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Internal Comms Presentation


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Why good internal communications is your company\'s best branding tool ever!

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Internal Comms Presentation

  1. 1. The PR challenge for Associations Getting maximum bang for minimum bucks What every Executive Director should know
  2. 2. Who are we? <ul><li>Four Winds Communications specialises in comms. services for Associations </li></ul><ul><li>We provide: </li></ul><ul><ul><li>Strategic comms. planning </li></ul></ul><ul><ul><li>Media management/training </li></ul></ul><ul><ul><li>Lobbying/advocacy </li></ul></ul><ul><ul><li>Membership comms. services </li></ul></ul><ul><li>All tailored specifically for the unique needs of Associations </li></ul>
  3. 3. Membership organisations <ul><li>Hundreds of associations </li></ul><ul><li>Think of an industry – there’ll be an association e.g. </li></ul><ul><ul><li>NZ Sheep Breeders Association </li></ul></ul><ul><ul><li>The Funeral Directors Association of New Zealand </li></ul></ul><ul><ul><li>NZ Continence Association </li></ul></ul><ul><ul><li>NZ Poultry Association </li></ul></ul><ul><ul><li>NZ Hang Gliding and Paragliding Association </li></ul></ul><ul><ul><li>NZ Tourism Industry Association </li></ul></ul>
  4. 4. Some of our Association clients
  5. 5. New Zealand Veterinary Association <ul><li>1780 members </li></ul><ul><li>Members include vets in rural and urban practices, government service, universities, technical & research institutes, pharmaceutical companies & other related industries & students. </li></ul><ul><li>80% + membership of all registered veterinarians </li></ul><ul><li>Microchipping was big issue </li></ul><ul><li>Advocates on NZ’s biosecurity + codes of practices for urban vets </li></ul>
  6. 6. Taxi Federation <ul><li>Represents an industry of over 3000 members </li></ul><ul><li>Taxi organisations, limousine services, and shuttle services from co-operatives with 700 plus taxis to single unit operators </li></ul><ul><li>Stamp out the cowboys (restrict industry entry) </li></ul><ul><li>Access to bus lanes </li></ul><ul><li>Compliance and relationships with city authorities </li></ul>
  7. 7. GANZ <ul><li>Six big members + further 45 associate members </li></ul><ul><li>Represents organisations in gas sector involved in transporting and trading gas </li></ul><ul><li>Interests from major pipeline coys to appliance sellers/installers </li></ul><ul><li>Advocating for fuel switching in energy policy + range of technical regulatory issues relating to pricing </li></ul>
  8. 8. What makes advocacy organisations different? <ul><li>Diverse internal audiences </li></ul><ul><li>Significant size disparities in membership numbers </li></ul><ul><li>Not-for-profit </li></ul><ul><li>Must meet a range of different comms. expectations </li></ul>
  9. 9. Membership organisations: A communications challenge <ul><li>Membership organisations have unique comms. challenges </li></ul><ul><ul><li>Not as well resourced as corporates </li></ul></ul><ul><ul><li>Small budgets </li></ul></ul><ul><ul><li>But wide range of comms. issues </li></ul></ul><ul><ul><li>Resources & budgets split across many fronts </li></ul></ul><ul><ul><li>Must deliver perceived value for money </li></ul></ul><ul><ul><li>But the biggest challenge is … </li></ul></ul>
  10. 10. Keeping the membership happy <ul><li>Massive differences in the business focus/interests of members </li></ul><ul><li>Often differences in business acumen </li></ul><ul><li>Differences in business imperatives </li></ul><ul><li>Different hot/cold buttons </li></ul><ul><li>Massive differences in the comms. tools they’ll use/respond to, or think are warranted </li></ul><ul><li>They’re not always easily reachable </li></ul>
