Case 11.1: Developing a Strategic Communication Plan

Purpose:
Learn how to analyze assessment data and develop a strategic plan.

Situation:
The new CEO of an automotive parts manufacturing firm, Suzanne Edwards, recently read the company's monthly communication Pulse Report. The comments and responses are fairly typical of other reports she has received in her first six months on the job. The firm has over 1,000 employees and she has devoted most of her time to "righting the financial ship". Her background in finance made her ideally suited for this task. Now she has asked you into her spartan quarters to develop a communication strategy to address the concerns in the Pulse Reports. She was candid with you, revealing, "I'm far more comfortable with Six Sigma initiatives than I am with any of the HR alchemy. I need your help to keep the crew on this ship pointed in the right direction."

Objectives:

1. Provide an analysis of the Pulse data.
2. Develop a strategy that fits with Ms. Edwards's style.
3. Suggest some sample tactics that she could use to implement the strategy.