Changing Communications in challenging times_EACD_Isabel Borgas

CHANGING COMIN CHALLEGING TIN CHALLEGING T

MMUNICATIONSTIMES

ISABEL BORGAS SONAECOM

TIMESISABEL BORGAS, SONAECOM

VI REGIONAL DEBATE EACD | 16 NOVEMBER 2010

1.CATCH THEIR EYE

Catching their eye…

Need to energize employees Need to energize employees

Set “turning point”g p

Use channels that had not bebefore to obtain cut-through

U i i d i d l Use innovative design and lan

een used

h hnguage to get cut-through

2.TELL THEM A STORY

Telling them a story…

Major change program require Major change program require

Disparate documents, facts, ep , ,

Distilled into clear, crisp messcompelling narrative

All i i b d All communications based aromessages

e employee buy-ine employee buy-in

etc, form basis of the “story”, y

sages threaded together in a

d h d iound the story and its

3.LISTEN TO YOUR AUDIENCEE

Listening to your audience

Need to mobilize employees a Need to mobilize employees a

“Pulse” surveys help gain undey p g

Informed opinion shape messcommunicated

e…

and shape opinionand shape opinion

erstating of opiniong p

ages and the way they are

4.KEEP THEIR ATTENTION

Keeping their attention…

Communicate frequently Communicate frequently

Reinforce key messagesy g

Use interactive means to keepp audiences engaged

5.KEEP IT REALKEEP IT REAL

Keeping it real…

Challenging but achievable go Challenging but achievable go

All means available

Everybody knows which role t

Key Performance Indicators im

oalsoals

to play

mplemented

6.BE EVER PRESENT

Being ever present…

Implementing a communicati Implementing a communicati

Brand presence everywherep y

Channels that create proximit

ion roadmapion roadmap

ty

7.FINGER ON PULSE

Finger on the pulse…

“Pulse” surveys to measure pr Pulse surveys to measure pr

Use survey results to re-shapey p

rogressrogress

e messagesg

COMMUNICATION ISCOMMUNICATION IS ABOUT WINNING HEARTS AND MINDSHEARTS AND MINDS