Using Internal Communications to Reinforce Your Brand

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Internal Communications

Create a Unified Public Face



Your Speaker

Amy KenigsbergPrincipal Consultant

K2



Background• Bachelor of Journalism, magazine & newspaper journalism• MBA• In-house experience from very first Internet agency to GE• Internal communications role at GE Employers Reinsurance &

GE Medical Systems• Internal communications consultant at Amdocs



K2 Global Communications• Global PR and marcom for Israeli and US companies in the

global market• Bottom-line focus• Experience introducing new technologies in specialized markets• Local availability with global reach• Clients in security, software, storage, cloud, telecom, acoustics,

digital printing, etc.



CommunicationsGeneral Overview



Sales

Production/R&D/Engineering

Corporate Strategy

Integrated Communications

Operations

Customers

Partners Influencers

Internal External



Messages

Delivery Channels

Audience



Audience: Internal and External “Customers”• Employees• Every employee• Every department• Clerical to CEO

• Customers• Influencers• Potential customers



Messaging• Critical success factors• Unique selling propositions• What’s in it for me?



Getting It DoneMake it Easy



Everything needs to follow…



Buy-in & Collaboration• Every single stakeholder MUST be included• Every member of senior management and department heads

• Decisions MUST be made• CEO has veto power • But cannot impose will without considering other points of view

• Marcom/I-comm• Manage the process, ready for the blame



Requirements

•Consistent messages•Buy-in•OPEN communication channels



Delivery Channels



Be Aware of “Telephone”



You’re NOT DONE• Need SYSTEMATIC, ongoing communications• Daily/weekly newsletter• NOTHING formal• Two-three sentence status updates from each department, e.g.

• Sales lists potential customers • Tech support lists issues for the sales engineer • Marketing provides link to new version of product brochure

• Weekly “Stand-up” meetings• Ongoing communication to department heads regarding management

initiatives



All customer-facing team members need to be on the same page



The Failed SaleInside sales rep has the customer ready to

buy – Based on information he received from the product manager

The inside sales rep schedules a follow-up call with the CTO. The CTO disputes every spec made to the customer by the sales rep



Questions?Thanks!

Using Internal Communications to Reinforce Your Brand

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