1. Communication Plan for Change at Planned Parenthood Mickey Baldachin AET/560 June 26, 2017 Dr. Randy Howell, Instructor
This communication plan focuses on “developing the need for change phase” described by Cawsey as “communication plans to explain the need for change, provide a rationale, reassure employees, and clarify the steps in the change process.” It is geared towards the employees of Planned Parenthood.

2. Situational Analysis
In light of the new Republican President and the likelihood that federal funding will be cut and sponsorships may be lost, Planned Parenthood will be looking for ways to cut costs while still fulfilling our mission. We have decided that we will focus on a cost we can contain and begin to control. That is our use of paper.
Planned Parenthood ‘s employees are our lifeline to reaching our clients. Reducing paper use, while still fulfilling our mission will be challenging, but will be a worthwhile endeavor.
We can reduce paper usage.
We can use alternate means of communication, such as electronic communication.
We can train our employees and our customers to receive information through these alternate means.

3. Purpose of this Communication Plan
We must reduce spending to stay in business
We must all do our part
Print only when necessary
We will keep you updated as we progress
This communication plan focuses on what Planned Parenthood as an organization can accomplish in the way of reducing paper. It will attempt to:
infuse the need for change throughout the organization,
enable individuals to understand the impact that the change will have on them,
communicate any structural and job changes that will influence how things are done, and
keep people informed about progress along the way. As the change unfolds, the focus of the communication plan shifts. (Cawsey, 2012, p. 319)

4. Communication Objectives
30% paper reduction within 6 months
Client satisfaction scores remain constant
Employee usage of alternate means of communication causes no loss of productivity but rather increases it
The goals for this communication plan are to spread the word about the clear-cut goals of paper use reduction at Planned Parenthood. The communication plan will dispel rumors and misinformation and allow employees to be clear on expectations and feel a part of the change process. We are implementing a change that will shake up the organization, change it and establish a new status quo. This is an embodiment of Lewin’s Model of Change, unfreeze, change and refreeze. (Cawsey, 2012, p. 46)

5. Opportunities and Challenges
Positive messages
Paper Waste will be reduced
Costs will be reduced
Communication will improve
Training will be offered
Incentives will be offered
Employees ideas will be implemented
Factors that may cause Resistance
Paper use will be monitored
Paper use will be tied to employee performance
Clients may still require paper
The opportunity of this communication plan is to gain support from the employees of the organization in support of the goal to reduce paper. We may find resistance, but by engaging employees into the change, we expect to reduce that resistance. Paper will continue to be used as necessary.

6. Approach Gain support Provide tools to replace paper
Prepare employees to substitute paper with other means
Offer training
Offer incentives
Engage employees
Show employees management’s support
Shared diagnosis
Focus groups
Surveys
Frequent electronic communications
The approach for communication of the plan will be to gain support from the employees and engage them in the process.

7. Key Messages
Rewards
- Communication will not only continue without paper but will
actually improve
- Paper Waste will be reduced
- Incentives will be offered
Training
- Website use will increase
- Message boards
- Use of electronic forms and databases
- and instant messaging
- WebEx
- Use of the Cloud for document sharing
The key messages of the communication plan is to ensure that cutting paper use will result in cost savings. Cost cutting behavior will be rewarded. Training will give Planned Parenthood staff the means to achieve our goals.

8. Target Audience/Stakeholders
Management
Employees
Customers
Investors and contributors
Management wants each employee, from top to bottom, to participate in creating an action plan that will make them participate in the “sensing, analysis, thinking, deciding and planning” (Beckhard-Harris Change Model) for reduction of paper use. That way they will be more likely to overcome resistance and become part of the solution. The public will also know that we are doing our part to contain costs.

