THE NEW PRMeeting today’s communication needs and priorities

Background• I help companies live their values & tell their

authentic stories.

• Disclaimer: The opinions and thoughts expressed today are my own and do not reflect those of any organization, employer, spouse, etc.

Linkage between corporate communications and sustainability

• What is the core purpose of corporate communications?

• To effectively manage and maximize your relationship with key stakeholders . . .

• . . . ensuring ongoing viability of the enterprise

Stakeholder Map (Simplified)

Company

Suppliers

Employees

Customers

Community

Regulators/

Government

Competitors

Public Relations

Tangible Assets

Intangible Assets

Financial Capital Physical Assets

Intellectual property

Unallocated goodwill

Labor environment

Brand imageEngagement/

productivity of employees

Community support

Customer loyalty

Regulatory environment

Effective Stakeholder Engagement• many of the duties traditionally assigned to

company’s communications departments can best be accomplished by maximizing the effective development, implementation, management and communication of sustainability efforts.

Five Keys to Maximize SustainabilityPrograms

1. Alignment with your core business model (why)2. Integration with day-to-day operations (how)3. Employee Engagement and Empowerment (who)4. Tangible (local) Benefits (where)5. Maximize Stakeholder Engagement (what)

1. Alignment with your core business model

Our Vision 2020Financial Objectives

Expand premium offer to capture higher profit sales

Increase sales volume of existing customers

Improve margins Reduce DSOsEnsure compliance

Operational Objectives

Identify best practicesIntegrate best practices

throughout company

Increase market share Reduce raw materials costsReduce transportation costsReduce lost time accidentsReduce fines/mediation

Sales Objectives

Expand share of business with existing clients

100 percent retention of existing clients

Win new business Competitive analysis

Cultural Objectives

Attract / hire / retain the best talent

Culture of continuous Improvement

Align HR processes and incentives with desired outcomes

Increase productivity

Reduce turnover

2. Integration with day-to-day operations• From a Vision to a Culture

– Communicate consistently

• Identify and build on “quick hit” benefits • Reduce Costs

– Tax advantages/incentives– Risk Management– Building Credibility

• Increase Opportunities– Social marketing and co-branding– Employer of Choice: values-based companies are winning the war for talent

• Identify Longer-term Benefits – Corporate reputation and image.

IT IS EMPLOYEES WHO DEFINE YOUR ORGANIZATION’S CULTURE BY THEIR ACTIONS AND WORDS, RATHER THAN ANY EDICT OR VALUE STATEMENT POSTED ON THE WALL.

You are not – and never were – in ‘control’ of your brand

3. Employee Engagement and Empowerment

• Living your values requires employees to– Know organizational values– Understand their role in maintaining and supporting them– Believe that their behavior matters– Act in alignment with those values (so watch your

incentive programs!)

3. Employee Engagement and Empowerment• Asking people to engage in behavior that is seen as

incompatible with their regular duties is a recipe for failure • Values-based Companies are Winning the War for Talent

– Two-thirds of graduating university students surveyed said that making a difference through their next job is a priority

– 45 percent of students said that they would even take a pay cut to be able to have a position where they could make a difference.

– Those who say they can make an impact while on the job reporting greater satisfaction (49 percent) than those who can’t (26 percent). Net Impact’s Talent Report: What Workers Want in 2012

4. Tangible (local) Benefits• “All politics is local” – Tip O’Neil• Measurable• Credible• Appropriate• Demonstrable • Visually ‘obvious’

5. Maximize Stakeholder Engagement

• Identify stakeholders1. Employees2. Customers3. Shareholders4. Competitors/Industry5. Communities6. Government

• Engage appropriately– Not an ‘audience’– Dialogue to reach

understanding– Don’t work with those who

seek capitulation of your business model

GOOD PR CANNOT OVERCOME A BAD REALITY

Manage reality and the messaging becomes much simpler

What Does It Take To Be A Leader?

InfluenceHow our values are integrated into

business

ActionsHow we live our values

ExpertiseHow we encourage others to adopt

HEALTH CARE STRATEGIESBrand promise of standards/innovations

Be the benchmark for Operational Excellence

HEALTH CARE STRATEGIESOur culture as differentiator

Brand promise standards/innovationsBe the benchmark for Operational Excellence

HEALTH CARE STRATEGIESLeverage the strength of our peopleOur culture as differentiator

Promise Plan Program Performance

• Supply chain• Food Industry• Business practices

(labor, d&I, etc.)

• 14 Commit-ments

• Goals• Timelines• Milestones

• Initiatives• Programs• Efforts

• SMART measurement tool

• Third party validations

• Drive client actions• Drive customer decisions• Drive public awareness/expectations• Behavior change

Health & Wellness

• Suppliers partners creating alternative ingredients

• Research based

• Xenex room sterilization equipment

• Local, season, susty sourcing

• Varied bal food options

• Health and Wellness solution

• Reduce salt, sugar, fat

• Healthy Healing Environment: reduce HAI’s

• Dietitian Expert Network

• Health Ability rebrand

• Infection Prevention Solutions

• Agreement signed

• Roll out milestones

• Media• Presentatio

ns• White

papers• Op-Eds• Editorials• Blogs

• work with marketing

• Whole Room Disinfection

• Blacklight Inspection

• Hand Hygiene Compliance Monitoring

• USDA food guidelines

• Percent of accounts w/ dietitians

• % offering MN• Bucket list • Results

releases

• Outcome Results (Moses Cone)

• White Paper

• Promote chef creations as delicious and healthy alternatives

• Promote chefs as experts• Promote dietitians as source on the value

of increasing consumption of fruits, vegetables, whole grains

• Medical Nutrition Training (MNT) services now covered

Environment • Clarke floor cleaning equip

• Tennant ECH2O• 3M Stone Care• Ecolab Maxx

Alcohol Resistant

• Reduce water

• Reduce energy

• Chem/ waste reduction

• Boost results

• Integrated in ES UOS

• Shine by Sodexo best practice

• Use in hospitals

• Use in senior living?

• In all accts

33% labor•90% chem •Patient sat•Staff sat•66% water savings

• Client/Nursing testimonials

• Joint white paper/presentations, YoutTbe video, etc.

Holistic • Sliderocket• EFX• PR News award?

• CO2• Worklife• Cost

• Replace travel with virtual tours

• Times used• Results

• $$$/CO2/days away saved

• Sales

• Get sales team to embrace• Use for clients• Replace trips

• Sales of program to other communities• Rebranding to include Sodexo• White paper on why non-touch, non-

chemical solution is superior• Client Outcome Studies• MRSA, c diff results?

BECAUSE CAUSES HAVE A NATURAL AUDIENCE ON SOCIAL MEDIA, YOU MUST BE THERE AS WELL

Why are social media so important?

It’s the potential reach that matters

• If you’re worried about what your employees are saying about you on twitter, your problem is not twitter

• Bloggers and internet reports are the next iteration of professional journalism

• Therefore, important to guide not control

Social Media

Why are companies so afraid of Social Media?

Twitter• The average Twitter user

has 126 followers

Corporate logo apparel• Average number of fans at a

major league baseball game in 2012 30,352

• Football game 67,394

Five Keys to Build Reputational Capital

1. Alignment with your core business model (why)2. Integration with day-to-day operations (how)3. Employee Engagement and Empowerment (who)4. Tangible (local) Benefits (where)5. Maximize Stakeholder Engagement (what)