Communication Strategy Report: Child and Family Focus SA Management

This report analyzes the communication strategy of Child and Family Focus SA (CAFFSA), addressing both internal and external information needs. It explores the use of digital media, including websites, social media marketing, and video surveillance, for training staff and engaging stakeholders. The report outlines a communication plan with frequencies, goals, and owners for various communication methods. It also identifies processes for adapting communication strategies, such as PESTLE analysis and crisis communication plans, to address external challenges. Protocols and policies are detailed, emphasizing ethical conduct and body language. The report highlights resources like agendas, meetings, and documented policies to support protocol implementation. Finally, it includes a demonstration of effective oral and written communication methods, covering verbal and non-verbal communication, emphasizing clarity, simplicity, and ethical considerations.

Running head: MANAGEMENT
COMMUNICATION STRATEGY
Name of the student:
Name of the university:
Author note:

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Table of contents
Identify internal and external information needs.......................................................................2
Use of digital media...................................................................................................................2
Communication plan..................................................................................................................3
Develop processes and protocols in line with communication strategies..................................4
Information and resources to support the implementation of communication protocols...........5
Demonstration of effective oral and written communication methods to staff..........................6
References..................................................................................................................................9

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Identify internal and external information needs
One of an important internal and external communication needs of Child and Family
Focus SA (CAFFSA) is that of the effective communication channels. This is for
disseminating the important information to the stakeholders and shareholders. Within this,
maintenance of privacy is one of the other needs in order to maintain privacy in the
information shared by the clients and the customers1. Relevancy of the adopted channel is
crucial in terms of disseminating the proper and exact message to the customers. Planning is
also needed in terms of sending the message in a proper manner without any interruptions.
This planning is helpful in influencing the knowledge, attitudes and approach of the
customers. Content of the information is vital for making the receiver aware of the intended
message. Therefore, the information, which flows within the internal environment or to the
external environment of Child and Family Focus SA (CAFFSA), needs to possess clarity and
transparency. Tone of the voice also holds equal significance in terms of understanding the
message2. Balance is needed in the internal and external communication, so that the supply
chain network is operated according to the requirements.
Use of digital media
Digital media helps the companies and organizations like Child and Family Focus SA
(CAFFSA) to train the staffs on computer programming, teleprocessing, graphic design,
photography, audio and video editing among others. Creating websites are one of the means
for luring the customers. Social media marketing is assistance in terms of increasing the
trafficking of the audience towards the brand image. The option of feedback is an effective
1 Rasche, Andreas, Mette Morsing and Jeremy Moon, Corporate Social Responsibility(Cambridge
University Press, 2017)
2 Wood, Brady, "Suggesting A Strategy Lineage For Public Relations" (2015) 4(1) Journal of
Professional Communication

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tool for the customers regarding placing their viewpoints regarding the levied services. One
of the effective uses of digital media is video installations like CCTV cameras, which helps in
conducting surveillance over the daily activities. Mention can also be made of the display ads
regarding Home Care, residential care, Family support and other child protection services,
which is done through the digital media. Typical evidence of this is the advertisements, which
are displayed on the WebPages3. This advertising is a means for expanding the customer
base. Pay per click advertising is one of the other uses of digital media. This method helps the
companies to increase the rate of visitors. Native advertising can also be done on the
communication channels of radio, television, newspaper and others.
Communication plan
Communication Method Frequency Goal Owner
Status Email Weekly To avert delays Team members
and sponsors
Audit Meeting Monthly To assess the
performance of
the team
members
Team members
and Manager
Meeting Conference Accomplishment
of one target
To evaluate the
feasibility of
the actions
Team members,
sponsor and
manager
Updates on the
recent progress
Gantt chart Daily To detect the
further
Team members
3 Hutt, Roger W., "Middle Market Companies: Reaching Stakeholders Through Strategic
Communication" (2015) 36(5) Journal of Business Strategy

