1. MODULE 15 – ORGANISATIONAL COMMUNICATION
Stage 2 – Leadership for Strategy

2. Module Overview Learning Objectives Learning Outcomes
To learn tools to develop the highest standards of internal and external communications.
Learning Outcomes
Participants assess the quality of communications in the organisation.
Participants reflect on the relationship of the organisation with key stakeholder groups.
Participants understand the nature of communications and learn how engage with different stakeholder groups.
Participants reflect on the use of different communication methods.
Participants understand the importance of a communications strategy that creates consistency and professionalism.
As a result of this learning, participants will be able to develop and implement a more professional approach to communications in their organisation.
Stage 2
Module 15 – Organisational Communication

3. Module Structure Introduction
Group Exercise 1 – Success Factors in Communications
Group Exercise 2 – Stakeholder Communications
Group Exercise 3 – Developing a Communication Approach
Stage 2
Module 15 – Organisational Communication

4. Working Definitions Communication Strategy
A communications strategy is a document that expresses how communication activity will be used to support the delivery of the organisations overall strategy. This will include how an organisation wishes to share information with external and internal stakeholders. It should give direction to all media, online, internal, marketing, publications and public relations communications activity undertaken by the organisation.
Stage 2
Module 15 – Organisational Communication

5. EXERCISES

6. Group Exercise 1 – Success Factors in Communications
Work in small groups, using the form in Section 5.1 ‘Self- Assessment: Success Factors in Communications’ to assess the quality of communications in your organisation. Consider the evidence as a whole group;
Feedback session - each group identifies 2 actions that could be taken by the organisation to improve communication.
Stage 2
Module 15 – Organisational Communication

7. Group Exercise 2 – Stakeholder Communications
5 groups.
Each group work on one of the following stakeholders, using the Section 5.2 template:
(1) Other local government organisation; (2) Citizens; (3) Media; (4) Local businesses; (5) Local NGOs
Each group analyses the relationship between the stakeholder and the organisation:
Why and how the stakeholder is important to the organisation.
What the stakeholder would expect from the organisation.
Communication needs of the stakeholder that the organisation should respect.
Feedback plenary session.
Stage 2
Module 15 – Organisational Communication

8. Group Exercise 3 - Developing a Communication Approach
In groups of 3 select a strategic message that needs to be communicated. This could be an announcement of a new service / change of service / community message etc.;
Feedback plenary session.
Stage 2
Module 15 – Organisational Communication

9. INSTITUTIONAL COMMUNICATIONS (previous materials)

10. Role of communications
A municipality should create a shared sense of purpose and direction through:
informing all its stakeholders
listening and responding to their views (eg by streamlining processes or strengthening service provision to achieve higher standards)
dialogue with stakehold
Stage 2
Module 15 – Organisational Communication

11. Internal communications
A good Communication Strategy establishes a dialogue within the municipality among its staff and elected representatives by:
informing them of the key issues, achievements and challenges;
explaining priorities, projects and political positions;
gathering their reactions and comments on key issues to inform future action.
Stage 2
Module 15 – Organisational Communication

12. External communications
With:
Service users
Local businesses
Media
Citizens
NGOs
Other public bodies
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Module 15 – Organisational Communication

13. Developing a communications strategy
Set of communications objectives
Analysis of target groups/ partners / audiences
Messages:
Long term; short term
Communications channels and tools:
Key channels; other channels
Strategy to overcome obstacles to communications
Leading to a Communications Action Plan
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Module 15 – Organisational Communication

14. Audience analysis
Characteristics (stakeholder’s interests, organisation, networks, communication channels and practices)
Relevance to the municipality? (where the interests of the municipality and the stakeholder come together)
Responsibilities / accountability of the municipality towards the stakeholder?
Preferred communications channels and types of possible participation
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Module 15 – Organisational Communication