  11. 11. Members versus staff/shareholders <ul><li>Members more active/demanding/vocal </li></ul><ul><li>Members demand service/profile </li></ul><ul><li>They expect their Association to protect their regulatory environment </li></ul><ul><li>They want quality ongoing comms. (it’s usually a KPI) </li></ul><ul><li>They want to be fully consulted </li></ul><ul><li>They want everything yesterday! </li></ul>
  12. 12. Keeping the bosses happy <ul><li>Controlled by board or council </li></ul><ul><ul><li>Often has conflicting views/agendas </li></ul></ul><ul><ul><li>Can be captured by dominant personality, or hindered by lack of consensus </li></ul></ul><ul><ul><li>Part-time decision-makers </li></ul></ul><ul><ul><li>Making comms. decisions when not experienced </li></ul></ul>
  13. 13. A broad comms. focus <ul><li>Broad business and stakeholder focus = broad comms. focus </li></ul><ul><li>Mix of strategic and operational comms activities </li></ul><ul><li>Real need to demonstrate value for investment </li></ul><ul><li>Very easy to measure effectiveness of comms. </li></ul>
  14. 14. Comms. techniques <ul><li>Strategic </li></ul><ul><ul><li>Audit and analysis, planning, counsel, training crisis/issues management </li></ul></ul><ul><li>Public relations </li></ul><ul><ul><li>Media management, stakeholder relations, public information campaigns, marketing comms. </li></ul></ul><ul><li>Govt. relations </li></ul><ul><ul><li>Lobbying/advocacy, submissions, ‘intelligence’, policy analysis </li></ul></ul><ul><li>Membership comms. </li></ul><ul><ul><li>Publications/writing, website management, information sharing, professional development initiatives, event management </li></ul></ul>
  15. 15. Most useful internal comms. tools <ul><li>Newsletter/magazine </li></ul><ul><ul><li>Short, pithy, Trans-Tasman style, issues and outcome-focused </li></ul></ul><ul><li>Txt on key issues to selected members </li></ul><ul><li>Email briefs (where appropriate) </li></ul><ul><li>Members’ intranet </li></ul><ul><li>Using sector leaders/influencers as networkers to membership </li></ul><ul><li>Phone calls to smaller members every so often </li></ul>
  16. 16. Getting bang for buck - externally <ul><li>Operate smarter </li></ul><ul><li>Be selective – especially relationship management, lobbying, media </li></ul><ul><li>Use leverage </li></ul><ul><li>Set realistic expectations </li></ul>
  17. 17. Getting bang for buck - internally <ul><li>Understand members’ needs </li></ul><ul><li>Consistent and frequent </li></ul><ul><li>Make the conference count </li></ul><ul><li>Nothing wrong with low tech. </li></ul>
  18. 18. Measuring effectiveness <ul><li>Done by survey </li></ul><ul><li>Members actively complain/leave </li></ul><ul><ul><li>Direct impact on management </li></ul></ul><ul><ul><li>Direct impact on income </li></ul></ul><ul><li>Executive Director reports progress monthly to Council/Board </li></ul><ul><li>Budgets and progress assessed against KPIs </li></ul>
  19. 19. Membership satisfaction - - - Decreased substantially - 13% 19% Decreased 11% 33% 31% Stayed the same 67% 47% 37% Increased 22% 7% 12% Increased substantially 2006 2003 2000
  20. 20. Membership satisfaction - - Inadequate 11% 27% Satisfactory 78% 67% Good 11% 7% Excellent 2006 2003
  21. 21. Lessons to be learned <ul><li>Be smart </li></ul><ul><li>Spend time </li></ul><ul><ul><li>Assessing/understanding the issues </li></ul></ul><ul><ul><li>Learning about your audience(s) </li></ul></ul><ul><ul><li>Understanding the operating/business environment </li></ul></ul><ul><li>Think “Benefit/Cost” not “Cost/Benefit” </li></ul>
  22. 22. <ul><li>How what you don't know you don't know can ruin an otherwise great staff comms. plan </li></ul><ul><li>OR </li></ul><ul><li>When visions and missions miss the point </li></ul>
  23. 23. The background <ul><li>Wellington SME </li></ul><ul><ul><li>Long-established </li></ul></ul><ul><ul><li>Grown well </li></ul></ul><ul><ul><li>Mix of domestic and light/heavy commercial work </li></ul></ul><ul><li>Trade company </li></ul><ul><ul><li>16 vans on the road </li></ul></ul><ul><ul><li>Mix of vets and apprentices </li></ul></ul><ul><li>CEO pro-active </li></ul><ul><li>Went into liquidation </li></ul>
