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The Medium is the Message
Marketing Compliance & Ethics to Your Workforce
When Attention Spans Are Short
Barbara Harmon, C...
Overview
• Channel surfing the program schedule: develop a compliance
and ethics communication plan using a multitude of m...
an effective communication & training program”
And the Federal Sentencing
Guidelines said, “Let there be…
The Compliance & Ethics Communication Plan
4
THE COMMUNICATION PLAN
• What is the message I want to get across? (e.g. “Don’t Steal”)
• Who is my audience? (What channe...
Message
6
Nice buns
Audience - 3 Generations Working Together
GEN-Y / MILLENNIALS (25%)
• 1985 – 2005
• The Technology Generation
GEN-X (32%)
...
Medium/Media
“The content of the medium is a juicy piece of meat carried by the
burglar to distract the watchdog of the mi...
The Medium Shapes the User’s Perception of
the Message
FILM
• Linear
• Everyone participates
at same rate
(beginning, midd...
Medium/Media
10
• Memos
• Newsletters
• Handbooks
• Brochures
• Business cards
• Photography
• Screensaver slides
• Poster...
11
Time
• Weekly/Quarterly/Annually
• Busy season vs. less busy season
• Compliance and Ethics Week (or Month)
• Breaks (Coff...
Sponsor
“The most effective CEOs take every opportunity to address business
matters in the context of the company’s core v...
Channels
14
MusiC & E
The Communication Plan
December – Gifts & Entertainment January – Safety
It’s an Ethical Life
3 Minute Info Video Sponsore...
Gifts & Entertainment
16
You know, Boss –
you can stay free
at my condo at the
ski resort any
time!
And after our software...
“Hold the Rail or Fail”
17
Tip: How to do cartoons/ comics when you don’t draw
18
SCCE rocks!!
Compliance Risk Brackets
FINAL FOUR
COMPLIANCE RISKS
Conflicts of Interest
Contractor
NoncomplianceProperty Theft
Fraud
Pe...
Compliance Risk Brackets
20
C&E Sports
INTRODUCTION
You are invited to participate in our company’s Compliance Risk Bracke...
Compliance Risk Brackets
21
C&E Sports
Conflicts of Interest
Political Activities
Select which of these two risk types you...
A CODE FOR ALL
SEASONS
Questions? Winter, Spring, Summer or Fall
All you have to do is call…
Our Company HelpLine (800) xx...
The Music Video Competition
23
http://www.youtube.com/watch?v=yjGBSZs4y6s
MusiC & E
Compliance & Ethics Week
24
ACE Soap Fables
25
A Compliance & Ethics (ACE) Soap Opera Mash Up With Aesop's Fables
Using Other Departments To Get The Message Out
…but first a word from our sponsor….
The manager/department overseeing the ...
What compliance and ethics
professionals say:
What CEOs hear:
IF WE CAN GET LEADERSHIP TO
WALK THEIR TALK AND
REINFORCE A ...
28
5 Things Every Employee Should Know About
Our Compliance and Ethics Program
29
Tips
• For brochures, Powerpoints, newsletters, screensavers, posters, etc.
KEEP IT LIGHT vs.
• Do desk-drops in person du...
Key Points
• The medium through which a message is experienced shapes the
user’s perception of the message.
• Repeat, repe...
Questions ~ Comments
REFERENCES
• Costello, R. and Bliton, D. “Assessment of the Educational Visual Storytelling at the Sm...
