Communication and Digital Media Strategy for TAFE Queensland

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PART A: COMMUNICATION PLAN TEMPLATE
NAME OF ORGANIZATION: TAFE Queensland
BACKGROUND: TAFE Queensland is a popular organization of South Australia which provides
vocational training education and training (Brandau et al., 2016). The main aim of the
organization is to provide technical education to the students. The company was founded in
1882 that is now known as the most popular organization which works for health safety and
education services in Queensland. As per the gained data, there are around 1, 30,000 students
get enrolled with the organization to get educational training. Apart from this, it has been
analyzed that TAFE Queensland provides their services nationally and internationally.
GOALS: The main aim of the company is to provide technical and further education to the
students. The company aimed to provide vocational training to the students on health and
safety (Au and Leung, 2018). They mainly want to improve their structure by improving the
performance of students.
STATEMENT OF NEED: The main aim of creating strategic plan is to achieve the goals and
objectives of the organization. The change has been proposed by the manager of TAFE
Queensland in order to improve the vocational training of students on health and safety
(Madhavaram et al., 2017). The changing policies will be helpful in improving the current
abilities and skills of students.
SWOT ANALYSIS:
STRENGTHS WEAKNESSES
 Effective brand image in the market
 Use of latest technology
 Innovative culture
 Follow-op of business ethics
 High employee turnover
 Weak management
 Communication gap
 Cost structure
OPPORTUNITIES THREATS
 Launching new services  Conflicts between employees

 Online business
 Emerging technology
 New product development
 New services
 Increasing level of competition
 New start-ups
 Inappropriate use of resources
 Economic changes (Niederwieser et al.,
2016)
STAKEHOLDERS
There are different parties which are involved in the business of TAFE. It has been observed that
the stakeholder plays an important role in the success and development of the organization
(Kangas et al., 2017). Employees, customers, suppliers, financers, and Investors are the main
stakeholders of the organization. The success of TAFE Queensland is completely depends upon
the students. The change which is done by the management should positively impact the
growth of students.
COMMUNICATION MATRIX
STAKEHOLDER KEY MESSAGES COMMUNICATION
CHANNELS
RESPONSIBLE
OFFICER
TIME FRAMES
Staff Primary concern
is for welfare
and support of
all service users
and staff.
Staff meetings,
Emails and SMS
Health and
safety officer
1 month
Media Co-operation
with other
regulatory
bodies like WHS
officer and
Internet CEO 2 months

emergency
service officer
are the main
concern of the
company (Hill et
al., 2018).
Funding bodies Co-operation of
funding bodies is
really important
to bring changes
in the
organization.
Mobile phone
networks
Policy officer 3 months
Service users The students of
TAFE
Queensland gain
the accurate
knowledge
about health
and safety
measures.
Social media,
Email
Manager 3 months
Family of staff Health and
safety would be
the primary
concern and
health and
safety training
will be provided
(Kangas et al.,
2017).
Face to face
communication
Colleagues or
manager
2 months

General public General public
can give their
feedbacks and
reviews to the
company with
the help of
different
medium.
Social media apps
like Facebook,
WhatsApp, And
others
Head of the
department,
leader or
manager
1 month
CRISIS COMMUNICATION PLAN
STAKEHOLDER KEY
MESSAGES /
THEMES
COMMUNICATION
CHANNELS,
INCLUDING ONE
NON-ELECTRONIC
METHOD
RESPONSIBLE
OFFICER
TIMEFRAMES
MEDIA Main aim of the
company is to
provide benefits
and welfare to
the staff and
service users.
Written
statements
Interview with
reporter
CEO As soon as
possible
1 month
STAFF Co-operation of
staff members is
really necessary
for success of
the organization
(Goedegebuure,
2017).
Written letter
Formal meetings
Manager of the
company
2 months
FUNDING Funding bodies Emails and written Finance 3 months

BODIES are helpful in
completing the
targets. The
company needs
to maintain
good relations
with the funding
bodies.
statements manager
SERVICE USERS The company
needs to gain
feedbacks from
the service user
to know their
good and bad
experiences
(Cake, 2018).
Social media,
Emails, and letter
Manager and
leader
3 months
FAMILY OF
STAFF/ SERVICE
USERS
Health and
safety would be
the primary
concern and
health and
safety training
will be provided.
Face to face
communication
Manager or staff
members
2 months
GENERAL
PUBLIC
General public
will get the
advantage to
know about
Social media apps
like Facebook,
WhatsApp, And
others
Head of the
department,
leader or
manager
1 month

