The 5 W's of Communication

Posted by Denise on 16 May 2012 | 0 Comments

Tags: communication, communication strategy

Ensuring communications are effective - that is reach their target and hit the mark in terms of what you want people to understand and remember – is a skill.  Below are some tips for you to think about the next time you’re nominated as the spokesperson, or you need to craft up a communications plan.  I call them the 5 W’s.

Who

..Should be told?

• Everyone who needs to be told about something should be told
• Openness is the key (although there will always be some things which are not disseminated as widely as others)

When

..Should they be told?

• All affected employees should be told at the same time to avoid spread of rumours
• Brief those internally before those externally.  You don’t want staff finding out about change from the media.
• Make an announcement following a significant event or decision

What

.. What should they be told?  - use Problem, Solution, Action thinking

• Tell them Why (we are doing this/need to change)
• Tell them what results you are looking for
• Tell them what you will be doing differently
• Tell them what this means for them

Where

..Should the message be conveyed?

• Choose the most effective means of getting your message across.  Check your communications channels are working for you.
• The kick-off should always be verbal communication from the most senior person.  Written and electronic material is good as a follow-up and reinforces information. Make sure your message  gets across to the right people to avoid rumours and hearsay.

Who

..Should control it?

• If it is a critical part of the programme’s success; responsibility should lie with the most senior executive.
• The project manager will normally have input into it
• Human Resources  will normally be consulted
• Any communications people, if appropriate, will normally be involved