Communication Channel Pro vs.

Con List

CEB Corporate Leadership Council

© 2016 CEB. All rights reserved

Introduction
What it does:
The roadmap communication pro vs. con list will help determine the most appropriate communication channel for
communicating your HRIT roadmap.

How to Use it:

Review the channel types and examples to determine the feasibility of each channel and then review the pros and cons of each
channel. Once you have selected the best channel(s), work with the appropriate business partners to communicate your
roadmap to the selected stakeholders.
Instructions:
Slide # 1- SELECT ROADMAP COMMUNICATION CHANNELS
- Review communication channels, examples and pros and cons to determine most appropriate communication channel(s).
- Work with business partners to communicate roadmap to stakeholders.

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© 2016 CEB. All rights reserved
SELECT ROADMAP COMMUNICATION CHANNELS
Critical Question: How do our primary stakeholders consume information?

Channel Selection Guide

Channel Type Example Good For Pros Cons
Central ■ Press release Update and inform a large group ■ Scalable ■ Difficult to gauge impact
Communications ■ E-mail/memo about issues of concern or ■ Reaches multiple ■ Limited opportunity to clarify
(One to Many) ■ Intranet post initiatives. stakeholders
Leader ■ Town halls ■ Motivate and energize audience. ■ Good way to address issues ■ One-way communication
Presentation ■ CEO video or blog ■ Disseminate important ■ Highly credible ■ Audience often
(One to Many) announcements source intimidated to ask
questions.
Manager Cascade ■ Communication in team Inform and update managers on ■ Trusted source ■ Messages often fail to get
(One to Few) meetings team- specific and/or sensitive ■ Personal through.
■ E-mails matters. ■ Manager not familiar or bought in.

Manager Dialogue ■ Group discussion ■ Solve problems and gain ■ Helps resolve issues ■ Time intensive
(Interactive) ■ Manager 1x1 feedback. ■ Drives behavioral changes ■ High variability in
■ Translate strategy into action. manager communication skill

Mobile and Social Media ■ Company blogs ■ Time-sensitive ■ Ease of access to If not done correctly, company can
Updates ■ Intranet information updates or alerts information be seen as phony.
(One to Many) ■ Twitter/Facebook ■ Humanize the company. ■ Tracking sentiment
■ SMS/mobile

Social Media ■ Discussion forums ■ Share viewpoint. ■ Builds engagement ■ Low degree of control on
Participation ■ Blogs ■ Engage in debates. ■ Gives a human face to the communication
(Interactive) ■ Twitter ■ Create a dialogue. company ■ Rejection of corporate agenda
■ YouTube
Enabling ■ Roadmap ■ Spread viral message. ■ Trusted sources ■ Ability to find suitable
Advocates stakeholders ■ Manage reputation. ■ High resonance advocates
(One to Many) ■ Reach the skeptic audience. ■ High “stickiness” ■ Time intensive

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© 2016 CEB. All rights reserved