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modifications
Table: Communication plan of Child and Family Focus SA (CAFFSA)
(Source: created by the author)
Identify processes for adapting communication
strategies to suit a range of contexts (PEST Analysis and
developing crisis communication plan)
Analysis is a means for resolving the crisis. This is done through the means of
analysing the external challenges. Therefore, the crisis can be detected at the initial stages for
systematizing the activities. Mention can be made of planning the communication strategies,
which is assistance in terms of preparing the message to be delivered to the clients and the
customers. After the assessment of the external environment, communication strategies can
be developed. This is because the assessment includes the detection of the crisis and
challenges like disproportionate relationship between the number of children and the number
of foster carers and overburdening of the child protection systems, which needs to be
informed to the clients and the customers. Once the assessment is done, planning can be
conducted for gaining an insight into the ways of making the strategies suitable to the current
context4.
Political  Political unrest
 Harsh and orthodox policies
Economic  Inflation
 Fluctuation in the prices of the raw materials
 High exchange rates
Social  Child abuse
4 Kitchen, Philip J. and Inga Burgmann, "Integrated Marketing Communication: Making It Work At A
Strategic Level" (2015) 36(4) Journal of Business Strategy

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 Neglect in the investigations
 Disproportionate relationship between the number of children and the
number of foster carers
Technologica
l
 Overburdening of the child protection systems
Legal  Early intervention programs
Environment
al
 Community develop
One of the methods is the PESTLE analysis, which helps in mapping the external
challenges encountered by Child and Family Focus SA (CAFFSA). These challenges range
from abuse to the inadequate foster carers, aggravating the complexities of suffering for the
children and the families. 10 Yean Plan acts as a central doctrine, where these challenges are
listed. External agencies are involved in meetings for devising the communication strategies.
This aspect is vital in terms of enhancing the stability in the relationship with the children and
the families, who need special care and attention. Among these parameters, the socio-cultural
is vital, as it includes the personal sentiments of the children and the families. One wrong step
would lead to conflicts, misunderstanding among the community families, which cannot be
modified. Crisis communication plan can be performed through risk assessment, which helps
in mapping the impact on the community children and families searching for care and
support.

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Develop processes and protocols in line with
communication strategies
Policies are one of the protocols, which are followed by Child and Family Focus SA
(CAFFSA) while devising the communication strategies. The methods of communication are
related to one of the important processes for developing communication strategies. In
addition to this, the time frame in which the responses of the communication are sent is also
accomplished as one of the important protocols. Within this, mention can be made of the
format in which the messages are delivered to the clients and the customers. Here, focus is
placed on the simple language and tone, which is needed, so that the community people
understand the basic facilities, which they can avail. Signed approval of the plans, processes
and strategies is accounted as an important protocol, which helps in averting the illegal
instances of cybercrimes5. Other related documents in this regards are Equity, Anti-
discrimination, Workplace harassment policy and procedure. Along with this, Ethical Code of
Conduct is also important for selecting ethical approach towards communicating with the
clients and the customers. Within this, body language is an indication for the personality,
which creates the positive image in the minds of the stakeholders. Behaviour of the staffs
towards the community children and their families and the external agencies is also
accounted within the protocols of communication. Negligence in this approach is harmful for
maintaining the stability in the relationship. If the communications are not according to the
protocol, then the staffs are compelled to suffer from illegal instances and issues, which
degraded the reputation.
5 Andersen, Rebekka, "The Emergence Of Content Strategy Work And Recommended Resources"
(2015) 2(4) Communication Design Quarterly Review

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Information and resources to support the
implementation of communication protocols
Agenda is important for Child and Family Focus SA (CAFFSA) in terms of
implementation of the communication protocols. Meetings and conferences are needed for
informing the staffs about the prepared agenda. Documented policies are vital in terms of
enhancing the standards and quality of the workplace communication. Effective
communication channels are crucial for disseminating the information to the community
people, so that they can take the necessary action. Ensuring the privacy of the information of
the clients and the customers from information leakages is also accounted within the
communication protocols. This is done though the means of Data Protection Act (1998),
Consumer Protection Act among others6. External agencies are hired for inspecting whether
the operations align with the identified aims and objectives. Evaluations and audits are one of
the ways in which assessment is done for the adherence to the standards and protocols.
Consistency in the audits is one of the agent in terms of enhancing the standards and quality
of the workplace communication.
Demonstration of effective oral and written
communication methods to staff
A very warm welcome to all the staffs present here. Today, we the personnel of Child and
Family Focus SA (CAFFSA) have assembled here to gain knowledge about the various forms
of communication.
You all must know that communications are of two kinds: verbal and non-verbal. The verbal
communication is further subdivided into two parts: oral and written. So let’s begin with
verbal communication. The message, which I am delivering to you, is an example of verbal
communication. I am speaking the words from my mouth, so the communication is an oral
6 Ryabova, Marina, "Politeness Strategy In Everyday Communication" (2015) 206 Procedia - Social
and Behavioral Sciences

