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Vol 1 | February 2013
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To get your message across – fight




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back against “corporate speak”




                                                                                                                                                     E
Sometimes it can be tricky to                   Some years ago I attended a seminar led         Be creative to make your communications
promote a creative approach to                  by Steve Crescenzo, who I believe coined        more entertaining
communications or impose a                      the term “creative communication.” He           Sometimes it’s hard to push back on
different tone of voice. Corporate              basically took the cover of Cosmopolitan        “corporate speak” when your ‘internal
Communications Specialist Sharon                magazine and compared it with a regular         customers’ – whether colleagues in other
Beattie discusses why it’s important            corporate newsletter. He pointed out the        departments or senior stakeholders – want
to “make things stick” to get your              disparity between the two publications:         to get ‘their’ message out. In their head,
message across.                                 on the one hand, Cosmo magazine is what         what they’re saying sounds great and they
                                                people read outside of work – some exciting     understand it. Unfortunately, many times,
Softchoice is a technology solutions and        news, catchy titles, nice layout – and on       it’s filled with so many acronyms, jargon and
services company. We have offices in            the other hand, the corporate newsletter        vague statements – most employees’ eyes
Canada and the US. My background is             is what they get when they come to work         roll or glaze over at the mere sight of it.
internal but my previous role included a mix    – boring headlines and corporate jargon.
of media such as PR and marketing. I think      It was hilarious and it made me realize,        Simply expressing that their messages may
that my PR experience is valuable because       “it’s no wonder people are not reading          be misunderstood if we don’t use clear,
I learned that whatever I’m communicating,      most corporate comms”! To me it was a           simple language, is often enough to get
it needs to grab the attention of an audience   wake-up call. It inspired me to revamp the      them on board. Your customers’ aim and
and cut through the thousands of other          layout, tone and overall style of my previous   yours are the same – to ensure employees
messages coming at them on any given day.       employer’s corporate newsletter.                read, see, hear and understand what you’re
It needs to be engaging.                                                                        putting out there. And as communicators,
                                                                                                we are in a better position to advise on the
                                                                                                best way to do this. NEXT PAGE
                                                  The Journal of Internal Communication
DI
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                                                                                                                         E
The best way to keep our communications         	 Concreteness: mission statements
engaging at Softchoice is through stories,         are ambiguous to the point of being
metaphors, analogies and humour.                   meaningless. We must explain our ideas
Particularly, storytelling is core to how
we communicate as a company. Every
                                                   in terms of human actions.
                                                	 Credibility: sticky ideas need to carry
                                                                                                To ensure people
communication – whether town halls,                their own credentials, but hard facts        are engaged and
emails, e-newsletters, Yammer posts or
more – has some element of sharing stories.
                                                   are not necessarily the right answer –
                                                   Interview an expert, a celebrity or people
                                                                                                listening to your
They are a major element of how we
‘make things stick’ around here. Our
                                                   who have experienced something for
                                                   themselves. [In our case, this is our own
                                                                                                communications,
Marketing team’s ongoing mission is                employees!]                                  you also need
simply stated as “We Make Things Stick” –
inspired by the book “Made to Stick – Why
                                                	 Emotions: a compelling story about an
                                                   individual will produce a greater effect
                                                                                                to ensure you’re
Some Ideas Survive and Others Die“ by
brothers Chip and Dan Heath. The book
                                                   and emotional response.
                                                	 tories: a strong story will have longevity
                                                   S
                                                                                                creating a
provides six principles:                           and inspire others. Tell stories to get      dialogue and
  	 Simplicity: a one sentence statement so
                                                   people to act on your ideas.
                                                                                                listening to them!
    profound that someone could spend a       Many of us in Marketing have posters
    life time learning it.                    on our desks reminding us of the six
  	 Unexpectedness: creating impact is        elements to keep in mind when developing
    often achieved through the unexpected     communications. NEXT PAGE
    and surprise.

                                                  www.gatehousegroup.co.uk/joic
DI
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                                                                                                                         E
Know your goals and your audience                 Sharon works in corporate
Overall, however, to be strategic, ensure         communications at Softchoice – a
                                                                                              Sometimes it’s hard
you’re clear on what your communications          leading North American provider of          to push back on
goals are and what you want to accomplish.        technology solutions and services - and
You also need to get to know your audience        has 10 years’ experience in corporate
                                                                                              “corporate speak” with
– what their wants, needs and perceptions         communications, PR and marketing.           internal customers.
might be, because these will affect how           She is also a long-term volunteer with
you’ll go about accomplishing your goals.         the International Association of Business
                                                                                              Simply explain that
It takes time to know your audience. We           Communicators and has served three          your goals are the
survey our people four times a year and           terms as a member of its Toronto
break down the results by departments and         Chapter’s board
                                                                                              same and that their
geographies to understand what is really                                                      message may become
important for them to do their job effectively.
We also do monthly follow-ups after Town
                                                                                              misunderstood without
Halls, have one-to-one meetings each week                                                     some creativity, and
and use internal social media tools and
polling on Yammer. Why? To ensure people
                                                                                              clear, simple language.
are engaged and listening, you also need                                                      Often, this is enough to
to ensure you’re creating a dialogue and
listening to them.
                                                                                              get them on board!




