Jun 19th, 2009 |
Erik Wynn, CGIThe Importance of a Communications Portfolio for Enterprise Architecture
A good communication strategy is an essential element of a successful enterprise architecture program. The purpose of a communication strategy is to make sure the right message (what) is delivered to the right people (who) at the right time and place (when and where) in the right way (how), in a way that ties back to the objectives of the program (why). This enables the organization to rally around a common vision for the future and agree upon a journey to get there.
Enterprise architecture (EA) attempts to optimize and align all aspects of an organization in the execution of its business. For this reason, all aspects of the business should be vested stakeholders in EA. An effective EA program must ensure that it communicates with these stakeholders. Furthermore, an EA program must also facilitate communications among the stakeholders themselves. It must generate dialogue between these diverse groups and drive for a common understanding of the vision and direction of the organization, acting as a mediator and facilitator.
Another important reason for a solid communication strategy is to clearly define the value of EA to the organization, and to ensure that the value is realized by implementing the required changes. It is easy to see how EA can be viewed as an “ivory tower” discipline if it fails to make these changes and deliver real value. EA must not only recommend changes, but must also enable change. To accomplish this, a high level of coordinated communication is required. This can only be achieved through a planned and deliberate approach. Enter the communications portfolio.
To better understand the role of a communications portfolio, I met with our own communications specialist, Lynn Gorny. Lynn has played key roles in implementing effective communication strategies within numerous organizations, including the Canada Revenue Agency. According to Lynn:
“An effective communications portfolio consists of strategic, operational, and tactical communications. Strategic communications support the long term goals and strategic objectives of the organization. They are program-oriented and drive awareness and buy-in on the future vision of the organization. Operational communications are targeted to a program or initiative and generate awareness or request a call-to-action to achieve specific results. Tactical communications are the day-to-day communications required to enforce policies, procedures, and exchange information among on-the-ground service delivery agents. The communications portfolio should contain strategies to address and connect each of these three types of communication.”
An enterprise architecture program must contain all of these elements to align and connect communications initiatives. It must contain strategic communications to make sure the value of enterprise architecture is understood across the organization and ensure that all participants are actively engaged. It must contain operational communications to generate awareness of specific change initiatives, policies and procedures. It must also contain tactical communications to address the implementation of these policies and procedures at a working level. An EA program which includes these three types of communication will be able to deliver the right message to the right people at the right time, helping to align stakeholders and achieve its objectives.
“That which does not kill us makes us stronger.”
Several months ago I found a copy of s+b on the table of my Edmonton hotel room.