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one. On the contrary, if I has written the speech and given it to you, it would have been
written communication. The main motto in verbal communication is to keep the speech short
and simple. Straight forward approach is needed for disseminating the message to the
community people in precise manner. This is important for making the other person
understand what you are trying to communicate.
In this case, assessment of the message from the other perspective is necessary. Therefore,
face to face communication can be done for assessing whether the community families have
understood your message or not. Along with this, you can also try telephonic conversation;
however, you cannot see the facial expression of the other person. This would make you
concerned, which is obvious. Video conferencing and Skype are one of the other means,
through which you can establish contact with the person, sitting in distant place. Here, you
need to ensure that the community people have proper access to the communication channels.
I think telephonic conversation is also effective, as it is influenced by pitch, volume and
speed in which you can talk with the other person. Apart from this, I can also cite the
example of interviews, where you would get to assess the facial expression of the other
person to analyse whether he has understood your message. I think the aspect of Ethical
Consent is crucial in this aspect as it revolves around the sentiments of the community
people, who do not wish to disclose their personal information.
In case of the business communication, you must have seen negotiations, meetings, lecture,
speech delivered by the managers. Workshops are also conducted for disseminating the
language training to the customers. These workshops can be effective for supporting the
community people about the facilities, which they can avail for leading a better lifestyle.
Through oral communication, stability in the relationships is enhanced. It is also a time
saving method, in which necessary information is extracted from the other person in lesser
time7. It is an effective means of communication, as is cost effective. That’s why we have

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adopted it for gaining an insight into the specific needs, demands and requirements of the
community people. This method of communication is also effective during the emergencies. I
can cite that this communication method is also disadvantageous, as it lacks retention and
documentation. There is no legal validity and misunderstandings are bound to occur is tactful
approach is not undertaken. Long messages make it difficult for the community people to get
the message.
On the contrary, written communication is the means through which signs and symbols are
used. We use written communication for producing memos, reports, and bulletins8. You must
have seen these on the notice boards. Social media are used for advertising about the products
and services. I think this kind of communication is apt for communicating with the
community persons. However, if they are not educated, they would not be able to get the
message. The formal tone generates respect for the higher authorities to whom the approvals
are placed. However, this written communication is time consuming and involves more paper
work. Supervision is needed without which the communication letters cannot be dispatched
to the community people.
That’s all for today. We shall talk about non-verbal communication in the next session. Till
then recapitulate on today’s lesson, as there will be a short quiz. Awards are there for the best
speaker. Therefore, best of luck staffs.
Thank you for your attention.
7 Гойхман and Oskar Goykhman, "Professional Speech Interaction: Strategy And Roles" (2015)
4(6) Modern Communication Studies
8 Zhou, Quan, "Strategy First, Execution Second" (2015) 3(3) Communication Design Quarterly
Review

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References
Andersen, Rebekka, "The Emergence of Content Strategy Work and Recommended
Resources" (2015) 2(4) Communication Design Quarterly Review
Hutt, Roger W., "Middle Market Companies: Reaching Stakeholders through Strategic
Communication" (2015) 36(5) Journal of Business Strategy
Kitchen, Philip J. and Inga Burgmann, "Integrated Marketing Communication: Making It
Work at A Strategic Level" (2015) 36(4) Journal of Business Strategy
Rasche, Andreas, Mette Morsing and Jeremy Moon, Corporate Social Responsibility
(Cambridge University Press, 2017)
Ryabova, Marina, "Politeness Strategy in Everyday Communication" (2015) 206 Procedia -
Social and Behavioural Sciences
Wood, Brady, "Suggesting A Strategy Lineage for Public Relations" (2015) 4(1) Journal of
Professional Communication
Zhou, Quan, "Strategy First, Execution Second" (2015) 3(3) Communication Design
Quarterly Review
Гойхман and Oskar Goykhman, "Professional Speech Interaction: Strategy and Roles"
(2015) 4(6) Modern Communication Studies