The document discusses five key trends in internal communication for 2013: digital communication, global communication, measurement, operating model, and change. It emphasizes the importance of adapting to digital tools and metrics for effective communication while balancing consistency with regional needs. The text also highlights the evolving role of communication professionals from controllers to facilitators.

1. The Five Key
Trends
Defining
Internal
Communication
in 2013

2. 5 Key Trends
1. Digital communication
2. Global communication
3. Measurement
4. Operating model
5. Change
6. A small exercise

3. 1. Digital
Communication

4. Digital Communication
• The emergence of the “digital communication manager”
who bridges the gap between comms and IT
• The need to meet the expectations of employees who
increasingly consume media online, outside of work
• Graphics, video, gamification - content as entertainment
• The need to give up control – making the switch from
“controller” to “facilitator”
• The challenge of making it happen!

5. 2. Global communication

6. Global Communication
• Balancing consistency vs cut-through
• Trust regional reps to do what’s needed
• Can sometimes be caused by not having solid key
messaging established as part of strategy
• Again, it’s about being facilitators, not controllers

7. 3. Measurement

8. Measurement
• Time to stop with the excuses
• If you’re serious about being taken seriously, you need
the numbers
• Sometimes, measurement is much easier than we think
(and sometimes it’s not!)
• Yes, it’s not always about numbers – what are we going
to do about that?

9. 4. Operating
model

10. Operating model
• Centralised/decentralised
• Generalist – specialist – generalist
• “Seat at the table”
• It’s a good time to be an internal communications
professional

11. 5. Change

12. Change
On that note...
... time for a change ...
... of presenters!
But before I hand over...

13. Room assessment
• Nominate your top three issues in your table groups
• Chose from the four I’ve presented, or add something
new
• Digital communication
• Global communication
• Measurement
• Operating model
• ???
• Scribe at each table to create the list
• I’ll collate and share results

14. Melissa Dark, MA, ABC
mdark@melissadark.com.au
www.melissadark.com.au