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Implementing 2-way
engagement to break down
silos
2.
CharityComms South West networking group- January 2019
Jessica Abelsc...
The challenge
The challenge
What we’re learning
along the way
There’s no such thing as internal
comms
Start with something really broken
and build an evidence base
The best expert on your audience is
your audience.
Test everything
The second best expert on your
audience should be you.
Go to where your audience is
Let people have a conversation with you
...and with each other
Everything should link back to
strategy
Formalise comms as development
And a few more….
● Draw on innovations from digital
● Ask forgiveness, not permission
● Focus on ownership, not specialism...
Where we’re headed
next
Engagement → Empowerment
Better self-help tools
Cutting out the middleman
Embedding into agile teams
“Problems” not projects
What are the next
steps for our brand?
(including the
corporate website)
How do we keep
innovating...
Comms as service delivery
Seeing the benefits
● Seeing highest engagement
rates ever
● Communications in staff survey
up 17 % points in 2 years
● Top ...
Thank you
jessica.abelscroft@citizensadvice.org.uk
@jabelscroft
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Implementing two-way engagement and breaking down silos | Internal comms: strategising to connect and unify your team | South West networking group | 5 April 2019

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Jessica Abelscroft, head of engagement, Citizens Advice

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

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Implementing two-way engagement and breaking down silos | Internal comms: strategising to connect and unify your team | South West networking group | 5 April 2019

  1. 1. Implementing 2-way engagement to break down silos 2. CharityComms South West networking group- January 2019 Jessica Abelscroft, Head of Engagement
  2. 2. The challenge
  3. 3. The challenge
  4. 4. What we’re learning along the way
  5. 5. There’s no such thing as internal comms
  6. 6. Start with something really broken and build an evidence base
  7. 7. The best expert on your audience is your audience.
  8. 8. Test everything
  9. 9. The second best expert on your audience should be you.
  10. 10. Go to where your audience is
  11. 11. Let people have a conversation with you
  12. 12. ...and with each other
  13. 13. Everything should link back to strategy
  14. 14. Formalise comms as development
  15. 15. And a few more…. ● Draw on innovations from digital ● Ask forgiveness, not permission ● Focus on ownership, not specialisms ● Set a standard of quality from the outset, but know when to let it go ● The [insert predefined length of time here] comms plan is dead
  16. 16. Where we’re headed next Engagement → Empowerment
  17. 17. Better self-help tools
  18. 18. Cutting out the middleman
  19. 19. Embedding into agile teams
  20. 20. “Problems” not projects What are the next steps for our brand? (including the corporate website) How do we keep innovating using social media to achieve our wider objectives? How do we make sure everyone is contributing to targets around diversity and inclusion? How do we make sure everyone in the organisation understands what we’re trying to do with our next strategy? What are our principles for prioritisation?
  21. 21. Comms as service delivery
  22. 22. Seeing the benefits ● Seeing highest engagement rates ever ● Communications in staff survey up 17 % points in 2 years ● Top 5 charities for staff satisfaction ● More joined up across teams ● Comms in senior leadership team ● Getting more done!
  23. 23. Thank you jessica.abelscroft@citizensadvice.org.uk @jabelscroft

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