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Internal Communication

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Taylor Diem

on 31 October 2013

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Transcript of Internal Communication

Internal Communication
What is Internal Communications?
Strategy and Tactics
Employee Engagement
Let's start from the beginning...
Internal Communications Today

“It really is about what you do within you”
To Deliver important messages effectively
From The Boss to Journalism to PR
Linear Relationships- Top down messages
(60´s-70´s) Baby boomers
- Adapting to new changes
o Variety and Diversity
o Connectivity
o Future Generations ( 15 year olds)
o Listening to learn

....and Understanding what Internal Communication is
Registered Social Landlord
Rent properties and provide neighbourhood services (repairs, cleaning common areas and support service)
1600 staff members
28 local housing offices
About the Glasgow House Association (GHA):
Raise costumer satisfaction
by asking staff to think positively
‘Think Yes’ initiative
I. Pilot project
(July 2011)

II. Make staff aware of TY (February 2012)

III. Official launch
(April 2012)

I. Pilot project
4 different group areas of Glasgow
chief Executive, Martin Amstrong
front line staff
face-to-face channel
Face-to-face channel

employees' preferred medium of communication (Smith)
not always the most appropriate channel (idem)
time consuming (Wright)
most effective when message is simple (Smith)

II. Communicating the initiative
to the whole organisation :
What channels ?
'Right channel for the right message'
GHA case
Success story
E-zine / magazine
Micro site on old intranet
All-staff email
Success story
III. Official launch for all staff
‘Better Futures week’
Face-to-face conversations
Question and answer sessions
everyone attended
'Think Yes' pack
personal email
All-staff vs personal email:
which one has a stronger impact?

GHA case:
thank the staff
addressed personally
underline their roles

GHA new intranet
"The term used to describe an organisation's managed communication system where employees are regarded as a stakeholder group"-Tench and Yeoman's
What is Internal Communications?
Strategic Internal Communications
Internal Communications encompasses every aspect of an organisation. It is not only emails, presentations, newsletters, etc. but defines how an organisation works and helps to create the culture of the workplace.
The Happiest Place to work?
"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."
Disney Academy
The Hub
Leadership Weekly
Eyes and Ears Magazine
Tell-A-Cast Backstage
Leadership Training
TV Newsletter
Drive Vision/Corporate Values
Educate Staff on Policy
Create Community
Attract and Retain Skilled Employees

Communication Styles
Communications Channels
Some things have changed

Domino's Pizza Video Scandal
Journalism to the rescue- Internal Marketing
Generation X- Style without substance (80´s-90´s)
PR steps in with Internal communication- A two way communication approach
So what comes next?
The Engaged Employee is:
Corporate Barriers
Engagement & Overall Success
Factors that Influence Engagement:
Employee Engagement Campaigns
-has company pride
-belonging and fit
Internal Communications: The Good and The Bad
Top-Down Communications
Internal Segmentation
Staff Groups
Geographical Location
When Internal Comms goes Wrong!
Networks and Staff Champions
Class Activity
Work is now more...
more cognitively complex
team-based and collaborative
dependent on social skills
dependent on technological competence
more time pressured
more mobile and less dependent on geography.
Organizations today are...
leaner and more agile
more focused on identifying value from the customer perspective
less hierarchical in structure and decision authority
continually reorganizing to maintain or gain competitive advantage-
The Business environment has changed
New tools available
New Generations
Virtual Offices
More implications
Engaging and involving
Help employees to be flexible and deal with constant change
Open Communication Channels-Two way
Bigger challenges
Answering questions such as...
•How well do employees understand the company´s
business strategy
and their role in it?
to the organization are they?
•What is their level of
at work?
Do they
with the company?
do they take? Whom do they
at and away from work?

This was posted on a user-generated job review web site in 2008:

“Seattle, WA 12/03/2008: Here’s a company that will be great for you if you have a degree in PR only, are an attractive, young 20′s girl, attended a sorority, are willing to kiss up to pres every time he walks by (opting for weekends on his boat in your bikini – a plus) and are expert at always getting work done without ever sticking your neck out. Like politics in the office? Like watching your back all the time? Thrive in gossipy, catty environments? If all of the above apply to you, contact them today! They really need the help. The reputation of the current president (son of the founder) as a weasel, cheapskate and all around jerk has spread far and wide, which has been contributing to the company losing its best clients and employees. Have fun!”
To maintain and act as a group- same goals
“The overall performance of a company will depend on how well they are able to manage their own relationships” ( Hakansson &Ford 2002)

-To involve employees in decision making
-To create engagement- retention of employees- job satisfaction
-To reinforce the brand image- people talk

TO LISTEN and learn- find patterns, behaviors and improve the workplace
To create a better work environment- influence attitudes and behavior
Improving staff satisfaction
Why do we evaluate internal communication?
• To demonstrate the value of managed communication
to our bosses
• To improve ourselves
• To show a return on investment
How do we evaluate?
» Feedback forms
» Employee opinion surveys
» Employee forum
» Focus group
» Communication audit
» User/visitors statistics (web communication)
» Monitor the ‘rumour mill’
Consistent Message
I am (blank) therefore I show/act/behave (blank) in everything I do
Being TRUE and transparent
It is the core and essence of your company...
Full transcript