-spacing: 0px; -webkit-text-size-adjusSGA1713 Manage Organisational Change Workbook
304 © Study Group Australia Pty Limited, SGA1713-L6/07/15
Assessment Task 3
This assessment consists of 1 part which must be answered.
The instructions to complete this assessment are included on the following
page. Follow the instructions with each question.
This assessment should take you about 4 hours to complete.
When you are confident that you have met all requirements for this
assessment task, upload your file using Study Smart for marking.
Make sure your work follows the style guide and naming conventions
presented in the Style Guide document available in the Learning and Study
Support section of Study Smart.
Workbook SGA1713 Manage Organisational Change
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Assessment Task 3 – Communication/
education plan
Develop a company-wide plan detailing the implementation of the change.
Scenario or background information
The strategy you proposed in Assessment Task 2 has now been approved
and has been given the green light to proceed. Your task is to now develop
a communication/education plan that will be written in a report format
designed to assist staff and key stakeholders of your chosen organisation.
The intention is to help staff and stakeholders understand what is going on
and to guide them through the process you have previously identified. It
should help them see, feel and understand why this is necessary and will
need to demonstrate your concern for the people element in the change
process. Note: there is no specific word limit.
Requirements
This plan should briefly outline or summarise the company strategy from
Assessment Task 2 (only reference what the employees need to know).
Describe its purpose and what call to action is required of the employees.
This plan should take into consideration the principles of some wellaccepted change management and organisational behaviour philosophies,
for example Lewin’s theory or Kotter’s 8-steps.
Your guide should address the following elements:
1. Outline purpose. What is this plan for, who is it for, what is it about
and what is expected of the reader?
2. Introduction/background. A brief background as to the situation
surrounding the impending change. Why is this necessary? Outline the
expected outcomes and describe the pros and cons of moving forward
or not with this strategy. Sell the concept!
3. Communication plan. Let them know how you are going.
Communicate your vision, steps, activities, techniques and initiatives
for this bold new change. Ensure that it is appropriate and engaging
and minimises loss. Describe the specifics and messages and how they
might change over time or for different audiences.
SGA1713 Manage Organisational Change Workbook
306 © Study Group Australia Pty Limited, SGA1713-L6/07/15
Developing the communication plan
a) Start by identifying the topics of your communication, and then
identify the target audience for each communication topic.
Examining the groups of people impacted by the foreseen
changes to the business can do this.
b) Next, identify the preferred media for each topic, keeping in mind
that the top method of communication is face-to-face.
c) Try to identify at least three different media per topic to ensure a
higher percentage of the plant population can be reached. Next,
evaluate each media based on the following characteristics, which
will enable you to determine the communication effectiveness as
prescribed:
i. Circulation. Does this media type require a high level of
circulation in order to reach at least 70 percent of the target
audience?
ii. Frequency. Based on the content and production preparation
required, will this media easily allow your leadership team or
sponsors to repeat the message a minimum of six times to
ensure that 70 percent of the target audience internalises
the message?
iii. Credibility. Identify who should deliver the message using
the prescribed media in order to reach the highest level of
credibility.
iv. Feedback opportunity. Is the media capable of soliciting
feedback in order to effectively gauge paths of resistance or
message interpretation?
d) Schedule the communication topics in accordance with your
strategic proposal. Identify the frequency of communication
required for each message using the predetermined media.
e) Identify who will deliver each topic or message based on the
media characteristics, and execute the plan.
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f) How will it be managed? You can use the following table template
or similar to support your answer (not replace) and to ensure you
cover the main activities or initiatives:
4. Monitoring (scenario). As a result of the changes, two months into
the implementation you discover several staff, who are members of a
union, have complained to their union boss relating to staff cuts and
changes. The union representative wants to know how many staff will
be affected and what changes are made to the staff conditions. Type a
letter to the union representative/staff responding to this query using
appropriate names/dates and information.
5. Results. Describe what happens with the information that is collected.
Where does it go and how is it used at the different stages of the
change process (i.e. before, during and after)? Describe the milestones
and the areas of success for the project. How will you make these
visible in the organisation to reinforce the change?
6. Summary. Reiterate the key points very simply and describe the call
to action required.
Due Date: TBA
When you have completed this assessment upload your file to Study Smart
(refer to the link ‘How to submit an assessment’ in the Study Smart home
page).
Criteria
1. Outline/purpose: The plan must show the reason for the document
and its intentions, background information on who the readers are and
the expectations.
2. Introduction/background: The learner has to demonstrate the
benefits/disadvantages of the plan and convince the reader of its
worth. Persuasive language is required to motivate the reader.
3. Communication plan: The learner must develop a comprehensive
communication plan that demonstrates and promotes the benefits to
the organisation. It must outline what groups would need to be
consulted with and what activities are required to ensure a successful
implementation of the change strategy.
SGA1713 Manage Organisational Change Workbook
308 © Study Group Australia Pty Limited, SGA1713-L6/07/15
The learners must also describe the potential risks and resistance to
the changes and how they propose to deal with them. The learners will
demonstrate techniques and interventions that will ensure the success
of the program rollout. The learners must describe and outline the
audience, the methods, the mediums and frequencies that will be
addressed/proposed in the communications. Learners should also
incorporate any interventions or activities into the plan to ensure that
the plan is adhered to. A sample communications plan should be
attached as an appendix to support the learners’ answers.
4. Monitoring (scenario): The learners should set this out as a formal
letter addressed to the ‘complainant’, making sure to address the
concerns. The letter should demonstrate to the reader that the
organisation is happy to consult with relevant groups to seek their
input; and, where appropriate, be prepared to modify the change plan
to achieve change management objectives, whilst justifying and
promoting the benefits of the rollout.
5. Results: The learners should be able to describe the critical success
factors of the project and be able to identify strategies needed to
embed the changes into the organisation’s new environment (proposed
change state). They should also describe and outline the process for
critically evaluating and reviewing the change process through its main
stages.
6. A summary of the key points and a description of what needs to be
done.
Workbook SGA1713 Manage Organisational Change
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Sample communication plan
The following table outlines a sample plan for communicating the key
messages about your smoke-free worksite policy. You can modify this to
support your specific change.
A range of parties may be interested in your policy change or change
initiative, and you will need to determine:
• who they are
• what to tell them
• how to tell them
• who is going to tell them
• when to tell them
An example for contractors is given in the first row of the table, with further
example groups listed in the first column. Add or remove as necessary.
SGA1713 Manage Organisational Change Workbook
310 © Study Group Australia Pty Limited, SGA1713-L6/07/15
Target audience:
Who do we want to
inform?
Key messages:
What do we want
to tell them?
Communication
methods:
How are we going
to tell them?Who is responsiblefor doing it?Deadline:By when does thisneed to happen?Date completedExample: Contractors We want topromote thehealth andwellbeing of ourstaff and visitors Our worksite willbe smoke freefrom 30 June2012 Contractorsvisiting the sitewill not bepermitted tosmoke on thepremises after thisdate Letter tomanager/CEO ofeach contractingorganisation Debbie – SiteManager 31 March 2012 Notice on website John – IT Manager 15 April 2012 Signage erectedat gate Charlie –Maintenanceforeman 30 April 2012 Article in externalnewsletters Alice – PublicRelations Manager 3 May 2012 Advertisement inlocal paper Alice – PublicRelations Manager 15 June 2012EmployeesCustomersContractorsVisitorsGeneral publicAdd next:
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