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MAKING AN IMPACT
Presentation: The offline audience
Tim Rutter
Tata Steel
Tata Steel Slide
Tim Rutter +44 (0) 7850 990755 @timrutter
Communicating with an offline audience
Tata Steel Slide 3CIPR Inside #makinganimpact
Tata Steel Slide 4
Tata Steel Slide 5CIPR Inside #makinganimpact
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel Slide 7CIPR Inside #makinganimpact
Tata Steel Slide 8CIPR Inside #makinganimpact
Tata Steel Slide 9CIPR Inside #makinganimpact
Tata Steel Slide 10CIPR Inside #makinganimpact
Tata Steel Slide 11CIPR Inside #makinganimpact
Tata Steel Slide 12CIPR Inside #makinganimpact
Tata Steel Slide 13CIPR Inside #makinganimpact
Tata Steel Slide 14CIPR Inside #makinganimpact
Tata Steel Slide 15CIPR Inside #makinganimpact
Tata Steel Slide 16CIPR Inside #makinganimpact
Tata Steel Slide 17
Process control intranet page
Tata Steel Slide 18
Tata Steel Slide 19CIPR Inside #makinganimpact
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel Slide
Tata Steel Slide
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel Slide 26
Be careful what you wish for
You might just get it
CIPR Inside #makinganimpact
Tata Steel Slide 27CIPR Inside #makinganimpact
Tata Steel Slide 28
Whether you BELIEVE you can do something,
or you BELIEVE you can’t . . .
. . . you’re probably right
C...
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel Slide
Tata Steel Slide 33
There is no such thing as
INTERNAL COMMUNICATIONS
CIPR Inside #makinganimpact
Tata Steel Slide
Tata Steel Slide
“Content is king”
CIPR Inside #makinganimpact
Tata Steel Slide
How do we get enough content to
fill 12 pages every 10 working
days?
CIPR Inside #makinganimpact
Tata Steel Slide
There’s the stuff we can always rely on
• Director’s column
• Reverend’s column
• Community pages
• Indus...
Tata Steel Slide
And then we chase news around key topics
CIPR Inside #makinganimpact
Tata Steel Slide
“Never let the truth
get in the way
of a good story”
CIPR Inside #makinganimpact
Tata Steel Slide
Tata Steel Slide
Tata Steel Slide
Never let a good story
get in the way
of a the truth
CIPR Inside #makinganimpact
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel Slide
But it’s not just what you say,
it’s also about how you say it
CIPR Inside #makinganimpact
Tata Steel Slide
Tata Steel Slide
And it’s not just about
how you say it,
it’s also about
how it is presented
CIPR Inside #makinganimpact
Tata Steel Slide 47
Imitation is the sincerest form of flattery
CIPR Inside #makinganimpact
Tata Steel Slide
Content, style, messaging and layout
is worth
NOTHING
if no-one gets to see it
CIPR Inside #makinganimpact
Tata Steel Slide
It’s also about making it available
CIPR Inside #makinganimpact
Tata Steel Slide
And the paper has covered it – warts and all
• Safety records
• New starters
• Investments
• Royal visits...
Tata Steel Slide
Still developing
• Customer Focus campaign
• Europe-wide editorial call and
calendar
• Shared content
• S...
Tata Steel Slide
Things we’ve learned
• Remember your audience
• It’s called a newspaper for a reason
• If it’s boring to ...
Tata Steel Slide
So, is it all worth it?
CIPR Inside #makinganimpact
Tata Steel Slide
Communications Survey:
Which of these sources do you prefer?
Top 2
Hub newspaper 77%
Weekly email update ...
Tata Steel Slide
Communications Survey:
Where do you learn most about what is happening in the company?
Top 2
Local hub ne...
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel Slide
Communications is critical to effect sustainable change
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
05/06...
Tata Steel SlideCIPR Inside #makinganimpact
Tata Steel Slide
And tomorrow, we’ll do it all over again!
CIPR Inside #makinganimpact
Tata Steel Slide
Thank you
CIPR Inside #makinganimpact
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Tim Rutter, Tata Steel, The offline audience, #makinganimpact15

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Tim Rutter, Head of Communications, Tata Steel, presentation about The Journey, the company's newspaper at CIPR Inside's annual internal communication conference on 13 October 2015

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Tim Rutter, Tata Steel, The offline audience, #makinganimpact15