  24. 24. The issue <ul><li>Company was not making money </li></ul><ul><li>Growth had stopped </li></ul><ul><li>Repeat business hard to come by </li></ul><ul><li>Overheads higher </li></ul><ul><li>Staff were ‘aware of the situation’ </li></ul>
  25. 25. The plan <ul><li>Company operated internal comms plan </li></ul><ul><li>Had company mission </li></ul><ul><li>Had company vision </li></ul><ul><li>Had structured staff briefings </li></ul><ul><li>Had little news sheet </li></ul><ul><li>CEO managed by walkabout </li></ul>
  26. 26. Our role <ul><li>External marketing </li></ul><ul><li>Profile-raising </li></ul><ul><li>Business development </li></ul><ul><li>Engage/brief staff </li></ul>
  27. 27. What we did <ul><li>Interviewed all staff </li></ul><ul><li>Developed collateral material </li></ul><ul><li>Agreed target markets </li></ul><ul><li>Established ‘time and motion’ study </li></ul>
  28. 28. What we found <ul><li>Staff knew their jobs </li></ul><ul><li>Good at their jobs </li></ul><ul><li>BUT … </li></ul><ul><li>Staff didn’t feel ‘involved/engaged’ with the company </li></ul><ul><li>No reason to go above and beyond </li></ul><ul><li>Lack of sense of responsibility for the company’s performance </li></ul><ul><li>Comms. plan wasn’t working </li></ul>
  29. 29. What the CEO said <ul><li>Read and aspire to the vision </li></ul><ul><li>To be recognised as the best xyz company in the Wellington region </li></ul><ul><li>Read and aspire to the mission </li></ul><ul><li>To deliver professional, leading edge, prompt and customer-friendly service to all customer </li></ul><ul><li>Comms. activities all geared around vision and mission </li></ul>
  30. 30. What the CEO didn’t know <ul><li>Neither the vision nor the mission meant anything personal to staff. </li></ul>
  31. 31. The solution <ul><li>Make them meaningful rather than vague/loose </li></ul><ul><li>Give staff actual targets to aim at </li></ul><ul><li>Make progress measureable </li></ul><ul><li>Engage their competitiveness </li></ul><ul><li>Link it tangible rewards </li></ul>
  32. 32. Examples of visions <ul><li>Xyz is committed to brewing the best beer in the world and the international awards we have won are testament to this. </li></ul><ul><ul><li>NZ Brewer </li></ul></ul><ul><li>To constantly develop skills, technology and people to provide customers with best practice energy solutions which allow them to maximise their business operations, or home environment and to be recognised, through our efforts, as New Zealand's … </li></ul><ul><ul><li>Leading energy supplier </li></ul></ul>
  33. 33. Some more … <ul><li>A world class professional State Services serving the government of the day and meeting the needs of New Zealanders. </li></ul><ul><ul><li>Govt. department </li></ul></ul><ul><li>A healthy environment which sustains people and nature. </li></ul><ul><ul><li>Govt. department </li></ul></ul><ul><li>To be a leading provider of risk management services, insurance and reinsurance broking, financial planning and employee risks and benefits </li></ul><ul><ul><li>Large corporate </li></ul></ul><ul><li>… to provide academic and creative excellence </li></ul><ul><ul><li>Well known boys school </li></ul></ul>
  34. 34. The lesson <ul><li>Visions/missions are tools </li></ul><ul><li>Need to be used effectively as part of a plan </li></ul><ul><ul><li>Not treated as wall hangings/website decoration </li></ul></ul><ul><li>Not all comms. plans are good comms. plans </li></ul><ul><li>Need continuous improvement targets and measurement criteria </li></ul><ul><li>Need to monitor staff ‘engagement’ </li></ul><ul><li>Often what people don’t know they don’t know </li></ul>
  35. 35. Thank you <ul><li>Daniel Paul </li></ul><ul><li>Four Winds Communications Limited </li></ul><ul><li>(04) 499-0873 </li></ul><ul><li>(021) 400-993 </li></ul>