Tuesday 20th March 2012London Communicators and Engagement Group
ISSUES...• Not taken seriously • Top down/monologue• Not understood • Controlling agenda• Not sexy • Professional credibility• Supportive • Lack of confidence• Legacy perceptions • Employees poor relation• Hard to measure • Discretionary• Vanity comms • Internal/external• Fear of losing control • Lack of professional status • Leadership role ill defined • Lack of perceived consequences• Mismatch with biz opportunities • innovation• Looking through the wrong lens
SOLUTIONS...• Skills • Create allies - consultants -make ‘em famous - business acumen • Build confidence• Brand -quick wins - case studies- relevant - create advocates • Strategy - insight led• Silo busters -commercial - facilitators - brand - big picture - bigger picture• Hold up a mirror - highlight issues and solutions • Status -delivery - business intelligence - confidence - relationships/politics
Issues... Solutions... Downstream Strategic Tactical Insights lead Support function Value chain Facilitators Transformational Strategic Creativity Professional status Innovation Integrated Challenge Commercial Business acumen Discretionary Hard measures Soft stuff Risks Evidence based
ISSUES... Its impact can’t be separated from Soft skillsNo objectivity other business managementWhy does it matter? Senior managers don’t understand Difference between comms and buisness internal comms and it’s valuecomms Not enough info about where the Internal comms folk don’t understand organisation is goingbusiness dynamics ROI is the wrong thing to measureJust sanitisers – a tool of managementIt would happen anyway Not knowing the KPI’sAnyone can do it??? What’s the point of measurement?Cannot be singled out Seen as broadcasting not communicating
SOLUTIONS... Cost of doing badly v well Identify appropriate baselines Not purely financial Employee speed of access to info and ability to use it effectively Comparison to external agency fees ID on a day to day basis and Correlation feedback MI to senior management Measure project success Link to performance measures Provision of valuable M.I. Measure untapped potential to improve New management approval ratings
ISSUES... SOLUTIONS... Do we know better than the Behaviour change training for audience do? communication people It’s beyond just I.C Behaviour change strategy set Long term vs short term Behaviour change about changing It’s a new skill set? About culture psychology – we need upskilling? Discipline about audiences Science vs art in communication Appoint a chief detail officer who is Empathy based looking for details that make the big Self interest difference Evidence based Needs role models Measurement- need even clearer Needs internal ambassadors and intentions shared beliefs to strive to live by Business more about culture, how IC role to frame and facilitate and why concept in engaging way Cultural sensitivity It needs to be integrated financially Requires more collaboration Requires individual reflection and personal buy in
ISSUES... SOLUTIONS... I.C needs to understand Aren’t they the same thing? Do organisational behaviour and differently? psychology more Audience has to change I.C enabler and a key part of wanting Its not a choice in today’s climate behaviour change Why change? Personal resistance. Evolution WIIFM Both need senior leadership, People don’t understand what sponsorship and role modelling behaviour change is? Work from the groundswell, peer We are hired for our potential not pressure and social norms key for what we are today I.C is an output and input , Behaviour We need the tools for I.C teams to change is the outcome adapt Be more at the strategic level – part It needs role models of the team Both need research and evidence base
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