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Why internal communications and reputation management are closely linked...
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© Mike Wooles, July 2009
Reputation and internal communications
Mike Wooles
© Mike Wooles, July 2009
I WANT MORE SALES!
• Most CEO’s and senior business owners would agree, sales are a key part of business
• “Park” your morals, assume you’re a profit making organisation for one moment
• But what influences a sale or business transaction?...
© Mike Wooles, July 2009
Sales and communications
Sales
Brand
Product Quality
Price
Communications
20%
80%
© Mike Wooles, July 2009
Traditional communication functions
PublicRelationsMarketing
© Mike Wooles, July 2009
Traditional communication functions
• PR – speaks to journalists, this message is amplified by the channel and transmitted on to other audiences
• Marketing – sends ‘finished and formatted’communications to target audiences, segmented by their perceived needs
• No surprises so far…
© Mike Wooles, July 2009
Traditional communication functions
PublicRelationsMarketing
© Mike Wooles, July 2009
Traditional communication functions
• Messages are sent out from the organisation using known channels
• With measurement and feedback, we can gauge their success
• With planning, we can take a campaign approach and achieve more ‘Integrated’communications
© Mike Wooles, July 2009
Traditional communication functions
PublicRelationsMarketing
Integration
© Mike Wooles, July 2009
Traditional communication functions
• This is worth doing as: – PR and Marketing are an overhead, working
together generates maximum ROI– The more an audience receives the same
consistent message, the more impact it has– Minimise customer confusion
…nobody wants that!
© Mike Wooles, July 2009
So…what are otherdepartments doing?
? ? ? ? ? ?
? ? PublicRelations
? ? ? ?Marketing
© Mike Wooles, July 2009
Meanwhile…on the other side of town…
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTS
IT HR ReceptionStaff
© Mike Wooles, July 2009
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTS
IT HR ReceptionStaff
? ?
???
? ? ? ???
? ??
??
?
??
?
?
© Mike Wooles, July 2009
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTS
IT HR ReceptionStaff
Suppliers and service providers
Site Visitors Customers, All staff
Custom
ers, Suppliers, Friends in the pub…
Professional Colleagues
Stakeholders, other CEOs, and Journalists
Recruiters and Solicitors
© Mike Wooles, July 2009
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTSPublicRelations
IT HR ReceptionStaff
Marketing
What’s the combined effect of these channels?
© Mike Wooles, July 2009
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTSPublic Relations
IT HR ReceptionStaff
Marketing
© Mike Wooles, July 2009
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTSPublic Relations
IT HR ReceptionStaff
Marketing
And don’t forget internal ‘chatter’
© Mike Wooles, July 2009
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTSPublic Relations
IT HR ReceptionStaff
Marketing
And don’t forget internal ‘chatter’
© Mike Wooles, July 2009
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTSPublic Relations
IT HR ReceptionStaff
Marketing
This could get messy…
© Mike Wooles, July 2009
What does it mean?
• Marketing and PR is only half of the channels operating a part of your reputation
• Your organisation is a ‘porous’ entity• Scary idea: much of what is being broadcast is
not controlled by PR or Marketing
• …You need to influence this network
© Mike Wooles, July 2009
SALESProjectMgrs
DIRECTORSAND
BOARD
EVENTSPublic Relations
IT HR ReceptionStaff
Marketing
How can we control this?
© Mike Wooles, July 2009
You can’t…
• Employees are a channel, just like PR• As per journalists, they don’t respond well to
being told what to do/think• Think relationships – try trust, rapport, listening,
examples, guidance, fun…drinks…dinner• Hearts and minds, not command and control
© Mike Wooles, July 2009
Why are these channels important?
• Reputation is…”…the result of what you do, what you say and what others say about you.”(The CIPR)
• Much of this is being managed on a daily basis by employees (in their jobs AND via everyone in their network).
• Strangely, consumers (especially when online) trust an anonymous recommendation over a corporate brochure (…Amazon reviews)
© Mike Wooles, July 2009
How to influence…
• PR practitioners have some suggestions…– Values and Key messages are agreed for the
business– Guidelines are created for this channel– These are understood/shared and agreed
with those who will communicate– Training or coaching is given to spokespeople– Experts are used for guidance– Editorial review takes place before
transmission
© Mike Wooles, July 2009
Comms guidelines:
PR- Corporate Values
- Key Issue messages
- Training, spokespeople
- Content review
- A planned timetable of execution
© Mike Wooles, July 2009
Comms guidelines:
RESULTS- On ‘Message’
- Good quality coverage
- Controlled transmissions
- Fit for purpose content
- Fewer surprises
- A STRONGER PROFILE
- BETTER POSITIONING
- ISSUE / THOUGHT
LEADERSHIP
PR- Corporate Values
- Key Issue messages
- Training, spokespeople
- Content review
- A planned timetable of execution
© Mike Wooles, July 2009
Internal comms needs to help manage reputation
INTERNAL COMMS- Values (From HR, Corp Comms…or write your own)
- Communication guidelines (Marketing/PR)
- Training – tone, positioning, editorial skills, listening
- Planning (to avoid ‘air’ collisions/conflict)
- Measurement (Surveys, Feedback channels)
- Design in a communications review step (the Internal comms expert! )
© Mike Wooles, July 2009
Comms guidelines:
RESULTS- On ‘Message’
- Good quality output
- Engaging broadcasts
- Fit for purpose
BETTER POSITIONING
RECCOMENDATION
Disclaimer: Just like PR, you expect 100% control, Bad things happen, negative messages still be transmitted.
What you will be judged on (by employees) is your response
INTERNAL COMMS- Values
- Comms guidelines
- Training
- Planning
- Measurement
- a review step
© Mike Wooles, July 2009
Aim before firing…
• As per the PR world, execs focus on great headlines, but need to look at positioning:– Develop informed ‘on message’ employees– Agree and document values/messages– Interaction with staff, improve understanding– Get their feedback to identify problems– Use surveys to ‘check’ engagement– The 5 ‘P’s of planning apply here
© Mike Wooles, July 2009
Sales and communications
Sales
Brand
Product Quality
Price
Internal Comms
Marketing / PRManaged Comms
© Mike Wooles, July 2009
The real shape of reputation management
Marketing Public Relations
Internal Communications