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Internal Communication 101 Jonathan Champ Research & Content Director APAC Melcrum 72000 Definitions and standards are variable At one time, communication was viewed as… (c) Jonathan Champ & Melcrum 2011 - Introdcution to Internal Communication Or this… (c) Jonathan Champ & Melcrum 2011 - Introdcution to Internal Communication Or even this… Types of communication • • • • • Intrapersonal Communication Interpersonal Communication Group Communication Communication in organisations Mass Communication (c) Jonathan Champ & Melcrum 2011 - Introdcution to Internal Communication The role of IC has changed over time Craft Experts Strategic Partners Organizational Connectors COLLABORATION COMMUNITIES & NETWORKS UNDERSTANDING EMPLOYEES SOCIAL MEDIA DRIVING DIALOGUE MANAGING CHANGE ENGAGING PERSUADING INFORMING ENTERTAINING 1940 1950 1960 1970 1980 1990 2000 2010 …. 8 Drivers of communication practice What’s in a name? • • • • • • • Internal Employee Staff Change Corporate Marketing Benefit Context/Content ‘Ownership’ communication (s) Process, skills, tools, practices (c) Jonathan Champ & Melcrum 2011 - Introdcution to Internal Communication Output V Outcome Seven practices for effective communication – Watson Wyatt 2012 • Helping employees understand the business • Providing information on organisational performance and financial objectives to employees • Educating employees about organisational culture and values • Integrating new employees into the organisation • Communicating to employees how their actions affect the customer • Providing individuals with information about the true value of their compensation package • Asking for rapid feedback from employees about their opinions on the company Watson Wyatt Towers Watson 2011-2012 Change and Communication ROI Study Report Internal Communication has significant impact… Employee Engagement Communicating Business Strategy Support for Leaders & Managers Partnership with the Business Source: Melcrum Internal Communication Diagnostic Goal of IC: Simpler version We communicate for an outcome… • Think • Feel • Do • Head • Heart • Hands The value 57% better return from good communication Percentage higher shareholder return in companies with effective communication compared to norm over 5 year period (Watson Wyatt 2006 Study - now Towers Watson) (c) Jonathan Champ & Melcrum 2011 - Introdcution to Internal Communication How to focus on the right activity • • • • • Developing toolkits & templates Channel advice Manging internal campaigns Applying common standards Technical advice Tactics • • • • • • Advise • • • • • Coaching other communicators Sponsoring training Act as communication champion Coaching leaders Providing consulting support • • • • • Co-coordinating central channels Editing newsletters etc Managing the intranet Dealing with printers/suppliers Managing events Managing distribution channels Implement Review business plan and develop communication strategy Manage research Business partnering Help people deliver the strategy Forward plan communication Strategy Source: Melcrum: Adapted from Melcrum Blackbelt & Synopsis Consulting Value in organisational context •We demonstrate the value of internal communication by being valuable (c) Jonathan Champ & Melcrum 2011 - Introdcution to Internal Communication Seven steps to a communication plan 1 State the business needs 2 Define the communication objectives 3 Set out the measures 4 Understand and segment audiences 5 Develop key messages 6 Develop approaches and tactics 7 Define roles and responsibilities © Sue Dewhurst, 2009 The ARROW Model Aim Reality Roadblocks Opportunities Who and when What’s the business need? (c) Sue Dewhurst The value of face to face* 15:35:50 Tactics account for 15% Percentage contribution made to communication effectiveness by the three factors Internal tactics: Structure, System, Symbols : Leadership & Management Style (Towers Perrin, now Towers Watson) 7:38:55 Words convey only 7% Percent contribution of words, tone and facial expression towards conveying the meaning of message (Mehrabian) *for engagement, but each channel has strengths (c) Jonathan Champ & Melcrum 2011 - Introdcution to Internal Communication One size doesn’t fit all Commitment Involvement Support Understanding Awareness Source: Quirke - E-mails - Memos - Discussions - Meetings - Early incorporation - Show compromise - Share confidences - Collective - Consultation problem -solving - Debate - Feedback Questions