A1 Business and Technical College Communication Strategy Worksheet

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Assessment Task 3 (AT3):
Communication Strategy
Instructions




Due date: Tuesday 24 May 2022, 8pm, AEST.
Weighting: 40% of the overall mark for this unit.
Word limit: 1600 words (+/-10%)
Referencing style: Deakin Harvard or APA.
NOTE: The word count for this assignment does NOT include in text
citations, reference list or subheadings.
Summary of Task
In this assessment task, you need to imagine you are representative of the
organisation who wants to create a health awareness campaign on a
current health issue in Victoria, Australia. You will choose your own
population group to focus on in relation to the health issue. Then you will
develop a communications strategy made up of three parts:
1. Communications Strategy comprising of the i) the communication
strategy itself, ii) a stakeholder analysis and iii) a risk management
plan)
2. Communications Plan
3. Social Media Strategy
Purpose of Task
In this assessment task, you are being asked to undertake a task that is
regularly carried out by professionals working in local government, community
health, other government departments, Non-Government Organisations and
agencies with an interest in health. Therefore, it is a very authentic task and
prepares you for the important role of developing sophisticated
communications strategies in ‘real-life’ contexts. Typically you would be asked
by your supervisor at work to develop documents very similar to what you are
being required to produce for this assignment.
In this instance, we are providing you with additional resources to help you
complete this task. All of these are in the AT3 Assessment Task folder. The
important thing is to use your initiative and work your way systematically
through each section of the assessment. Don’t expect to be able to pull this
one together at the last minute as it won’t be possible. Take your time, use a
systematic approach and mix it with a dash of creativity!!!
NOTE: Week 8 Content and Week 8 Seminars will be key to doing well in
this assessment task AT3.
Detail of the Task
In this assessment task, you need to imagine you are representative of the
organisation who wants to create a health awareness campaign on a
current health issue in Victoria, Australia. You will choose your own
population group/s to focus on in relation to the health issue. Your health
awareness campaign needs to be publicised to the right people in a timely
manner. Your individual task is to develop a comprehensive
communications strategy made up of 3 parts:
1. Communications Strategy comprising of the i) the communication
strategy itself, ii) a stakeholder analysis and iii) a risk management
plan)
2. Communications Plan
3. Social Media Strategy
Please select ONE of the following two current health issues:
1. Depression and anxiety
2. Online gaming
In the next section, we will outline the detail you will need to include in the
Communications Strategy (i) the communication strategy itself, ii) a
stakeholder analysis and iii) a risk management plan); the communications
plan and; social media strategy.
Please note that a template has been put together that it is advised that
you use to ensure that you cover all of the bases with this assessment
task.
Part 1: Communications Strategy
i) Overview of the Communications Strategy
In this section, you will need to describe your health issue and provide
relevant background information on it. Then you will need to write a
statement/s explaining what you are trying to achieve in your health
awareness campaign. This is all about big picture thinking: Are you trying to
raise awareness of health issue? Increase participation in a health program?
Build knowledge so people make informed choices about their health ? Are
you wanting to get people talking about a sensitive health issue such as drug
addiction so that the community can have a more informed debate about
appropriate interventions to address it? Other?
Here you will also need to explain what tools you plan to use and also why
(eg. send out a series of planned Tweets over a 10-week period to keep the
issue bubbling along; send out a link to a Survey Monkey survey to gauge
opinions; link that to a blog; create a simple 30-second YouTube video to
advertise an event; other). You also should include a general reference to the
social media you will discuss in detail in your social media strategy section.
You should aim to use a range of tools.
In addition, you will also explain how you will develop your metrics. How will
you measure your success? Develop a set of metrics to determine the impact
of your communications strategy (e.g. calls or visits to a support service?
Registrations for your event? Participation in seminar series? How many hits
on a website? How many re-tweets, likes, shares, favourites? Other? ) Think
carefully about how you will measure the effectiveness of your
communications strategy. This is important as good communication strategies
have very clear impact measures.
