CHCCOM003
Develop workplace
communication strategies
Develop communication strategies
1.1 Identify internal and
external information
needs
Identify information needs
Remember:
Ø Information often needs to be communicated to
stakeholders both within inside and outside of
organisations
o to ensure this happens consistently, organisations
develop communication strategies
Ø Information needs may be internal, such as
communicating business and strategic plans, or
external such as improving public relations.
Communication channels
Communication channels may be:
ØNotice boards, signs or posters
Ø Internal or external emails
ØNewsletters
Ø Employee meetings
Ø Reports
Ø Traditional media, such as television, radio,
newspapers or magazines
ØDigital media, such as websites, social
media, digital radio or podcasts.
SWOT
Analyse your organisation’s strengths, weakness,
opportunities and threats.
Helpful Harmful
Internal Strengths –
Ø Strong, loyal client base
Ø Employees are invested in their
work
Weakness –
Ø Poor safety record
Ø Employees are stressed by long
hours
External Opportunities –
Ø Product sector is growing in
popularity
Ø Several innovative products in the
works
Threats –
Ø Few people in the job market
have the required skills to work
here
Ø We don’t market the features of
new products well
Develop communication strategies
1.2 Identify competing
or conflicting interests
Conflicting interests
A conflict of interests:
Ø Is when an organisation or people within it have
multiple interests
o this could encourage people to act unethically or
illegally
ØMay include:
o investments or ownership of other companies
omultiple contracts
o taking undisclosed commissions.
Develop communication strategies
1.3 Develop a range of
communication
strategies to meet
organisation needs and
goals
Communication strategies
A communication strategy:
Ø Is a
oad overview of how, when and why you
will communicate
ØNeeds to be ‘SMART’:
o specific – detailed and easy to measure
omeasurable – progress can be tracked
o attractive – positive for the client
o realistic – your goal should be attainable
o time-framed – linked to explicit time
measures.
Communication ba
iers
Communication ba
iers may include:
Ø Language ba
iers
Ø Lack of access to media
Ø Lack of budget or time
ØGeographically diverse workplaces
ØOrganisational requirements.
Develop communication strategies
1.4 Develop a
communication plan
Develop a communication plan
You must always communicate your plan to key
stakeholders, including:
ØOwners
Ø Employees
Ø Customers
Ø Suppliers
Ø Creditors
Ø The su
ounding community.
Communication hierarchy
Information may flow:
ØDownwards (e.g. CEO to manager)
ØUpwards (employee to team leader)
ØHorizontally (peer to peer).
Budgeting
Establish communication
protocols
2.1 Identify processes
for adapting
communication
strategies to suit a range
of contexts
PEST factors
A ‘PEST analysis’ means examining the various
influences on your organisation, including:
Ø Political (e.g. tax rises and domestic policies)
Ø Economic (e.g. growth of markets, consumer
demand)
Ø Social (e.g. customers becoming younger)
Ø Technological (e.g. outdated company equipment).
Crisis communication plans
A crisis communication plan:
ØWill help you to deal with threats to the reputation
of the organisation
Ø Should include a message to be delivered to the
media.
Preparing information and
esources
Information and resources may include:
Ø Statements or press releases
Ø Information packs
ØMarketing materials
ØWebsite and social media
Ø Policies (for example, employee use of the internet.)
Establish communication
protocols
2.2 Develop processes
and protocols in line
with communication
strategies
Developing processes and
protocols
Legal and ethical considerations may include:
ØPrivacy
ØDiscrimination
ØMandatory reporting
ØInformed consent
ØDuty of care.
Establish communication
protocols
2.3 Prepare information
and resources to
support the
implementation of
communication
protocols
Preparing information and
esources
Information and resources may include:
Ø Statements or press releases
Ø Information packs
ØMarketing materials
ØWebsite
Ø Policies.
Marketing materials
Marketing materials may include:
Ø Brochures
Ø Flyers or leaflets
Ø Physical or digital adverts
ØAdvertising emails (known as e-shots)
Ø Promotional products and gifts.
