LCEG - Unconference Part 2
-
Upload
londoncommunicators -
Category
Business
-
view
463 -
download
0
description
Transcript of LCEG - Unconference Part 2
Tuesday 20th March 2012London Communicators and Engagement Group
ISSUES...
• Not taken seriously• Not understood• Not sexy• Supportive• Legacy perceptions• Hard to measure• Vanity comms• Fear of losing control• Leadership role ill defined• Mismatch with biz
opportunities• Looking through the wrong
lens
• Top down/monologue• Controlling agenda• Professional credibility• Lack of confidence• Employees poor relation• Discretionary• Internal/external• Lack of professional status • Lack of perceived
consequences• innovation
• Skills- consultants- business acumen
• Brand- case studies- relevant- create advocates
• Silo busters- facilitators- big picture
• Hold up a mirror- highlight issues and
solutions- business intelligence
• Create allies -make ‘em famous
• Build confidence -quick wins
• Strategy - insight led-commercial- brand- bigger picture
• Status -delivery- confidence- relationships/politics
SOLUTIONS...
Professional status
Discretionary
Soft stuff
Strategic CreativityInnovation Integrated
ChallengeCommercialBusiness acumen Hard measuresRisksEvidence based
Issues...
Downstream Tactical Support function
Solutions...
Strategic Insights leadValue chain FacilitatorsTransformational
ISSUES...
Soft skillsNo objectivityWhy does it matter?Difference between comms and
buisness commsInternal comms folk don’t
understand business dynamicsJust sanitisers – a tool of
managementIt would happen anywayAnyone can do it???Cannot be singled out
Its impact can’t be separated
from other business
management
Senior managers don’t
understand internal comms
and it’s value
Not enough info about where
the organisation is going
ROI is the wrong thing to
measure
Not knowing the KPI’s
What’s the point of
measurement?
Seen as broadcasting not
communicating
SOLUTIONS...
Cost of doing badly v well
Not purely financial
Comparison to external agency fees
Correlation
Measure project success
Provision of valuable M.I.
New management approval ratings
Identify appropriate baselines
Employee speed of access to info and ability to use it effectively
ID on a day to day basis and feedback MI to senior management
Link to performance measures
Measure untapped potential to improve
ISSUES... Do we know better than the
audience do? It’s beyond just I.C Long term vs short term It’s a new skill set? About
psychology – we need upskilling? Science vs art in communication Empathy based Self interest Evidence based Measurement- need even clearer
intentions Business more about culture, how
and why Cultural sensitivity Requires more collaboration
SOLUTIONS... Behaviour change training for
communication people Behaviour change strategy set Behaviour change about changing
culture Discipline about audiences Appoint a chief detail officer who is
looking for details that make the big difference
Needs role models Needs internal ambassadors and
shared beliefs to strive to live by IC role to frame and facilitate
concept in engaging way It needs to be integrated financially Requires individual reflection and
personal buy in
ISSUES...
Aren’t they the same thing? Do differently?
Audience has to change Its not a choice in today’s
climate Why change? Personal
resistance. WIIFM People don’t understand what
behaviour change is? We are hired for our potential
not for what we are today We need the tools for I.C
teams to adapt It needs role models
SOLUTIONS... I.C needs to understand
organisational behaviour and psychology more
I.C enabler and a key part of wanting behaviour change
Evolution Both need senior leadership,
sponsorship and role modelling Work from the groundswell, peer
pressure and social norms key I.C is an output and input ,
Behaviour change is the outcome Be more at the strategic level –
part of the team Both need research and evidence
base