1 00:00:07,420 --> 00:00:09,031 There's a lot riding on your 2 00:00:09,031 --> 00:00:11,198 communication plan, so you'll want to 3 00:00:11,198 --> 00:00:13,260 make sure it's clear, concise and 4 00:00:13,260 --> 00:00:16,110 cohesive. Imagine there's a growing 5 00:00:16,110 --> 00:00:18,819 traffic problem, at an island Navy base, 6 00:00:19,190 --> 00:00:21,301 and how a communication plan might be 7 00:00:21,301 --> 00:00:23,780 formed to address a problem. Let's 8 00:00:23,780 --> 00:00:26,430 walk through this story: "Shortly after 9 00:00:26,430 --> 00:00:28,652 arriving at her new command, Commander 10 00:00:28,652 --> 00:00:30,909 Alexander was faced with a problem that 11 00:00:30,909 --> 00:00:33,150 had tempers flaring in just about every 12 00:00:33,150 --> 00:00:36,310 unit. Both civilians and the military 13 00:00:36,310 --> 00:00:38,366 were being caught in traffic jams as 14 00:00:38,366 --> 00:00:40,366 they attempted to access the base. 15 00:00:41,020 --> 00:00:42,939 Junior enlisted were regularly 16 00:00:42,939 --> 00:00:45,340 disciplined for missing shifts, and 17 00:00:45,340 --> 00:00:47,062 civilians complained about the 18 00:00:47,062 --> 00:00:49,173 inability to reach their destinations 19 00:00:49,173 --> 00:00:51,580 to fulfill their contracts. The 20 00:00:51,580 --> 00:00:53,750 commander stated this was an untenable 21 00:00:53,750 --> 00:00:55,750 situation and needed to be resolved 22 00:00:55,750 --> 00:00:59,569 STAT." A communication plan 23 00:00:59,569 --> 00:01:03,130 has 3 sections, Research, Action 24 00:01:03,130 --> 00:01:05,889 Planning and Evaluation. Let's 25 00:01:05,889 --> 00:01:08,111 explore each one and see how it carries 26 00:01:08,111 --> 00:01:11,150 out in the story. Research breaks down 27 00:01:11,150 --> 00:01:13,550 into three parts: background, 28 00:01:14,269 --> 00:01:16,739 situational analysis and problem 29 00:01:16,739 --> 00:01:20,639 /opportunity. Traffic and base 30 00:01:20,639 --> 00:01:22,306 access is at the heart of the 31 00:01:22,306 --> 00:01:24,419 commander's intent, so background 32 00:01:24,419 --> 00:01:26,197 research will tell us about the 33 00:01:26,197 --> 00:01:28,363 environment and the demographic makeup 34 00:01:28,363 --> 00:01:29,975 of those caught in the jam. 35 00:01:30,639 --> 00:01:33,730 Situational analysis capitalizes on the 36 00:01:33,730 --> 00:01:35,674 research to answer the questions: 37 00:01:35,800 --> 00:01:38,120 Where are we now, and what could get in 38 00:01:38,120 --> 00:01:42,059 the way of success? Problem and/or 39 00:01:42,059 --> 00:01:44,139 opportunity is a one or two sentence 40 00:01:44,139 --> 00:01:46,250 statement of the main difficulty or 41 00:01:46,250 --> 00:01:47,861 opportunity, including main 42 00:01:47,861 --> 00:01:50,940 difficulties if it's not resolved. For 43 00:01:50,940 --> 00:01:52,884 example: Disciplinary actions are 44 00:01:52,884 --> 00:01:55,339 rising. Readiness will be impacted by 45 00:01:55,339 --> 00:01:57,489 the reliance on a single entry point 46 00:01:57,489 --> 00:02:01,089 onto the base. Now that we know what 47 00:02:01,089 --> 00:02:03,256 our problem is and the consequences of 48 00:02:03,256 --> 00:02:06,040 inaction, let's start action planning. 