Presentation given at the Melcrum Publishing Strategic Communication Management Summit October 4-6, 2011 in Washington D.C. The presentation describes my evolution of the internal communications approach at DTTL from the remnants of a reactive publishing team in 2009 to a proactive, tightly partnered business line communications team. At its peak, the team had 30 members in four countries. The team was dissolved as part of an organizational restructuring in 2013.
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Increasing the Business Value of Communications: Innovation, Strategy and Trust
1. Increasing the business value
of communications
Innovation, strategy and trust
Jeff Zwier,
Associate Director, Global Business Line Communications
Deloitte Touche Tohmatsu, Ltd.
jeff@zwier.net
2. Getting started
2 DTTL Global Communications
Company and context
Characters
The journey
Milestones
5. DTTL Global Communications:
Functional areas
Business Line
Communications
IMOs / Americas
Region
AERS / ERS
Financial
Advisory
Tax Consulting
Global
Clients
Middle
Markets
Industries
External
Relations
PR & media
outreach
CEO media
relations
Regulation & crisis
management
Thought
leadership
Social media
communications
Research &
analysis
Executive
Communications
CEO external
communications
Executive/leader
communications
Global
News
Global
Projects
Planning &
infrastructure
Project
management
Strategic
initiatives
Global
events
Editorial
services
Metrics/
ROI
Brand
Talent
Online Communications &
Multimedia Services
Graphic design
Web & print
Internet
Deloitte.com
Intranet
Deloitte Resources
Campaigns
Online
strategy
Email
marketing
Search engine
marketing
Social media
marketing
Content syndication
RSS/podcasts
Content
optimization
Videography &
photography
Vendor
management
Annual
Review
DTTL HR
OIM
10. Business Line Communications
(established 2009)
• Eleven communicators supporting eight
business lines in four countries
• New leader (your presenter)
• Diversity of knowledge, skills
and experiences
• Diversity of
approaches, methods, business
models, and priorities