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ABC
COMPANY
Organizational NOVEMBER 2017-
Communication NOVEMBER 2018
Plan
 Background/Situation Analysis
There are 5,000 employees
globally.
The ABC Company was established
in 1992.
The ABC company sells billion-
dollar widgets resulting in $5
billion in revenue.
In the past year, 10 percent of
employees laid off due to
economic challenges.
A SWOT analysis revealed that a
recent merger resulted in
unengaged stakeholders and loss
of confidence in companys future.
It was discovered that employee
trust is low due to lack of an
internal communication program.
A recent drop in stock prices has
created a negative media storm,
despite an expected rise in stock
prices.
It was revealed that the media
team severely needs updating,
which is currently constricting
external communication.
 Audiences
250 Employees Media
 Strategy
When we are successful, external and internal
communication will be improved based on
advancements in internal and media tools, updated
sites and other programs developed to increase
morale. By investing in communication efforts,
confidence will increase leading to improved
processes for media team.
 Goals and Objectives
Improve employee engagement and productivity
Increase media confidence by media tours, press parties and interviews.
Goals

Inform internal and external audiences on current events by rebuilding company websites
Rebuild employee trust through team building events and open communication
Create a positive media presence by updating media tools and improving social media
outlets

By November 1, 2018, improve employee engagement by 30 percent and review the status
Objectves

every two months to continue implementation of engagement opportunities.

Coordinate with media to generate positive stories with the rise of stock prices by increasing
company and media interaction by 10 percent.
Rebuild websites and increase traffic of internal and external by 20 percent by November 1,
2018.
Improve employee attendance of engagement events by 30 percent to increase unity among
employees and leadership
Increase social media followers by 20 percent and improve engagement from stakeholders.
 Key Messages
Situaton:
In lieu of the negative media storm, it is time to improve communication to create a positive media storm.
Media

Know: We will
be improving communication efforts by increasing openness of company and its leaders.

Feel: As a company, we want to be supportive, increase trust and continue to be productive as we create a new vision
and
We aim to make all possible efforts to speak thoroughly on subject matter regarding the company our
and work with company
media. evolves.
We want to create a positive relationship with media and let them know we support their efforts and will work with them effectively.
Do: We need your cooperation and engagement to increase confidence in the company in order to move forward
We want to work with you and be an aid to you in this process.

Whats
Next:a more
We are developing Wethorough
willplanbe launching
for communication media
which involves tours
frequent tostories.
updates and open company to press along with updating our media tools to
Situaton: The level of internal make communication is aslow and trust
efficient in leadership needs to be rebuilt.
as possible.
Employees

Know: Moving forward, we will be improving internal communication efforts. Leadership will be taking steps to
motivate and
improve morale.
Feel: As a company, we want to be supportive and inspire productivity as we create a new vision and our company
evolves.
It is in our understanding that improvements need to be made to internal communication and leadership will bring about programs to implement it.

Do:want
We Weallneed yourtocooperation
employees and engagement
know they are valued to increase
and mutual communication confidence
is important to us asina the company
company. in order to move forward.
 Tactics
Website Reconstructon
To increase external
communication, company
website will be reworked
with an up to date
newsroom and monitored
by media team.
Media Team
To solidify media
communication, we will
assemble a team to monitor
the external website,
internal portal and social
media channels, and
establish consistent
communication to all
audiences.
Company Bonding
To unify employees and
leadership, the
company will host a
quarterly family day to
demonstrate support
for the employees and
their families.
Media Tour
To increase confidence in
the media, we will open
our doors to the press.
This will allow them to
speak one on one with
the CEO and gather
evidence.
Media Training
Quarterly, the media
team and CEO will do
media training to improve
communication practices
to ensure positive
branding through social
media, internal media
and external media.
Email Blast
To improve awareness and
increase communication, we
will implement an email system
that sends out two emails a
week and any additional with
new company information. It is
imperative to keep the
employees in the know.
Recogniton Program
To ensure productivity, we
will implement a monthly
program to recognize one
employee from each
department. This will
create momentum in the
workplace.
Internal Portal
To improve
communication and trust
in the workplace, the
internal portal will be
completely reworked and
monitored daily with
biweekly posts to keep
employees engaged in
company happenings.
Media Release
To ensure transparency
with the media, the CEO
will send out a quarterly
media release of him
giving a summary of the
companys latest news.
This will increase media
awareness.
Press Party
To improve
communication with
external sources, we will
host a quarterly press
party in order to develop a
relationship with the
press.
Social Media Initatve
To increase brand
awareness, we will launch a
social media initiative that
will involve daily posts on
Instagram and Twitter. We
will also include a link to
our social media on our
external website to increase
traffic.
Assessment
Quarterly, a situational
assessment on engagement
and company impression. This
will allow the company to dig
deeper through employee
surveys and SWOT analysis
and address engagement
issues at hand.
 Timeline and Calendar
November December January February March April

Company Bonding Company Bonding

Social Media
Initiative
Email Blast
Website
Reconstruction

Assessment Assessment
Media Team
Media Training Media Training
Recognition
Program

Press Party Press Party

Media Tour Media Tour
Internal Portal
Media Release Media Release
 Timeline and Calendar
May June July August September October
Company Bonding Company Bonding

Social Media
Initiative

Email Blast
Website
Reconstruction

Assessment Assessment
Media Team
Media Training Media Training
Recognition
Program

Press Party Press Party

Media Tour Media Tour
Internal Portal

Media Release Media Release

 Overall Measurement
Overall measurement of the programs will be both qualitative and quantitative to
ensure measurability and effectiveness. An initial assessment will be completed in
November 2017, leading to an overall assessment in November 2018 to assess
overall success of the plan.

Monthly, quarterly and annually check-ins with leadership will be put in place to
address issues that arise and make adjustments to the plan where needed. Any issue
or mistake that comes up will be duly noted for future reference.

Each tactic will be measureable on its own and will give us the liberty to make
changes and assess the success of the individual tactics.

Leadership will reach out to employees to disclose progress to ensure active

communication with the company. This will also allow for stakeholder feedback to
increase success of the plan.
 Measurement by Tactic
Through a one-page, quarterly summary
Website Reconstructon
We will conduct weekly views, interactions and traffic reports to gauge participation.

Media Tour
We will collect clips of media coverage to address the impact the tour had on coverage.

Internal Portal
Recogniton
We will conduct traffic reports on the internal portal Program a bimonthly 10-question survey to all employees
as well as distributing
to measure
A bimonthly survey will be distributed to employees effectiveness.
to assess impact of program and its effectiveness in increasing
Social Media
employee Initatve
engagement.
Press Party
Media team will create a monthly report on impressions, likes, comments and shares to measure interactions.
This will be measured in the same way and alongside the media tour.

Company Bonding
This will be incorporated in the bimonthly employee survey to measure effectiveness of engagement tactics and
cooperation.
 Budget
TACTIC ESTIMATED COST
Website Reconstruction $75,000
Media Tour $40,000
Recognition Program $5,000
Press Party $40,000
Media Team $160,000 (Salary of four people)
Media Training $10,000
Internal Portal $75,000
Social Media Initiative $60,000
Company Bonding $10,000
Email Blast No cost
Assessment $50,000
Media Release $50,000
Contingency (10 percent) $57,500
 Plan Wrap-up and Results
Write up an executive summary with results.
Share it through an email blast with all employees as
well as post it on the internal portal.
We will meet with leadership to breakdown the
results, and keep up quarterly meetings.
Discuss future of plan.