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CHANGING COM
IN CHALLEGING TIN CHALLEGING T
MMUNICATIONS
TIMES
ISABEL BORGAS SONAECOM
TIMES
ISABEL BORGAS, SONAECOM
VI REGIONAL DEBATE EACD | 16 NOVEMBER 2010
1.
CATCH THEIR EYE
Catching their eye…
 Need to energize employees Need to energize employees
 Set “turning point”g p
 Use channels that had not be
before to obtain cut-through
U i i d i d l Use innovative design and lan
een used
h hnguage to get cut-through
2.
TELL THEM A STORY
Telling them a story…
 Major change program require Major change program require
 Disparate documents, facts, ep , ,
 Distilled into clear, crisp mess
compelling narrative
All i i b d All communications based aro
messages
e employee buy-ine employee buy-in
etc, form basis of the “story”, y
sages threaded together in a
d h d iound the story and its
3.
LISTEN TO YOUR AUDIENCEE
Listening to your audience
 Need to mobilize employees a Need to mobilize employees a
 “Pulse” surveys help gain undey p g
 Informed opinion shape mess
communicated
e…
and shape opinionand shape opinion
erstating of opiniong p
ages and the way they are
4.
KEEP THEIR ATTENTION
Keeping their attention…
 Communicate frequently Communicate frequently
 Reinforce key messagesy g
 Use interactive means to keepp audiences engaged
5.
KEEP IT REALKEEP IT REAL
Keeping it real…
 Challenging but achievable go Challenging but achievable go
 All means available
 Everybody knows which role t
 Key Performance Indicators im
oalsoals
to play
mplemented
6.
BE EVER PRESENT
Being ever present…
 Implementing a communicati Implementing a communicati
 Brand presence everywherep y
 Channels that create proximit
ion roadmapion roadmap
ty
7.
FINGER ON PULSE
Finger on the pulse…
 “Pulse” surveys to measure pr Pulse surveys to measure pr
 Use survey results to re-shapey p
rogressrogress
e messagesg
COMMUNICATION ISCOMMUNICATION IS
ABOUT WINNING
HEARTS AND MINDSHEARTS AND MINDS

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Changing Communications in challenging times_EACD_Isabel Borgas

  • 1. CHANGING COM IN CHALLEGING TIN CHALLEGING T MMUNICATIONS TIMES ISABEL BORGAS SONAECOM TIMES ISABEL BORGAS, SONAECOM VI REGIONAL DEBATE EACD | 16 NOVEMBER 2010
  • 3. Catching their eye…  Need to energize employees Need to energize employees  Set “turning point”g p  Use channels that had not be before to obtain cut-through U i i d i d l Use innovative design and lan een used h hnguage to get cut-through
  • 5. Telling them a story…  Major change program require Major change program require  Disparate documents, facts, ep , ,  Distilled into clear, crisp mess compelling narrative All i i b d All communications based aro messages e employee buy-ine employee buy-in etc, form basis of the “story”, y sages threaded together in a d h d iound the story and its
  • 6. 3. LISTEN TO YOUR AUDIENCEE
  • 7. Listening to your audience  Need to mobilize employees a Need to mobilize employees a  “Pulse” surveys help gain undey p g  Informed opinion shape mess communicated e… and shape opinionand shape opinion erstating of opiniong p ages and the way they are
  • 9. Keeping their attention…  Communicate frequently Communicate frequently  Reinforce key messagesy g  Use interactive means to keepp audiences engaged
  • 11. Keeping it real…  Challenging but achievable go Challenging but achievable go  All means available  Everybody knows which role t  Key Performance Indicators im oalsoals to play mplemented
  • 13. Being ever present…  Implementing a communicati Implementing a communicati  Brand presence everywherep y  Channels that create proximit ion roadmapion roadmap ty
  • 15. Finger on the pulse…  “Pulse” surveys to measure pr Pulse surveys to measure pr  Use survey results to re-shapey p rogressrogress e messagesg
  • 16. COMMUNICATION ISCOMMUNICATION IS ABOUT WINNING HEARTS AND MINDSHEARTS AND MINDS