Promote the use of
communication strategies
3.1 Present information
to staff regarding
communication
strategies, protocols and
organisation standards
Presenting information
Information could be presented through:
Ø Training sessions or workshops
Ø Email or memos
Ø Staff meetings
Ø Ve
al interactions
Ø Policy documents.
Social media policy
Employees shouldn’t post:
ØAnything that will
ing disrepute
on themselves or the company
Ø Complaining or abusive posts
about the company or other
employees
Ø Confidential information about
usiness practices
ØAnything that infringes on the
company’s copyright.
Promote the use of
communication strategies
3.2 Model effective oral
and written
communication and
provide mentoring
and/or coaching to staff
Model effective communication
To communicate effectively:
ØUse relevant language, tone and conciseness
Ø Ensure written communication is easy to understand
and interpret
ØUse co
ect spelling and grammar.
Providing mentoring
General principles of mentoring
are:
Ø The client should have control
over their own learning
Ø They should take an active part in
the learning by practicing,
discussing and modelling
Ø Feedback should be provided
wherever necessary.
Promote the use of
communication strategies
3.3 Maintain work-
elated networks and
elationships to meet
organisation objectives
Maintain networks and
elationships
You will need to develop relationships with:
Ø Colleagues within the organisation
Ø Employees in suppliers and creditors
ØMedia organisations
Ø The local community.
Review communication practices
4.1 Obtain feedback
from others to assess
communication
outcomes
Obtaining feedback
Remember:
Ø Feedback from your colleagues, clients and
supervisors regarding communication can help you
to develop professionally and improve the outcomes
Ø It also builds self-awareness of your own methods
and techniques, as well as how people perceive them
Ø You should obtain information about outcomes,
esults of targets and other relevant information.
Review communication practices
4.2 Record lessons
learnt and identify
opportunities for
continuous
improvement
Recording lessons
You should:
Ø Conduct your own evaluation to identify lessons or
opportunities for improvement
Ø Evaluate where things went wrong and how they
could be improved next time
Ø Record your immediate reflections and repeat this
process a week later when you have had time to
calmly analyse it again.
Continuous improvements
Processes should be assessed for their:
Ø Effectiveness. Did the process have
the desired outcomes?
Ø Efficiency. Was it cost effective with
minimal waste and good ROI?
Ø Flexibility. Could it be changed to suit
different needs if required?
Summative Assessments
Summative assessments consist of:
Ø Skills Activity
Ø Knowledge Activity
Ø Performance Activity.
Your assessor will provide you with further guidance on
how and where to complete these assessments.
Summary and Feedback
ØDid we meet our objectives?
ØHow did you find this session?
ØAny questions?
Microsoft Word - CHCCOM003 Learner Guide V1.0.docx
Learner Guide
CHCCOM003 Develop Workplace Communication Strategies
Lead College Pty Ltd RTO No: 41489 CRICOS Code: 03636F
Learner Guide – CHCCOM003 Develop Workplace Communication Strategies Page 2
Table of Contents
Unit of Competency .......................................................................................................... XXXXXXXXXX4
Application ........................................................................................................................ XXXXXXXXXX4
Performance Criteria ........................................................................................................ XXXXXXXXXX5
Foundation Skills ............................................................................................................... XXXXXXXXXX6
Assessment Requirements ................................................................................................ XXXXXXXXXX7
1. Develop communication strategies ............................................................................... XXXXXXXXXX9
1.1 – Identify internal and external information needs ...................................................... XXXXXXXXXX10
Information needs .......................................................................................................... XXXXXXXXXX10
1.2 – Identify competing or conflicting interests ................................................................ XXXXXXXXXX15
Competing or conflicting interests .................................................................................. XXXXXXXXXX15
1.3 – Develop a range of communication strategies to meet organisation needs and goals XXXXXXXXXX
Communication strategies ..............