VI Regional EACD Lisbon Debate over the topic "Reputation Management: from Internal Communications to Change Management" 16th november 2010, presentation by Isabel Borgas, Optimus

1. CHANGING COM
IN CHALLEGING TIN CHALLEGING T
MMUNICATIONS
TIMES
ISABEL BORGAS SONAECOM
TIMES
ISABEL BORGAS, SONAECOM
VI REGIONAL DEBATE EACD | 16 NOVEMBER 2010

2. 1.
CATCH THEIR EYE

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

4. 2.
TELL THEM A STORY

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

8. 4.
KEEP THEIR ATTENTION

9. Keeping their attention…
 Communicate frequently Communicate frequently
 Reinforce key messagesy g
 Use interactive means to keepp audiences engaged

10. 5.
KEEP IT REALKEEP IT REAL

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

12. 6.
BE EVER PRESENT

13. Being ever present…
 Implementing a communicati Implementing a communicati
 Brand presence everywherep y
 Channels that create proximit
ion roadmapion roadmap
ty

14. 7.
FINGER ON PULSE

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