In the AT3 Assessment Task folder, we have provided you with a step-by-step
information guide to help you think about developing your communications
strategy: HSH208: Guidelines for Developing a Communications Strategy.
ii) Stakeholder Analysis
In your communication strategy you need to do a stakeholder analysis. This
means you will need to tell us who your stakeholders are, their levels of power
and interest in your health awareness campaign and the methods of
communication you will use with them (i.e. email, phone, email, print media,
social media, etc.) You will need to include a stakeholder analysis powerinterest grid in your strategy.
In the AT3 Assessment Task folder we have provided you with a Stakeholder
Engagement Strategy Tool to help you with your stakeholder analysis,
analysing the level of power and interest, and methods of engagement). This
includes a stakeholder power-interest grid which you will need to complete for
this assessment.
iii) Risk Management Plan
As part of your communications strategy, you will also need to develop a risk
management plan. You will need to assess the communication risks in your
communications plan. This will help you to assess whether you have planned
your communications well and what you will do if communications fail so you
are prepared to address issues if they do occur. A risk assessment can
comprise a series of statements or can be presented in a simple grid or matrix
stating the potential risk and what could be done to minimise and/or respond
to it.
Note: The
word count for the communications strategy part of this assignme
nt is 1000 words. Remember this is not an essay: it is essentially a
report on your communications strategy. You need it to be clear and
concise and use headings to guide the reader. A brief but
comprehensive report utilising tables, diagrams and bullet points will
potentially score better than a wordy, vague, rambling strategy. The
communications strategy should look very professional and set out
utilising a ‘style guide’. It is up to you to research this.
Part 2: Communications Plan
A communications plan is the functional document on which you will put all
the detail for delivering your communications strategy. This document is often
only one or two pages presented in a matrix or table so that it is easy to
follow. It tells people what you will do, when and how. We have also provided
you with a communications plan so you can see how to construct one:
HSH208: Communications Plan Sample. We strongly advise you to keep your
communications plan clear and simple. Try to ensure your key messages are
clear. Ensure dates make sense. Allow plenty of lead time in your
communication.
You will use important information from your stakeholder analysis (i.e. levels
of stakeholder influence and methods of engagement) to develop your
communications plan. Therefore, your stakeholder analysis is a very important
part of this process of developing your communications plan. You will need to
think carefully about who your stakeholders are, how you can best reach them
and how to best communicate with them. If you get this wrong in ‘real life’ your
health campaign could fall apart. Importantly, remember too little
communication can be as problematic as too much!!!
NOTE: Word count for the communications plan part of this assignment
is 300 words.
Part 3: Social Media Strategy
In today’s world, you need to be willing and skilled to use social media along
with traditional communication methods such as bulk emails, webpages,
media releases and radio announcements, so we also want you to use social
media to help publicise your health issue. Therefore, we want you to develop
a strategy for using social media.
You will choose one form of social media to develop your strategy on. You
can choose any platform (e.g. Facebook, Twitter, Instagram, Snapchat, etc.).
You will need to tell us what you are trying to achieve by using this form of
social media in your health awareness campaign, and how you will ensure
significant reach with your key messages. (As you will need to develop key
messages for your health awareness campaign and include them in your
communications plan, we would expect to see linkages to these key
messages in your social media and discussed here us your social media
strategy.) You might also need to tell us how you plan scaffold your key
messages (i.e. build the narrative from one post/tweet to the next). You will
also likely need to consider how you will time the release of each new
post/tweet/image for maximum effect.
You will also have to show us you are competent to use the form of social
media you choose it by providing evidence. One option is to set up a site up a
site set it up and use it to write posts/tweets. Or alternatively you may want to
create a hypothetical social media site. Either way, you should provide
between 5 – 10 sample posts/tweets and at least 5 suitable hashtags. This
allows you to demonstrate that you understand the mechanics of your chosen
social media tool. If appropriate, you can take screenshots and include them
in your social media strategy section. Please do not put weblinks in your
assignment as our markers will not be looking at them.
NOTE: The word count for this last part of your assignment is likely to
be very brief – about 300 words – so approximately one page, but this
may depend on the size of your screenshots.
