Changing Communications in challenging times_EACD_Isabel Borgas

1. Changing Communications in challenging times_EACD_Isabel Borgas CHANGING COM IN CHALLEGING TIN CHALLEGING T MMUNICATIONS TIMES ISABEL BORGAS SONAECOM TIMES ISABEL BORGAS, SONAECOM VI REGIONAL DEBATE EACD | 16 NOVEMBER 2010

2. 1. CATCH THEIR EYE

3. Catching their eye…  Need to energize employees Need to energize employees  Set “turning point”g p  Use channels that had not be before to obtain cut-through U i i d i d l Use innovative design and lan een used h hnguage to get cut-through Catching their eye…  Need to energize employees Need to energize employees  Set “turning point”g p  Use channels that had not be before to obtain cut-through U i i d i d l Use innovative design and lan een used h hnguage to get cut-through

4. 2. TELL THEM A STORY

5. Telling them a story…  Major change program require Major change program require  Disparate documents, facts, ep , ,  Distilled into clear, crisp mess compelling narrative All i i b d All communications based aro messages e employee buy-ine employee buy-in etc, form basis of the “story”, y sages threaded together in a d h d iound the story and its Telling them a story…  Major change program require Major change program require  Disparate documents, facts, ep , ,  Distilled into clear, crisp mess compelling narrative All i i b d All communications based aro messages e employee buy-ine employee buy-in etc, form basis of the “story”, y sages threaded together in a d h d iound the story and its

6. 3. LISTEN TO YOUR AUDIENCEE

7. Listening to your audience  Need to mobilize employees a Need to mobilize employees a  “Pulse” surveys help gain undey p g  Informed opinion shape mess communicated e… and shape opinionand shape opinion erstating of opiniong p ages and the way they are Listening to your audience  Need to mobilize employees a Need to mobilize employees a  “Pulse” surveys help gain undey p g  Informed opinion shape mess communicated e… and shape opinionand shape opinion erstating of opiniong p ages and the way they are

8. 4. KEEP THEIR ATTENTION

9. Keeping their attention…  Communicate frequently Communicate frequently  Reinforce key messagesy g  Use interactive means to keepp audiences engaged Keeping their attention…  Communicate frequently Communicate frequently  Reinforce key messagesy g  Use interactive means to keepp audiences engaged

10. . 5. KEEP IT REALKEEP IT REAL

11. . Keeping it real…  Challenging but achievable go Challenging but achievable go  All means available  Everybody knows which role t  Key Performance Indicators im oalsoals to play mplemented

12. . 6. BE EVER PRESENT

13. . Being ever present…  Implementing a communicati Implementing a communicati  Brand presence everywherep y  Channels that create proximit ion roadmapion roadmap ty

14. . 7. FINGER ON PULSE

15. . Finger on the pulse…  “Pulse” surveys to measure pr Pulse surveys to measure pr  Use survey results to re-shapey p rogressrogress e messagesg

16. . COMMUNICATION ISCOMMUNICATION IS ABOUT WINNING HEARTS AND MINDSHEARTS AND MINDS