Case 11.2: Developing a Strategic Communication Plan

Purpose:
Learn how to develop a strategic communication plan for a major organizational change.

Situation:
The CEO of this Fortune 500 discount retailer was very punctual for the 15-minute meeting she scheduled with you. You notice on her bookcase an entire shelf devoted to military history. She detects your curiosity and says, "I'm a military history nut. My heroes are Generals Patton and Eisenhower--that's a pretty odd combination but it probably describes my basic sensibilities. But that's not why I called you into my office today." She goes on to explain how the rising costs of health care are cutting into the firm's bottom line, noting that General Motors now pays more for health care coverage for their employees than they do for steel. This is a problem that every organization is facing but she wants to deal aggressively with it by: 1) significantly increasing the size of the employee's deductible, 2) using health care savings accounts to help employees pay for the deductible, and 3) matching employee contributions to the health care savings accounts (The company will match the employees' contribution of $200/month.).

This is a major change and employee anxiety is likely to be quite high. She has asked you to develop a communication strategy for the rollout of this new plan.

Objectives:

1. Develop a communication strategy for this change.
2. Create related communication tools (tactics).
3. Suggest an implementation schedule.
4. Provide advice about what to expect when the communications "hit the street".