The Five Key Trends Defining Internal Communication in 2013
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The Five Key
Trends
Defining
Internal Internal
Communication
in 2013
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5 Key Trends
1. Digital communication
2. Global communication
3. Measurement
4. Operating model4. Operating model
5. Change
6. A small exercise
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1. Digital
Communication
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Digital Communication
• The emergence of the “digital communication manager”
who bridges the gap between comms and IT
• The need to meet the expectations of employees who
increasingly consume media online, outside of work
• Graphics, video, gamification - content as entertainment
• The need to give up control – making the switch from
“controller” to “facilitator”
• The challenge of making it happen!
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2. Global communication
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Global Communication
• Balancing consistency vs cut-through
• Trust regional reps to do what’s needed
• Can sometimes be caused by not having solid key
messaging established as part of strategymessaging established as part of strategy
• Again, it’s about being facilitators, not controllers
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3. Measurement
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Measurement
• Time to stop with the excuses
• If you’re serious about being taken seriously, you need
the numbers
• Sometimes, measurement is much easier than we think • Sometimes, measurement is much easier than we think
(and sometimes it’s not!)
• Yes, it’s not always about numbers – what are we going
to do about that?
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4. Operating
model
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Operating model
• Centralised/decentralised
• Generalist – specialist – generalist
• “Seat at the table”
• It’s a good time to be an internal communications
professional
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5. Change
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Change
On that note...
... time for a change ...
... of presenters! ... of presenters!
But before I hand over...
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Room assessment
• Nominate your top three issues in your table groups
• Chose from the four I’ve presented, or add something
new
• Digital communication
• Global communication• Global communication
• Measurement
• Operating model
• ???
• Scribe at each table to create the list
• I’ll collate and share results