Internal Comms and reputation
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Internal Comms and reputation

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Why internal communications and reputation management are closely linked...

Why internal communications and reputation management are closely linked...

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Internal Comms and reputation Presentation Transcript

  • 1. Reputation and internal communications Mike Wooles © Mike Wooles, July 2009
  • 2. I WANT MORE SALES! • Most CEO’s and senior business owners would agree, sales are a key part of business • “Park” your morals, assume you’re a profit making organisation for one moment • But what influences a sale or business transaction?... © Mike Wooles, July 2009
  • 3. Sales and communications Brand Product Quality Price 80% Sales Communications 20% © Mike Wooles, July 2009
  • 4. Traditional communication functions Public Marketing Relations © Mike Wooles, July 2009
  • 5. Traditional communication functions • PR – speaks to journalists, this message is amplified by the channel and transmitted on to other audiences • Marketing – sends ‘finished and formatted’ communications to target audiences, segmented by their perceived needs • No surprises so far… © Mike Wooles, July 2009
  • 6. Traditional communication functions Public Marketing Relations © Mike Wooles, July 2009
  • 7. Traditional communication functions • Messages are sent out from the organisation using known channels • With measurement and feedback, we can gauge their success • With planning, we can take a campaign approach and achieve more ‘Integrated’ communications © Mike Wooles, July 2009
  • 8. Traditional communication functions Public Marketing n Relations gr atio Inte © Mike Wooles, July 2009
  • 9. Traditional communication functions • This is worth doing as: – PR and Marketing are an overhead, working together generates maximum ROI – The more an audience receives the same consistent message, the more impact it has – Minimise customer confusion …nobody wants that! © Mike Wooles, July 2009
  • 10. So…what are other departments doing? ? ? ? ? ? ? ? ? Public Marketing Relations ? ? ? ? © Mike Wooles, July 2009
  • 11. Meanwhile… on the other side of town… DIRECTORS Project SALES Mgrs AND BOARD EVENTS IT HR Reception Staff © Mike Wooles, July 2009
  • 12. ?? ???? DIRECTORS ? SALES Project Mgrs AND BOARD ? ? EVENTS ? ? IT HR Reception Staff ? ? ? ?? ? ? ??? © Mike Wooles, July 2009
  • 13. Stakeholders, other Professional CEOs, and Journalists Colleagues Friends in the pub… Customers, Suppliers, DIRECTORS Project SALES Mgrs AND BOARD EVENTS IT Reception Site Visitors HR Staff Customers, All staff Recruiters and Suppliers and service Solicitors providers © Mike Wooles, July 2009
  • 14. What’s the combined effect of these channels? DIRECTORS Project SALES Mgrs AND BOARD Public EVENTS Relations Marketing IT HR Reception Staff © Mike Wooles, July 2009
  • 15. DIRECTORS Project SALES Mgrs AND BOARD Public EVENTS Relations Marketing IT HR Reception Staff © Mike Wooles, July 2009
  • 16. And don’t forget internal ‘chatter’ DIRECTORS Project SALES Mgrs AND BOARD Public EVENTS Relations Marketing IT HR Reception Staff © Mike Wooles, July 2009
  • 17. And don’t forget internal ‘chatter’ DIRECTORS Project SALES Mgrs AND BOARD Public EVENTS Relations Marketing IT HR Reception Staff © Mike Wooles, July 2009
  • 18. This could get messy… DIRECTORS Project SALES Mgrs AND BOARD Public EVENTS Relations Marketing IT HR Reception Staff © Mike Wooles, July 2009
  • 19. What does it mean? • Marketing and PR is only half of the channels operating a part of your reputation • Your organisation is a ‘porous’ entity • Scary idea: much of what is being broadcast is not controlled by PR or Marketing • …You need to influence this network © Mike Wooles, July 2009
  • 20. How can we control this? DIRECTORS Project SALES Mgrs AND BOARD Public EVENTS Relations Marketing IT HR Reception Staff © Mike Wooles, July 2009
  • 21. You can’t… • Employees are a channel, just like PR • As per journalists, they don’t respond well to being told what to do/think • Think relationships – try trust, rapport, listening, examples, guidance, fun…drinks…dinner • Hearts and minds, not command and control © Mike Wooles, July 2009
  • 22. Why are these channels important? • Reputation is…”…the result of what you do, what you say and what others say about you.” (The CIPR) • Much of this is being managed on a daily basis by employees (in their jobs AND via everyone in their network). • Strangely, consumers (especially when online) trust an anonymous recommendation over a corporate brochure (…Amazon reviews) © Mike Wooles, July 2009
  • 23. How to influence… • PR practitioners have some suggestions… – Values and Key messages are agreed for the business – Guidelines are created for this channel – These are understood/shared and agreed with those who will communicate – Training or coaching is given to spokespeople – Experts are used for guidance – Editorial review takes place before transmission © Mike Wooles, July 2009
  • 24. Comms guidelines: PR - Corporate Values - Key Issue messages - Training, spokespeople - Content review - A planned timetable of execution © Mike Wooles, July 2009
  • 25. Comms guidelines: PR RESULTS - Corporate Values - On ‘Message’ - Key Issue messages - Good quality coverage - Training, - Controlled transmissions spokespeople - Fit for purpose content - Content review - Fewer surprises - A planned timetable of execution - A STRONGER PROFILE - BETTER POSITIONING - ISSUE / THOUGHT LEADERSHIP © Mike Wooles, July 2009
  • 26. Internal comms needs to help manage reputation INTERNAL COMMS - Values (From HR, Corp Comms…or write your own) - Communication guidelines (Marketing/PR) - Training – tone, positioning, editorial skills, listening - Planning (to avoid ‘air’ collisions/conflict) - Measurement (Surveys, Feedback channels) - Design in a communications review step (the Internal comms expert! ) © Mike Wooles, July 2009
  • 27. Comms guidelines: INTERNAL COMMS RESULTS - Values - On ‘Message’ - Comms guidelines - Good quality output - Training - Engaging broadcasts - Planning - Fit for purpose - Measurement BETTER POSITIONING - a review step RECCOMENDATION Disclaimer: Just like PR, you expect 100% control, Bad things happen, negative messages still be transmitted. What you will be judged on (by employees) is your response © Mike Wooles, July 2009
  • 28. Aim before firing… • As per the PR world, execs focus on great headlines, but need to look at positioning: – Develop informed ‘on message’ employees – Agree and document values/messages – Interaction with staff, improve understanding – Get their feedback to identify problems – Use surveys to ‘check’ engagement – The 5 ‘P’s of planning apply here © Mike Wooles, July 2009
  • 29. Sales and communications Brand Product Quality Price Sales Marketing / PR Managed Comms Internal Comms © Mike Wooles, July 2009
  • 30. The real shape of reputation management Internal Communications Marketing Public Relations © Mike Wooles, July 2009
  • 31. For more information Mike@compelling-comms.co.uk www.compelling-comms.co.uk © Mike Wooles, July 2009