49 00:02:06,489 --> 00:02:08,809 This includes goals and objectives, 50 00:02:09,720 --> 00:02:12,399 publics, themes and messages, 51 00:02:13,279 --> 00:02:16,259 strategies and tactics and then 52 00:02:16,259 --> 00:02:20,169 calendar and budget. A goal is one 53 00:02:20,169 --> 00:02:22,113 sentence that reframes the overall 54 00:02:22,113 --> 00:02:24,449 problem or opportunity in a broad 55 00:02:24,449 --> 00:02:26,671 positive restatement that does not have 56 00:02:26,671 --> 00:02:29,289 to be quantified. For example, a goal 57 00:02:29,289 --> 00:02:31,345 statement specific to this situation 58 00:02:31,345 --> 00:02:34,160 might say: Decrease tardiness and 59 00:02:34,160 --> 00:02:36,990 increase readiness. Objectives answer 60 00:02:36,990 --> 00:02:38,990 the question, "What will it take to 61 00:02:38,990 --> 00:02:41,350 meet the goal?" Your objectives need to 62 00:02:41,350 --> 00:02:44,830 be S-M-A-R-T, specific, measurable, 63 00:02:45,160 --> 00:02:48,470 attainable, relevant and time-bound. 64 00:02:49,720 --> 00:02:51,498 When establishing SMART goals, 65 00:02:51,559 --> 00:02:53,949 incorporate political, economic, 66 00:02:54,229 --> 00:02:57,600 social, technological, legal and 67 00:02:57,600 --> 00:02:59,960 environmental variables. By 68 00:02:59,960 --> 00:03:02,520 incorporating a PESTLE analysis, a 69 00:03:02,520 --> 00:03:04,520 member knows the full scope of what 70 00:03:04,520 --> 00:03:06,631 they're trying to measure against and 71 00:03:06,631 --> 00:03:08,687 can better set goals that meet smart 72 00:03:08,687 --> 00:03:11,580 objectives. Some objectives for this 73 00:03:11,580 --> 00:03:13,820 plan might be: Reduce the number of 74 00:03:13,820 --> 00:03:16,940 cars traveling through Gate 4 by 65% 75 00:03:16,940 --> 00:03:19,289 within 6 months. Increase the 76 00:03:19,289 --> 00:03:21,729 efficiency of vehicle and ID checks by 77 00:03:21,729 --> 00:03:25,500 50% in 3 months. Promote the benefits 78 00:03:25,500 --> 00:03:27,809 of additional access by rehabilitating 79 00:03:27,809 --> 00:03:30,100 the north entrance bridge within 12 80 00:03:30,100 --> 00:03:32,740 months. Before we can pin down 81 00:03:32,740 --> 00:03:35,710 message, strategies and tactics, we 82 00:03:35,710 --> 00:03:38,539 need to know about our publics. Who 83 00:03:38,539 --> 00:03:41,210 are we talking to? What motivates them? 84 00:03:41,300 --> 00:03:43,940 And what change do we want to see? For 85 00:03:43,940 --> 00:03:47,460 example, behavior, attitude or 86 00:03:47,460 --> 00:03:50,520 knowledge. Keep in mind, this may be 87 00:03:50,520 --> 00:03:52,800 more than one group, and each group 88 00:03:52,800 --> 00:03:54,744 will require a different message, 89 00:03:54,744 --> 00:03:57,759 strategy and tactic. For example, 90 00:03:57,869 --> 00:04:00,699 pedestrians, vehicles, trucks and 91 00:04:00,699 --> 00:04:02,990 boats would arrive at the bridge at 92 00:04:02,990 --> 00:04:05,270 different times. Each would approach 93 00:04:05,270 --> 00:04:07,437 the bridge expecting their needs to be 94 00:04:07,437 --> 00:04:10,039 met. Because their needs and 95 00:04:10,039 --> 00:04:12,419 expectations vary, each public's 96 00:04:12,419 --> 00:04:15,009 themes and messages must be tailored. 97 00:04:15,619 --> 00:04:17,859 Themes are short summary statements, 98 00:04:18,220 --> 00:04:20,540 messages give credibility to the theme. 99 00:04:21,540 --> 00:04:24,519 In this case, the theme is readiness. 100 00:04:24,769 --> 00:04:27,350 For example, be ready and able to 101 00:04:27,350 --> 00:04:29,517 respond to any situation at a moment's 102 00:04:29,517 --> 00:04:32,149 notice! The North Bridge will allow 103 00:04:32,149 --> 00:04:34,890 travel onto the island to be 25 minutes 104 00:04:34,890 --> 00:04:38,079 faster on average. What will you do to 105 00:04:38,079 --> 00:04:40,359 win over your publics? Those are your 106 00:04:40,359 --> 00:04:43,679 strategies and tactics. Strategies are 107 00:04:43,679 --> 00:04:45,679 your action plan for achieving your 108 00:04:45,679 --> 00:04:48,239 