The document discusses blurring the lines between internal and external communications at Macmillan. It recommends letting staff act as advocates by empowering and enabling them, while also planning integration and coordination. Crises or opportunities require preparing external teams and creating messages with end audiences in mind. Blurring the lines is difficult but can have amazing rewards such as staff feeling special and bringing people along during changes.

1. Amanda Money
Strategic Communications Manager
19 November 2015

2. Today
• Why the lines are blurry
• Macmillan’s brand idea and letting go
• How we enable and empower our people to act
as advocates
• Why planning and integration are key
• Getting yourself prepared for a crisis or
opportunity
• Reflections and where to next
• Summary

3. Why now?

4. The National Society for Cancer
Relief
4
Some background
Founded 1911 1924
1989 1997
1982

5. A big idea – our rebrand in 2006

6. Our ambition and values

7. 7

9. Know your people and what to ask of
them

10. Tools not rules

11. So so social Everything is useful. It's great to be
informed of what is going on
internally at Macmillan but
also to be informed of social media
activity externally.

12. Learning from the outside

13. London Takeover – Ambassadors

15. Planning, coordination
to spot the right moment

16. Externally....

17. Internally....

19. Give your staff something first

21. No surprises – create processes

22. Ice Bucket Challenge

23. Messages beyond internal

25. The opportunities are endless

26. Summary
• If your brand lets you, let go
• Enable and empower your people
• Plan and integrate and work together
• Make your staff feel special
• Create messages with your end audience in mind
• Think through how to handle a crisis with your external
teams
• Bring people along with you – it’s not just IC thinking it’s
blurred
• Blurring of the lines is hard and messy
• But the rewards can be amazing

27. Finally

28. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

29. Changing the game:
trends in internal
communications
Seminar
19 November 2015
London
#CCinternalcomms