  1. 1. MAKING AN IMPACT Presentation: The offline audience Tim Rutter Tata Steel
  2. 2. Tata Steel Slide Tim Rutter +44 (0) 7850 990755 @timrutter Communicating with an offline audience
  3. 3. Tata Steel Slide 3CIPR Inside #makinganimpact
  4. 4. Tata Steel Slide 4
  5. 5. Tata Steel Slide 5CIPR Inside #makinganimpact
  6. 6. Tata Steel SlideCIPR Inside #makinganimpact
  7. 7. Tata Steel Slide 7CIPR Inside #makinganimpact
  8. 8. Tata Steel Slide 8CIPR Inside #makinganimpact
  9. 9. Tata Steel Slide 9CIPR Inside #makinganimpact
  10. 10. Tata Steel Slide 10CIPR Inside #makinganimpact
  11. 11. Tata Steel Slide 11CIPR Inside #makinganimpact
  12. 12. Tata Steel Slide 12CIPR Inside #makinganimpact
  13. 13. Tata Steel Slide 13CIPR Inside #makinganimpact
  14. 14. Tata Steel Slide 14CIPR Inside #makinganimpact
  15. 15. Tata Steel Slide 15CIPR Inside #makinganimpact
  16. 16. Tata Steel Slide 16CIPR Inside #makinganimpact
  17. 17. Tata Steel Slide 17 Process control intranet page
  18. 18. Tata Steel Slide 18
  19. 19. Tata Steel Slide 19CIPR Inside #makinganimpact
  20. 20. Tata Steel SlideCIPR Inside #makinganimpact
  21. 21. Tata Steel SlideCIPR Inside #makinganimpact
  22. 22. Tata Steel SlideCIPR Inside #makinganimpact
  23. 23. Tata Steel Slide
  24. 24. Tata Steel Slide
  25. 25. Tata Steel SlideCIPR Inside #makinganimpact
  26. 26. Tata Steel Slide 26 Be careful what you wish for You might just get it CIPR Inside #makinganimpact
  27. 27. Tata Steel Slide 27CIPR Inside #makinganimpact
  28. 28. Tata Steel Slide 28 Whether you BELIEVE you can do something, or you BELIEVE you can’t . . . . . . you’re probably right CIPR Inside #makinganimpact
  29. 29. Tata Steel SlideCIPR Inside #makinganimpact
  30. 30. Tata Steel SlideCIPR Inside #makinganimpact
  31. 31. Tata Steel SlideCIPR Inside #makinganimpact
  32. 32. Tata Steel Slide
  33. 33. Tata Steel Slide 33 There is no such thing as INTERNAL COMMUNICATIONS CIPR Inside #makinganimpact
  34. 34. Tata Steel Slide
  35. 35. Tata Steel Slide “Content is king” CIPR Inside #makinganimpact
  36. 36. Tata Steel Slide How do we get enough content to fill 12 pages every 10 working days? CIPR Inside #makinganimpact
  37. 37. Tata Steel Slide There’s the stuff we can always rely on • Director’s column • Reverend’s column • Community pages • Industry News • Puzzles & competitions CIPR Inside #makinganimpact
  38. 38. Tata Steel Slide And then we chase news around key topics CIPR Inside #makinganimpact
  39. 39. Tata Steel Slide “Never let the truth get in the way of a good story” CIPR Inside #makinganimpact
  40. 40. Tata Steel Slide
  41. 41. Tata Steel Slide
  42. 42. Tata Steel Slide Never let a good story get in the way of a the truth CIPR Inside #makinganimpact
  43. 43. Tata Steel SlideCIPR Inside #makinganimpact
  44. 44. Tata Steel Slide But it’s not just what you say, it’s also about how you say it CIPR Inside #makinganimpact
  45. 45. Tata Steel Slide
  46. 46. Tata Steel Slide And it’s not just about how you say it, it’s also about how it is presented CIPR Inside #makinganimpact
  47. 47. Tata Steel Slide 47 Imitation is the sincerest form of flattery CIPR Inside #makinganimpact
  48. 48. Tata Steel Slide Content, style, messaging and layout is worth NOTHING if no-one gets to see it CIPR Inside #makinganimpact
  49. 49. Tata Steel Slide It’s also about making it available CIPR Inside #makinganimpact
  50. 50. Tata Steel Slide And the paper has covered it – warts and all • Safety records • New starters • Investments • Royal visits • Customer wins • Excellence • Promotions • Community support • Amazing personal achievements • Fatal accidents • Job losses and closures • Divestments • Thefts • Customer losses • Strikes • Customer wins and losses • Environmental impacts • Shocking behaviours DownUp CIPR Inside #makinganimpact
  51. 51. Tata Steel Slide Still developing • Customer Focus campaign • Europe-wide editorial call and calendar • Shared content • Style guide • Message matrix • Online / mobile Working together CIPR Inside #makinganimpact
  52. 52. Tata Steel Slide Things we’ve learned • Remember your audience • It’s called a newspaper for a reason • If it’s boring to you . . . Guess what? • Design is not just an art, it’s a science CapabilityContent CIPR Inside #makinganimpact Design & Layout A writer is someone for whom writing is more difficult than it is for other people Capability
  53. 53. Tata Steel Slide So, is it all worth it? CIPR Inside #makinganimpact
  54. 54. Tata Steel Slide Communications Survey: Which of these sources do you prefer? Top 2 Hub newspaper 77% Weekly email update 25% Local Plant / Function Newsletter 19% Monthly team brief 25% Intranet 35% CIPR Inside #makinganimpact
  55. 55. Tata Steel Slide Communications Survey: Where do you learn most about what is happening in the company? Top 2 Local hub newspaper 33% Intranet 32% Face to face manager / supervisor meetings 44% Monthly team brief 13% Town Hall meetings 7% E-mail 26% E-Newsletters 4% Weekly Update 9% Posters / notice boards / billboards 3% Rumours / informal networks 33% CIPR Inside #makinganimpact
  56. 56. Tata Steel SlideCIPR Inside #makinganimpact
  57. 57. Tata Steel Slide Communications is critical to effect sustainable change 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 05/06 06/07 07/08 09/10 10/11 11/12 12/13 13/14 14/15 Lost time Accidents per million man-hours worked CIPR Inside #makinganimpact
  58. 58. Tata Steel SlideCIPR Inside #makinganimpact
  59. 59. Tata Steel Slide And tomorrow, we’ll do it all over again! CIPR Inside #makinganimpact
  60. 60. Tata Steel Slide Thank you CIPR Inside #makinganimpact

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