Special Note
This task asks you to consider both functional and strategic
communication:


Functional is all about the detail. What, when, where and how will
you deliver it? What tools will you use? (i.e. media releases, radio,
survey, website, Twitter, Blog, etc.)?
Strategic is all about the big picture: What is your purpose? What
do you hope to achieve?
On the next page of web content, you can review these forms of
communication OR you can return to Week 1 content as they were
discussed there. We have also provided some information on how to
find the right ways to communicate with stakeholders.
Submission Instructions
Please compile your document as a PDF and submit your final document on
Cloud Deakin to your AT3 Final Dropbox by the assignment due date.
Assessments received after the due date and time will receive a late penalty
as per Deakin University policy.
Extensions
Please note, requests for an extension should be made online via
the HSH208 Cloud site: Tools>Extension. Extensions will only be granted in
cases of serious illness or extenuating circumstances with supporting
evidence, such as a medical certificate, as per Faculty of Health
policy. Please ensure you are familiar with Deakin University’s policies and
procedures regarding extensions as we adhere strictly adhere to these for
extension requests.
Special Consideration
If you have been experiencing difficult circumstances or other forms of
hardship through illness, family issues and so forth please let us know as
soon as possible so we can discuss the process special consideration and
ensure you are okay. Special consideration is there to support students
experience difficulties. The process and form for applying for an extension can
be found on here on the HSH208Cloud site: Tools>Special Consideration.
Note: Special consideration is something you request after the assessment
has been submitted not before. Requests for special consideration are
managed by the University not the Unit Chair so please be aware of this.
Note: If you have a computer problem or experience other technical issues
the day the assessment is due, please seek IT help to substantiate your claim
and you will be given an extension. However, you need to always back up you
work and email a copy of your work to yourself.
Referencing in HSH208
In this unit you must choose EITHER the Deakin Harvard OR APA styles:


Deakin Harvard referencing
style:
The American Psychological Association (APA) style of
referencing
Academic referencing involves two interconnected parts: in-text
citations and a list of references.
Every source you refer to must have an accurate in-text citation using the
Deakin Harvard OR APA referencing style.


DO NOT use footnotes.
All direct quotes must have page numbers in addition to author, year.
Full details of all sources you refer to in-text must be listed in your list of
references (at the end of your assignment), and correctly formatted using the
Deakin Harvard OR APA referencing style.
Rubric
Refer to the HSH208: AT3 Marking Rubric to see how marks will be allocated
for this task. Use this as a guide to determine how much time to allocate to
the various components of this task. Essential workshop activities in tackling
the elements of this task will be provided in seminars. This assessment is
worth 50 marks allocated across the following four criteria:
1.
2.
3.
4.
Communications strategy (25 marks);
Communications plan (10 marks);
Communication social media tool (10 marks);
Professionalism and presentation (5 Marks).
Reading
Here is an additional reading which we think will help you with your AT3:
Communication Strategy: Milakhao, P (2020), ‘Health communication:
approaches, strategies, and ways to sustainability, in Servaes, J
(ed) Handbook of Communication for Development and Social Change,
Springer Online, doi:10.1007/978-981-15-2014-3_137 . We mentioned this
chapter in Week 1, so it is located in Week 1 readings folder.
