1. To effectively communicate change, companies must catch employees' attention through innovative designs, tell the story of change as a compelling narrative, and listen to employees to understand their perspectives. 2. Frequent communication is needed to reinforce key messages and keep audiences engaged through interactive means. Goals must be challenging but achievable and everyone must understand their role. 3. Having a communication roadmap with presence across multiple channels helps create proximity. Regular pulse surveys measure progress and allow messages to be reshaped accordingly to win hearts and minds.

1. CHANGING COM
IN CHALLEGING TIN CHALLEGING T
MMUNICATIONS
TIMES
ISABEL BORGAS SONAECOM
TIMES
ISABEL BORGAS, SONAECOM
VI REGIONAL DEBATE EACD | 16 NOVEMBER 2010

2. 1.
CATCH THEIR EYE

3. Catching their eye…
 Need to energize employees Need to energize employees
 Set “turning point”g p
 Use channels that had not be
before to obtain cut-through
U i i d i d l Use innovative design and lan
een used
h hnguage to get cut-through

4. 2.
TELL THEM A STORY

5. Telling them a story…
 Major change program require Major change program require
 Disparate documents, facts, ep , ,
 Distilled into clear, crisp mess
compelling narrative
All i i b d All communications based aro
messages
e employee buy-ine employee buy-in
etc, form basis of the “story”, y
sages threaded together in a
d h d iound the story and its

6. 3.
LISTEN TO YOUR AUDIENCEE

7. Listening to your audience
 Need to mobilize employees a Need to mobilize employees a
 “Pulse” surveys help gain undey p g
 Informed opinion shape mess
communicated
e…
and shape opinionand shape opinion
erstating of opiniong p
ages and the way they are

8. 4.
KEEP THEIR ATTENTION

9. Keeping their attention…
 Communicate frequently Communicate frequently
 Reinforce key messagesy g
 Use interactive means to keepp audiences engaged

10. 5.
KEEP IT REALKEEP IT REAL

11. Keeping it real…
 Challenging but achievable go Challenging but achievable go
 All means available
 Everybody knows which role t
 Key Performance Indicators im
oalsoals
to play
mplemented

12. 6.
BE EVER PRESENT

13. Being ever present…
 Implementing a communicati Implementing a communicati
 Brand presence everywherep y
 Channels that create proximit
ion roadmapion roadmap
ty

14. 7.
FINGER ON PULSE

15. Finger on the pulse…
 “Pulse” surveys to measure pr Pulse surveys to measure pr
 Use survey results to re-shapey p
rogressrogress
e messagesg

16. COMMUNICATION ISCOMMUNICATION IS
ABOUT WINNING
HEARTS AND MINDSHEARTS AND MINDS