                         www.gatehousegroup.co.uk/joic
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Thanks for downloading this digital sample
of the Journal of Internal Communication.
• The JoIC is a real book that’s delivered free to your desk
•  et inspired with real-life stories and expert advice
  G
•  evelop your career and stay passionate about your job by
  D
  reading about the industry’s most exciting developments.
                                                               Discount Code
Start your professional subscription                           The JoIC is £20 an issue, and there’s a new
now by visiting:                                               one every three months. Get your first issue
                                                               for only £5 with coupon code: JOIC2013.
      www.gatehousegroup.co.uk/joic

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Creating Internal Conversations & Communications That Stick

  • 1. DI GI TA L SA M PL E Vol 1 | February 2013
  • 2. DI G IT To get your message across – fight AL SA M PL back against “corporate speak” E Sometimes it can be tricky to Some years ago I attended a seminar led Be creative to make your communications promote a creative approach to by Steve Crescenzo, who I believe coined more entertaining communications or impose a the term “creative communication.” He Sometimes it’s hard to push back on different tone of voice. Corporate basically took the cover of Cosmopolitan “corporate speak” when your ‘internal Communications Specialist Sharon magazine and compared it with a regular customers’ – whether colleagues in other Beattie discusses why it’s important corporate newsletter. He pointed out the departments or senior stakeholders – want to “make things stick” to get your disparity between the two publications: to get ‘their’ message out. In their head, message across. on the one hand, Cosmo magazine is what what they’re saying sounds great and they people read outside of work – some exciting understand it. Unfortunately, many times, Softchoice is a technology solutions and news, catchy titles, nice layout – and on it’s filled with so many acronyms, jargon and services company. We have offices in the other hand, the corporate newsletter vague statements – most employees’ eyes Canada and the US. My background is is what they get when they come to work roll or glaze over at the mere sight of it. internal but my previous role included a mix – boring headlines and corporate jargon. of media such as PR and marketing. I think It was hilarious and it made me realize, Simply expressing that their messages may that my PR experience is valuable because “it’s no wonder people are not reading be misunderstood if we don’t use clear, I learned that whatever I’m communicating, most corporate comms”! To me it was a simple language, is often enough to get it needs to grab the attention of an audience wake-up call. It inspired me to revamp the them on board. Your customers’ aim and and cut through the thousands of other layout, tone and overall style of my previous yours are the same – to ensure employees messages coming at them on any given day. employer’s corporate newsletter. read, see, hear and understand what you’re It needs to be engaging. putting out there. And as communicators, we are in a better position to advise on the best way to do this. NEXT PAGE The Journal of Internal Communication
  • 3. DI G IT AL SA M PL E The best way to keep our communications Concreteness: mission statements engaging at Softchoice is through stories, are ambiguous to the point of being metaphors, analogies and humour. meaningless. We must explain our ideas Particularly, storytelling is core to how we communicate as a company. Every in terms of human actions. Credibility: sticky ideas need to carry To ensure people communication – whether town halls, their own credentials, but hard facts are engaged and emails, e-newsletters, Yammer posts or more – has some element of sharing stories. are not necessarily the right answer – Interview an expert, a celebrity or people listening to your They are a major element of how we ‘make things stick’ around here. Our who have experienced something for themselves. [In our case, this is our own communications, Marketing team’s ongoing mission is employees!] you also need simply stated as “We Make Things Stick” – inspired by the book “Made to Stick – Why Emotions: a compelling story about an individual will produce a greater effect to ensure you’re Some Ideas Survive and Others Die“ by brothers Chip and Dan Heath. The book and emotional response. tories: a strong story will have longevity S creating a provides six principles: and inspire others. Tell stories to get dialogue and Simplicity: a one sentence statement so people to act on your ideas. listening to them! profound that someone could spend a Many of us in Marketing have posters life time learning it. on our desks reminding us of the six Unexpectedness: creating impact is elements to keep in mind when developing often achieved through the unexpected communications. NEXT PAGE and surprise. www.gatehousegroup.co.uk/joic
  • 4. DI G IT AL SA M PL E Know your goals and your audience Sharon works in corporate Overall, however, to be strategic, ensure communications at Softchoice – a Sometimes it’s hard you’re clear on what your communications leading North American provider of to push back on goals are and what you want to accomplish. technology solutions and services - and You also need to get to know your audience has 10 years’ experience in corporate “corporate speak” with – what their wants, needs and perceptions communications, PR and marketing. internal customers. might be, because these will affect how She is also a long-term volunteer with you’ll go about accomplishing your goals. the International Association of Business Simply explain that It takes time to know your audience. We Communicators and has served three your goals are the survey our people four times a year and terms as a member of its Toronto break down the results by departments and Chapter’s board same and that their geographies to understand what is really message may become important for them to do their job effectively. We also do monthly follow-ups after Town misunderstood without Halls, have one-to-one meetings each week some creativity, and and use internal social media tools and polling on Yammer. Why? To ensure people clear, simple language. are engaged and listening, you also need Often, this is enough to to ensure you’re creating a dialogue and listening to them. get them on board! www.gatehousegroup.co.uk/joic
  • 5. DI G IT AL SA M PL E Thanks for downloading this digital sample of the Journal of Internal Communication. • The JoIC is a real book that’s delivered free to your desk • et inspired with real-life stories and expert advice G • evelop your career and stay passionate about your job by D reading about the industry’s most exciting developments. Discount Code Start your professional subscription The JoIC is £20 an issue, and there’s a new now by visiting: one every three months. Get your first issue for only £5 with coupon code: JOIC2013. www.gatehousegroup.co.uk/joic