Anna bolger

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Anna bolger

  1. 1. External communication for internal communication Anna Bolger
  2. 2. About the County Court <ul><li>The County Court of Victoria (CCV) represents the intermediate tier of the Victorian court hierarchy. </li></ul><ul><ul><li>The County Court is the busiest trial court in Victoria. </li></ul></ul><ul><ul><li>The County Court sits in Melbourne CBD and at 13 regional locations in Victoria </li></ul></ul><ul><li>Jurisdiction (criminal): Serious offences such as drug offences, sex offences, driving offences, firearms offences </li></ul><ul><li>Jurisdiction (civil): claims for personal injuries; claims against municipal councils for loss or injury sustained while upon or using roads, land, buildings etc, under the control of the council; actions brought under the Accident Compensation Act, Property Act, Sale of Land Act </li></ul><ul><li>Staff </li></ul><ul><li>66 judges, 140 judicial staff, 48 Registry staff, 25 administrative staff </li></ul>
  3. 3. <ul><li>External communication </li></ul><ul><ul><li>public face of the brand; to tell the brand story </li></ul></ul><ul><ul><li>directed at external stakeholders, customers, competitors, media, public </li></ul></ul><ul><li>Internal communication </li></ul><ul><ul><li>recruitment, performance, wellbeing </li></ul></ul><ul><ul><li>organisation culture, employee engagement </li></ul></ul>
  4. 4. Internal communications <ul><li>Within the organisation </li></ul><ul><ul><li>Most important audience are employees </li></ul></ul><ul><ul><li>Understand and endorse mission, vision and goals of the organisation </li></ul></ul><ul><ul><li>Should be organisation/brand champions inside and outside the organisation </li></ul></ul><ul><ul><li>Employees have influence beyond the workplace </li></ul></ul>
  5. 5. <ul><li>consideration should be given to all the ways in which the employees interact with each other, customers/suppliers, contacts and public </li></ul><ul><li>employees expect to find out about their organisation’s strategy and future intentions from within the organisation but they also gather information directly/indirectly from sources outside the company </li></ul>
  6. 6. <ul><li>External communications </li></ul><ul><ul><li>Tendency to treat as more critical, bigger impact, more risk, greater benefit, enduring </li></ul></ul><ul><ul><li>Used to promote key personnel, organisation, brand, products, achievements, future direction of organisation </li></ul></ul><ul><ul><li>And control, nullify, reduce impact of detrimental events </li></ul></ul>
  7. 7. Communication synchronicity <ul><li>Why is this important? </li></ul><ul><ul><li>Employee’s experience of their workplace should mirror company public image and desired public experience of the organisation </li></ul></ul><ul><ul><li>Question: Is the internal message consistent with external statements about company objectives, achievements, vision </li></ul></ul><ul><ul><li>‘employer of choice’? </li></ul></ul>
  8. 8. <ul><li>Function of internal and external communications is to articulate, deliver, promote the organisation’s message/agenda to range of audiences </li></ul><ul><li>Employees have access to external information sources at work and at home </li></ul><ul><li>And starting the conversation themselves </li></ul>
  9. 9. The worst case scenario <ul><li>The surprise: employees find out something critical to their organisation from a 3rd party </li></ul>
  10. 10. <ul><li>Essential that internal and external communication teams work together </li></ul><ul><li>Clear, consistent, well-timed </li></ul><ul><li>Messages attuned to each audience but consistent to primary message driving the campaign </li></ul>
  11. 11. What’s wrong with this heading? <ul><li>“publisher enters partnership with global media organisation” </li></ul><ul><li>“global media organisation buys 75% of publisher” </li></ul>
  12. 12. Internal and external communication alignment <ul><li>Planning well ahead of announcement </li></ul><ul><li>Consider all touch points of the organisation </li></ul><ul><li>The key message: how does this relate, what is the relevance to each group; does it resonate? </li></ul><ul><ul><li>Statements, interviews, website carry the same message despite differences in delivery method </li></ul></ul><ul><ul><li>Audience must be left with the key message and not be confused no matter where the message </li></ul></ul><ul><li>What is happening? </li></ul><ul><ul><li>Why is it happening? </li></ul></ul><ul><ul><li>What will be the outcome? </li></ul></ul><ul><ul><li>For staff, business partners, consumers </li></ul></ul><ul><li>Created an exhaustive list of scenarios, and questions and answers </li></ul><ul><li>As well as a detailed time table </li></ul>
  13. 13. Considerations <ul><li>Commercial in confidence </li></ul><ul><li>Not suggesting that staff need to be privy to all management deliberations; when staff are informed that this consistent with the message given to media and external stakeholders. </li></ul>
  14. 14. Benefits <ul><li>Informed and engaged employees </li></ul><ul><ul><li>Embrace the organisations values and goals, </li></ul></ul><ul><ul><li>drives performance, </li></ul></ul><ul><ul><li>how they feel about the workplace/the job and the message they give to those outside the coy in their interactions with outsiders </li></ul></ul><ul><li>employee engagement within the organisation plays an important role in the internal health of the organisation and success of external communication </li></ul>
  15. 15. <ul><li>Thank you. </li></ul>

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