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Introduction to Internal Communication Day Three

Ann Pilkington
Ann Pilkington

Final day of a three day masterclass programme introducing the key concepts of internal communication

1 of 15
Internal Communication Masterclass Day 3
13 Six stages of an internal communication strategy and plan 1. Research: understanding the situation 2. Aims & objectives 3. Identify audiences 4. Messages, strategies & tactics 5. Budgets & resources 6. Evaluation
Who will approve your communication?
Creating great content News: follow the rules of good press release writing. Think about the tone of voice a third party news approach or a more inclusive we approach?
Top tips for written communication: what do you like or dislike in writing communication that you receive?
Verbal communication Identify your spokespersons communication style (for example conceptual or detailed?) Is this right for the audience? How should your spokesperson adapt their style?
What is social and digital media? Blogs Micro-blogs Social networks Mobile apps Wikis 際際滷casts Augmented Reality Virtual Worlds Online video Podcasts Social gaming Intranets (?)
Benefits Human and personal Transparency and authenticity Collaboration and knowledge sharing Quick Real time research and feedback Enable employee voice Enable employee ownership Disseminate news and information Foster social connections
Impact on IC professional? Practitioner Content creator Spokesperson Voice Channel-centric Strategist Content curator Connector Listener Content-centric
Social technographics Creator Publish own blogs, web pages, upload video/audio content that they have created, etc. Conversationalist Update their status regularly on a social networking site/use micro-blogging sites. Critic Publish reviews of products or services online, comment on blogs, forums or wikis. Collector Use RSS feeds, social bookmarking sites, tagging, etc. Joiner Maintain a profile on a social networking site and visit social networking sites. Spectator Consume information and content from social media sites but dont contribute to them. Inactive Do not engage with social media sites in any way. Social technographics profile 息 Forrester Research
Using internal social media to engage Gatwick Airport staff during the London 2012 Games Gatwick Airport used its traditional channels (intranet, magazine, weekly e-update) to encourage staff to join a dedicated Games group on Yammer. The Games project team committed to sharing regular updates on how Gatwick was preparing. They held a yamjam with the project team an online Q&A where employees could post questions live or in advance (useful for shift workers) and have them answered personally. To create energy around the Games, they used Yammers poll feature to run mini surveys e.g. what people thought of the GB kit or how many gold medals Team GB would win. Yammer profiles were created for two fictional characters using cartoon avatars George the Gatwick Employee and Anne the Airport Partner. They asked pertinent questions about how they could deliver better together during the Games. A budding romance was even played out between George and Anne on Yammer, resulting in a lot of likes! They put calls out for volunteers via Yammer. Early volunteers were then encouraged to post about their training experience to inspire others to get involved and recognise the teams that co-ordinated training. http://ciprinside.co.uk/2013/04/how-gatwick-airport-uses-yammer/
Setting budgets
Evaluation: did we meet our objectives?
Thank you ! Keep in touch Twitter: @AcademyAnn @AcademyKev @pracademy Find me on Linkedin Like us on Facebook (PR Academy)
and keep the learning going. www.exploringinternalcommunication.com www.Simply-Communicate.com www.Melcrum.com

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Introduction to Internal Communication Day Three

  • 2. 13 Six stages of an internal communication strategy and plan 1. Research: understanding the situation 2. Aims & objectives 3. Identify audiences 4. Messages, strategies & tactics 5. Budgets & resources 6. Evaluation
  • 3. Who will approve your communication?
  • 4. Creating great content News: follow the rules of good press release writing. Think about the tone of voice a third party news approach or a more inclusive we approach?
  • 5. Top tips for written communication: what do you like or dislike in writing communication that you receive?
  • 6. Verbal communication Identify your spokespersons communication style (for example conceptual or detailed?) Is this right for the audience? How should your spokesperson adapt their style?
  • 7. What is social and digital media? Blogs Micro-blogs Social networks Mobile apps Wikis 際際滷casts Augmented Reality Virtual Worlds Online video Podcasts Social gaming Intranets (?)
  • 8. Benefits Human and personal Transparency and authenticity Collaboration and knowledge sharing Quick Real time research and feedback Enable employee voice Enable employee ownership Disseminate news and information Foster social connections
  • 9. Impact on IC professional? Practitioner Content creator Spokesperson Voice Channel-centric Strategist Content curator Connector Listener Content-centric
  • 10. Social technographics Creator Publish own blogs, web pages, upload video/audio content that they have created, etc. Conversationalist Update their status regularly on a social networking site/use micro-blogging sites. Critic Publish reviews of products or services online, comment on blogs, forums or wikis. Collector Use RSS feeds, social bookmarking sites, tagging, etc. Joiner Maintain a profile on a social networking site and visit social networking sites. Spectator Consume information and content from social media sites but dont contribute to them. Inactive Do not engage with social media sites in any way. Social technographics profile 息 Forrester Research
  • 11. Using internal social media to engage Gatwick Airport staff during the London 2012 Games Gatwick Airport used its traditional channels (intranet, magazine, weekly e-update) to encourage staff to join a dedicated Games group on Yammer. The Games project team committed to sharing regular updates on how Gatwick was preparing. They held a yamjam with the project team an online Q&A where employees could post questions live or in advance (useful for shift workers) and have them answered personally. To create energy around the Games, they used Yammers poll feature to run mini surveys e.g. what people thought of the GB kit or how many gold medals Team GB would win. Yammer profiles were created for two fictional characters using cartoon avatars George the Gatwick Employee and Anne the Airport Partner. They asked pertinent questions about how they could deliver better together during the Games. A budding romance was even played out between George and Anne on Yammer, resulting in a lot of likes! They put calls out for volunteers via Yammer. Early volunteers were then encouraged to post about their training experience to inspire others to get involved and recognise the teams that co-ordinated training. http://ciprinside.co.uk/2013/04/how-gatwick-airport-uses-yammer/
  • 13. Evaluation: did we meet our objectives?
  • 14. Thank you ! Keep in touch Twitter: @AcademyAnn @AcademyKev @pracademy Find me on Linkedin Like us on Facebook (PR Academy)
  • 15. and keep the learning going. www.exploringinternalcommunication.com www.Simply-Communicate.com www.Melcrum.com