Communication: The Critical Leadership Tool in Building Commitment to Our Strategic Plan

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CommunicationThe Critical Leadership Toolin
Building Commitmentto Our Strategic Plan

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Critical Elements Necessaryto Achieve Our Goals

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Critical Elements Necessaryto Achieve Our Goals

• Define our vision and mission
• Articulate our goals
• Build trust with our colleagues
• Inspire commitment to our goals
• Develop and execute effective implementation
  plans
• Communicate clearly and provide inspired
  leadership

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Where are We in this Process?

• We have defined our mission, vision and goals

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Washington State University Vision

• Washington State University offers a premier
  undergraduate experience, conducts andstimulates
  world-class research, graduateand professional
  education, scholarshipand arts, and provides an
  exemplary workingand learning environment that
  fostersengagement.

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Strategic Plan Goals

• Best Undergraduate Education
• World-Class Research
• Shared Commitment to Quality
• Environment of Trust and Respect

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Where are We in this Process?

• We have defined our mission, vision and goals
• We are in the process of developing and
  implementing actions to achieve our goals

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Where are We in this Process?

• We have defined our mission, vision and goals
• We are in the process of developing and
  implementing actions to achieve our goals
• We have already made significant progress

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Most Qualified and Largest EnteringClass in
History

• 31 growth in high-ability students, both
  resident and non-resident over last year
• 72 increase in high ability students of color
  over last year

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High-Ability Students

• New Freshmen with 3.6 High School GPA or higher
  comprises 37 of the incoming class
• Graduate student enrollmentup 8
• 125 Regents Scholarson campus this Fall

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World-Class Research

• WSU just passed the 100-million mark for
  research expenditures in FY 2002, up 14 from
  last year
• Biotechnology is one of the fastest growingareas
  of Washingtons economy, and is a majorfocus of
  WSU.
• We are creating a Center for Integrated
  Biotechnologyand Dr. Michael Skinner was
  recently appointed Director
• Goal is to be the west-coast destinationfor
  leading research and education

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Increased Faculty Strengthand Recognition

• Don Dillman received Eminent Faculty Award
• Yogi Gupta is completing a new researchfacility
  that will lead to one of the largestresearch
  contracts in our history
• Fran McSweeney, Skip Paznokas,Linda Paznokas,
  Ron Mittelhammerand Kerry Hipps received
  university-wide recognition for excellence this
  year

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WSU Writer-In-ResidenceWins American Book Award

• Alex Kuo, chair of the Comparative American
  Cultures Program and English faculty member was
  awarded the American Book Award for Lipstick and
  Other Stories his first collection of short
  stories.

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Revitalization ofStudent Life Programming

• Up All Night activities
• Student Recreation Center
• Clear communicationwith students
  aboutexpectations on positive standards
  relatingto academic honesty, personal
  responsibilityand diversity

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New Facilities, Landscapingand Campus
Improvements
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Health Sciences Buildingat WSU Spokane
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Consolidated Information Centerat WSU Tri-Cities
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WSU at Vancouver
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New Digital Recording Studio

• 625,000 grant from the Paul Allen Foundationfor
  the School of Music and Theatre Arts
• Fully equipped digital recording studioin the
  remodeled Kimbrough Hall

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Samuel H. Smith Center for Undergraduate
Education

• 94,000 square foot building
• 20 classrooms
• Internet access at every seat
• Can accommodate1,200 students
• Two auditoriums
• Computer technology lab with 63 workstationsand
  additional space for 33 laptops

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Edward R. Murrow Schoolof Communication

• WSU broke ground on a 12.7 million addition to
  the Murrow School of Communication scheduled to
  be completed fall 2003
• It will house research and teaching labs, a
  digital television news studio, faculty offices
  anda 172-seat classroom auditorium.

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Our General Image Vastly Improved

• By telling people what our studentsand faculty
  accomplish, we have
• Improved our image as a world-classuniversity
• Increased interest from high-abilityprospective
  students

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Awareness

• WSU has seen significant top-of-mindawareness
  improvement, even in the Seattle market
• Advertising has been especially effectivein
  raising awareness among 13-20 year olds
• Increased awareness and improving imagemeans
  increased support for recruiters, fundraisers,
  legislative team and WSUswork overall.

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• We are at the point where effective leadership is
  critical to continue progress towards
  achievementof our highest aspirations.

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Effective leadership requireseffective
communication.
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Great things dont just happen.
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They happen when committed people work creatively
together to make them happen.
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This means everyone on your teammust be moving
in the same direction.
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This is the Fundamental Valueof Our Strategic
Plan

• It describes our Vision
• It articulates our Values
• It sets forth our Goals

The Strategic Planis our compass. V. Lane
Rawlins
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Internal Communication is one of thethree goals
in the integrated marketing communication plan.
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Goal 1 Improving Internal Communications

• Improve internal communications and builda
  shared commitment to and voice forportraying the
  excellence that isWashington State University.

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Initiatives to Achieve the Internal Communication
Goal

• Presidents Updates from Lane Rawlins

• Presidential Dialogues

• Improved Faculty/StaffWeb Page

• WSU Today andWSU Today On-line

• Answerline

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Internal communication survey indicates most
effective communication happensat the
departmental level.
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• Communication within departments is quite
  functional. Respondents receive most of their
  information from individuals in their own
  department, they perceive that informationto be
  of high quality, and they have high levelsof
  trust in individuals in their own departments.
• Washington State University Internal
  Communication Audit,Spring 2001, Dr. Patricia M.
  Sias

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This Means All of Youare Very Important

• You are the catalysts for transformation of our
  culture and achievement of our vision.

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So What Does This Mean in Practice?

• You need to know and understand the core four

Strategic Plan Goals

• Best Undergraduate Education
• World-Class Research
• Shared Commitment to Quality
• Environment of Trust and Respect

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So What Does This Mean in Practice?

• Build your own commitment to achievementof these
  goals
• Provide the leadership to inspire your teams
  commitment to and understanding of these goals
• Collaborate with your team to decide what
  implementation of these goals means in your unit
• To do this, you must communicateconsistently and
  constantly aboutthe compass

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We Have the Tools,We Need to Use Them
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Messaging Architecture
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Area Messaging Architecture