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Successfully Adopting a
“Newsroom” Approach to Engage Your Global
Employee Base
Angela Shepherd, Senior Manager,
Corporate Communications
Our Brands… just a flavor
of what we have
Internal Communications Vision
Developing local campaigns and content Leveraging global campaigns and one global consistent narrative, brought to life with local
examples
Feeding local channels with a regular flow of local news directed at a local audience
Newsroom is the assignment desk for all internal global news – global news via local proof points
Information cascaded from region or global comes with little lead-time
Newsroom manages a single centralized global planning calendar with content by region and COE
FROM… TO…
Inside the Newsroom • What is the Newsroom?
• Choosing which stories to tell
• Creating stories
• Building capabilities
• Measuring impact
What is the Newsroom? • Editor-in-Chief /
VP, Communications
• Sub-Editor / Newsroom Manager
• Publisher • Channel Managers
• Journalists / COE Leads
who represent each of our company goals
What is the Newsroom?
What is the Newsroom?
Newsroom
COE Global Lead
COE Regional
Leads
Owns the newsroom calendar and global narrative and publishes content
Defines the narrative for the COE, proposes stories to
newsroom
Sources, proposes and writes stories
Choosing Which Stories to Tell
Choosing Which Stories to Tell
Choosing Which Stories to Tell
Creating Stories
Capturing the
employee
voice
Creating Stories
Capturing the
employee
voice
Building Capabilities
Building Capabilities
Activity
How many pieces of
content we publish
Interaction
How many people
liked, commented on
our content
Reach
How many people
read our content
Audience
Who’s reading
our content
Measuring Impact
Measuring Impact
+34% increase in
viewership of our
Global News in 2016
Sharp increase in “likes”
and comments on
intranet articles
Learnings
• “Fewer, bigger, better” stories
• Strategy-focused stories
• Make the employee the star
• Show, don’t tell!
