how bayer moved people and a culture: the 4c’s of change ...€¦ · • iabc heritage silver...

ML Panzano – Ragan Communications Conference, June 6-8, Pittsburgh, PA 1

How Bayer Moved People and a Culture: The 4C’s of Change Communications

A growing and aging population needs new and better

medicines and an adequate safe food supply.

Our innovations answer these challenges.

We invent new molecules that can positively influence the biochemical

processes in people, plants and pets to improve quality of life.

“Bayer: Science For A Better Life”

Our Mission Bayer: Science For A Better Life

Slide 2 ML Panzano – Ragan Communications Conference, June 6-8, Pittsburgh, PA

3 ML Panzano – Ragan Communications Conference, June 6-8, Pittsburgh, PA

• Growing business • Product launches • Running out of space • Haves and have-nots • Leadership changes • Organizational changes • 150th Anniversary and…. • Acquisition

The Stage for Change Communications

ML Panzano – Ragan Communications Conference, June 6-8, Pittsburgh, PA

Moving People…and a Culture. Bayer HealthCare East Coast Site Consolidation Case Study 5

The Cast

External Partners

• HR

• IT

• Site Services

• Health, Safety & Environment

• Security

• Engineering

• Program Management

• PR

• Government Relations

• Legal

Partners

Me Anne King Amy Miller

Starring


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Vision and Benefits

• Supports US growth and investment

• Modern building, technology, amenities

• Collaborative environment

One Bayer experience

Thriving environment for employees

Creates visibility and opportunity for all

Retains and attracts the best talent

The Play: One Vision. One Voice. One New Location.

The Challenge: One Hundred % Open Space!


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Pre-Close

Prepare


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4 Cs of Change Communications

Know and stick

to the goal

Involve, engage

wherever you can Really care; apply

the Golden Rule

Do what’s right;

be the rock in

the road

Clarity

Caring

Courage Connection

The Four Cs of Change Communications © 2014 Mary Lou Panzano


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Prepare Doing this right or not

doing it at all.

If I’m “officially over-

whelmed,” we need help!

1. Vision

2. Garnered allies

3. Made argument

4. Asked

Post Move Culture takes time to

create.

We’re here! But our

culture is still “moving.”

1. Vision

2. Got Insights

3. Sought solutions

4. Took action

5. Repeat

Pre-Close Finding real estate

takes time.

Staying silent doesn’t

mean staying idle.

1. Vision

2. Got Input

3. Shared Results

4. Implemented


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Early Feedback

“The investment Bayer has made in this campus

makes us proud to be a part of this company.”

“I absolutely enjoy the energy around me, reconnecting

with people and having chance encounters that spark

conversations and ideas.”

“Proximity to our global colleagues is great and supports

more efficient and effective interaction leading to

even more real time collaboration.”

“With the design and functionality of the building, I

feel like I work for a new company. It projects a much

more appropriate image of Bayer.”



• Participate in the process

• Engage employees

• Build and nurture relationships

• Be the comms expert

• Ask for help

• Have fun Do’s

• Forget those not in scope but in authority

• Assume they know

• Assume managers talk to their people

• They don’t care

Don’ts

Lessons Learned

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Photo courtesy of PRNewswire

• Ragan Communications, Employee

Communications Campaign of the Year 2013;

recognition on Jumbotron in Times Square

• PRNews Honorable Mention, Employee

Relations Category

• IABC Heritage Silver Quill, Employee

Communications Program

• Women in Communications Clarion Award,

Employee Relations Campaign

• Finalist, Bayer Global Communications

Excellence Award


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What else?


how bayer moved people and a culture: the 4c’s of change ...€¦ · • iabc heritage silver...

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