The document discusses frameworks for managing press offices and communications functions. It addresses new challenges like digitalization, social media, and 24-hour news cycles. It recommends defining critical functions, organizational structure, policies, and governance, management, and control models. Management models coordinate projects and programs to align with objectives. Control models mitigate risk. Systems and tools support functions like media relations, marketing, and internal communications. Overall, the frameworks aim to help press offices achieve objectives through a combination of organization, policies, models, and systems.
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• Engagement. Generate goodwill and understanding with audiences
• Advocacy. Advocate company’s position, explaining merits of actions,
products, services and ideas
• Enhance Understanding. Correct wrong information; improve
interpretation and understanding of existing information
• Facilitation. Relaying media needs to company, gathering information,
translating company views
• Evaluation and synthesis. Evaluate impact of evolving information/
media on company’s interests, and act accordingly.
• And many, many more…
The critical functions of the Press Office…
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What are the New Challenges Facing the Press Office?
Digital
Social
24 Hour
News Cycle
Crisis Management
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Framework to manage the challenges
Organisational
Structure
Policies
Control ModelGovernance Model
Management
Model
Systems
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Defining the Organisational Structure
• Definition of critical functions
• Definition of remit
• Definition of day to day activities
• Definition of interaction with other areas
• Definition of reporting lines
• Definition of governance
• Definition of interaction with models and systems
Organisational
Structure
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Organisational structure – integrated communications
Corporate
Affairs
Corporate
Communication
Crisis/ issues
management
CEO positioning
Thought
Leadership
Media
Relations
Social/Digital
Content
Internal
Communication
Employee
Engagement
Change
Management
Conduct
Management
Public Policy
Regulatory
engagement
Corporate
Marketing
and Brand
Social/ Digital
Sponsorship
Events
Corporate
Social
Responsibility
Environment
Community
Suppliers
Investor
relations
Retail
Shareholder
engagement
Institutional
Engagement
Policies &
Global
Control
Organisational
Structure
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Typical press office roles and units
Corporate
Affairs
Corporate
Communicati
on
Crisis/ issues
management
CEO positioning
Thought
Leadership
Media
Relations
Social/Digital
Content
Internal
Communicati
on
Employee
Engagement
Change
Management
Conduct
Management
Public Policy
Regulatory
engagement
Marketing
and Brand
Social/ Digital
Sponsorship
Events
Corporate
Social
Responsibility
Environment
Community
Suppliers
Investor
relations
Retail
Shareholder
engagement
Institutional
Engagement
Policies &
Global
Control
Organisational
Structure
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Cross functional lines can be developed through:-
Organisational
Structure
Policies
Governance Model
Control Model
• Create functional reporting lines
• Mixed role working
• Vertical/ business unit working
• Use policies to enforce cross working
• Ensures consistency
• Creation of cross working committees
(working and steering)
• Shared objectives/ KPIs
• Cross functional approval in sign off
procedures
Organisational
Structure
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Specialist v Generalist? Which model works best
CommunicationsFunction
Corporate
communications
Media relations
Social media
Internal
communications
vs
Communications Function
Business
Line A
Business
Line B
Business
Line C
Organisational
Structure
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Purpose of policies
• Formalises firm’s response to
known and knowable situations
• Determines formulation/
implementation of strategy
• Directs and restricts the plans,
decisions, and actions of the
firm's officers
• In Communications, can be used
also to extend control models
Policies
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Policies in Communications
Corporate Marketing and Brand
• Global Sponsorship
• Hospitality in Global Sponsorships
• Advertising
• Brand and Corporate Identity
• Corporate Image in Offices
• Corporate Events
Public Policy
• Regulatory Policy
• Public Policy/ Lobbying
Internal Communication
• Internal Publications
• Intranet: Rules, Criteria,
Contents Corporate Social Responsibility
• Definition and Remit
Corporate Communications
• External Communication Policy
• Outsourcing of Function
• Information about the Group
Policies
Media Relations
• Media policy
• Social media policy
• Content policy
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External
communications
guidelines
Media/ Social
Media
Outsourcing of
functions
Information
about the group
Corporate Communications / Media Policies
• Ensure consistency/ accuracy across function/ country
• Define corporate/ local boundaries
• Protection of business critical communications functions
• Cost control
• Definition of rules of engagement
• Risk management and control
• Formalisation of management model
• Definition of roles and responsibilities
Policies
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Policies should include
• Introduction to Policy
• Purpose and Aims
• Policy Statement
• Policy Objectives
• Roles and Responsibilities
• Relevant Policies, Procedures, Guidance
• HR considerations(e.g. Equality)
• Applicable Law
• Copyright
• Sources for further information
Policies
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Control Model
Governance Model
Management
Model
Key models for communications functions
Models to ensure control over key communications elements
such as communications sign off and costs
Models to ensure the smooth functioning and delivery of
communications functions
Models to ensure alignment of projects and programmes
(and ensure reporting against) corporate objectives.