PART 1: COMMUNICATIONS STRATEGY
DESCRIPTION:
OBJECTIVES:
STAKEHOLDERS:
TOOLS:
METRICS:
RISK MANAGEMENT:
PART 2: COMMUNICATIONS PLAN
Project Information
Project name:
Project manager:
Brief description of project:
Stakeholders (anyone who has an
interest in the project):
Basic Communications Plan
Overarching key
messages:
A
3-4 maximum
B
C
HSH208: Health Communication
10 February, 2021
Updated by Tricia Ong
D
Stakeholder(s)
Communication tool
Person
responsible
Date to be
drafted
Date
published
Complete
(Yes/No)
e.g. Contractor,
Customer Service
team, Community
groups, residents
e.g. Advert, newsletter,
poster, email, website,
media release, radio
interview, blog,
Twitter, Facebook,
other
e.g. Sammy Smith
15/12/2020
21/12/2020
eg. Yes
PART 3: SOCIAL MEDIA STRATEGY
COMMUNICATIONS PLAN
Project information
Project name:
Municipal Public Health & Wellbeing Plan Survey
Project addresses Organisation’s
objectives:
Advocacy
Environment sustainability
Good governance
Cohesive community
Business prosperity
Project Manager:
Anne Smith
Brief description of project:
Distribution of Municipal Public Health & Wellbeing Plan
survey
Stakeholders (anyone who has
an interest in the project):
All residents in Shire
Shire Council Health
Organisations
Other organisations/groups with an interest in the health and
wellbeing of residents
Media
Basic Communications Plan
Overarching key
messages (3-4
maximum):
1. Let us know what you think about health and wellbeing in the Shire
2. Fill out the survey on our website
3. The results from the survey will help Council develop the next Municipal
Public Health and Wellbeing plan.
4. Your opinions matter
Stakeholder(s)
Communication tool
Person
responsible
Community
Update Ad
Sentinel Times & Advertiser
Closing soon focus!
Anne
5/12/20
Community
Update Ad
Comms team
to check and
release
5/12/20
1
Date to
be
drafted
Date
published
11/12/20
18/12/20
1/1/21
8/1/21
22/1/21
Complete
(Yes/No)
yes
Yes
Stakeholder(s)
Communication tool
Person
responsible
Date to
be
drafted
Community
Web site – create banner on
Council home page?
Comms team
28/11/20
Yes
Community
Website webpage
Advertised in the Update
Comms team
5/12/20
Yes
Community
Media Release
Anne/
Comms team
11/12/20
18/12/20
Community
Twitter
Project
Officer/
Comms team
8/12/20
10/12/20
then
weekly
until survey
closes
8/12/20
10/12/20
6/12/20
22/12/20
Tweet webpage link
Date
published
Staff
intranet
Project
Officer/
Comms team
Staff
Shire newsletter
Project
Officer/
Comms team
Sporting clubs &
committees of
management
Newsletter sent through Arts
& Leisure
Project
Officer
Community
contacts
e-mail link to community data
base
Comms team
Community
Health clients
e-mail link
Project
Officer
PCP network
e-mail link
Project
Officer
Community
Houses
e-mail link
Project
Officer
Community
Poll – on webpage
Project
Officer/
Comms team
6/12/20
17/12/20
Local Radio
Radio script spot
Project
Officer/
Comms team
8/12/20
Community –
people who can’t
access internet
Paper copy from customer
service centres across the
Shire and in local general
stores
Project
Officer
and
customer
28/11/20
Across
Summer
from
17/12/20 to
31/1/21
5/12/20
2
Complete
(Yes/No)
Yes
Yes
Stakeholder(s)
Communication tool
Person
responsible
Date to
be
drafted
Date
published
Complete
(Yes/No)
Service
Manager
We need your help to shape the direction of health and wellbeing in the Shire for the next
four years and beyond.
Maybe it’s access to key services, the cost of living or management of our waterways. It could
be provision of training and education, emergency management or social inclusion that is of
most interest to you. What ever it is we want to know.
Please complete this short survey and tell us your health and wellbeing needs. Alternatively
you can request a hard copy of the survey by calling 1300 XXXXXX
Update Ad – “We need your help”
We need your help to shape the direction of health and wellbeing in the Shire for the next four
years and beyond. Give us your opinion on the health and wellbeing issues that are important to
you. Please complete the short survey on the Shire website. Alternatively, you can request a hard
copy of the survey by calling 1300 XXXXXX
POLL question
What is your most important health and wellbeing issue?
1.
2.
3.
4.
5.
6.
7.
Road safety
Cost of living
Access to health services
Healthy and affordable food
Better opportunities to be active
Connecting socially
Access to open spaces
Vote
Post vote message: Thanks for voting! Help shape health and wellbeing in the
Shire by completing this short survey (link)
NOTE
The survey close date will be 28 February 2020.
A survey soft launch will run for a week prior to the media release in all papers.
