Rushmore University

Communication Plan

Communication Plan
LaKisha Washington

AET/560
May 25, 2015
Dr. Gregory Dlabach

Rushmore Universitys
Background
Rushmore University has been a leader
in education. Providing 50
undergraduate degree programs and
graduate programs in Business,
Education and Information Systems.
The University has decided its time to
go global by: expanding into Africa and
India, and increasing distance education

Rushmore Universitys
Challenge
Resistant Instructors
Lack of Mutual Engagement
Fear of Learning Technology

Components of the
Communication Plan

The Launch (four phases)

Technology & Communication
Measuring Effectiveness
Stimulating Feedback for
Improvement
Overcoming Resistance
Organizational Change

Four Phases of
Communication

2
3
4

What to expect in each

Phase
Preapproval Phase

Communication to the
Executive team in order to
gain their approval and
commitment

Developing the Need for

Change

Communication Plans to
explain the need for change,
provide rationale, reassurance,
and a compass

Midstream Change Phase

Confirming the Change Phase

Communication plans to
inform of progress and obtain
feedback.

Communication plans to
inform employees of success
and to celebrate the change.
Preparing for the next round of
change as well.

Pre-Approval Phase
Symposium with Senior Leadership &
Stakeholders
Summit with Distance Learning Instructors
Change Rally for Everyone

Developing the Need for

Change

Reassure Instructors of Rushmores

Succession
The Benefits of Going Global
Comparing the Data
This is a Partnership
You are Valuable

Midstream Change Phase

Update on the progress that is made
Get a temperature check from faculty &
students
Address rumors
Communicate the new roles
Prepare
Ask for Feedback
(Via change websites, e-boards, surveys, and brown
bag luncheons)

Confirming the Change

Phase
Celebration Time
Senior Leadership Commencement
Address
Review Specific Accomplishments
Appreciation Luncheon
Lets get ready for the next phase

Communication Methods &

Technology
Rushmore University Corporate Email
Video Conferencing
Audio Conferencing
University SharePoint
Learning Management System

Measuring Effectiveness
Focus on
Key Factors

Match the
Measure to
the
Environmen
t

Use
Measures
that
Challenge
but Achieve

Avoid
Sending
Mixed
Signals

Additional Measuring Tools

Strategy
Maps

Balanced
Scorecard

DICE Model

Risk
Exposure
Calculator

Stimulating Feedback for

Improvement
Surveys
Create a Welcome Space for Feedback
One on Ones with Leadership
Change Management Site

Overcoming Resistance

Why Resistance

How to overcome

Satisfied with status quo

Be sure to include instructors in

the diagnosis process

Change is viewed as a personal

threat

Offer technology training to

instructors

Instructors cant see the

benefits

Change leadership needs to

articulate goals & benefits

Instructors feel mistreated

Give a voice through feedback

Organizational Change

Change is Never Final

Prepare, Take Action & Learn
Plan the Work & Work the Plan
Admit mistakes
Be ethical
Stay teachable

HARD
WORK
AHEAD

References

Cawsey, T., & Deszca, G. (2012). Organizational change: An

actionoriented toolkit (2nd ed.).
Thousand Oaks, Calif., California: SAGE Publications.
Communication Management Plan.(2015).Retrieved from
http://www.projectmanagementdocs.com/project-planningtemplates/communications-management-plan.html
Spector, B. (2013). Organizational Change. In Implementing
organizational change: Theory into practice (3rd ed.).
Boston,
MA: Pearson.