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1. Corporate Social Responsibility
Creation of Annual CSR Report
2. Internal Communication
Internal Comms Channels
3. Corporate Marketing/ Brand
Integrated Brand Management
Global Sponsorship
Hospitality
4. Public Policy
5. External communications
Crisis Management Model
Communications Strategy
Thought Leadership Model
7. Media Relations Model
Media Management Model
Social Media Management Model
Content Management Model
Management Models
Management
Model
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• Communications vision, aim and objectives (the target “to be”)
• Insights and the current situation (the “as is”),
• Top line strategy to move from the current situation to the “to be” objective.
• Target audiences, stakeholders and dependencies
• Top line positioning and messaging
• Core communications plan and considerations,
• Major planned activities and milestones.
• Resources available to deliver the plan.
• Internal interdependencies required in order to deliver the plan.
• Processes and governance to deliver the plan
• Risks and assumptions intrinsic in the plan.
Management Models – Strategic communications plan
Management
Model
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Control Model
Risk mitigation
Corporate Social
Responsibility:
Environmental Control
Corporate/ External
Communication: Sign
off procedures
Control Model
Purchase
control
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Control Model- Purchases
Control Model
Presentation of
requests
Corporate
Communications
authorisation
Processes of quality
and control
Up to the fixed limits for each type of expenses, the
request will be fulfilled through the Corporate
Communications department, having first checked budget
availability.
Corporate item
Those responsible from the Corporate Communications
department will validate and authorise online the request
in a timescale of less than 48 hours if it does not need to
be elevated to senior team for authorisation.
• Service Level Agreements on timescales for::
• Corporate Comms authorisation
• Escalation for Authorisation
• Approval by Finance
.
Corporate Local
Escalation for
authorisation
Relevant requests (amount or characteristics) must be
analysed and authorised by a senior team composed of
the Corporate Affairs Director and Integrated Cost
Management, which meet monthly.
Approval of Expense All the expense requests which exceed fixed amounts,
need to be first authorised, then passed to finance for final
approval
Local teams can approve
up to budgetary limits
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Governance Model
Statutory
• Board of
Directors
• ExCo • ExCo • ExCo • ExCo
• Board of
Directors
• Board of
Directors
• ExCo
Corporate
Level
• Global
Comms
Committee
• Global
Thought
Leadership
Committee
• Global
Content
Committee
• Global
Comms
Committee
• Global
Content
Committee
• Global
Comms
Committee
• Internal
Comms
Committee
• Global
Comms
Committee
• Global Public
Policy
Committee
• Global
Comms
Committee
• Corporate
Marketing
and Brand
Committee
• Global
Marketing
Sourcing
• Global
Comms
Committee
• Global CSR
committee
• Global
Comms
Committee
• Global IR
Committee
Local
Level
• Local Comms
Committee
• Local Content
Committee
• Local Comms
Committee
• Local Content
Committee
• Local Comms
Committee
• Local Comms
Committee
• Local Comms
Committee
• Local Content
Committee
• Local Mktng
Committee
• Local Comms
Committee
• Local Content
Committee
Corporate
Communication
Media Relations
Internal
Communication
Public Policy
Corporate
Marketing and
Brand
Corporate Social
Responsibility
Investor
relations
Governance
Model
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Governance
Model
Creating an effective committee
Composition – who attends?
Agenda – what decisions will be made?
Strategic or Steering
Frequency
Lead or participant
Local/ Corporate (or both)
Statutory/ non-statutory
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Systems and Tools
Internal
Communications
• Intranet (Corporate & Local)
• Group working tools
Corporate
Marketing &
Brand
• Global Sponsorship Manuals
• Advertising
• Database of Research
• Management of Brand Applications
• Asset libraries
• Analytics tools
Corporate
Communications
/ Media
Relations
• Press Monitoring Services
• Content Distribution
• Journalist CRM
• Database of Group News
• Forward Features Management
• Photography/ Video Database
• Social Media tools
• Evaluation and Analytics
Policy and
Global Control
• Budget Tool
Systems
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Corporate Systems and Tools – External comms focus
Press Monitoring
Content Distribution
Journalist CRM
Journo contact DB
Journo intelligence
Forward Features
Photo/ Video DB
Social Media Tools
Systems
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• There are significant new
challenges facing press offices
• It is critical to define the
objective, remit and critical
functions of press office (and
what success looks like)
• Once defined, a combination of
key management tools can help
press offices achieve objectives
• Involves combining organisation,
policies, models and systems..
In conclusion
Super
Communicator
Organisational
Structure
Policies
Management
Model
Control Model
Governance
Model
Systems
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