3
GUIDELINES FOR DEVELOPING A COMMUNICATIONS
STRATEGY
DESCRIPTION
Briefly describe your issue and provide background information.
Include any relevant, reputable data (using Deakin Harvard or APA
referencing style).
OBJECTIVES
Write a statement/s that explains what you are trying to achieve. This
is all about big picture thinking. Are you trying to raise awareness?
Increase participation in a program? Build knowledge so people make
informed choices? Are you wanting to get people talking about a
sensitive issue such as drug addiction so that we as a community can
have a more informed debate about appropriate interventions to
address it? Other?
STAKEHOLDERS
In your strategy you need to explain who the stakeholders are and how
you will communicate with them. Will you use email and print media
such as the local paper for one group, and social media such as Facebook
for another group? If so, make sure you explain why in your
Communications Strategy. You should include a stakeholder analysis in
your strategy. (Refer to the Week 8 Lecture for more information.)
TOOLS
Explain what communication tools you will use and why. (e.g. send out a
series of planned Tweets over a 10-week period to keep the issue bubbling
along; send out a link to a Survey Monkey survey to gauge opinions; link that
to a blog; create a simple 30-second YouTube video to advertise an event;
other). Needing to develop a social media tool/s to use in your strategy? If
so, keep it simple and take a screen shot of it to include in your assignment.
Do not send the marker a link, just a screen shot. Hint: you should aim to
use a range of tools here
METRICS
How will you measure your success? Develop a set of metrics to
determine the impact of your communications strategy. (e.g. calls or
visits to a support service? Registrations for your event? Participation in
seminar series? How many hits on a website? How many re-tweets, likes,
shares, favourites? Other?) Think carefully about how you will measure the
effectiveness of your communications strategy. This is important. Good
strategies have very clear impact measures
RISK
MANAGEMENT
What are the risks? A good communications strategy will also consider
the potential risks and will include a simple risk management plan. This
will involve identifying potential risks to you and/or your organisation and
appropriate mitigations and responses should the worst case happen. This
typically can comprise a series of statements or can be presented in a
simple grid or matrix stating the potential risk and what could be done to
minimise and/or respond to it. Examples of risks include: to reputation or
image of the organisation, to finances of an organisation, to
physical/mental health and wellbeing of your audience. (Hint: Search for
ideas about this aspect of the assignment on the internet).
HSH208: Health Communication
12 February, 2021
Updated by Tricia Ong
STAKEHOLDER ENGAGEMENT STRATEGY TOOL
1. PURPOSE OF ENGAGEMENT
• What is the purpose of the
engagement?
• What do you hope to achieve? (Refer to
the Northern Territory Government
Department of Health (2012)
‘Spectrum of Stakeholder
Engagement’, p.24)
2. STAKEHOLDER ENGAGEMENT
• Who will you engage?
• Identify stakeholders and map them on
the stakeholder analysis powerinterest grid (see Figure 1 below)
• What level of engagement is needed?
(e.g. Refer to the Northern Territory
Government Department of Health
(2012) ‘Spectrum of Stakeholder
Engagement’, p.24: INFORM,
CONSULT, INVOLVE, COLLABORATE,
EMPOWER)?
3. METHODS OF ENGAGEMENT
• What method/s will you use to engage
stakeholders? (E.g. survey, forum,
public meeting?) (Refer to the
Northern Territory Government
Department of Health (2012)
‘Spectrum of Stakeholder
Engagement’, p.24)
4. RESOURCES
• What resources will you require?
5. KEY MESSAGES
• What are your key messages? Keep it
simple (max of 5 words per message)
6. RISKS
• What are the risks associated with the
stakeholder engagement and how will
you mitigate this? (i.e. prevent this
from occurring)
7. PERFORMANCE MEASURES FOR THE
ENGAGEMENT PROCESS
• How will you know your strategy was
effective or otherwise?
(Note: Other aspects such as Logistics (where and when, how, resources, responsibilities etc.) would
also be typically planned but we will not be going into that level of detail in this unit)
Figure 1: Stakeholder Analysis Power-Interest Grid (MindTools 2021)

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