Presentation given by Dr Laoise O'Murchu, PhD at the International Association of Business Communicators World Conference in New York in June 2013.

1. How to Change Behaviours,
Attitudes and Outcomes
Dr Laoise O’Murchú, PhD

3. The presentation
 Internal Communication practices, areas for
improvement
 3 specific ways to change behaviour

7. CEO perspective
 “Can’t state in measurable terms how it adds value
to the organisation”
 “Need to become more strategic”
 “No tangible measurements”
 “It’s important but other items can take priority”

8. The communicators’ perspective
Vague aims:
 “Increase employee engagement”
 “Improve employee awareness of their role”
 “Increase awareness of the organisation’s
strategy”

9. The employee’s perspective
“Communication is a tick box exercise”
“Management just go through the motions”
“Some parts of the organisation are better at
communication than others.”
“ They don’t really want to hear what we have to say”
“If I had a good idea I think they would listen to it”.

10. Too Many Tools, Too Little Time
Busy with outputs rather
than outcomes
 Intranet
 Staff briefings
 Newsletter
 Engagement Survey
 Social Media

12. 3 ways to change behaviours

13. 1. Connect emotionally
 Behaviours are driven by our emotions and not by
our rational brain.

14. 1. Connect emotionally
FRUIT

17. 1. Connect emotionally
The “R” words
•Right-sizing
•Redundancy
•Recession
•Re-aligning

18. 1. Connect emotionally

19. No stories for the downturn- perception trumps reality every time !
1. Connect emotionally

20. 1. Connect emotionally – storytelling

21. 2. Listening for understanding
• For understanding
• Feedback
• Two-way communication

22. The danger of not listening
People forget what you say,
forget what you do,
but they never forget how you make them feel
2. Listening for understanding

23. Layoffs are an emotive issue as the controversy
following call centre Talk Talks recent shock
announcement that it is pulling out of Ireland with
just 30 days notice showed.
The reputational damage of a poorly executed
programme of layoffs can have far reaching
consequences particularly if you intend remaining
in business

24. 3. Recognition

25. TAA-DAA
3. Recognition

26. In conclusion
 Get the basics right:
1. Understand the needs of your audience
2. Focus on outcomes
3. What will success look like
4. Get feedback and measure
 Lesson 1: Connect emotionally
 Lesson 2: Listen to understand
 Lesson 3: Positive reinforcement

27. Connect emotionally
Listen to understand
Positivity and recognition

28. Questions
Dr Laoise O’Murchú
Email: Laoise.omurchu@gmail.com
Blog: http://talkinternalcomms.blogspot.com/