goals and objectives, and tactics are 109 00:04:48,239 --> 00:04:50,295 the creative methods used to get the 110 00:04:50,295 --> 00:04:53,450 message through specific channels. For 111 00:04:53,450 --> 00:04:55,609 example, let's say research showed 112 00:04:55,609 --> 00:04:58,589 that a whopping 54% of your commuters 113 00:04:58,589 --> 00:05:01,010 are environmentally conscious. One of 114 00:05:01,010 --> 00:05:03,010 your strategies could speak to that 115 00:05:03,010 --> 00:05:05,010 public of environmentally conscious 116 00:05:05,010 --> 00:05:08,489 commuters. Your strategy could be to 117 00:05:08,489 --> 00:05:10,600 focus on environmental leaders during 118 00:05:10,600 --> 00:05:14,260 the bridge rehab process. Some tactics 119 00:05:14,260 --> 00:05:16,619 might be: Invest in environmental 120 00:05:16,619 --> 00:05:19,540 studies of the are. Create video 121 00:05:19,540 --> 00:05:21,429 showing an understanding of local 122 00:05:21,429 --> 00:05:23,700 ecosystems and post in community 123 00:05:23,700 --> 00:05:26,739 oriented Facebook groups. Invite local 124 00:05:26,739 --> 00:05:28,929 conservation leaders to a town hall 125 00:05:29,179 --> 00:05:32,809 with the Base CO. Calendars show when 126 00:05:32,809 --> 00:05:35,450 each tactic begins and ends, and the 127 00:05:35,450 --> 00:05:37,394 relationship of each tactic to the 128 00:05:37,394 --> 00:05:40,899 other in a continuum. Budgets are also 129 00:05:40,899 --> 00:05:43,809 organized by public and strategy. The 130 00:05:43,809 --> 00:05:46,142 budget projects the cost of each tactic. 131 00:05:46,809 --> 00:05:48,698 This is influenced by fiscal year 132 00:05:48,698 --> 00:05:52,320 budget and allocations. Lastly, we 133 00:05:52,320 --> 00:05:54,959 evaluate. Measures of performance are 134 00:05:54,959 --> 00:05:57,126 the desired results established by the 135 00:05:57,126 --> 00:06:00,040 objectives. Evaluation tools are the 136 00:06:00,040 --> 00:06:02,320 methodologies used to gather the data. 137 00:06:03,269 --> 00:06:05,269 These tools must be included in the 138 00:06:05,269 --> 00:06:08,260 calendar and budget. Evaluation 139 00:06:08,260 --> 00:06:10,130 periods will be contingent upon 140 00:06:10,130 --> 00:06:12,260 original smart objectives and whether 141 00:06:12,260 --> 00:06:14,940 or not objectives were met. While it's 142 00:06:14,940 --> 00:06:16,718 possible to gather some initial 143 00:06:16,718 --> 00:06:18,829 feedback on the social media platform 144 00:06:18,829 --> 00:06:21,059 analytics, a full evaluation could 145 00:06:21,059 --> 00:06:23,299 take a considerable amount of time and 146 00:06:23,299 --> 00:06:25,077 should incorporate revisiting a 147 00:06:25,077 --> 00:06:26,910 schedule to see that the initial 148 00:06:26,910 --> 00:06:29,260 evaluation maintained the first data 149 00:06:29,260 --> 00:06:31,940 result or changed to a new benchmark. 150 00:06:33,040 --> 00:06:35,029 You might use Facebook or YouTube 151 00:06:35,029 --> 00:06:36,899 analytics to see how the ongoing 152 00:06:36,899 --> 00:06:39,619 process is being perceived, but you 153 00:06:39,619 --> 00:06:42,010 will also need a follow-up evaluation 154 00:06:42,010 --> 00:06:44,200 to determine if the bridge rehab did 155 00:06:44,200 --> 00:06:46,940 actually reduce base traffic. All of 156 00:06:46,940 --> 00:06:49,179 these elements are fluid intersecting 157 00:06:49,179 --> 00:06:51,440 loops that you must consider throughout 158 00:06:51,440 --> 00:06:54,049 the entire process. When all the 159 00:06:54,049 --> 00:06:55,993 pieces of your plan fit together, 160 00:06:56,089 --> 00:06:57,839 you're in for a smooth ride.