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[606] The Medium is the Message--Marketing Compliance & Ethics to Your Workforce When Attention Spans Are Short SCCE Compliance & Ethics Institute 2013

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[606] The Medium is the Message--Marketing Compliance & Ethics to Your Workforce
When Attention Spans Are Short SCCE Compliance & Ethics Institute 2013

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[606] The Medium is the Message--Marketing Compliance & Ethics to Your Workforce When Attention Spans Are Short SCCE Compliance & Ethics Institute 2013

  1. 1. The Medium is the Message Marketing Compliance & Ethics to Your Workforce When Attention Spans Are Short Barbara Harmon, CCEP Compliance and Quality Assurance Lead, Alyeska Pipeline Service Co. 1 2013 SCCE Compliance and Ethics Institute, Washington, DC
  2. 2. Overview • Channel surfing the program schedule: develop a compliance and ethics communication plan using a multitude of media • Work smarter, not harder: engage employees outside of the C&E group to get the message out • Less is more: how to keep your messages simple 2
  3. 3. an effective communication & training program” And the Federal Sentencing Guidelines said, “Let there be…
  4. 4. The Compliance & Ethics Communication Plan 4
  5. 5. THE COMMUNICATION PLAN • What is the message I want to get across? (e.g. “Don’t Steal”) • Who is my audience? (What channels do they watch?) • What communication medium (media) • What is the time slot? (Frequency? Time of year?) • Who is the sponsor?(e.g. Brought to you by the CFO) • What channel/ theme will the audience relate to? 5
  6. 6. Message 6 Nice buns
  7. 7. Audience - 3 Generations Working Together GEN-Y / MILLENNIALS (25%) • 1985 – 2005 • The Technology Generation GEN-X (32%) • 1965 - 1984 • The MTV Generation BABY BOOMERS (38%) • 1946 – 1964 • The Workaholic Generation 7 • Peer to Peer Social Collaboration • Wants a Coach, Not a Manager • Seeks Stimulation & Engagement • Independent, Resourceful, Self- Sufficient, Flexible • Appreciates Having Fun at Work • Uncomfortable promoting knowledge sharing • Age + Tenure = Experience • Defer to hierarchy
  8. 8. Medium/Media “The content of the medium is a juicy piece of meat carried by the burglar to distract the watchdog of the mind… people tend to focus on the obvious (the video, the book, the photo…), but in the process, they largely miss the structural changes in their affairs that are introduced subtly over long periods of time – values, norms and ways of doing things change because of technology.” ~ Marshall McLuhan, 1964, Understanding Media, Routledge, London 8
  9. 9. The Medium Shapes the User’s Perception of the Message FILM • Linear • Everyone participates at same rate (beginning, middle, end) WEBSITE • Fluid • User decides how to consume information and reach conclusion 9
  10. 10. Medium/Media 10 • Memos • Newsletters • Handbooks • Brochures • Business cards • Photography • Screensaver slides • Posters • Desk-drops • FAQs • Meetings • SWAG • Headlines • Video • Music • Email Message from Management • E-Bulletins • E-News • Forums • E-Learning • Audio (Podcasts) • Games • Cartoons • Comics • Brown-bag Sessions • Event-based communication (Compliance & Ethics Week) • Recognition Gala • Real-life Scenarios • Interactive On-line Tool Customized Path by Job Function and Location • Wikis • Blogs • Focus Groups • Coffee with the C-Suite
  11. 11. 11
  12. 12. Time • Weekly/Quarterly/Annually • Busy season vs. less busy season • Compliance and Ethics Week (or Month) • Breaks (Coffee, Lunch, After-Hours) • New Hire On-Boarding • Company/Department/Staff Meetings or Supplier/Vendor Summits 12
  13. 13. Sponsor “The most effective CEOs take every opportunity to address business matters in the context of the company’s core values, which often include a commitment to ethics and integrity…staff meetings, speeches, employee gatherings, holiday celebrations, etc. CEOs must constantly remind senior managers and employees alike that they are expected not only to follow all laws, rules and regulations, but to make decisions that they would be proud to share with their families, friends, and local newspapers, regardless of whether those decisions maximize revenue.” ~ Eric Feldman 13
  14. 14. Channels 14 MusiC & E
  15. 15. The Communication Plan December – Gifts & Entertainment January – Safety It’s an Ethical Life 3 Minute Info Video Sponsored by The Business Practice Office When in Doubt, Chicken Out 3 Minute Info Video Sponsored by The Safety Department Don’t Accept Inappropriate Gifts Screen Savers Sponsored by The Business Practice Office Hold the Rail or Fail Cartoon in Company Newsletter Sponsored by the Safety Department March – Risk April – Contractor Compliance Risk Compliance Brackets Risk Opinion Survey Sponsored by Enterprise Risk Management You Make the Call Team Discussions of Ethical Dilemma Sponsored by The BPO Loss of Reputation = Unacceptable Risk Email from the CEO Sponsored by the Boss Why is Compliance Such a Big Deal Here? E-News Article Sponsored by Supply Chain Management September – C & E Week October - Fraud The Compliance Universe Department Info Booth Sponsored by the CCO Auditor for a Day Cross-Department Training Sponsored by Internal Audits The Daily Quiz Email Key Points Sponsored by the CCO Expense Report Jeopardy PowerPoint to Sales Division Sponsored by the CFO 15 C&E Sports
  16. 16. Gifts & Entertainment 16 You know, Boss – you can stay free at my condo at the ski resort any time! And after our software presentation, please keep this iPad as a token of our appreciation… absolutely no obligation, of course! Sweet! My favorite contractor just sent me two tickets to the Super Bowl… I love my job! Ask yourself: Will I be influenced by accepting it? Will others believe accepting it has influenced me? Will others believe that someone received an unfair advantage? Hey, while you’re thinking about renewing our contract, why don’t I come over and help with your kitchen remodel project?
