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The construction of frames
in interaction
December 1st, 2009
Michael Meyer
Share experiences
Introduction
Case 1: Project India
Case 2: Plant disease protection
Conclusion
Michael Meyer
• 12 strategic consultants
• Facilitating processes
• For government, not for profit, complex issues in our society
• Interaction is key in communication
Maatschap voor
Communicatie
• Communication consultant
• Management of change
• Industry, government
• Partner MvC
Case 1
Framing high impact announcement
January – April 2008
Background
De Ruiter Seeds:
– From family company to international family of businesses
– Professionalize delicate processes
• Innovation
• Safe seeds
• Close to client
– Product leadership strategy
– Assignment 2004 - 2007
Invitation secret meeting
Headquartered in St. Louis, Missouri
CEO Hugh Grant
More than 19,000 employees
More than 500 locations worldwide in five primary regions –Europe/Africa, Asia Pacific, India, Latin America and North America
$8.5 billion in annual sales
NYSE Symbol: MON
www.monsanto.com
A leader in the field of plant breeding,
agricultural biotechnology and genomics.
Biotechnology
Research and Development Platforms
Molecular and Conventional Breeding
Large-Scale Crops
AMERICAN SEEDS,
INC.
CORN
Branded Licensed ASI
DEKALB®
ASGROW®
HOLDEN’S/
CORN STATES
ASGROW
DEKALB
COTTON
Branded Licensed
DELTA &
PINE LAND®®
COTTON
STATES®
SOYBEANS
Branded Licensed
HOLDEN’S/
CORN STATES
ASI
AMERICAN SEEDS, INC.
Small Crops
VEGETABLE
Branded ISG
SEMINIS®
INTERNATIONAL
SEED GROUP
Monsanto Has Four Primary Crop Platforms
Communication assignment
Organize announcement well
– Key messages, Q&A, request for advice
– Take good care of the impact
• DRS promised to stay independent
• On delicate, long term processes
• Tsunami effect for competitors
• Monsanto listed company
Project India
Codenames and decoys
Crucial role communication
Geared up some extra power• Cesar Moerman, key messages trainer/ journalist
• Ferdinand Helman, international pr consultant
• My own staff
Step 1: Perception news
Interviews consultants involved
Interviews of the early informed few
How do you expect the perception to be?
What issues do you expect?
Which stakeholders to address? Change perspective.
What appointments to make?
Step 2: Frame the key messages
Key messages for:
– Announcement
– Q&A’s
– Request for Advice
Line of speech (with board of directors)
Editing
Training & reframing
Step 2a: Line of Speech
One day session
Talking
Asking from different perspectives
Step 2b: Editing
Transcripts recordings
Make it clear
Right sequence
Reality check
Relevancy check
Keep it short
Step 2c: Training & reframing
8 sessions, great ‘pull’ effect
Training in order to
– Test and reframe messages
– Elaborate Q&A’s
– Comfort stakeholders
Step 3: Organize messaging
Step 4: Follow up
Continuation communication involvement in transition process
– Frame key messages, Q&A’s
– Listen actively and solve issues in framing process
Plant disease protection
Plant disease protection
Plant diseases increasing risk agricultural economy
Low risk – low commitment issue
Strategy is to frame key messages on a high economic and or supply chain level (like tomato seeds to retail)
Way of working
Step 1: analysis
Step 2: framing
– Step 2a: high level ambition framing
– Step 2b: editing, fine tuning
– Step 2c: reframing & planning communication
Conclusions
Conclusions
Communication role can be key, if:
– Seen as key
– Done right
Interactive framing solves the issues at stake
– Involve the right people
Communication with interactively framed messages = simple to do