9. Procedures for Sharing the plan Frequency and Forms of communication
Phase
Objectives
Target Audience
Procedures for Sharing the plan
Frequency and Forms of communication
Phase 1: Preapproval
- Demonstrate anticipated savings
Get buy-in from senior management
Management
Meetings
PowerPoint
Initially in Person Weekly Meetings
Later, Monthly
Phase 2: Developing the need for change
- Prepare videos
- Prepare eLearning
- Write articles, memos,
s, web content
Get buy-in from employees
Employees
Videos
eLearning/Training
Focus Groups
Survey Results
Online Newsletters
Websites
Weekly
Internet/ /IM
Meeting rooms
Via Computer
Phase 3: Midstream change and milestone communication
Prepare videos
Continue to make progress, keep up the momentum
Management and all employees
Kaizen boards
As needed
Phase 4: Confirming the change
Celebrate the change
Party time!
After 6 Months
In person
Video
This phases of a Communication Table is adapted from (Cawsey, 2012, p.320) and (AHS Communication, 2017). The Corporate Communications Department will be responsible for managing and delivering the components of the communication plan. The Corporate Training Department will create the videos and the envisioned training. Managers will be responsible for providing the evidence that the change is succeeding and paper use and costs are being reduced. All employees will be responsible for ensuring the success of the plan.

10. Evaluation of the Communication Plan
Management feedback
Employee feedback
Feedback from clients
Feedback from Investors/Congress/the Public
Metrics
Paper usage down
Dollars saved
Intranet use up
Electronic form use up
Client satisfaction increased
How do you know if you’ve reached your audience?
It is crucial to get feedback from the stakeholders as the communications are made during this time of change. This feedback should be used as an opportunity for modifying the plan in response to these evaluations.
Create a dialogue with the stakeholders to determine the effectiveness of the plan.
“Dialogue is meant to be more than one-way communication, more even than a simple conversation. Because the goal of dialogue is learning, it is a process that leads to unexpected conclusions. The process of participating in dialogue enriches both the understanding and the commitment of all parties to the implications and conclusions of that dialogue. (Spector, 2013, p.57)”
Performance indicators are measurable. Analysis will help determine the success of the plan.

11. An Initial Communication to the Employees
Click on the icon to view the memo:
Text of the memo:
Step up now.
The threat to our health care is real and imminent. Your support has never been needed more
To: Planned Parenthood Employees
From: Cecile Richards, CEO
Date: June 26, 2017
Today, Planned Parenthood faces a crisis like never before. We need the help of each and every one of you to ensure that our organization can continue to provide the health and family planning services so essential to the women and men in our communities.
We must cut costs to remain viable!
“Office workers in the US generate approximately two pounds of paper every day (US EPA)” (Loyala, 2017).
Total paper use costs are enormous! Let’s change that here are at Planned Parenthood!
One of the mechanisms that management and your colleagues have come up with for cutting costs is to cut down on the use of paper. A simple change you might ask?
It seems like it could be a simple change, but actually its quite complex indeed.
What can be done? What can you do?
Eliminate paper use whenever possible! Reduce our reliance on paper forms of communication!
Use electronic forms of communication whenever possible! Will you send an instead of a letter? Will you make a phone call instead of writing a note? Will you post an announcement on a website instead of printing a memo?
Do clients need multiple copies of brochures? Must they fill out paper forms or can they complete an electronic form on a computer tablet instead?
Where do you see opportunities for change? How can you contribute individually? How can we accomplish this together as an organization?
What’s in it for you? Opportunities to blow off steam in the gym! Bonuses! Extended lunch!
Let’s reduce our use of paper! Participate with your peers! Become a part of the change and together we can succeed!
References
Loyola University Maryland. (2017). Paper usage facts. Retrieved from
Planned Parenthood. (2017). Step up now. Retrieved from

12. References
AHS Communications. (2017) Communication Plan Template and Example. AHS Communications Retrieved from
Cawsey, T., Deszca, G., & Ingols, C. (2012). Organizational change. Los Angeles: SAGE Publications, Inc.
Planned Parenthood. (n.d.) Mission. Retrieved from
The Beckhard-Harris change model. Retrieved from:

13. References Images retrieved from https://www.bing.com/images/search