Developing A Communications Plan

Jarvis Burke
CSH Reengineering Initiative
June 12, 2015

Components of a Strategic
Communications Plan
The Combat Support Hospital (CSH) new Strategic
Communication Plan for the CSH Reengineering
Initiative (CRI) is to convey the true nature of the
organization and the issues to be dealt with. This
strategic plan is a way of organizing actions to reach our
goals.

Components of a Strategic
Communications Plan
SWOT Analysis
Communications Tools and Strategies
Key Messages
Plan Measurement and Timeline

SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

SWOT Analysis
CSH Strengths
Passion for the CSH
Dedicated for optimal patient care
Understanding of new technology and
equipment
Work collaboratively with other departments
within the CSH and other units.

SWOT Analysis
CSH Weaknesses
Limited staff
Limited financial resources
Mission Readiness
Proper training of staff

SWOT Analysis
New CRI Opportunities
Leaders believes that more should be done to train
soldiers on new Deployable Medical Equipment
(DEPMEDS)
Soldiers now have the opportunity communicate with
company leaders and suggest new ideas for continuous
improvements
Opportunity to learn and work with the newest
equipment.

SWOT Analysis
CRI Threats
Other organizations are overshadowing
each other messages and soldiers are not being heard
Turnover of members is reducing the
organizations institutional memory
Security leaks
Other units not supporting through lost communications

Communications Tool and

Strategies
Conduct an assessment of our current
environment

communications

Identify our target audience

Decide what goals we want to achieve
Select the proper tools to achieve our goals
Determine what we want to tell the soldiers we are reaching
Make sure the soldiers know where the message is coming from
Develop at least five new communications objectives
we could accomplish this year

CRI Key Messages

Clearly and concisely tells who we are,
what we do, and why soldiers should care
Helps organize the new concepts and avoid confusion
Helps soldiers and staff stay on message and
remember our goals
Answers questions you wish you may have asked

CRI
Plan Measurement Tools
Internal surveys
Online surveys
Town Home Meetings
Staff Meetings
Reasonable Timeline

CRI Overall Objective

Work collaboratively with other units and
departments to communicate and
improve understanding and benefits of
the NEW CRI Concept.

CRI
Primary Audience
Supporting Units
CSH Staff
Department Heads
Army Leaders

CRI
Secondary Audience
Other Future Units
Public Interest Groups
Media

CRI Summary
Focus on readiness, awareness, and benefits.
Results
Outcomes

References
Tatham, E. L., Tatham, C., & Mobley, J. (2004). Customer Attitudes,
Behavior, and the Impact of Communications Efforts, Volume 1.
Chicago: American Water Works Association.
TM 4-05. Joint Doctrine for Mobilization Planning. (1995)
Lindsey, K. (2013). Leadership Breakthrough: Leadership Practices
that Help Executives and Their Organizations Achieve
Breakthrough Growth. New York: AuthorHouse.