PART B
CURRENT TECHNOLOGY USED ORGANIZATION NEED
SOCIAL MEDIA Social media is helpful in promoting the
services of the organization. It is also helpful in
gaining feedbacks from the service users by
which the organization can improve their
services (Jobs Queensland, 2017).
INFORMATION AND COMMUNICATION
TECHNOLOGY (ICT)
ICT technology is helpful in enhancing the
communication between the staff members
and students by which they can provide them
accurate vocational training about health and
safety. This is also helpful in understanding the
different viewpoints of others which reduce
the chances of conflicts.
INFORMATION TECHNOLOGY (IT) Information technology is helpful in receiving
and sending essential information to each
other (Niederwieser et al., 2016). This will be
helpful in adopting the needed changes for
the growth of the organization.
IDENTIFY THREE LEGAL AND ETHICAL CONSIDERATIONS WHEN USING A SPECIFIC DIGITAL
MEDIA STRATEGY
Privacy
The digital media strategy is helpful in managing privacy of students. There are different apps
which can be used by the staff members and services users in which they can set their own
password and login ID by which they can easily maintain the privacy (Kangas et al., 2017).

Confidentiality
All the essential information of students will be confidential by the management of the
organization (Brandau et al., 2016). TAFE Queensland using the data protection act which is
helpful in securing the private information of the students and employees. The documents and
other private information will be secured by the management of TAFE Queensland.
Consistent message
The management of TAFE Queensland needs to message the employees and service users
about the changes or other essential information. It will be helpful in maintain regular
communication between the employees and services users.
LIST THREE DIGITAL STRATEGIES YOU INTEND TO USE IN ORDER TO SHARE INFORMATION
Facebook
Facebook is one of the most effective medium by which the organization can maintain healthy
connection with their customers (Au and Leung, 2018). TAFE Queensland can promote their
services on Facebook in order to attract the customers. Facebook is a social media site by which
the company can enhance the awareness of health and safety in general public.
Instagram
Instagram is a latest application which is helpful in promoting services of the organization by
pictures and videos. There are different and innovative features in Instagram which is really
helpful in attracting the customers.
Twitter
Twitter is a social media application where an individual can share their experiences. The
service user can give their good or bad feedbacks about the TAFE Queensland on twitter
(Madhavaram et al., 2017).

LIST TWO COMMUNICATION PROTOCOLS TO BE FOLLOWED WHEN USING DIGITAL MEDIA
Internet Message Access Protocol (IMAP)
This is an effective protocol by which the company can manage their internet message access. It
is helpful in securing the private information of the staff members and service users.
File Transfer Protocol (FTP)
It is helpful in transferring the important files by which the information can be circulated
between the employees. The file transfer protocol is used by TAFE Queensland.
LIST THREE INTERNAL AND EXTERNAL NETWORKS YOU WILL NEED TO ESTABLISH AND
MAINTAIN WHEN UNDERTAKING THE STRATEGY
There are different internal and external networks which are used by the organization to
circulate the important information (Kangas et al., 2017). The external networks are helpful in
making effective relations with the customers while the internal networks are useful in
maintaining healthy relations between the employees of the organization.
Internal networks
 CEO and manager
 Manager and leaders
 Leaders and employees
External networks
 Stakeholders with consumer
 Stakeholders with stakeholders
 Stakeholders with government

DISCUSS HOW YOU WOULD COACH/MENTOR STAFF TO SUPPORT THEM IN THE USE OF YOUR
DIGITAL MEDIA STRATEGY
Coaching
Coaching is an effective method which is really helpful in improving the performance of the
employees (Kangas et al., 2017). Leader of TAFE Queensland has adopted this method for
enhancing the current skills and abilities of the staff.
Mentoring
Mentoring emphasizes a productive relationship which is helpful in improving the relationship
between the leader and employees. It is also helpful in improving the personal and professional
abilities of an individual.
Training sessions
The regular training sessions can be really helpful in improving the performance of the
employees (Hill et al., 2018). In the training the leader can provide all the essential information
about digital media which will be helpful for enhancing the knowledge of the staff members.

REFERENCES
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weighted recombination. In Proceedings of the Genetic and Evolutionary Computation
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petri nets: a new petri net type to describe and transform digital circuits for product
safety engineering. In 2016 IEEE 6th International Conference on Consumer Electronics-
Berlin (ICCE-Berlin) (pp. 263-267). IEEE.
 Cake, S., 2018. Transformative learning: writing narrative comedy as creative resistance.
Reflective Practice, 19(6), pp.777-790.
 Goedegebuure, L., 2017. Strengths and Benefits of the Victorian TAFE Model.
 Hill, K.L., Harvey, N., Felton-Busch, C.M., Hoskins, J., Rasalam, R., Malouf, P. and Knight,
S., 2018. The road to registration: Aboriginal and Torres Strait Islander health
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 Jobs Queensland, 2017. Queensland tourism workforce plan 2017-20.
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