5 Elements of an Effective 360 Degree Feedback Communications Plan

Before you implement a 360 feedback process in your organization you need to consider the important role of communication. Studies have shown that open communication is paramount to the success of 360 projects. Communication is integral in gaining buy-in from stakeholders throughout the organization. One way to gain commitment for 360 is by communicating the benefits such as employee development, team effectiveness and organizational improvement.

Due to the impact communication has on the success of the project it is necessary to proactively plan for all messages and materials. Creating an open feedback culture doesn’t happen overnight; it takes planning, championing and continual communication. Today’s post will outline a communications guide that you can use for your 360 process from setting objectives to evaluating effectiveness.

It is necessary that you communicate to all stakeholders before, during and after the feedback process has begun. Effectively communicating about 360 feedback in your organization can increase engagement and acceptance of the process.

An effective 360 degree feedback communications plan should include:

1. Objectives:

   It is important that you establish objectives for your 360 degree feedback communications plan. First you need to determine the purpose of the communication and whom you will be communicating to (audiences). Are you implementing a 360 communications plan to educate, inform, change perceptions or build trust and commitment? You need to clearly define this at the outset to ensure your messages align to your objectives.

2. Audiences:

   In order to communicate effectively you need to understand your audiences. Who are the key stakeholders in the 360 process in your organization? You need to identify the stakeholders, ascertain how much they know about the 360 process and determine which key messages you need to communicate to them. Some stakeholders that are typically involved in the 360 degree feedback process are:

   • Senior Management
   • Middle Management
   • Employees
   • Teams
   • Committees
   • Coaches and Facilitators
   • Customers and Business Partners
3. Messages:

   Now that you’ve determined your communications objectives and identified your audiences, you are ready to create your key messages. Each stakeholder group may require different key messages given to them through different channels. It is recommended that you create a comprehensive spreadsheet to track each message, the intended audience and the method of delivery. Some key messages you will want to communicate are:

   • 360 for development:

     Clearly communicate that the process is being used for employee development (not appraisal) and for continuous organizational improvement. Communicate the positives of 360 feedback when used for development: individual development & training, organizational growth, team effectiveness, retention, etc.

   • Benefits of 360 feedback:

     Educate each stakeholder group on the benefits of 360 degree feedback evaluations. It is important to communicate the value of 360 feedback and the organizational benefits, employee benefits and team benefits.

   • Confidentiality:

     360 evaluations can bring up concern and anxiety regarding confidentiality and privacy. It is recommended that you create messaging around this topic and state confidentiality it in all materials.

   • The process:

     Communicate how the 360 process will work in your organization. Clearly communicate roles, timelines, expectations, how the results will be delivered, etc.

   Review our previous post on items to communicate to employees for 360 success for further key messages to include in your plan.

4. Channels:

   You can use a variety of communication channels to distribute your messages. Remember to make sure that the media you choose are appropriate and relevant for your target audiences. There are a number of communications vehicles you can use; here are some to get you started:

   • Emails (personal, e-newsletters, memos, etc.)
   • Teleconferences
   • Printed company newsletter
   • Annual reports
   • Posters & flyers on notice boards
   • Handouts & brochures
   • Banners
   • Website content (pages, videos)
   • Social media (if appropriate)
   • Podcasts
   • Intranet announcements
   • In-person meetings & events (360 launch event, information sessions, presentations, workshops, team meetings, manager meetings, committee meetings, etc.)
5. Evaluation:

   It is important that you monitor the effectiveness of your communications efforts. You can monitor your communication activities by tracking attendance at events, website statistics, open-rate of emails, downloads of materials, video hits, etc. If your objective was to build trust for the 360 process, was that goal achieved? One way to find out is to survey or focus group the target audience. That way you can discover whether the group understood the key messages and if there was an impact. Evaluation is important because it allows you to identify any gaps and improve the communication process.