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>>>>>> REPUTATION AND CRISIS MANAGENT IN
Nicola Columbine
Organisational Communication, Change Management
and Stakeholder Engagement strategist
19 March 2015, Da Vinci hotel
Conversational communication that engages
employees to deliver on business strategy

2. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
v
1. Minimal endorsement by leadership
2. Lack of shared vision
3. The right people are not involved
4. Employees can’t relate to strategic objectives
5. Lack of ownership
6. Not having the organisational capability
7. Poor execution
8. Lack of participation
9. Lack of communication
10. Poor change management
Key reasons why strategy fails
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3. • Purpose and meaning in their work
• Want to be empowered
• A share of voice to say what they think
• Have their ideas and inputs recognised
• Have their contributions valued
• Benefits and work life balance
• Training opportunities
• A career development path
• Opportunity to give back
What employees want to know and why
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4. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
• Alignment - close the communications gap around business
benefits and results
• Tailor communications to different stakeholder groups.
• Well developed implementation plan/s and tactics
• Use stakeholder relevant communications practices, and use
them innovatively and effectively.
• Develop a message matrix – aligned to stakeholders and
business outcomes
• Communicate the language of the C-suite – to create trust,
manage conflict, invite commitment, and embrace
accountability
Critical success factors to communicate strategy
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5. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
• Distributed dialogue – employee vs leadership dominant
conversations
• Collaboration and teamwork
• A clearly defined corporate vision
• Business rationale for change initiatives
• Intimacy, interactivity, inclusion and intentionality
• Legitimacy and opportunity for employee share of voice
• Trust and commitment
• Culture and climate
• Employer value proposition
Elements to support communication and engagement
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6. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
Engaging employees on vision, values and…meaning
A useful way to consider different needs and attitudes of each
individual, or even a group, who are to be key stakeholders in your
communication implementation is to carry out a ‘what’s in it for me’
analysis.
Use this model to plan your engagement and involvement of key
stakeholders.
Key stakeholders
or groups
WIFM
(What’s in it for me?)
What could they
do
to support or
prevent the
improvement
initiative?
What could/should we do
to reduce non-compliant
activities and encourage
and support compliant
ones?
+
Impact
-
Risk
a b c d e
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7. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
• Step 1 – Identify Your Stakeholders
Establishing a stakeholder matrix
Your boss Shareholders Government
Senior executives Alliance partners Trades associations
Your co-workers Suppliers The press
Your team Lenders Interest groups
Customers Analysts The public
Prospective customers Future recruits The community
Friends and family Social networks Advocacy groups
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8. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
• Step 2 - Prioritise Your Stakeholders
Power/Interest grid for stakeholder prioritisation
Establishing a stakeholder matrix
Source Mecrum; All copyrights reserved

9. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
• Step 3 - Understand Your Key Stakeholders
Establishing a stakeholder matrix
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10. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
Conversational channels
FORMAL CHANNELS INFORMAL
• Weekly departmental meetings
• Monthly team meetings
• Quarterly town hall meetings
• Annual performance review
discussions
• Grievance hearings
• Grapevine
• Coffee/canteen chats
• Team events
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11. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
• Map the present situation
• Discovery – dip stick, stakeholder interviews
• Future state vision
• Prioritise vision elements
• Develop actionable objectives
• Develop and prioritise potential strategies and tactics
• Define metrics, timelines and responsibilities
• Develop strategic and tactical plans
• Develop messaging matrix different stakeholder conversations
• Implementation and beyond
Steps to effective communication planning
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12. WHY IS CHANGE MANAGEMENT
SO CRITICAL FOR
ORGANISATIONS TODAY?
QUESTIONS ?