4. Communications Planning

This section provides guidance for developing a communications plan supporting data governance implementation. There are four chapters. This first chapter covers the purpose of creating a communications plan, discusses how communication fits within other implementation activities, and outlines a three step process for creating a communications plan. It references templates (provided in Appendix A) for planning and tracking communications activities. Subsequent chapters provide guidance for the three key communications planning activities: identifying target audiences, developing effective messages, and delivering these messages.

Purpose of a Data Governance Communications Plan

Communications is integral to successful implementation of data governance and will be most effective if planned in a deliberate manner. Creating a communications plan involves identifying what communications activities are needed, creating the necessary supporting materials, and estimating the resources required. Developing a communications plan need not be a major, time-consuming effort. It simply involves thinking about the “who, what, how, and when” of communications and documenting a set of activities that can reasonably be carried out with available resources. Keep in mind that there will be many opportunities for communication that cannot be anticipated – people may request presentations, or new initiatives impacting data governance may arise that require coordination. Therefore, the plan should build in time for communications activities that occur on an opportunistic or responsive basis.

As noted in Chapter 2, data governance implementation is an ongoing activity (rather than a single project) and involves multiple initiatives. Change management and associated communications activities should be planned to support each specific initiative. Therefore, there won’t be a single, static communications plan for the entire data governance effort. The communications plan will be a living document that is updated as new initiatives are pursued.

Integration of Communications with Other Implementation Activities

Developing and updating the data governance communications plan should be integrated with the following activities:

• Change Management – as described in Chapter 2, the Communications Plan can be one component of the Change Management Plan for rolling out various initiatives;
• Training – an integrated approach to developing training and communications materials will ensure consistency and avoid duplication of effort for situations where the same content is to be covered as part of training as well as in outreach activities. For example, slides illustrating the structure and

• responsibilities of governance groups can be used for employee onboarding, data steward training, and as part of briefings to district/region staff.
• Action Planning – Communications is related to action planning in two ways. First, actions in the data governance Action Plan define the initiatives for which communications is required. As you prepare to launch an action (or cluster of actions) in your Action Plan, you can consider what communications activities will be necessary. Second, some types of communications activities that will require external support or significant resourcing can also be explicitly included in your Action Plan. Examples of such actions are:
  • Fact Sheets: develop a series of fact sheets and infographics describing data governance roles and responsibilities
  • Website: design a data governance website
  • Videos: create videos featuring key agency leaders describing how data governance benefits the agency

• Data Governance Accountability – tracking of communications activities completed can be provided as part of periodic status or activity reporting conducted by the data governance team to keep sponsors and other senior leaders informed about accomplishments and progress of the data governance effort.

• Meeting Management – Part of data governance communications involves keeping data governance body members and data stewards informed about discussions and decision making that occurs at various meetings. Communications planning should cover processes to capture and share meeting agendas, minutes, and presentations with appropriate audiences.

Developing a Communications Plan

Developing a communications plan involves the following steps:

1. Establish the Scope – Identify the specific data governance initiative or initiatives that will be covered. This will depend on where you are in the implementation process and the timeframe within which you intend to carry out the communications activities. An initial plan can cover a one year period and then be reviewed and updated after that.

2. Define the Objectives – A logical starting point for developing the initial communications plan is to articulate the desired outcomes of the plan. The following list can serve as a starting point:
   • Provide a common understanding of the goals of data governance in general and how it will benefit the agency.
   • Educate external partners about what the agency is doing and opportunities for collaboration on data-related initiatives.
   • Set expectations for the timing of when different aspects of data governance will be rolled out (the roadmap).
   • Describe the purpose of the upcoming data governance initiative(s), in context with the agency’s overall data strategy and data governance roadmap.
   • Provide opportunities for input and feedback on planned and in-process data governance initiatives.
   • Share the status of planned initiatives.
   • Share key accomplishments and products of data governance initiatives.
   • Share information on data governance policies, guidelines, processes and standards.
   • Ensure that any employees whose jobs will be affected by new data governance processes are aware of planned initiatives and what changes should be anticipated.
   • Provide a common understanding of the different data governance bodies – their roles and responsibilities and the decisions they are authorized to make or advise on.
   • Provide a common understanding of the different data stewardship roles that have been formalized.
   • Ensure that all members of data governance bodies and all employees who are acting in data stewardship roles understand their responsibilities and know where to get needed support.
   • Ensure continuous support for data governance after executive and senior leadership turnover.
3. Line up Resources – Developing communications materials and carrying out communications activities is time-consuming. Your plan should be in line with the resources you have available. Some communications activities can be carried out by agency staff assigned to the data governance team. These resources may be augmented by other agency staff that specialize in communications or training, and through consultant contracts.
4. Identify the Target Audiences – Follow the guidance in Chapter 5 to identify and prioritize the target audiences for communications. This chapter suggests four categories of audiences and outlines the focus of communication to each category. It identifies DOT and partner roles that fall into each category, and provides ideas for establishing priorities for communication to maximize success of your planned initiative(s).
5. Craft your Communications Messages – Follow the guidance in Chapter 6 to research your target audiences and craft messages based on what they know and what their concerns are. This chapter provides sample text for messages that respond to common questions or concerns about data governance, and a table with ideas for addressing the general question of “what’s in it for me” for different target audiences.
6. Deliver your Messages – Follow the guidance in Chapter 7 to plan how you will deliver your messages to the target audiences. This chapter reviews different types of communications materials (such as presentations, fact sheets and newsletter articles). It also identifies options for communications delivery (such as email blasts, webinars, and briefings).

Communications Planning Templates

Appendix A includes several templates that can be used to create a communications plan based on following the three step process outlined above:

• Target Audience and Communications Delivery Options – a template for listing your target audiences and identifying their preferred methods of receiving communications.
• Materials List – a template for defining the specific communications materials (such as presentations, videos, and talking points) that you intend to create and tracking the status of these materials during their development.
• Communications Activities – a template for planning future communications activities – who, what, where, when, and how.
• Activity Log – a template for tracking completed communications activities and any required follow-up actions.

Summary

Developing a communications plan provides a way to systematically identify your target audiences, the messages you want to deliver, and the ways you plan to get your messages across. It helps you to prioritize your communications activities so that they fit with your available capacity. It also helps to ensure that communications activities are well-coordinated with change management, training, and overall data governance action planning activities.