Small-to-medium sized businesses have an inherent advantage over larger rivals in their ability to react quickly to market signals. However, that flexibility and streamlined decision-making process are only possible when every team member understands and supports the company’s business strategy, value proposition, and competitive advantages. ActionCOACH Marketing Director Jodie Shaw has developed a checklist for managers looking to create a comprehensive communication plan that will strengthen their organization’
“’Mid-sized companies require a tactical plan to compete with huge corporations,”
Shaw offers ten aspects of a solid communication plan:
1. Document and communicate the goals and strategy in simple, easily understood language. Repeat that message again at every opportunity.
2. Be clear in defining the individual responsibilities required to execute the strategy. Declaring the expected end result allows employees to focus on the goals. Without a detailed roadmap as guidance, the team may stray from the strategy.
3. Positively state the benefits to be realized by the company to gain support for the strategy. Describe how the results will affect everyone – as a team and as individuals.
4. Specify the milestones and deadlines. Celebrate when each milestone is achieved.
5. Create a Gantt chart of the project and an org chart for team members.
6. Clearly identify the key deliverables and map individual accountability to the execution of each deliverable.
7. Publicize the methods used to measure progress. Document how, by whom, and how often checkpoints and reporting will be scheduled as a way to track and recognize achievements, and to assure that consistent progress is maintained.
8. Provide appropriate resources to execute the strategy – the right people, money, and equipment. Without sufficient resources, success is unlikely.
9. Acknowledge expected challenges and make contingency plans to address them. By addressing possible roadblocks during the planning stages, the team will be prepared to face them later on.
10. Identify processes for addressing further challenges as they arise. Assign general responsibilities for resolving problems on a timely basis. As your plan progresses, you will almost certainly be confronted with additional issues. Be prepared and be flexible.
By following these ten steps, small-to-medium sized businesses will see a more focused team, efficient production, and goal attainment. When every team member is aligned with the company’s business strategy, execution can progress quickly and accurately.
