Final day of a three day masterclass programme introducing the key concepts of internal communication

1. Internal Communication Masterclass
Day 3

2. 13
Six stages of an internal
communication strategy
and plan
1. Research: understanding the
situation
2. Aims & objectives
3. Identify audiences
4. Messages, strategies & tactics
5. Budgets & resources
6. Evaluation

3. Who will approve your communication?

4. Creating great content
News: follow the
rules of good press
release writing.
Think about the
‘tone of voice’ – a
third party ‘news’
approach or a
more inclusive ‘we’
approach?

5. Top tips for written communication: what do
you like or dislike in writing communication
that you receive?

6. Verbal communication
 Identify your spokesperson’s communication style
(for example conceptual or detailed?)
 Is this right for the audience?
 How should your spokesperson adapt their style?

7. What is social and digital media?
Blogs
Micro-blogs
Social networks
Mobile apps
Wikis
Slidecasts
Augmented Reality
Virtual Worlds
Online video
Podcasts
Social gaming
Intranets (?)

8. Benefits
• Human and personal
• Transparency and authenticity
• Collaboration and knowledge sharing
• Quick
• Real time research and feedback
• Enable employee voice
• Enable employee ‘ownership’
• Disseminate news and information
• Foster social connections

9. Impact on IC professional?
Practitioner
Content creator
Spokesperson
Voice
Channel-centric
Strategist
Content curator
Connector
Listener
Content-centric

10. Social technographics
Creator
Publish own blogs, web pages, upload video/audio content that they have created, etc.
Conversationalist
Update their status regularly on a social networking site/use micro-blogging sites.
Critic
Publish reviews of products or services online, comment on blogs, forums or wikis.
Collector
Use RSS feeds, social bookmarking sites, tagging, etc.
Joiner
Maintain a profile on a social networking site and visit social networking sites.
Spectator
Consume information and content from social media sites but don’t contribute to them.
Inactive
Do not engage with social media sites in any way.
Social technographics profile
© Forrester Research

11. Using internal social media to engage Gatwick Airport staff
during the London 2012 Games
Gatwick Airport used its traditional channels (intranet,
magazine, weekly e-update) to encourage staff to join a
dedicated Games group on Yammer. The Games project team
committed to sharing regular updates on how Gatwick was
preparing.
They held a ‘yamjam’ with the project team – an online Q&A
where employees could post questions live or in advance
(useful for shift workers) and have them answered personally.
To create energy around the Games, they used Yammer’s poll feature to run mini surveys e.g.
what people thought of the GB kit or how many gold medals Team GB would win.
Yammer profiles were created for two fictional characters using cartoon avatars – George the
Gatwick Employee and Anne the Airport Partner. They asked pertinent questions about how
they could deliver better together during the Games. A budding romance was even played out
between George and Anne on Yammer, resulting in a lot of ‘likes’! They put calls out for
volunteers via Yammer. Early volunteers were then encouraged to post about their training
experience to inspire others to get involved and recognise the teams that co-ordinated training.
http://ciprinside.co.uk/2013/04/how-gatwick-airport-uses-yammer/

12. Setting budgets

13. Evaluation: did we meet our objectives?

14. Thank you ! Keep in touch
Twitter: @AcademyAnn @AcademyKev
@pracademy
Find me on Linkedin
Like us on Facebook (PR Academy)

15. …and keep the learning going….
www.exploringinternalcommunication.com
www.Simply-Communicate.com
www.Melcrum.com