  17. 17. “Hold the Rail or Fail” 17
  18. 18. Tip: How to do cartoons/ comics when you don’t draw 18 SCCE rocks!!
  19. 19. Compliance Risk Brackets FINAL FOUR COMPLIANCE RISKS Conflicts of Interest Contractor NoncomplianceProperty Theft Fraud Personal Data Privacy Proprietary Information Environmental Protection Workplace Safety Workplace Violence HIRDPolitical Activities Anticorruption Data Security Records Management Labor/HR Insider Trading 19 C&E Sports
  20. 20. Compliance Risk Brackets 20 C&E Sports INTRODUCTION You are invited to participate in our company’s Compliance Risk Brackets opinion survey. You will choose which compliance areas you think pose the greatest risk to our company. The survey can be done anonymously, but if want a chance to be in a drawing for a fabulous prize, please submit your name/contact number at the end of the survey. Round 1 will take the Not-So-Sweet-Sixteen risks down to the Elevated Eight. Round 2 will pick the Final Four Risks. At our company, a Compliance Risk is defined as a potential event that may lead to legal or regulatory sanctions, damage to the company’s reputation, personal injury and/or financial loss as a result of a failure (or perceived failure) to comply with applicable laws, regulations, or other regulatory commitments.
  21. 21. Compliance Risk Brackets 21 C&E Sports Conflicts of Interest Political Activities Select which of these two risk types you think would be more likely to occur at our company Conflicts of Interest (examples: employee accepting inappropriate gifts, gratuities, travel or entertainment expenses from a vendor; using your company position to influence the hiring of a relative) Political Activities (example: using company resources to give the appearance of a political endorsement) Comments (optional)
  22. 22. A CODE FOR ALL SEASONS Questions? Winter, Spring, Summer or Fall All you have to do is call… Our Company HelpLine (800) xxx-xxxx MusiC & E
  23. 23. The Music Video Competition 23 http://www.youtube.com/watch?v=yjGBSZs4y6s MusiC & E
  24. 24. Compliance & Ethics Week 24
  25. 25. ACE Soap Fables 25 A Compliance & Ethics (ACE) Soap Opera Mash Up With Aesop's Fables
  26. 26. Using Other Departments To Get The Message Out …but first a word from our sponsor…. The manager/department overseeing the risk area delivers the message • Compliance & Ethics Week booths • Video key points • Brown Bag Lunch/ Morning Coffee Chat/ Comm Meeting • Emails (Tip – even if it wasn’t originally on your comm. plan, take credit after the fact) 26
  27. 27. What compliance and ethics professionals say: What CEOs hear: IF WE CAN GET LEADERSHIP TO WALK THEIR TALK AND REINFORCE A STRONG COMPLIANCE AND ETHICS MESSAGE FROM THE TOP TO THE BOTTOM, OUR EMPLOYEES WOULD DO THE RIGHT THING, OUR COMPANY WOULD BE A GREAT PLACE TO WORK, AND WE WOULD BE IN LINE TO BE RECOGNIZED AS ONE OF THE WORLD’S MOST ETHICAL COMPANIES! 27 Blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, BOTTOM, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, LINE blah, blah, blah, blah, blah, blah, blah, blah!
  28. 28. 28
  29. 29. 5 Things Every Employee Should Know About Our Compliance and Ethics Program 29
  30. 30. Tips • For brochures, Powerpoints, newsletters, screensavers, posters, etc. KEEP IT LIGHT vs. • Do desk-drops in person during business hours • Videos = 3 mins. or less; use different angles and movement 30
  31. 31. Key Points • The medium through which a message is experienced shapes the user’s perception of the message. • Repeat, repeat, repeat – Provide the same message in a multitude of mediums because people vary in the ways they take in information • Today’s employees seek to be “Edu-tained” – don’t be afraid to use humor, creativity, and fun • Get other departments to steward compliance • Keep it simple and let the medium do some of the communicating. 31
  32. 32. Questions ~ Comments REFERENCES • Costello, R. and Bliton, D. “Assessment of the Educational Visual Storytelling at the Smithsonian”, Interservice/Industry Training, Simulation and Education Conference, 2009. • Feldman, E. “The Seven Biggest Mistakes Companies Make That Erode Ethical Culture and Destroy Reputation”, Compliance and Ethics Professional, Oct/Nov 2011 • Gross, J. “The Medium is the Message”, Smashing Magazine, July 4, 2011. • McConnell, R. “The March Madness Compliance Risk Assessment Bracket”, Corporate Counsel, March 21, 2013 • Tolbize, A. “Generational Differences in the Workplace”, University of Minnesota, 2008. • http://legalcareers.about.com/od/practicetips/a/Babyboomers.htm 32

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