2. Communication Plan
Components
• Introduction
• Launching the plan
• Technology Requirements
• Measuring the
effectiveness and
management’s response
• Generating feedback for
continuous improvement
• Addressing negative
feedback
• Impact on organizational
change
• Conclusion
3. Introduction – Walt Disney
Parks and Resorts
• Walt Disney is ranked #11 on Forbes Most Valuable Brands list
with a market cap of $179.5 billion
• There are 180, 000 employees within the United States
• The first park to open was on July 17, 1955 (Disneyland)
• There are five vacation destination and 11 theme parks and
47 resorts in North America, Europe and Asia, with a sixth
destination currently under construction in Shanghai
• Walt Disney Parks and Resorts also includes the Disney Cruise
Line with four ships – Disney Magic, Disney Wonder, Disney
Dream and Disney fantasy
• There is also a Disney Vacation Club with 13 properties and
more than 200,000 member families
4. Launching the Communication Plan
Phase One: Pre-change Approval
• The communication will need to come from the top
• Ensure the leaders are onboard and assist in the
communication once they buy-in on the changes
• Introduce the changes in small groups within the organization
• Consider timing
5. Launching the Communication Plan
Phase Two: Developing the Need for Change
• Explain the need for change
• Build trust
• Reassure employees and clarify the steps in the change
process
6. Launching the Communication Plan
Phase Three: Midstream Change
• Kurt Lewin’s Change Management Model will be used
• Small groups will be trained in a one-day workshop giving
expectations
• Communication will be open to allow employee feedback
• Management will clarify any new roles and structures
• Motivation will be encouraged
7. Launching the Communication Plan
Phase Four: Confirming Change
• Communication
• Celebrate Accomplishments
• Prepare the organization for the next change
9. Measuring Effectiveness and
Management’s Response
• After the one-day workshop the employees will have monthly
meetings
• There will be a Pulse Check Questionnaire sent to selected
employees
• There will be communication updates to keep employees
engaged and motivated
10. Generating Feedback for
Continuous Improvement
• Open communication
• One-on-ones
• Assessments
• Surveys
• Suggestion Boxes/Emails
• Leadership should have an open door policy
11. Addressing Negative Feedback
• Face-to-Face
communication helps
avoid miscommunication
• Two-Way communication
• Engagement
• Timeliness
12. Impact on Organizational
Change
• Improve job satisfaction
• Engagement
• Increase communication between employees and leaders
• Promote a safe and clean work environment
• Because of the open communication employees will feel
valued
• Employees that feel valued and appreciated have better job
performance
13. References
• Cawsey, T. F., Deszca, G., & Ingols, C.
(2012). Organizational Change (2nd ed.). Retrieved
from The University of Phoenix eBook Collection
database..
• Forbes the worlds most valuable brands. (2015).
Retrieved from
http://www.forbes.com/companies/walt-disney/
• The Walt Disney Company. (2015). Retrieved from
https://thewaltdisneycompany.com/about-
Disney/company-overview
Notas do Editor
The introduction gives a company overview. This will allow the audience to imagine how many people will be affected by the upcoming changes.
According to Lewin, before change can occur, an unfreezing process must happen within the system. This focuses on the need to dislodge or upend the beliefs and assumptions of those who need to participate in change. When unfreezing occurs the systems and the people become susceptible to change.
Because there are so many locations several different technology resources will have to be used to communicate with management and employees.
