Question: Purpose [ Why is this communication campaign needed? ] Benefits [ How will you convey need for change? ] [ Discuss the benefits to the

Purpose [Why is this communication campaign needed?] Benefits [How will you convey need for change?] [Discuss the benefits to the audience. Whats In It For Me (WIIFM)] Performance expectations [Define and communicate new performance expectations and what stakeholders need to do to prepare for change.]

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