john neilson lockheed martin, building bridges. #makinganimpact15
Post on 14-Apr-2017
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MAKING AN IMPACT
Legacy internal/external divide: • silo mentality • little ongoing dialogue • duplication of effort• content with differing look / feel• creation of individual plans• misalignment of timing• inconsistent messaging• confused image and profile
MAKING AN IMPACT
Even the best intentions:• major UK acquisition• multi-stakeholder needs• IR briefed investors• news leaked from The City• external team issued line• internal team issued memo• non-alignment of content• confusion and uncertainty arose
MAKING AN IMPACT
Think ahead:• major international exhibition• normal BD activity• exotic venue at time of austerity• significant travel costs • news coverage and digital posts • little employee engagement • no understanding business of need• disgruntled employees
MAKING AN IMPACT
Changing mindset:• proactive engagement critical • more than just broadcasting• regular F2F dialogue builds trust• develop intranet for daily news• web features for major events • create social streams for dialogue• involve staff in ComRel activities• encourage social postings
MAKING AN IMPACT
Consistency through integration:• blurred internal / external divide line• employees expect more than basics• one common strategy / plan• single plan owner to drive delivery• consistency across all channels• ‘tailor’ messaging for each audience• similar tone of voice for all audience• employee first approach
MAKING AN IMPACT
Future trends:• integrated and multi-skilled teams• individualisation of content• increased use of video• internal social networks• employer apps• use of personal devices• collection of employee data • employee demographics
MAKING AN IMPACT
Takeaway tips:• break down the silos• partner with business functions• develop multi-purpose content• bring your narrative to life• real time employee engagement• be consistent in messaging • measure your success • follow emerging trends
MAKING AN IMPACT
j60neilson@gmail.com
john.neilson@lmco.com
@flyingjok
tel: 0207 979 8075
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