetadeadlineagain
andriskdisappointinghisemployees,'„
Headdedthathehoped“pilotsgavehimachance
insteadofquittingonhim,''thesourceadded.

6. A CEO ON COMMUNICATION
WhatdoesaCEOwith
92,400employeesinover
200countriessayabout
the criticalityof
communication?
“I can’t delegate
communicating.It’sthe
mostcriticalthingIdo.
EverydayIshutmy
doorfor15minutesto
rehearse
communications,wheth
er it’swith a
journalist, an
investor,or other
stakeholders.”
8/21/2013
Managerial Communication, Session -1, Shailja
Agarwal, IIM Rohtak
MuhtarKent

7. ATTHEENDOFTHESESSIONYOU
SHOULDBEABLETO
8/21/2013 10:57 PM
Dr Shailja Agarwal, IIM Rohtak
Understandtheneedofacommunicationplan.
Analyseyourbusinesscommunicationsituation
andplanyourmessageaccordingly.
Experience planning your business
communicationmessage.

8. COMMUNCATION PLAN
8/21/2013 10:57 PMDr ShailjaAgarwal, IIM Rohtak
Why
When
How

9. WHY???
8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak
Ifyoufeelthatdiscussionsyouholdcanbe
handledinfarlesseratimethanyouactually
spend.
Ifyoufeelthattheobjectiveofyour
communicationwasnotachieved.
Ifyoufeelthatyoumadeyoursubordinate/
peer/seniorunhappyorde-motivatedbecause
ofthewayyouhandledaparticular
communicationsituation.
Ifyoufeelthatyourcommunicationdidnot
solvetheorganisationalproblemordidnotmeet
thepsychologicalneedsofpeople.

10. 8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak
When communicating something at a formal level
or on a formal forum.
When communicating in a sensitive situation.
When communicating in a difficult/ challenging
situation.
When communicating to persuade.
When communicating something negative.

11. 8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak
CommunicationbyUSvice-consulMaureen
Chao,whiletalkingtosomestudentsinIndia,“Iwas
ona24-hourtraintripfromDelhitoOrissa.But,even
after72-hoursthetraindidnotreachits
destination…andmyskinbecamedirtyanddarklike
theIndians.”
Adobecommunicationtoitsemployeesonthe
doing-awaywithannualperformanceappraisal.

12. HOW???
8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak

13. PAIBOC MODEL
8/21/2013 10:57 PMDr ShailjaAgarwal, IIM Rohtak
•Why are you communicating?
•What must this message do to solve the
organisational problem?
•Specify exactly what do you want your
reader to know, think or do.
•Specify exactly what kind of self image or
organizational image you want to project.
P-Purpose
•Who is (are) your audience?
•How do members of your audience differ?
•What kind of filters/ noise may effect the
receptivity of your audience?
•Are you protecting the ego of your audience?
A-Audience
•Make a list of the points that must be included.
•Make a list of the points that must be excluded.
I-
Information

14. PAIBOC MODEL
8/21/2013 10:57 PMDr Shailja Agarwal, IIM Rohtak
•What reasons or reader benefits can you
use to support your position?
B-Benefits
•What objection(s) can you expect your
readers to have?
•What are the negative messages/
undercurrents you must de-emphasise
or eliminate?
O-
Objections
•How will the context affect reader
response?
C-Context

15. The Iceberg Model: Medium,
Channel & Content

16. The Iceberg Model: Understanding
People
1/7: Factual-
Logic
6/7: Psycho-
Logic
Based on
facts, appearance
, age etc
6/7: Psycho Logic:
Memories, experienc
es, sympathy, antipa
thy, perceptions, val
ues, culture etc