The document discusses the importance of 2-way engagement in breaking down silos within organizations, emphasizing that the audience is the best expert on their needs. It outlines strategies for improving internal communications by leveraging digital innovations and fostering a culture of empowerment and ownership. The results indicate significant increases in engagement and staff satisfaction, highlighting the effectiveness of these communication strategies.

1. Implementing 2-way
engagement to break down
silos
2.
CharityComms South West networking group- January 2019
Jessica Abelscroft, Head of Engagement

2. The challenge

3. The challenge

4. What we’re learning
along the way

5. There’s no such thing as internal
comms

6. Start with something really broken
and build an evidence base

7. The best expert on your audience is
your audience.

8. Test everything

9. The second best expert on your
audience should be you.

10. Go to where your audience is

11. Let people have a conversation with you

12. ...and with each other

13. Everything should link back to
strategy

14. Formalise comms as development

15. And a few more….
● Draw on innovations from digital
● Ask forgiveness, not permission
● Focus on ownership, not specialisms
● Set a standard of quality from the outset, but know when to let it
go
● The [insert predefined length of time here] comms plan is dead

16. Where we’re headed
next
Engagement → Empowerment

17. Better self-help tools

18. Cutting out the middleman

19. Embedding into agile teams

20. “Problems” not projects
What are the next
steps for our brand?
(including the
corporate website)
How do we keep
innovating using
social media to
achieve our wider
objectives?
How do we make sure
everyone is contributing
to targets around
diversity and inclusion?
How do we make sure
everyone in the
organisation understands
what we’re trying to do
with our next strategy?
What are our
principles for
prioritisation?

21. Comms as service delivery

22. Seeing the benefits
● Seeing highest engagement
rates ever
● Communications in staff survey
up 17 % points in 2 years
● Top 5 charities for staff
satisfaction
● More joined up across teams
● Comms in senior leadership
team
● Getting more done!

23. Thank you
jessica.abelscroft@citizensadvice.org.uk
@jabelscroft