4.2 Communications implementation - AWS Prescriptive Guidance
OverviewBest practicesAdditional steps

4.2 Communications implementation

Overview

Effective communication is crucial for driving cloud adoption and achieving business outcomes. This section focuses on implementing the communications strategy and plan (Envision the Future, 3.2). The objective of communications implementation is to launch the activities that were agreed upon in the communications strategy and plan. This ensures that all affected stakeholders understand the reasons, benefits, stakeholders, and timeline of the cloud transformation. Effective communication focuses on benefits and business value, and sustains overall stakeholder engagement throughout the transformation.

Best practices

Assumptions

  • The communications strategy and plan has been validated and approved by the cloud leadership team, executive sponsor, HR team, and the internal communications team (if applicable).

  • The stakeholder analysis step is complete, and the stakeholder metrics are current.

Focus areas

The activities in this phase focus on the communications part of the change strategy during the cloud transformation process, specifically:

  • Communications setup

  • Media analysis

  • Key messaging (case for change)

  • Communications development

  • Communications deployment

  • Communications monitoring

Maintaining leadership sponsorship

It is critical to secure commitment from the executive sponsor and leaders throughout the implementation of communication activities to maintain focus on the benefits and business value and sustain overall stakeholder engagement.

Communications implementation checklist

If you're new to this process, you can use the following checklist as a reference guide throughout the cloud transformation process.

Note

This is only a representative list of communications-related tasks and not exhaustive. A comprehensive list should be included in the communications plan.

Area

Actions

Setup

  • Develop the theme and brand for the project or program.

  • Obtain approval for the final theme and brand.

  • Incorporate a visual identity into the project's standard templates.

Media analysis

  • Conduct a communications audit or assessment.

  • Analyze results (for example, through a media analysis).

  • Update the communications assessment report.

Key messaging

  • Determine the key organizational message set.

  • Organize messages by category (consider timing frequency and channels).

  • Determine initial communication needs and key messages. This is tied to the case for change.

  • Determine the channel and sender for initial communications.

  • Use the stakeholder matrix.

  • Align sponsors and leadership with communication deployment activities.

Communications development

  • Outline the drafting, review, approval, and distribution process for communicating key messages with target audiences.

  • Identify roles and responsibilities, including the reporting hierarchy for drafting, review, and final approval.

  • Establish an internal team communications process (such as weekly meetings).

  • Develop communications process flows.

  • Develop a communications production checklist.

  • Develop and obtain necessary approval of communications drafts.

  • Manage the communications production process.

Communications deployment

  • Socialize the communications deployment timeline with the executive sponsor and key stakeholders.

  • Ensure awareness and alignment with leadership teams and communications champions.

  • Deliver final communications.

Communications monitoring

  • Implement a feedback mechanism.

  • Review information gathered from feedback mechanisms.

  • Update communications materials (such as presentations and FAQ) with revised information.

Additional steps

To begin implementing the communications plan:

  1. Verify that the communications strategy and plan have been validated and approved.

  2. Validate the communications checklist.

  3. Establish monitoring mechanisms.

The effective implementation of the communications plan is critical for driving cloud adoption and achieving desired business outcomes. By following these best practices, using the provided checklist, and maintaining ongoing leadership support, organizations can ensure that stakeholders remain informed, engaged, and committed throughout the cloud transformation process.