Culture, Core Values, and the Role of Communications

1. Culture, Core Values, and the Role of Communications CATG Conference, April 13, 2011 Jaan Koel KoelCommunications KoelCommunications

2. Culture, Core Values, and the Role of Communications • Culture is a tool to leverage success • Communications can help do that, and depends on support from mid and senior levels

3. Role of Communications • Shape mental images, thoughts, and feelings that define the organization • That process requires input from all levels, especially senior managers

4. Culture Team • Develop buy-in

5. Get the message across • Tell them you’re going to tell them; tell them; tell them you’ve told them

6. Debt Collector DreadMarketplace, March 4, 2011 • Google: “Their business can be ferocious, but when debt collectors cross the line, can you count on the rules to protect you?”

7. What message is getting across? • Horrible time • Rude, ignorant, swore, right off the wall • 25% agencies use strong-arm tactics • Wolf at the door • I had no training; paid commissions • Etc

8. One-sided • What’s the rebuttal? • What was the rebuttal? • No comment? • Not an option • Government intervention?

9. “PACK” Message Development for Internal and External Audiences KoelCommunications

10. What is PACK? • Purpose • why, objectives • Audience • what do you want them to think, feel, do? • Channels • mix of media, timing • Key messages • with supporting facts/examples

11. Extrapolating this Approach to External Audiences, i.e., Media

12. Stay with the 3 Messages • Don’t let the journalist dictate the agenda… • Stay in control by coming back to the three messages you want to get across, despite the journalist trying to sidetrack you and get a more “sensational” or “controversial” interview • --”That’s an interesting point and I’ll come back to it, but first let me tell you this…” • --Power of the “sound bite” KoelCommunications

13. Communications Planning“RACE” formula • R: Research • A: Analysis • C: Communications • E: Evaluation

14. Three ideas for messaging • 1/ We are proud of our industry • We have a role to play and are an important part of society and the economy • We’re doing our best, and looking at our controls and like other parties in other industries working on continual improvement • These are the actions we’re implementing . . .

15. Three messages • 2/ We understand and empathize • Everyone is user of credit throughout life. • We understand and empathize; even as lenders, we’re the same as everyone else • We’re not trying to create conflicts; we’re trying to create solutions

16. Three messages • 3/ We’re here to listen and to help • We are obliged to serve the interests of our clients • We are obliged also to serve the interests of those who are in debt and help them to find solutions • We are performing our function in the most professional and beneficial way possible for all involved

17. Three take-aways • 1/ Culture is a tool to leverage success • 2/ What PACK is and how it can be used to guide message building • 3/ What RACE is and how it can be used to develop an overall communications plan

18. Three more take-aways • 1/ Proactive is better than reactive • 2/ Don’t prescribe to “no comment” – better to say “Thanks for calling, but I’m not in a position to speak right now. Let’s talk later today . . .” • 3/ Plan your messaging, your communications: • -Develop a Q&A • Appoint an effective spokesperson • Deliver your message, your culture

19. Thank you • Jaan Koel, APR • KoelCommunications • Corporate & Environmental Solutions • 914 Carlaw Avenue, • Toronto, Ontario M4K 3L3 • Tel: 416-406-6774  Cell: 947-991-6774 •  Email: jaan.koel@primus.ca