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ACUPA www.acupa.org The Association of College and University Policy Administrators Communicating Policy Michele Gross Heather Foster University Policy Program Director Office of Institutional Compliance Office of the President University of Minnesota Policy Specialist Office of Institutional Compliance and Risk Services University of Texas at San Antonio Why do I need a communications strategy? Elements of an effective strategy Critical success factors 2 University of Minnesota ‣ ‣ ‣ ‣ ‣ Five campuses 16 extension offices 69,221 students 20,692 employees $737 mil. in sponsored awards (2012) ‣ 92 governing policies ‣ 198 central administrative policies ‣ Office established: 1992 University of Texas San Antonio (one of 15 institutions in UT System) ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ Three campuses 31,000+ students 4,019 employees $56+ mil. in sponsored awards (2011) 145 governing policies 81 system-wide policies 158 campus policies Office established: 2008 3 Are responsible for: Facilitation of policy development and revision Review of all institution-wide policies prior to issuance Manage policy lifecycle and review plan Maintenance of policy website and archives Shared communication of policy changes Maintenance of U-wide forms and archives (Minnesota) 4 A plan of action to communicate information, either internally or externally, that includes goals for desired outcomes 5 The intended outcome of policies is to communicate requirements and identify prohibited activities/behavior. The execution of an effective communication strategy creates awareness and promotes compliance. 6 New policies New requirements (policy changes) Process changes (procedures) Policy “retirements” 7 Eliminates the “I didn’t know” factor Ensures employees and students understand what is expected of them and consequences for non-compliance Enforces the “do the right thing” mentality Demonstrates the university’s commitment to cultivating a culture of compliance 8 Elements of a Communication Strategy Resources Audience(s) Message (likely to vary by the audience) Messenger (central, college, group, person) Frequency (e.g., one time, twice, annually) Communication method(s) Action plan for implementation Performance measures 9 Resources Available budget Staff time Staff skills 10 Identify your customer(s) and your stakeholder(s) Typical audiences ◦ ◦ ◦ ◦ ◦ ◦ Faculty Staff Students (new or current) Financial staff Other central administrative units Guests/visitors 11 What specifically do you need to communicate to that audience (what does the change or new policy mean to them) What is different What is the same 12 Messenger Who should deliver/write the message (e.g., a vice president, a process/policy owner, the Policy Office) Source(s) should be credible May differ by audience (faculty, staff, students) May change based on message 13 Frequency How important is the message? How likely is it that your audience will “hear it” the first time it’s announced? Are there other ways in which the message would be reinforced? How quickly do you want compliance? Is completion of training required to achieve compliance? The frequency of the communication (once, quarterly, annually) should be paired with the level of risk that is being addressed. 14 Website Newsletters – (U-wide or audience specific, collegiate or department newsletters) Emails – targeted and listserv Training Town hall meetings 15 Educational postcards, posters, etc. Video Voice mails Bulletin Boards Partner with appropriate staff in units (e.g., collegiate budget staff for changes to budget policies) 16 Implementation: Action Plan Determine the overall timeline Complete the communication strategy for the particular policy, with the policy owner where appropriate (template) Confirm who’s drafting or delivering the message Specify any review or approval steps 17 Implementation: Action Plan Draft the communication Test the message, where needed (Is it clear? Is the tone appropriate for the message and the audience?) Disseminate the information 18 Performance Measures Google analytics on website Tracking of calls Feedback from “contact us” on website Feedback from policy owners Chatter 19 It is NOT all about you… when it comes to writing or communicating your policies! 20 Ensure that the message is clear and accurate Be direct, leave no room for misinterpretation Specify the change date Contrast the changes (old and new) Highlight the need or rationale for the change 21 Develop targeted communications appropriate for the different audiences Keep your desired outcomes in mind Extend the offer of help (if staffed for it) or incorporate Q&A to respond to likely questions 22 Limit technical phrases, if other more common phrases will work Ensure that you have a complete definitions section Provide examples where useful Test the communication out on your target audience(s) ◦ Make adjustments if there is any misinterpretation, especially when the change is controversial 23 Strong partnership with the policy owner The communication is timely, clear, and focused A targeted approach is used where possible ◦ Consider your audience every step of the way ◦ Determine the best method of communication Monitor effectiveness, listen to feedback and make changes if needed 24 Contact Information: Contact Information: U of Minnesota http://policy.umn.edu/ Michele Gross 612-624-8081 [email protected] U of Texas at San Antonio http://www.utsa.edu/hop Heather Foster 210-458-5537 [email protected] 25