6. DELIVERY EXCELLENCE
Running an efficient delivery operation
– making sure essential things happen
in time and to budget
e.g. events, digital channels, news,
data/intelligence gathering
BUSINESS PARTNERING
Supporting business with
communications advice in support of
local or department priorities
e.g. it, operations, hr, commercial
STRATEGIC ADVICE
The reputation guardian adding value
to whole business and senior leadership
teams - managing a consistent narrative
about the strategic direction
e.g. the vision, the strategic priorities,
employee value proposition, the brand
promise
DELIVERY
EXCELLENCE
BUSINESS
PARTNERING
STRATEGIC ADVICE
Defining the right role of communications
Events Defining a consistent narrative
Media relations
Internal news delivery
Digital
Design and AV services
Branding – Planning, design and production
Change communications
Stakeholder management
Government/Reg Affairs
Stakeholder intelligence - gathering Stakeholder intelligence - interpretation
Issues tracking Crisis management
Manager communications Reputation tracking
7. Email
Intranet/newsletter articles
Notice Boards / Bulletins
Project teams
Training / Workshops
Skip-level meetings
Conferences / Town Hall
Team briefings / Face2Face
Self-managing teams
Discussion groups
Interactive Q&As
Road shows
Interactive media (e.g., movies)
Video Broadcast
Project briefs
TACTICS / TOOLS
Examples
Audience engagement level and tactics triangle
AWARENESS
ACCEPTANCE
COMMITMENT
UNDERSTANDING
What do you want from your audience?
10. Which communication engages
people in change
Leadership (‘Personal Voice’)
• What leaders do
• What leaders ask
• What leaders say
• Who/what they recognise
• What decisions they make
Formal media (‘Official’ products)
• Intranet
• Newsletters
• Town hall meetings
• Financial statements
Infrastructure
(The ‘Institutional
Voice’)
• Rewards programs
• Company Systems
• Company processes
• Company policies
• Quotas
• Hiring criteria
Source: Towers Perrin and Arceil Leadership Communications
Composed of averages based on 25 years of employee surveys across thousands of organisations
Out of all channels, what leaders say and do
accounts for nearly two-thirds of the
communication that influences and engages
employees in change
62%
6%
32%
11. Just get five things right
great line manager communication boils down to a few basics
do they know it’s
their job?
are they
trained?
who’s
talking to
them?
have they
got the
right
tools?
is anyone
listening?
have they been
told to do it?
- in general
- on specific
topics
they can’t add
value if it is
dumped on
them without
briefing
does it make
sense?
do they get
materials that
actually work with
their teams ?
who cares if
they don’t do it
or gather
feedback?