strong and increasing importance that stakeholders place on environmental, social and economic impacts
IABC Silver Inkwells Keynote \'The New PR\'
Meeting today’s communication needs and prioritiesTHE NEW PR
Background• I help companies live their values & tell their authentic stories.• Disclaimer: The opinions and thoughts expressed today are my own and do not reflect those of any organization, employer, spouse, etc.
Linkage between corporatecommunications and sustainability• What is the core purpose of corporate communications?• To effectively manage and maximize your relationship with key stakeholders . . .• . . . ensuring ongoing viability of the enterprise
Stakeholder Map (Simplified) Suppliers Competitors Employees Company Regulators/ Customers Government Community
Tangible Assets Financial Capital Physical AssetsIntangible Assets Regulatory environment Intellectual property Customer loyalty Brand image Engagement/ productivity of Community support employees Labor environment Unallocated goodwill
Effective Stakeholder Engagement• many of the duties traditionally assigned to company’s communications departments can best be accomplished by maximizing the effective development, implementation, management and communication of sustainability efforts.
Five Keys to Maximize Sustainability Programs1. Alignment with your core business model (why)2. Integration with day-to-day operations (how)3. Employee Engagement and Empowerment (who)4. Tangible (local) Benefits (where)5. Maximize Stakeholder Engagement (what)
1. Alignment with your core business model Our Vision 2020Financial Expand premium offer to Improve margins Reduce DSOsObjectives capture higher profit sales Ensure compliance Increase sales volume of existing customersOperational Identify best practices Increase market share Reduce raw materials costsObjectives Integrate best practices Reduce transportation throughout company costs Reduce lost time accidents Reduce fines/mediationSales Expand share of business Win new business Competitive analysisObjectives with existing clients 100 percent retention of existing clientsCultural Attract / hire / retain the Align HR processes and Reduce turnoverObjectives best talent incentives with desired Culture of continuous outcomes Improvement Increase productivity
2. Integration with day-to-day operations • From a Vision to a Culture – Communicate consistently • Identify and build on “quick hit” benefits • Reduce Costs – Tax advantages/incentives – Risk Management – Building Credibility • Increase Opportunities – Social marketing and co-branding – Employer of Choice: values-based companies are winning the war for talent • Identify Longer-term Benefits – Corporate reputation and image.
You are not – and never were – in ‘control’ of your brandIT IS EMPLOYEES WHO DEFINE YOURORGANIZATION’S CULTURE BY THEIRACTIONS AND WORDS, RATHER THAN ANYEDICT OR VALUE STATEMENT POSTED ONTHE WALL.
3. Employee Engagement and Empowerment• Living your values requires employees to – Know organizational values – Understand their role in maintaining and supporting them – Believe that their behavior matters – Act in alignment with those values (so watch your incentive programs!)
3. Employee Engagement and Empowerment• Asking people to engage in behavior that is seen as incompatible with their regular duties is a recipe for failure• Values-based Companies are Winning the War for Talent – Two-thirds of graduating university students surveyed said that making a difference through their next job is a priority – 45 percent of students said that they would even take a pay cut to be able to have a position where they could make a difference. – Those who say they can make an impact while on the job reporting greater satisfaction (49 percent) than those who can’t (26 percent). Net Impact’s Talent Report: What Workers Want in 2012
4. Tangible (local) Benefits• “All politics is local” – Tip O’Neil• Measurable• Credible• Appropriate• Demonstrable• Visually ‘obvious’
5. Maximize Stakeholder Engagement• Identify stakeholders • Engage appropriately 1. Employees – Not an ‘audience’ 2. Customers – Dialogue to reach 3. Shareholders understanding 4. Competitors/Industry – Don’t work with those who 5. Communities seek capitulation of your business model 6. Government
Manage reality and the messaging becomes much simplerGOOD PR CANNOT OVERCOME ABAD REALITY
Influence Actions Expertise How our values are integrated into How we live our values How we encourage others to adopt business HEALTH CARE STRATEGIES HEALTH CARE STRATEGIES HEALTH CARE STRATEGIES Brand promise of standards/innovations Our culture as differentiator Leverage the strength of our people Be the benchmark for Operational Excellence Brand promise standards/innovations Our culture as differentiator Be the benchmark for Operational Excellence Promise Plan Program Performance • Supply chain • 14 • Goals • Initiatives • SMART • Drive client actions • Food Industry Commit- • Timelines • Programs measurement • Drive customer decisions • Business practices ments • Milestones • Efforts tool • Drive public awareness/expectations (labor, d&I, etc.) • Third party • Behavior change validations • Suppliers partners • Local, • Dietitian • Media • USDA food • Promote chef creations as delicious andHealth & creating alternative season, Expert • Presentatio guidelines healthy alternatives ingredients susty Network ns • Percent of • Promote chefs as expertsWellness sourcing • White accounts w/ • Promote dietitians as source on the value • Research based • Varied bal • Health Ability papers dietitians of increasing consumption of fruits, food rebrand • Op-Eds • % offering MN vegetables, whole grains options • Editorials • Bucket list • Medical Nutrition Training (MNT) services • Health and • Blogs • Results now covered Wellness releases solution • Xenex room • work with • Outcome • Sales of program to other communities sterilization • Reduce • Infection marketing Results (Moses • Rebranding to include Sodexo equipment salt, sugar, Prevention • Whole Cone) • White paper on why non-touch, non- fat Solutions Room • White Paper chemical solution is superior • Healthy Disinfection Healing • Agreement • Blacklight • Client Outcome Studies Environme signed Inspection • MRSA, c diff results? nt: reduce • Roll out • Hand HAI’s milestones Hygiene Compliance Monitoring • Clarke floor • Reduce • Boost results • Use in 33% laborEnvironment cleaning equip water hospitals •90% chem • Client/Nursing testimonials • Reduce • Integrated in • Use in •Patient sat • Tennant ECH2O energy ES UOS senior •Staff sat • 3M Stone Care • Chem/ • Shine by living? •66% water savings • Joint white paper/presentations, YoutTbe • Ecolab Maxx waste Sodexo best video, etc. Alcohol Resistant reduction practice • In all accts • Sliderocket • CO2 • Replace • Times used • $$$/CO2/days • Get sales team to embraceHolistic • EFX • Worklife travel with • Results away saved • Use for clients • PR News award? • Cost virtual tours • Sales • Replace trips
Why are social media so important?BECAUSE CAUSES HAVE A NATURALAUDIENCE ON SOCIAL MEDIA, YOUMUST BE THERE AS WELL
It’s the potential reach that matters• If you’re worried about what your employees are saying about you on twitter, your problem is not twitter• Bloggers and internet reports are the next iteration of professional journalism• Therefore, important to guide not control
Why are companies so afraid of Social Media?Twitter Corporate logo apparel• The average Twitter user • Average number of fans at a has 126 followers major league baseball game in 2012 30,352 • Football game 67,394
Five Keys to Build Reputational Capital1. Alignment with your core business model (why)2. Integration with day-to-day operations (how)3. Employee Engagement and Empowerment (who)4. Tangible (local) Benefits (where)5. Maximize Stakeholder Engagement (what)