The role of internal communication in the implementation of complex projects for internal audiences Case study Lidiya Nadych-Petrenko Katerina Zasoukha JTI Ukraine March 14, 2009 Growth in PR
A bit of theory . Internal communication – information exchange inside an organization Internal communications – a function inside an organization which helps to manage internal communication (L.Smyth, 2004)
The Evolution of Internal Communications . Phase I – industrial relations Improve morale, recognition, focus on people One-way communication Phase II – realistic journalism Reporting of news and facts, focus on events Phase III – marketing/internal branding Two-way communication Strategy implementation, aid to management, business orientation (L.Smyth, 2004)
Where internal communications sits in an organization . Regardless of where it sits in an organisation, internal communication is the responsibility of everyone from CEO to line manager and supervisor PR/Comms Dept Marketing Dept HR Dept Administration
Employee Engagement Relates to Business Performance Towers Perrin-ISR . Companies with satisfied employees who are engaged in their jobs are more likely to have: Lower turnover Higher productivity Enhanced profitability Improved customer service
Objectives of the Employee Engagement Survey 2009
Communicate survey aims, results, planned actions and outcomes.
Learn “best practices” regarding survey process organisation and management.
Test questionnaire content and wording, possible basis for a global JTI employee opinion survey.
Communication Process Content To Learn Best Practices for the Global JTI Survey
Prioritize key activities to achieve sustainable increase in employees’ engagement levels.
Deliver 2-3 actions per internal unit, according to local priorities.
Monitor action planning and delivery.
Prioritising Delivering Monitoring To Plan Follow-Up Actions
Compare employee attitude data across internal units within JTI.
Offer benchmark data comparisons for JTI to Global High Performing Companies, Global Transitional Companies and Global FMCG Companies helping JTI to prioritize key activities focused on improving employee engagement.
Internal External To Obtain Benchmarks
To obtain valuable feedback from all JTI employees from the Adriatic, CIS+ Region and Export Markets.
To measure current levels of engagement within these areas and their short-term and long-term key drivers.
Employee Engagement Key Drivers of Engagement To Gain Insight
Each strategic goal or initiative of an organization can be successfully performed only in case it is communicated properly to all parts involved
Communication for internal audiences should be developed using the same approach as for external audiences
HR plays a great role in studying personnel and identifying the needs and aspirations
PR manages the process of communication, creating messages and suggesting the best vehicles
CEO (General Manager, etc) should be involved in each internal communications project
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Employee Engagement Relates to Business Performance Towers Perrin-ISR has developed a robust approach to measuring employee engagement that has been shown to relate to business performance . Companies with satisfied employees who are engaged in their jobs are more likely to have: Lower turnover Higher productivity Enhanced profitability Improved customer service