1. Determine core and audience-specific communication objectives and messages, including appropriate tone. You may include the following information:
   1. Discuss goals of the communications campaign. You may consider the following points:
      • Why is this communication campaign needed?
      • What are the essential topics to communicate to company leadership?
      • What do front-line employees need to know as they experience and deal with the impact of change?
      • How will you convey need and urgency for change? Discuss What's in It for Me (WIIFM).
      • Use a story or a graphic to connect with the change vision for success to the communication plan.
      • Recommend workforce development techniques including methods to improve employee engagement and to support employees' adaptation to change through training
   2. Define and communicate new performance expectations and what stakeholders need to do to prepare for change.
   3. Recommends workforce development techniques including methods to improve employee engagement and to support employees' adaptation to change through training.